Marketing Final Exam

Evaluations of service quality ans t pts 1 top aacsb

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Unformatted text preview: rvice characterized by caring, individualized attention to customers is referred to as sympathy. ANS: F This is empathy. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 9. The gap model of service quality identifies five gaps that can cause problems in service delivery and influence customer evaluations of service quality. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 189 OBJ: 12-3 KEY: CB&E Model Product 10. The only type of service processing required for a comedian entertaining at a local club is information processing. ANS: F Comedians require mental stimulus processing. PTS: 1 REF: 191 Thinking KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 11. The core service is the most basic benefit the consumer is buying. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 191 OBJ: 12-4 KEY: CB&E Model Product 12. An important issue in developing the service offering is whether to customize it or standardize it. ANS: T PTS: 1 TOP: AACSB Reflective Thinking REF: 191-192 OBJ: 12-4 KEY: CB&E Model Product MSC: BLOOMS Comprehension 13. Vera is designing a promotional strategy for a company that provides premium boarding services for pampered animals. Her promotions should use personal information sources and stress the tangible cues associated with the service. ANS: T PTS: 1 TOP: AACSB Reflective Thinking Promotion MSC: BLOOMS Application REF: 193 OBJ: 12-4 KEY: CB&E Model Product | CB&E Model 14. Service firms may adopt patronage-oriented pricing to try to maximize the surplus of income over costs. ANS: F Service firms may adopt patronage-oriented pricing to try to maximize the number of customers using the service. PTS: 1 REF: 194 OBJ: 12-4 Thinking KEY: CB&E Model Product | CB&E Model Pricing Comprehension TOP: AACSB Reflective MSC: BLOOMS 15. Many businesses have found that it is more expensive to hang on to the customers they have than to focus only on attracting new ones. ANS: F Many businesses have found that it is more cost-effective to hang on to the customers they have than to focus only on attracting new ones. PTS: 1 REF: 194 OBJ: 12-5 Thinking KEY: CB&E Model Product | CB&E Model Strategy Comprehension TOP: AACSB Reflective MSC: BLOOMS 16. Chesapeake Energy Corporation was recognized by Fortune Magazine as one of the top companies to work for. Fortune mentioned that Chesapeake Energy provides its employees many perks, including the opportunity to take free scuba-diving lessons in Chesapeake’s on-site Olympic-size pool. This example illustrates relationship marketing in action. ANS: F Chesapeake Energy is actually practicing internal marketing. Relationship marketing is focused on customers, not employees. PTS: 1 REF: 196 Thinking KEY: CB&E Model Strategy OBJ: 12-6 TOP: AACSB Reflective MSC: BLOOMS Application 17. U.S. service firms such as financial institutions...
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