Marketing Final Exam

Product obj 12 2 top aacsb reflective msc blooms

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Unformatted text preview: OBJ: 12-2 TOP: AACSB Reflective KEY: CB&E Model Product MSC: BLOOMS Application 19. Due to service _____, services cannot be stored, warehoused, or inventoried. a. tangibility b. variability c. intangibility d. perishability e. heterogeneity ANS: D Perishability is the inability of services to be stored, warehoused, or inventoried. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 20. David and Kathy like to take their young son, Chaz, to Moe’s for lunch after church on Sundays. While they like to eat at Moe’s at any time, Sunday is particularly good because it’s “kids-eatfree” day at Moe’s southwestern grill. Until Moe’s began the reduced pricing program, Sundays were very slow. Now it is one of the busiest days of the week. This price reduction was a way to contend with the service characteristic of: a. variability b. perishability c. intangibility d. inseparability e. simultaneous production and consumption ANS: B Differential pricing tries to even out demand. This is important because services cannot be stored, inventoried, or warehoused. PTS: 1 REF: 189 OBJ: 12-2 Thinking KEY: CB&E Model Product | CB&E Model Pricing TOP: AACSB Reflective MSC: BLOOMS Application 21. One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes. Which unique characteristic of services does this illustrate? a. Intangibility b. Inseparability c. Perishability d. Simultaneous production and consumption e. Variability ANS: C Services cannot be stored, inventoried, or warehoused. PTS: 1 Thinking REF: 189 OBJ: 12-2 TOP: AACSB Reflective KEY: CB&E Model Product | CB&E Model Customer MSC: BLOOMS Application 22. All of the following are service components customers use to evaluate service quality EXCEPT: a. validity b. empathy c. assurance d. responsiveness e. reliability ANS: A Customers evaluate service quality through five components: reliability, responsiveness, assurance, empathy, and tangibles. PTS: 1 REF: 189 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 23. Which component of a service is the ability to perform the service dependably, accurately, and consistently? a. Responsiveness b. Reliability c. Assurance d. Empathy e. Tangibles ANS: B Reliability is performing the service right the first time. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 24. FedEx advertises that your documents will “Absolutely Positively” be delivered tomorrow morning. FedEx is providing which of the following service quality aspects to its users? a. Tangibility b. Responsiveness c. Assurance d. Responsibility e. Reliability ANS: E Reliability is...
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This document was uploaded on 09/29/2013.

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