Service Marketing Set 8
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This set of Service Marketing Multiple Choice Questions & Answers (MCQs) focuses on Service Marketing Set 8
Q1 | Which of the following would not be considered a tangible clue?
- The appearance of employees
- The appearance of the firm’s physical facilities
- The smile on an employee’s face
- The quality of instruction in an educational setting.
Q2 | Minimizing the amount of role conflict and role ambiguity experienced by employeeswill help reduce the size of this gap is known as ____________.
- Knowledge gap.
- Standards gap
- Delivery gap.
- Communications gap
Q3 | Fixing the right price for services offered is difficult because of ……………..
- perishability.
- heterogeneity.
- inseparability.
- intangibility.
Q4 | The world’s largest industry in the private sector and highest projected generator ofjobs is______
- The hospitality industry
- Health services
- Professional services.
- Business services
Q5 | Focusing the firms marketing efforts toward the existing customer base is called
- Excellent customer service
- Conquest retention
- Customer retention
- Courteous retention
Q6 | The pursuit of new customers, as opposed to the retention of existing ones, is called
- Services marketing
- B2B marketing
- Conquest marketing
- Consumer marketing
Q7 | The consumer decision process consists of
- Stimulus, problem awareness, and purchase stages
- Pre-purchase, consumption, and post-purchase stages
- Problem awareness, evaluation of alternatives, and post-purchase behaviour
- Stimulus, information search, and post-purchase behaviour
Q8 | Which of the following statements is not true?
- Service purchases are perceived as riskier than goods purchases
- The participation of the consumer in the service process increases the amount of perceived risk.
- The variability in services increases the perceived risk associated with the Purchase
- Consumers of services have less pre-purchase information versus goods
Q9 | Service consumers tend to be more brand loyal than goods consumers because
- More choices are available
- Brand loyalty lowers the amount of perceived risk
- Each service provider provides many brands
- Location of the provider is the major driver in the consumer selection process
Q10 | Competitor intelligence should be gathered
- Once a year.
- Twice a year.
- Continuously
- When competition is more.
Q11 | Which of the following is not a benefit of customer satisfaction?
- The firm is more insulated from price competition.
- The firm provides a positive work environment for its employees
- Positive word-of-mouth is generated from satisfied customers
- Satisfied customers make purchases more frequently
Q12 | The service industry has several emerging trends that organisations need to be aware of. Which of these should organisations keep a lookout for?
- New competitors entering the marketplace
- Advances in the internet
- Heightened customer expectations
- Advances in e-commerce.
Q13 | The zone of tolerance is defined by the difference between
- Expected service and desired service.
- Predicted service and desired service
- Desired service and adequate service.
- Predicted service and perceived service
Q14 | Customers ultimately determine the services by……………..
- The type of competitors.
- The levels of marketing effectiveness and operational efficiency
- The cycle of fluctuations
- The price of the competitors.
Q15 | During a service recovery effort, the employee promptly refunded the customers money but threw the money at the customer. As a result, the recovery effort violated the customers ___________ justice need
- Interactional
- Ethical.
- Social.
- Procedural
Q16 | Soft technologies refer to
- Flexible rules that can be bent to meet customer needs.
- The personal touches that ultimately lead to customer satisfaction.
- Guidelines that permit employee empowerment
- Hardware that facilitates the production of a standardized
Q17 | The __________ is calculated by dividing the activity time by the number of locationsat which the activity is performed.
- Service cost per meal
- Maximum output per hour
- Process time.
- Activity time.
Q18 | Which of the following is not a step in the construction process of a service blueprint?
- Obtaining scripts from both customers and employees
- Segmenting customers based on the content of the script.
- Identify steps in the process where the system can go awry.
- Calculating the time frame for the service execution.
Q19 | A volume-oriented positioning strategy is achieved by
- Reducing divergence.
- Increasing complexity
- Reducing complexity.
- Increasing divergence
Q20 | A buyers perception of value is considered a trade-off between
- Product value and psychic cost
- Total customer value and total customer cost.
- Image value and energy cost
- Service value and monetary cost.
Q21 | Total customer value consists of all of the following components except
- Product value.
- Service value.
- Image value
- Personnel value.
Q22 | Total customer cost consists of all of the following components except
- Monetary cost
- Social cost.
- Time cost.
- Energy cost.
Q23 | Which of the following statements about the pricing of services (compared to thepricing of goods) is false?
- The demand for services tends to be more elastic than the demand for goods
- Cost-oriented pricing is more difficult for services
- Comparing prices of competitors is more difficult for service consumers.
- Self-service is a viable competitive alternative.
Q24 | __________ is a firm view toward planning its operations according to market needs
- Marketing orientation
- Marketing functions.
- Marketing department.
- Marketing forecast.
Q25 | Which of the following is not a criterion for effective price discrimination?
- The segments should be identifiable, and a mechanism must exist to price them differently.
- Different groups of consumers should have similar responses to price.
- Segments should be large enough to be profitable
- Incremental revenues should exceed incremental costs.