Marketing Final Exam

B inseparability is when services or goods are

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Unformatted text preview: unseling to help you work through your financial issues, you must be willing to honestly discuss your financial condition. In other words, for these organizations to help, you must be actually involved in the process of developing your financial plan, which points to the _____ nature of services. a. intangibility b. inseparability c. heterogeneity d. perishability e. flexibility ANS: B Inseparability is when services or goods are produced and consumed at the same time. PTS: 1 REF: 188 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 15. Which unique characteristic of services is the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods? a. Intangibility b. Inseparability c. Heterogeneity d. Perishability e. Flexibility ANS: C Because services have greater heterogeneity, or variability of inputs and outputs, they tend to be less standardized. PTS: 1 REF: 188-189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 16. It is difficult to achieve consistency and standardization of services because of which service characteristic? a. b. c. d. e. Customization Simultaneous production and consumption Intangibility Perishability Heterogeneity ANS: E Heterogeneity is the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods. PTS: 1 REF: 188-189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 17. A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent free so that it is not necessary to use the same reader every time. The reading service is trying to limit problems associated with the service characteristic of: a. tangibility b. credence quality c. heterogeneity d. simultaneous production and consumption e. flexibility ANS: C Heterogeneity means that a service tends to be less standardized and uniform than goods. PTS: 1 REF: 188-189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 18. Community Trust Bank has always prided itself on the friendliness of its employees. However, the results of a recent mystery shopper study indicated that the bank tellers rarely greeted customers or thanked them after the transaction. As a result, all bank employees who have customer contact are going through a training program to enhance customer service. What unique aspect of services is Community Trust attempting to address? a. Heterogeneity b. Perishability c. Intangibility d. Simultaneous production and consumption e. Unfocused targeting ANS: A Heterogeneity causes inconsistency and lack of standardization. Training helps to alleviate these conditions. PTS: 1 Thinking REF: 188-189...
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