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Exam 1: Introduction to Services

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Question 1

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The development of services marketing concepts has been strongly influenced by professional services like doctors and attorneys.

A) True
B) False

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Question 2

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On his way to work today,Terry saw a billboard for a physician's group that specialized in vascular surgery.In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery.Then in his mail,he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins.Which trend that influenced the development of services marketing concepts and strategies is illustrated here?

A) The increasing importance of service industries to the U.S.and world economies
B) The increase of government regulation of professional service industries
C) The growth in database marketing
D) Increased competition in professional services
E) Professional firms are placing increased emphasis on providing services

F) A) and B)
G) B) and E)

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Question 3

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When they go away on vacation,some dog owners choose to leave their dogs in posh pet resorts that offer a variety of activities for the dogs,such as swimming pool frolics,nature walks,and hayrides.The dog owners pay around $17 per night for basic boarding at the pet resorts and up to an additional $20 for the other activities,which would be collectively classified as:

Technology is creating a demand for ethnocentric services.

When Alicia and Jordan dined at Formia Ristorante,a contemporary Italian restaurant in New Jersey,they both enjoyed Formia's coy,smart and embracing atmosphere.Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables.Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers.Vertical pink and white florid patterns emerge from old wainscoting.Finally,Formia's two-page menu offers guests a range of pasta,chicken,veal,and seafood entrees,in addition to nightly specials that are handwritten and presented on large index cards.Alicia and Jordan experienced the _____ element of Formia Ristorante's services marketing mix.

The deregulation of industries has actually lessened the demand for services marketing skills.

The maintenance contract offered by Sears on its Kenmore refrigerators,dishwashers,and microwaves is an example of a(n) _______.

Which of the following trends has directly influenced the development of services marketing concepts and strategies?

In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong.This day is deemed lucky.In 2005,almost 15,000 couples in New Delhi had their wedding on December 25,the day astrologers announced would be the best day for a wedding.The service provided by the astrologers is an excellent illustration of the _____ of services.

Without good mailing lists,businesses cannot engage in effective direct-marketing advertising.On average 20 percent of the U.S.population moves annually.Return Path is a company that provides changes of addresses to businesses.It takes a business's mailing list,compares it to address changes that it gathers daily in its database and makes any necessary corrections.Return Path is a part of which trend in the services marketing industry?

Ruth recently visited a day care center that is convenient to her work.Ruth is thinking of letting the day care workers care for her infant son while she is at work.The first thing Ruth noticed when she walked in the door of the facility was the smell of urine.There was a dead plant in the window.Toys were strewn about the floor and Ruth almost tripped over a tricycle.In this example,Ruth experienced negative aspects of the _____ element of the day care center's services marketing mix.

The characteristic of a service that refers to differences in employees' performances is:

Which of the following statements about how technology has positively influenced service is true?

The most distinguishing characteristic of services is:

Gina and Henry were having breakfast when they decided they wanted to have pizza and watch a movie that night.When she got home from work,Gina turned on her computer,logged on to the Netflix site,and chose the movie Moneyball to view via online video streaming.Next she logged on to her favorite pizza restaurant's Web site and ordered a large pepperoni pizza and a bottle of soda to be delivered at 6:45 p.m.Gina and Henry enjoyed their evening.Which trend that influenced the development of services marketing is illustrated here?

Despite the importance of services and the bottom-line profit potential for services,consumers perceive that overall the quality of service they are receiving is declining.

Which of the following is a marketing implication that results from the heterogeneity of services?

Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers,modems,and fax machines.For the benefit of its customers,Extron provides a laminated card with pictures of all the possible cable connections that a customer could need.With this card,a customer can order from one to any number of connectors with as many feet of cable as is needed.Orders can be placed using a toll-free number,a fax number or an e-mail address.Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs.Orders are shipped within 48-hours of receipt.If a customer is not completely satisfied with his or her order,Extron has a 100 percent satisfaction guaranteed return policy.Which of the following trends that has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service?

In many cultures,weddings are timed to occur on lucky days.In 2011,wedding planners from Las Vegas,Nevada,to Mumbai,India,knew long before the auspicious date of November 11^th (11/11/11) that this would be one of their busiest days of the year,if not the century.Because other dates would just not be as lucky for the blushing brides and grooms,and simply would not suffice,the wedding planners had to prepare all year for more weddings on this one date than on any other day throughout the year.This example illustrates the _____ characteristic of services.

_______ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.