Chapter10 Studentfile

Chapter10 Studentfile - MKTG 2201- INTRODUCTION TO...

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MKTG 2201- INTRODUCTION TO MARKETING Quiz for Chapter 10 Qi Sun
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Chapter 10:  Services and Other Intangibles: Marketing the Product That Isn't There 1. Which of the following is a product attribute that may be difficult to evaluate even after it has  been experienced?  ____d____ a. search quality   b. service quality   c. experience quality   d. credence quality       e. benefit quality   2. Tangibles, reliability, responsiveness, assurance, and empathy are the five dimensions of service  quality used in which of the following?  ___b___ a. total quality management (TQM)  b. SERVQUAL       c. gap analysis   d. the critical incident technique   e. the market fulfillment approach   3. Karen likes using the SERVQUAL scale to measure her clients' perception of the quality of her  hair styling salon because it includes assessing ___a_____, which involves the physical facilities  and equipment and professional appearance of the stylists. These aspects are very important for  the comfort of her clients.   a. tangibles       b. reliability   c. responsiveness   d. assurance   e. empathy   4. The president of a fast growing company that manages retirement communities states that the  degree of caring and individual attention the residents receive is the most important component of  service quality for his company. The president would be most likely to focus on the results in  which of the following dimensions of the SERVQUAL scale? _____e___  a. creativity   b. reliability   c. responsiveness   d. assurance   e. empathy       5. When employees are not delivering customer service at the level specified by their employer,  there is a gap between ____c____  
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a. consumer expectations and management perceptions   b. management perceptions and quality standards set by the firm   c. established quality standards and service delivery       d. expected services and needed services   e. service quality standards and consumer expectations   6. When communications accurately describe what service quality is provided and can be expected,  and consumers are still less than satisfied with the service, there is a gap between ____c____.   a. consumer expectations and management perceptions   b. management perceptions and quality standards set by the firm   c. expected services and perceived services       d. expected services and needed services   e. service quality standards and consumer expectations   7. Which of the following involves analyzing very specific customer complaints?__d__ a. SERVQUAL   b. total quality management (TQM)   c. gap analysis   d. the critical incident technique       e. servicescape  
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This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

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Chapter10 Studentfile - MKTG 2201- INTRODUCTION TO...

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