Marketing Final Exam

Thus far its record for getting the sporting

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Unformatted text preview: the ability to perform the service dependably, accurately, and consistently. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 25. Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so its customers do not have to worry about lugging them through airports or having them damaged in transit. Thus far, its record for getting the sporting equipment to the correct destination for the vacationer is perfect. This indicates that the company excels at which component of service quality? a. Tangibles b. Empathy c. Reliability d. Flexibility e. Assurance ANS: C Reliability is the ability to perform the service dependably and consistently. PTS: 1 REF: 189 Thinking KEY: CB&E Model Strategy OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 26. Which component of service quality represents the ability to provide prompt service? a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles ANS: B This describes responsiveness. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 27. Jonathon had a problem when submitting an exam in his online marketing class and he received a score of zero, so he sent an e-mail to the professor explaining his problem. He was really worried because the exam was due that evening, and he was very pleased when the professor replied within an hour telling him that he scored a 90 on the exam. The professor’s prompt reply to his inquiry is an example of which service quality component? a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles ANS: B Responsiveness is the ability to provide prompt service. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 28. Which service quality component is the knowledge and courtesy of employees and their ability to convey trust? a. Reliability b. c. d. e. Responsiveness Assurance Empathy Tangibles ANS: C This is a description of assurance. Skilled employees treat customers with respect and make customers feel that they can trust the firm to exemplify assurance. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 29. Buying a car through eBay may result in a low price, but how do you know you will be getting a good car? One nice feature provided by eBay is the “feedback rating” that provides ratings and comments from people who have made purchases from that seller before. Which service quality component does the feedback rating address? a. Empathy b. Assurance c. Tangibles d. Flexibility e. Responsiveness ANS: B Assurance refers to the knowledge and courtesy of the employees and their ability to convey trust. Customer ratings would provide this information. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 30. Service personnel who exhibit caring, indi...
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