MARKETING-Enlarge and bold the letter of the best response
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Assignment 7
Multiple Choice(1 point per question)
Enlarge and bold the letter
of the best response for each of the following.
1. Which of the following is NOT one of the
four characteristics of services?
a. Intangibility
b. Inconsistency
c. Income
d. Inseparability
e. Inventory
2. Susie recently bought a new pair of pants
from a clothing store in her local mall.
After wearing the pants one time and washing them, Susie discovered that
the pants had shrunk five inches in length.
When she went to the store to return the pants, the store clerk
responded to Susie by apologizing for the problem with the pants and the
inconvenience they had caused. The clerk
issued Susie a refund. The store’s
response to Susie’s dilemma represents what dimension of service quality?
a. Reliability
b. Assurance
c. Tangibles
d. Empathy
e. Responsiveness
3. Robert has decided to purchase a new
computer. He has decided to purchase
this new computer via the Dell website.
While online making the decision about his computer purchase, Robert
notices that Dell.com offers a variety of features that he can mix and match to
his liking for his new computer. The way
Dell tailors their website to meet the needs of customers is an example of:
a. database marketing.
b. web-based marketing.
c. interactive marketing.
d. creative marketing.
e. preference marketing.
4. Which of the following is NOT one of the
levels of a market offering?
a. Commodity
b. Inventory
c. Good
d. Service
e. Experience
5. Having always wanted to get a facial and
massage, Kelly decides to arrange these services with her local salon. After undergoing these procedures, Kelly
decides that now she really knows all along what she was missing. The attributes that Kelly only really knew
about after actually having the facial and massage are known as:
a. search attributes.
b. experience attributes.
c. credence attributes.
d. knowledge attributes.
e. familiarity attributes.
6. Every Sunday, Martha searches the
newspaper for coupons she can use during her weekly grocery shopping trip. These coupons represent what type of benefit?
a. Soft
b. Hard
c. Flat
d. Frequency
e. Reward
7. In recent years, ice cream stores have
shifted from the traditional ice cream parlor to more unique restaurants where
store employees mix any combination of ingredients together in front of you and
sing songs while preparing ice cream.
These new ice cream stores represent what level of market offering?
a. Commodity
b. Good (product)
c. Service
d. Experience
e. Trend
8. Sarah gets her nails done every week at
the same nail shop. Some weeks she
leaves the store extremely happy with the way her nails look, and other times
she leaves feeling disappointed about the outcome. Sarah’s change in experience represents what
characteristic of services?
a. Intangibility
b. Inconsistency
c. Inseparability
d. Inventory
e. Intermediary
9. The dimension of service quality that is
an attitudinal aspect of service through which the provider communicates to the
customer that he cares is known as:
a. reliability.
b. assurance.
c. tangibles.
d. empathy.
e. responsiveness.
10. Which one of the following is not one of
the quality gaps that exist when customer perceptions fall short of customer
expectations?
a. Knowledge gap
b. Standards gap
c. Delivery gap
d. Communications gap
e. Experience gap
True-False(1 point per question)
In the blank to the left place a “T”
if the statement is true or an “F” if it is false.
_____1. Attributes
that consumers can only really know about after they experience the product or
service themselves are known as experience attributes.
_____2. Since
there are different kinds of attributes that make up products and services, it
is harder to evaluate services than products.
_____3. The
most important dimension of service is the expected service of the
consumers.
_____4. A
standards gap exists between what customers really expect and what management
thinks customers expect.
_____5. Of
the two kinds of rewards that customers can receive, people respond better to
soft benefits.
_____6. The
trend in the future of marketing is to move beyond simple service to
experiences.
_____7. You
can inventory a service because they are not inherently perishable.
_____8. The
most important thing that allows the different dimensions of service to be
distinguished is the core service.
_____9. A
knowledge gap exists when management accurately perceives consumer expectations
but erroneously sets up a service to try to deliver to those expectations.
_____10. It is harder to evaluate services than products because there are
different kinds of attributes that make up products and services.
Fill in the
Blank(1 point per question)
Supply the missing word or phrase.
1. Products have more ____________________ attributes and
some ____________________ attributes;
whereas, services have more ____________________
attributes and more ____________________
attributes.
2. The service the customer doesn’t expect
that endears the customer to the store is known as the ____________________.
3. A ____________________
exists when customer perceptions fall short of customer
expectations.
4. An effort to develop a long-term
cost-effect link with individual customers for the mutual benefit of the
customer and the organization is the premise behind ____________________.
5. ____________________
attributes are those that consumers just have to trust because they
can’t even be determined after use.
6. The dimension of service quality that
relates to how a service provider presents him or herself in order to create an
image of competence is known as ____________________.
7. ____________________
is the responsiveness used to recover from a poor service
experience.
8. The general term applied to trying to
reward people for the regularity of their business is ____________________.
9. A ____________________
benefit is one that has some kind of financial benefit to the customer;
whereas a ____________________ benefit
does not have a financial bearing.
10. ____________________
marketing is using large collections of statistics to make decisions
about how to market to different groups.
Short Answer Questions (20 possible
points)
ServQual is a questionnaire instrument that is used
to assess the five dimensions of service quality discussed in this lesson
pertaining to service firms (e.g., banks, credit card companies, restaurants,
phone companies) and the services they offer:
Tangibles: The appearance of the firm’s
facilities, equipment, and personnel.
Reliability: The firm’s ability to perform the
promised service dependably.
Responsiveness: The firm’s willingness to help customers and
provide prompt service.
Assurance: The knowledge of the firm’s
employees and their ability to convey trust and confidence.
Empathy: The caring, individualized
attention the firm provides its customers.
Twenty-two
items are used to measure the five general dimensions of RATER:
Name of
service firm________________________________________
___ 01. Modern-looking
equipment
___ 02. Visually
appealing physical facilities
___ 03. Employees
are neat-appearing
___ 04. Visually
appealing materials associated with the service
___ 05. Keep
promises
___ 06. Show
sincere interest in solving customer problems
___ 07. Perform
the service right the first time
___ 08. Provide
their service as promised
___ 09. Insist
on error-free records
___ 10. Inform
exactly when services will be performed
___ 11. Employees
give prompt service
___ 12. Employees
are always willing to help
___ 13. Employees
are never too busy to respond to requests
___ 14. Employee
behavior instill customer confidence
___ 15. Customers
feel safe in their transactions
___ 16. Employees
are consistently courteous
___ 17. Employees
have knowledge to answer questions
___ 18. Give
customers individual attention
___ 19. Operating
hours are convenient to all customers
___ 20. Employees
give customers personal attention
___ 21. Customers’
best interests are at heart
___ 22. Employees
understand the specific needs of customers
Pick two service firms that you do business with,
one that you think provides excellent service, and one that provides only fair
(or even poor) service. Provide your own
ratings of each firm on each of the twenty-two statements above. Use a 1 to 10 scale, where 1 = poor and 10 =
excellent. Highlight and copy this page and
fill it out twice, one for the good firm and one for the bad firm. Put the firm name (and service it provides)
at the top of the page. Then list your
ratings by item in order below each firm’s name. What is the total for each firm? Where are the biggest differences in the
ratings for the two firms? How could the
poor service firm improve its service quality?
Write up your findings and suggestions in 500 words maximum.
Preparation for the Midterm Examination
You
may apply to take the midterm examination as soon as you have submitted all the
preceding assignments for grading. It is
a good idea to wait to get all your graded assignments back; then review while
the material is fresh in your mind.
The exam will consist of 50 multiple
choice questions drawn equally from each lesson and from the text. You may not take the test until you have
completed the first seven written assignments.
The exam should take about 1 hour to complete, but you will be given 90 minutes to
complete the exam. The multiple-choice
questions will include some basic definitional questions, but the emphasis will
be on “scenario” questions that test your ability to apply concepts. Reviewing the lesson quizzes is the best way
to prepare for the midterm (in addition to reviewing the text, the lessons
themselves, and your notes). The exam does
not ask specific dates, company names, or numerical statistics; the emphasis is
on concepts and their applications. You
may bring a simple calculator to the exam.
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