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Marketing Final Exam

Doesnt look nearly as nice in reality as it does on

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Unformatted text preview: ctually provided. PTS: 1 REF: 189-191 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 38. Purchasing your clothes online can be fun, allowing you to shop from companies around the world without leaving your home. You can also often get great prices on the items you purchase. However, you could get stuck with a product that doesn’t look nearly as nice in reality as it does on your computer screen. Lands’ End takes this concern away with its “Guaranteed Period” promise. Lands’ End will happily return your purchase price on any item you purchase for any reason. If Lands’ End ever failed to follow through with this promise, it would represent a gap between: a. what management thinks customers want and the quality specifications that management develops to provide the service b. what the company tells the customer it provides and what is actually provided c. service quality specifications and employee training d. e. what customers want and what management thinks customers want none of these ANS: B This is an example of gap 4––the gap between what the company provides and what the customer is told it provides. PTS: 1 REF: 191 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 39. If a customer expects to wait one week for a pair of shoes to be mended but is told that the shoes are ready to be picked up less than 24 hours after leaving them at the repair shop, the customer’s evaluation of service quality will be high. However, a two-week wait would result in a lower evaluation. The two-week gap would illustrate a gap between: a. service quality specifications and the service that is actually provided b. the service customers receive and the service they want c. what the company provides and what the customer is told it provides d. what customers want and what management thinks customers want e. what management thinks customers want and the quality specifications management develops to provide it ANS: B Gap 5 is the gap between the service that customers receive and the service they want. PTS: 1 REF: 191 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 40. All of the following are types of service processing that can occur EXCEPT: a. people processing b. product processing c. possession processing d. information processing e. mental stimulus processing ANS: B Service processes can be placed into one of four categories: people processing, possession processing, mental stimulus processing, and information processing. PTS: 1 REF: 191 Thinking KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 41. Which category of service processing takes place when the service is directed at a customer? a. b. c. d. e. People processing Possessions processing Information processing Mechanical processing Personal processing ANS: A This is the definition of people processing. Text examples are transport...
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