1. ________ is the ability of a company to prepare on a mass basis individually designed products, services, programs, and communications.

Mass customization

Feature fatigue

Performance quality

Conformance quality

Repairability

Question 2. Top service companies are "customer obsessed." They have a clear sense of their target customers and their needs. Their management looks not only at financial performance on a monthly basis, but also at ________.

service performance

tangible rewards

consumer complaints

marketing activities

none of the above

Question 3. To differentiate its service, a provider can add ________ to the package of services already provided.

secondary service features

primary service features

value bundling

branding

price bands of like services

Question 4. There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps?

Reduce customer contact points

Monitor customer satisfaction

Standardize the service-performance process

Invest in good training procedures

Invest in good hiring procedures

Question 5. The five determinants of service quality include all of the following EXCEPT ________.

empathy

assurance

responsiveness

reliability

reputation

Question 6. Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers.

up-market stretch

down-market stretch

service-market stretch

consulting-model stretch

obsolescence strategy

Question 7. The five product levels constitute a ________. At each level more customer value is added.

customer-augmented product

customer consumption system

customer value-hierarchy

customer-perceived value

customer hierarchy

Question 8. The ________ of a product mix refers to how many variants are offered of each product in the line.

width

length

depth

consistency

height

Question 9. ________ describes the service program for helping customers keep purchased products in good working order.

Returns

Ordering ease

Installation

Maintenance and repair

Delivery

Question 10. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.

developing a marketing niche

developing an advertising campaign

devising a branding strategy

developing differentiation

none of the above

Question 11. Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

advertising campaigns

marketing measures

ad agencies

marketing communications

marketing strategy

Question 12. Unlike physical goods, services are produced and ________ simultaneously.

launched

consumed

created

maximized

none of the above

Question 13. There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

empathy

zone of tolerance

zone of forgiveness

perceived forgiveness

value definition

Question 14. Services can be judged on customer importance and company performance. ________ is used to rate the various elements of the service bundle and identify what actions are required.

SERVQAL

Consumer-quality analysis

Importance-performance analysis

Key-service indices analysis

Reliability-service indices analysis

Question 15. Product-line analysis provides information for two key decision areas-product-line length and ________.

product-length new items

product-mix pricing

product pricing

popular pricing

none of the above

Question 16. ________ are formal statements of expected product performance by the manufacturer.

Insurance

Warranties

Guarantees

Reputation

Marketing statements

Question 17. Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________.

natural products

component materials

operating supplies

equipment

none of the above

Question 18. Factors that lead to customer switching behavior include all of the following EXCEPT ________.

problem solving

pricing

inconvenience

ethical problems

none of the above

Question 19. When the physical product cannot be easily differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, ________, customer consulting, maintenance, and repair.

customer limiting

customer orders

niche marketing

customer training

customer marketing

Question 20. Services differ as to whether they meet a personal need or a ________.

quality need

production need

business need

functional need

customer need