Marketing Final Exam

Be touched seen or felt in the same manner as goods

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Unformatted text preview: rs and pillows. 98. Refer to Boutique Hotels. The service provided by employees at boutique hotels cannot be touched, seen, or felt in the same manner as the hair and bath products and can be described as: a. unknowable b. tangible c. intangible d. credible e. incomprehensible ANS: C Services are intangible because they cannot be touched, seen, or felt in the same manner as goods. PTS: 1 REF: 188 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 99. Refer to Boutique Hotels. To evaluate the quality provided by boutique hotels, customers can assess the quality only after staying. This is which quality characteristic? a. experience b. relational c. credence d. search e. synergistic ANS: A An experience quality is a characteristic that can be assessed only after use. PTS: 1 REF: 188 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 100. Refer to Boutique Hotels. Since boutique hotels are typically independently owned and/or part of small chains, people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided. In other words, the services provided by boutique hotels tend to be relatively high in: a. instability b. inseparability c. intangibility d. heterogeneity e. perishability ANS: D There is no way to standardize the services offered, and in fact, one of the benefits of boutique hotels is the uniqueness of their offerings. PTS: 1 REF: 188-189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 101. Refer to Boutique Hotels. When a guest asks an employee for directions to a local gallery or museum, the service received cannot be stored or warehoused. This service, therefore, is characterized as: a. inseparable b. perishable c. intangible d. unstable e. homogeneous ANS: B Services cannot be stored, warehoused, or inventoried and, therefore, are perishable. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 102. Refer to Boutique Hotels. Which type of processing occurs most often at a hotel that wants to provide personalized service? a. People processing b. Possession processing c. Information processing d. Equipment processing e. Supplementary processing ANS: A People processing takes place when the service is directed at a customer. PTS: 1 REF: 191 Thinking KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 103. Refer to Boutique Hotels. Boutique hotels encourage employees to develop personal relationships with guests. The hotels offer value-added services that are not available at traditional hotels. At which level of relationship marketing are these hotels operating? a. First b. Second c. Third d. Fourth e. Fifth ANS: C The hotels are operating at the third level of relationship marketing, which involves creating value-added service not available elsewhere. PTS: 1 REF: 195 Thin...
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This document was uploaded on 09/29/2013.

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