Chap012 - Chapter 12 - Services: The Intangible Product...

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Unformatted text preview: Chapter 12 - Services: The Intangible Product Chapter 12 Services: The Intangible Product True / False Questions 1. By steadily improving its services, focusing on employees and working to create customer satisfaction, Enterprise Rent-A-Car has built competitive advantages. True False 2. Firms primarily selling products view service as a method to maintain a sustainable competitive advantage. True False 3. The marketing of services differs from the marketing of products because services are tangible and separable from the service provider. True False 4. Many services marketers use training and standardization to reduce service perishability. True False 5. The gaps model allows systematic examination of all aspects of the product creation process associated with delivering services. True False 6. A delivery gap is the difference between the firm's standards and the actual service it provides to customers. True False 7. One use of marketing research is to provide an effective means to understand consumers service expectations and their perceptions of service quality. True False 12-1 Chapter 12 - Services: The Intangible Product 8. When Buffalo Bank required all customers to use their online banking services, over 20 percent of their customers closed their accounts. Buffalo Bank exceeded customers' zone of tolerance. True False 9. Tyler is the marketing vice president for an 800-number customer service center. He requires all managers to occasionally interact with customers so they know what service providers are dealing with on a day-to-day basis. True False 10. In training service providers, service quality goals should be general to allow for the various needs of consumers. True False 11. The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider. True False 12. In the marketing of services, empowerment means allowing employees to make decisions about how service is provided to customers. True False 13. The communications gap can be reduced by managing customer expectations. True False 14. Procedural fairness pertains to a customer's perception of the benefits he or she received compared with the costs of the inconvenience or loss. True False 12-2 Chapter 12 - Services: The Intangible Product 15. The CREST method of resolving service failures is modeled after Proctor & Gamble's highly successful Crest toothpaste. True False Multiple Choice Questions 16. A service is any intangible offering that involves a deed, performance, or effort that: A. cannot be physically possessed. B. is high-priced. C. is supported by advertising and promotion. D. can be transformed into a physical product....
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Chap012 - Chapter 12 - Services: The Intangible Product...

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