In this class, the first testI mean, the first OTE (opportunity to excel")of the semester will take

place at what time? Student response: Percent Student Answer Choices Value Response a. February 27 (12:00 a.m.) to February 28 (11:55 p.m.) b. February 16 (12:00 a.m.) to February 17 (11:55 p.m.) 100.0% c. February 3 (12:00 a.m.) to February 4 (11:55 p.m.) d. January 17 (12:00 a.m.) to February 6 (11:55 p.m.) e. Not applicable. There are no teststhat is, OTEsin this class.

Where is the syllabus for this course located? Student response: Percent Student Answer Choices Value Response a. In the instructors office. If you want one, you need to visit during office hours and pick up a copy. b. On the instructors flash drive. If you want one, you need to e-mail the instructor and request one. 100.0% c. In the Knowledge Central area of the course WebCT homepage. d. Not applicable. Syllabi are for face-to-face classes only. There is no such thing as a syllabus for an online class.

Score: Question 3

0.2 / 0.2 (0.20 points)

To stay on track in this course, how often should you visit the course WebCT site? Student response: Percent Student Answer Choices Value Response a. Once a week is sufficient. b. Twice a week is sufficient. c. Three times a week is sufficient. d. Once every two weeks is sufficient. 100.0% e. Four times a week is the bare minimum; daily is optimal.

Score: Question 4

0.2 / 0.2 (0.20 points)

Terrell Burrell is strategizing for success in his online BA 413 Services Marketing class. If Terrell intends to earn a grade of A in the class, his OTE scores plus his online discussion scores plus his read-and-report assignment scores plus his guidepost question scores plus his survey scores plus his process check scores plus his extra-credit scores will need to add up to _____ at the end of the semester. Student response: Percent Value Student Answer Choices Response a. 586 to 700 points b. at least 520 points, but no more than 584 c. at least 390 points, but no more than 454 d. at least 300 points, but no more than 389 100.0% e. at least 585 points

Score: Question 5

0.2 / 0.2 (0.20 points)

The first testI mean, the first OTEof the semester will cover which chapters of the text? Student response: Percent Value Student Response Answer Choices a. 100.0% b. c. d. e. 1 and 2 1 through 3 1 through 4 1 through 5 1 only

Score: Question 6

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To prepare adequately for the first testI mean, the first OTEof the semester, which of the following should be part of Jenna McKennas study strategy? Student response: Percent Student Answer Choices Value Response a. Read the appropriate chapters of the textbook. b. Refer to the study guide as she reads the appropriate chapters. c. Complete the Guidepost Questions for the appropriate chapters. d. Check her score and feedback for each set of Guidepost Questions, and repeat them as necessary. 100.0% e. All of the above.

Score:

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Question 7

(0.20 points)

How many questions will be on the first testI mean, the first opportunity to excelof the semester? Student response: Percent Value Student Response Answer Choices a. 100.0% b. c. d. e. 10 20 30 40 50

Score: Question 8

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The time limit for completing Exam 1I mean, OTE 1will be: Student response: Percent Value Student Response Answer Choices a. b. c. 100.0% d. e. 10 minutes 15 minutes 20 minutes 35 minutes 40 minutes

Score: Question 9

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For written work in BA 413, which template will be used to grade usage, style, mechanics, grammar, spelling, punctuation, and citation format? Student response: Percent Student Answer Choices Value Response a. The Chicago Style Manual b. MLA (Modern Language Association) c. CBE (Council of Biology Editors) 100.0% d. APA (American Psychological Association) e. Not applicable. In business writing, anything goes.

Score: Question 10

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Julie Gooley forgets the availability dates for Test 1I mean, OTE 1and doesnt take it. Which of the following is applicable? Student response: Percent Student Answer Choices Value Response a. Julie can explain her situation to the instructor after the fact, and she will be

able to take the OTE. b. Julie can explain her situation to the instructor after the fact, and she will be able to take an alternate version of the OTE that is different from the OTE that her classmates took. 100.0% c. Julie will not be given an opportunity to take the OTE. She ought to plan on completing an appropriate amount of extra credit if she wants to do well in the class.

Question 1

(0.20 points)

The supplier with whom General Motors does the most business is __________, which is a supplier of __________. Student response: Percent Value Student Answer Choices Response a. LG Chem; battery cells b. Johnson Controls; interior components c. The Bridgestone Group; tires 100.0% d. Blue Cross-Blue Shield; financial services e. Fuyao Group; safety glass

Score: Question 2

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Which of the following is a product? Student response: Percent Student Answer Choices Value Response a. An Allstate automobile insurance policy b. The 10:00 showing of Contraband at the Marquee Cinemas in Southridge c. The business administration degree program at West Virginia State University 100.0% d. All of the above. e. None of the above.

Score: Question 3

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Which of the following is tangible dominant? Student response: Percent Value Student Response Answer Choices a. A subscription to DirecTV b. An AT&T voice and data rate plan 100.0% c. A Samsung Galaxy tablet PC

d. iTunes e. Math 120 tutoring

Score: Question 4

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To a consumer who is involved in a service experience, the visible aspects of the servuction model typically include Student response: Percent Value Student Response Answer Choices a. service employees (contact personnel) b. the servicescape c. other customers d. organizations and systems 100.0% e. all of the above except d.

Score: Question 5

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A company that pursues a(n) __________ strategy will differentiate its products based on environmental attributes, such as organic properties, vegan-friendliness, or fair-trade status of base ingredients. Student response: Percent Value Student Response Answer Choices a. b. 100.0% c. d. e. environmental cost leadership service differentiation eco-branding strategy eco-efficiency premium niche

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Question 1

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Score:

The U.S. Bureau of Labor Statistics reports that in 1996, ___ percent of the nations workforce was employed in the service economy. By 2006, the service economy employed ___ percent of the workforce, and by 2016 the percentage is expected to increase to ___. Student response: Percent Value Student Response Answer Choices a. b. c. 100.0% d. e. 45; 72; 91.4 57; 78.4; 82.3 61; 76; 81.6 72; 76; 78.4 76; 84; 89.9

Score: Question 2

0.2 / 0.2 (0.20 points)

In which service industry subsector is employment projected to decrease by the year 2016, according to the U.S. Bureau of Labor Statistics? Student response: Percent Student Answer Choices Value Response a. Arts, entertainment, and recreation 100.0% b. Publishing c. Insurance d. Truck transportation and warehousing e. Advertising and public relations

Score: Question 3

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The authors of your text state that __________ tend to be well paid, compared to workers in most other service industries. Student response: Percent Student Answer Choices Value Response a. utility workers b. research scientists c. trained automotive technicians 100.0% d. All of the above. e. All of the above except a.

Score: Question 4

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A society can achieve wealth only if its economy is dominated by manufacturing. If an economy is service dominated, then there will be very little for service workers to service, which means less work to be divided among more employees. The economy will stagnate and the standard of living will suffer. The authors of your text refer to this point of view as __________. Student response: Percent Student Answer Choices Value Response a. service marketing myopia b. dichotomization of wealth 100.0% c. materialismo snobbery d. economic Darwinism e. hardware bias

Score: Question 5

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__________ is believed to have been the first person to use the expression the triple bottom line to refer to an organizations simultaneous commitment to economic, environmental, and social progress. Student response: Percent Value Student Response Answer Choices a. b. c. d. 100.0% e. Hillary Clinton Al Gore Steve Jobs Oprah Winfrey John Elkington

Score: Question 6

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The authors of your text list and explain several characteristics of services that can sometimes make it easy for service providers to get away with unethical behavior. Which of the following is one of these? Student response: Percent Student Answer Choices Value Response a. Employee reward systems sometimes encourage service workers to concentrate on making sales, which can result lessen their attention and dedication to providing service. b. Guarantees and warranties on services may be meaningless, nonexistent, or unenforceable. c. Due to the intangible nature of services, consumers are unable to physically examine them before purchasing them. 100.0% d. All of the above. e. None of the above. Question 1 (0.20 points)

With regard to service-dominant logic, with which of the following statements would the authors of your text likely AGREE? Student response: Percent Student Answer Choices Value Response a. As recently as four decades ago, many peopleincluding marketing experts believed that the marketing of services is

not significantly different from the marketing of tangible goods. b. Services are performances rather than objectsand that means that consumers' judgments about them tend to be highly subjective. c. Many marketing experts now consider services marketing to be the dominant force in marketing. 100.0% d. All of the above. e. None of the above.

Score: Question 2

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Jolie Foley, LMT (licensed massage therapist) cannot provide service for a client without being physically present at the same place and at the same time as the client. That is to say, the client has to be present to consume the massage in real time, while Jolie is producing it. The authors refer to this mandatory interconnection between service provider and consumer as the ________________ of most services. Student response: Percent Value Student Response Answer Choices a. b. 100.0% c. d. e. intangibility heterogeneity inseparability perishability plausibility

Score: Question 3

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The performance of services tends to be less uniform than goods. That is, one service provider may perform the service with a different level of expertise or precision than another service provider. Precision of performance may also vary for the same service provider depending on the time of day, the day of the week, the mood of the provider, or a number of other human factors. This illustrates the __________________ of services. Student response: Percent Value Student Response Answer Choices a. 100.0% b. c. d. e. intangibility heterogeneity inseparability perishability portability

Score: Question 4

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With regard to providing services that are customized to each individual customers, with which of the following statements would the authors of your text likely AGREE?

Student response: Percent Student Answer Choices Value Response a. Customization can be an effective way to capitalize on the heterogeneity of service employees strengths, abilities, and style of delivery. b. The provider of customized services can usually charge higher prices. c. Customers almost always prefer customized services over standardized ones. d. All of the above. 100.0% e. All of the above except c.

Score: Question 5

0.2 / 0.2 (0.20 points)

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. During the summer months and December, the company is extremely busy packaging and shipping sporting gear. During other months that are not popular vacation months, it may only have one customer a day. This inconsistency of demand means Virtual Bellhop has to deal with the problems associated with the service characteristic of: Student response: Percent Value Student Response Answer Choices a. b. 100.0% c. d. e. intangibility. truculence. perishability. heterogeneity. inseparability.

Score: Question 6

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The marketing mix for services nt response: Percent Student Answer Choices Value Response a. is the same as the marketing mix for tangible goods: product, place, price, promotion. b. is also known as the 6Ps: product, place, price, promotion, presentation, personnel. c. is also known as the 4Ps, but its a different set of Ps from the marketing mix for tangible goods: provider, participant, potentiation, proof. 100.0% d. consists of product, place, price, promotion, process, physical environment, people. e. is described by none of the above.

Global services era 1. Economies and labor forces figures that are dominated by the service sector. 2. More customer involvement in strategic business decisions 3. Products that are increasingly market focused and much more responsive to the changing needs of the marketplace 4. The development of technologies that assist customers and employees in the provision of services 5. Employees who have been provided with more discretionary freedom to develop customized solutions to special customer requests and solve customer complaints on the spot with minimal inconvenience 6. The emergence of new service industries and the service imperative where the intangible aspects of the product are becoming more and more the key features that differentiate products in the marketplace Good objects, devices, or things Services deeds, efforts, or performances Product- either a good or a service Scale of market entities- the scale that displays a range of products along a continuum based on their tangibility ranging from tangible dominant to intangible dominant Tangible dominant goods that possess physical properties that can be felt tasted and seen prior to the consumer purchase decision Intangible dominant services that lack the physical properties that can be sensed by consumers prior to the purchase decision p5 Molecular model a pictorial representation of the relationship between the tangible and intangible elements of a firm s operations p7 Servuction model a model used to illustrate the four factors that influence the service experience, including those that are visible to the consumer and those that are not the service scape, contact personnel / service providers, other customers, organizations and systems (Invisible) p 9 Servicescape the use of physical evidence to design service environment (packaging the service, facilitating the service delivery process, socializing customers and employees, differentiating the firm from its competitors) Contact personnel employees other than the primary service provider who briefly interact with the customer Service provider the primary providers of a core service, such as waiter or waitress dentist physician or college instructor

Other customers customers that share the primary customer s service experience Invisible organization and systems- that part of a firm that reflects the rules regulations and processes upon which the organization is based Sustainability the ability to meet current needs without hindering the ability to meet the needs of future generations in terms of economic, environmental, and social challenges (eco efficiency, environmental cost leadership, beyond compliance leadership, eco branding strategies Service economy includes the soft parts of the economy consisting of nine industry super sectors ( wholesale and retail trade, transportation and utilities, information, financial activities, professional and business services, education and health services, leisure and hospitality, government, other services) p33 Ethical vigilance paying close attention to whether one actions are right or wrong and if ethically wrong asking why you are behaving in that manner Ethics a branch of philosophy dealing with what is good and bad and with moral duty and obligations, the principles of moral conduct governing an individual or group Business ethics the principles of moral conduct that guide behavior in the business world Triple bottom line an organizations commitment to economic environmental and social progress The opportunity for ethical misconduct in service marketing a. b. c. d. e. f. g. Services are characterized by few search attributes Services are often specialized and or technical Some services have a significant time lapse between performance and evaluation Many services are often provided by boundary spanning personnel Variability in service performance is somewhat accepted Reward systems are often outcome based as opposed to behavior based Customers are active participants in the production process

Effects of ethical misconduct and controlling ethical decision making(employee socialization, code of conduct, corrective control, leadership training, service / product knowledge, monitoring of employee performance, building long term customer relationships. P 49 CH 3 Service dominant logic philosophical view point that the primary role of marketers is to deliver service, Consequently goods are simply a means of rendering a service to the customer Intangibility a distinguishing characteristic of services that makes them unable to be touched or sensed in the same manner as physical goods

Inseparability - a distinguishing characteristic of services that reflects the interconnections among the service provider, the customer involved in receiving the service and other customers sharing the service experience A. B. C. D. The services provider is physically connected to the service The customer is involved in the production process Other customers are involved in the production process The mass production of services is especially challenging a. Strategic selection and training of public contact personnel b. Effectively managing consumers c. The use of multisite locations

Critical incident a specific interaction between a customer and a service provider Heterogeneity - a distinguishing characteristic of services that reflects the variation in consistency from one service transaction to the next a. Services standardization and quality control are difficult to achieve a. Pursue a customization strategy b. Pursue a standardization strategy Perishability a distinguishing characteristic of series in that they cannot be saved their unused capacity cannot be reserved and they cannot be inventoried A. Demand exceeds supply of service a. Utilize creative pricing strategies to shift demand i. Use part time employees to increase supply of service B. Demand exceeds optimal levels of supply a. Implement a reservation system i. Share capacity with other providers C. Lower demand than optimal supply levels a. Shift demand to complimentary services i. Prepare for expansion in advance b. Utilize non-peak demand periods to prepare for peak periods of demand i. Utilize third parties to increase sources of supply ii. Increase customer participation

Service marketing mix process, the physical environment, and people on top of product, place, price and promotion (three extra)

OTE 1
The marketing mix for services consists of ---a. product, place, price, promotion, process, physical environment, people. b. product, place, price, promotion, procurement, presentation, personnel. c. product, place, price, promotion, preparation, platform, payment. d. product, place, price, promotion, preference, preemption, prescription. e. product, place, price, promotion, prequalification, prerogative, presence. Question 2 (2.00 points) By definition, __________ means that the service customer is involved in the production process of the service that he or she buys. However, the authors of your text point out that the longitudinal duration of the customer s involvement may vary based on the nature of the service. An example of a service that requires the customer to be physically present throughout the production of the service, i.e., from beginning to end, is __________. ---a. inseparability; nail care (e.g., manicure/pedicure) b. intangibility; automobile transmission repair c. heterogeneity; housecleaning d. inseparability; college education e. intangibility; lodging (e.g., hotel accommodations) Question 3 (2.00 points) Which of the following is intangible dominant ? a. An iPhone 4S b. A Wenger Swiss Gear computer backpack -----c. Math 120 tutoring d. A pair of Converse All Star shoes e. A Honda Civic Question 4 (2.00 points)

According to the authors of the text, some companies pursue a(n) _________ that takes into account not only the firm s economic prosperity, but also includes goals and objectives pertaining to environmental issues and advancements, and social justice and equality movements as the firm conducts its daily operations." a. ephemeral competitive advantage b. focused differentiation strategy c. service imperative -----d. triple bottom line e. LEED certification Question 5 (2.00 points) According to the authors explanation of the servuction model, which of the following would not be classified as part of the servicescape in a doctor s office? a. The receptionist b. The examination table c. The background music that is playing through the DMX system -----d. The brass nameplate on the door, with the doctor s name and suite number e. The doctor s framed medical school diploma on the office wall Question 6 (2.00 points) With regard to providing services that are standardized, with which of the following statements would the authors of your text likely AGREE? a. To achieve standardization of services, a service marketer usually has to invest in extensive training of its individual service providers. b. The provider of standardized services can usually charge lower prices. c. Standardized services can usually be delivered more quickly than customized ones. ------d. All of the above. e. All of the above except c . Question 7 (2.00 points)

A company that pursues a(n) __________ strategy will do so by developing a radical innovation that allows it to be environmentally friendly as well as maintaining its cost competitive. a. eco-branding strategy -----b. environmental cost leadership c. zero-footprint d. service differentiation e. eco-efficiency Question 8 (2.00 points) Regarding the financial activities supersector of the U.S. service economy, with which of the following statements would the authors of your text AGREE? a. Employment opportunities for bank tellers are expected to decrease markedly by 2016, due to automation and corporate downsizing. b. Sales and managerial employment opportunities in the insurance subsector are expected to increase by 46 percent between 2006 and 2016. c. Management positions in the securities, commodities, and other investments subsector tend to be occupied by college-educated people. The same is true of management positions in the insurance subsector. d. All of the above. ----e. None of the above. Question 9 (2.00 points) __________ is believed to have been the first person to use the expression the triple bottom line to refer to an organization s simultaneous commitment to economic, environmental, and social progress. a. Adam Werbach b. Mark Zuckerberg c. Peter Drucker d. Suzy Welch -----e. None of the above. Question 10 (2.00 points)

The authors of your text list and explain several characteristics of services that can sometimes make it easy for service providers to get away with unethical behavior. Which of the following is one of these? -----a. Employee reward systems sometimes encourage service workers to concentrate on making sales, which can result lessen their attention and dedication to providing service. b. Guarantees and warranties on services may be meaningless, nonexistent, or unenforceable. c. Due to the intangible nature of services, consumers are unable to physically examine them before purchasing them. d. All of the above. e. None of the above. Question 11 (2.00 points) Unlike goods that can be stored and sold at a later date, services that are not sold when they are made available are gone forever. This statement refers to which of the unique characteristics of services? a. Intangibility. b. Indefatigability ----c. Perishability d. Heterogeneity e. Inseparability Question 12 (2.00 points) Which of the following is a product? a. A checking account at United Bank b. A performance at the Clay Center by Eugene Landau Murphy, Jr. c. Sprint s unlimited data plan for 4G subscribers ----- d. All of the above. e. A and C only. Question 13 (2.00 points)

With regard to the scale of market entities, with which of the following would the authors of your text likely AGREE? a. Nobody markets anything that qualifies as 100% service. ----- b. A tangible-good producer that neglects the intangible aspects of its product offering can be said to suffer from service marketing myopia. c. Nobody markets anything that qualifies as 100% tangible good. d. All of the above. e. B and C only. Question 14 (2.00 points) The __________ subsector of the U.S. service economy (1) produces, promotes, or participates in live performances, events, or exhibits intended for public viewing; (2) preserves and exhibits objects and sites of historical, cultural or educational interest; and (3) operates facilities that provide amusement, hobby, and leisure time interests. This subsector is part of the __________ supersector. a. educational services; education and health services b. advertising and public relations services; professional and business services c. motion picture and video industries; information -------d. arts, entertainment, and recreation; leisure and hospitality e. advocacy, grantmaking, and civic organizations; government Question 15 (2.00 points) If you were to draw a molecular model of the Pirates of the Caribbean ride at Disneyland or The Magic Kingdom, which of the following would be represented by a broken or dotted circle? a. The life-sized robotic pirates who engage in pillaging and other debauchery b. The water through which guests ride in passenger boats -----c. The song Yo Ho (A Pirate s Life for Me) that plays in the background d. The Aztec treasure chest in the treasure room e. All of the above. Question 16 (2.00 points)

As a marketer, my primary role is to deliver service. Even though my company manufactures and markets televisions, computers, cell phones, and cameras all of which are tangible objects our products are really just a means of providing services that consumers desire. If the chief marketing officer of Sony, LG, or Samsung were to make this statement, we would describe his or her point of view as _____________. a. service marketing myopic b. overly simplistic -----c. consistent with service-dominant logic d. flawed at the molecular level e. emblematic of the Servuction fallacy Question 17 (2.00 points) __________ was founded in ____ and is the largest community improvement organization in the United States. a. AmeriCorps VISTA; 1965 b. TreePeople; 1973 c. Citizens Campaign for the Environment; 1985 d. Resources for the Future; 1952 ----e. None of the above. Question 18 (2.00 points) A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour audition tape. Material for the taping is chosen by the service. The goal of the service is to hire readers whose voices are clearly audible, pleasant, and accent free so that it is not necessary to assign the same reader to a client on each reading occasion. The reading service is trying to minimize problems that are associated with which characteristic of services? a. Intangibility b. Inseparability ----c. Heterogeneity d. Perishability e. Intransigence

Question 19 (2.00 points) Regarding the transportation and warehousing and utilities supersector of the U.S. service economy, with which of the following statements would the authors of your text AGREE? a. Most jobs in the air transportation subsector are on the ground, not in the air. ----- b. The economy has a large impact on employment in the truck transportation and warehousing subsector. c. Nearly half of the current workers in the utilities subsector are expected to retire in the next ten years. d. All of the above. e. B and C only. Question 20 (2.00 points) __________ = paying close attention to whether one s actions, either individual or organizational, are right or wrong. a. Self censorship b. Genuflecting ------c. Ethical vigilance d. Compliance due diligence e. Environmental scanning
Question 1 (.2 points)

In the model of the consumer decision process that the authors present, the prepurchase stage begins with a(n) __________, which may be a(n) __________, a(n) __________, or a(n) __________. Student response: Percent Student Answer Choices Value Response a. information search; internal search; external search; compound search b. epiphany; internally-generated epiphany; externally-triggered epiphany; goaldirected memory event c. hankering; subtle hankering; gnawing hankering; powerful hankering 100.0% d. stimulus; commercial cue; physical cue; social cue e. awareness set; evoked set; consideration set; null set

Score: Question 2

0.2 / 0.2 (.2 points)

Prof A is getting ready to make a hotel reservation for next Tuesday evening. At one time or another he has stayed in 30 hotels and motels in the Charleston area. Of those 30, the ones that enter his consciousness as he begins to make his decision are the Hampton Inn in downtown Charleston, the Wingate in South Charleston, the Sleep Inn in Mink Shoals, the Marriott Town Center, the Hampton Inn and the Holiday Inn Express at Southridge, the Sleep Inn in Cross Lanes, the Embassy Suites in downtown Charleston, the Hampton Inn in Hurricane, and the Ramada Inn Charleston House. He immediately rules out the Marriott and the Embassy Suites because they charge more than he wants to spend. He next rules out the Ramada Inn Charleston House because at that location, he may have to park a long way from his room, which makes it impossible to leave as quickly as hed like in the morning. Then, he rules out the two Southridge locationshis reservation and billing have gotten messed up at the Hampton Inn a couple of times, and the Holiday Inn Express is a little more expensive than any other comparable hotel. Prof A now weighs his remaining options, all or which he considers viable: the Hampton Inn downtown, the Wingate in South Charleston, the Sleep Inns in Cross Lanes and Mink Shoals, and the Hampton Inn in Hurricane. He opts for the Hampton Inn in Hurricane because, for reasons he doesnt entirely understand, he always sleeps better there than anywhere else. In this scenario, the Marriott Town Center and the Embassy Suites are part of Student response: Percent Value Student Response Answer Choices a. b. c. d. 100.0% e. Prof As consideration set. Prof As awareness set. Prof As evoked set. all of the above. both b and c.

Score: Question 3

0.2 / 0.2 (.2 points)

Josh Bosch and his fiance, Chelsea Kelsey, are shopping for a new car. They have discussed their choice criteria, and have agreed to be guided by the following:

--The car needs to be a four-door sedan that will comfortably seat four medium-sized adults

--The EPA-rated fuel efficiency rating for the car needs to be at least 20 m.p.g. city and 30 m.p.g. highway

--The car has to have an automatic transmission

--The car has to have power windows and door locks and keyless remote entry

--The color of the car has to be WVU Mountaineer blue

After discussing what they know about the available options and doing additional online research, Josh and Chelsea decide that the 2012 Ford Fusion, the 2012 Toyota Camry, the 2012 Mazda 6, the 2012 Hyundai Sonata, the 2012 Honda Accord, and the 2012 Chevy Malibu are all worth considering. They plan to visit dealerships and get better acquainted with each model before making their decision. Before looking at or test driving any cars, they rank the desired features in order of importance, with 1 being most important. Their rankings are: 1-color, 2-transmission, 3-fuel efficiency, 4-power locks/windows and keyless remote, and 5-seating capacity. Josh and Chelsea find that only the Malibu, the Camry, and the Sonata are immediately available in dark shades of blue. Upon closer inspection, the finish on the Sonata reminds them

more of Panther blue than Mountaineer blue. Theyd both rather learn to work a stick shift than drive a Pittblue car, so they rule out the Sonata. Fortunately, both the Malibu and the Camry have automatic transmissions. The highway EPA rating for the Malibu is 33 m.p.g. highway and 22 m.p.g. city; the Camry has the same rating. Both the Malibu and the Camry have power windows/door locks and keyless remote entry. Josh and Chelsea check the rear seat of each car for comfort and available leg room, and find that the Malibu is a little more spacious. When they have to drive Joshs mom somewhere, they know shell complain less about being in the backseat of the Malibu. They buy the Malibu.

Josh and Chelseas approach to evaluating their alternatives can best be described as __________. Student response: Percent Value Student Response Answer Choices a. b. c. 100.0% d. e. nonsystematic linear compensatory heuristic lexicographic none of the above

Score: Question 4

0.2 / 0.2 (.2 points)

Before buying a service, consumers may find it difficult to evaluate the quality of that serviceespecially compared with the ease of evaluating a tangible good before purchase. This is because services usually have fewer _________ attributes. Student response: Percent Value Student Response Answer Choices a. b. c. 100.0% d. e. credence subjective experience search relationship

Score: Question 5

0.2 / 0.2 (.2 points)

Services often have important characteristics that customers can evaluate only while they are consuming the service and thereafter. Such a characteristic of a servicesuch as the level of professionalism of a limousine serviceis called a(n) Student response: Percent Value Student Response Answer Choices a. b. 100.0% c. d. e. search attribute. tandem attribute. experience attribute. credence attribute. salient attribute.

Score:

0.2 / 0.2

Question 6

(.2 points)

Services sometimes have important characteristics that customers cannot evaluateeven after purchase and consumptionbecause they do not have the knowledge or experience to judge those characteristics accurately. The authors of your textbook refer to such characteristics as Student response: Percent Value Student Response Answer Choices a. b. c. 100.0% d. e. search attributes. tandem attributes. experience attributes. credence attributes. salient qualities.

Score: Question 7

0.2 / 0.2 (.2 points)

In the model of the consumer decision process that the authors present, consumers evaluate a service before they purchase it, and they evaluate it again after they have purchased and consumed it. The authors present competing theoriesor modelsof how consumers go about evaluating a service after they have purchased it. One of these postchoice models, __________, predicts that a consumer will arrive at a state of satisfaction or dissatisfaction based upon how his or her perceptions of the quality of service received compare with his or her pre-purchase expectations of what the level of service quality would be. Student response: Percent Student Answer Choices Value Response a. the script perspective b. the perceived-control perspective c. Herzbergs dual-factor theory of satisfaction d. Maslows hierarchy 100.0% Question 1 (0.20 points) e. the expectancy disconfirmation theory

With regard to balancing marketing and operations in a service firm, with which of the following statements would the authors of your text likely AGREE? Student response: Percent Student Answer Choices Value Response a. Because of the heterogeneous demands of consumers, operations managers will sometimes have to be satisfied with a little less efficiency than is ideal. b. Before announcing the availability of new services, marketing managers need to understand how operations will be affected by demand for those services. c. Operational efficiency and marketing effectiveness tend to be incompatible goals. 100.0% d. All of the above e. None of the above

Score: Question 2

0.2 / 0.2 (0.20 points)

Which of the following service organizations operates in an environment that allows it to achieve perfect efficiency, as described by J. D. Thompsons perfect-world model? Student response: Percent Value Student Response Answer Choices a. b. c. d. 100.0% e. State Farm Insurance Suddenlink Communications FedEx Corporation All of the above None of the above

Score: Question 3

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Which of the following would the authors of your textbook describe as the technical core of a service operation? Student response: Percent Student Answer Choices Value Response a. The sandwich assembly line at a Subway b. Geek Squad City, the facility in Louisville, Kentucky where Best Buy sends its customers computers to be repaired c. The salon chair or barber chair you sit in to get your hair cut 100.0% d. All of the above e. All of the above except c

Score: Question 4

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In a service blueprint, the point in the system where customers wait the longest period of time is called Student response: Percent Value Student Response Answer Choices a. b. 100.0% c. d. e. the critical path. the fail point. a bottleneck. a servuction vector. the frustration station.

Score: Question 5

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The first step in constructing a service blueprint is to Student response: Percent Student Answer Choices

Value

Response a. hire a servicescape architect. b. sketch the blueprint of the process the way managers see it. c. identify steps in the process at which things can go wrong. d. research the building codes in the community where you are doing business.

100.0%

e. elicit scripts from both employees and consumers.

Score: Question 6

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When consumers script for a particular service experience does not match the script of the service firms employees, the scripts are said to be Student response: Percent Value Student Response Answer Choices a. 100.0% b. c. d. e. convergent. divergent. normed. unbundled. congruent.

Score: Question 7

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For a company that produces tangible goods, a niche strategy involves developing a product for a narrowly defined target market. For a service marketer, a niche strategy Student response: Percent Student Answer Choices Value Response a. reduces costs by providing a one-sizefits-all service. b. tries to capture a larger market by adding a broader range of services. c. reduces complexity by unbundling the services offered. d. tries to capture a larger market by enhancing customer service. 100.0% e. tailors the service experience to each individual customer.

Stimulus the thought action or motivation that incites a person to consider a purchase Commercial cue an even or motivation that provides a stimulus to the consumer and is a promotional effort on the part of the company

Social Cue an even or motivation that provides a stimulus to the consumer, obtained from the individuals peer group or from significant others. Physical cue a motivation such as thirst or hunger Problem awareness the second phase of the pre-purchase decision, in which consumers determines whether a need exists for the product Shortage the need for a product or service due to the consumer s not having that particular product or service

Raleigh Pauley rarely carries cash, but today she wants to have lunch at an out-of-the-way home-style cafe that doesnt accept credit cards, debit cards, or checks. She plans to get cash from a drive-up ATM on her way to the restaurant. If Raleigh uses the ATM at the bank where her account is located, she will not be charged any service fee for the withdrawal. Raleighs bank is only a few blocks out of the way, but to get there shell have to drive on a very busy street, and she expects traffic to be so heavy that she may have to sit through one or two traffic lights. Being stuck in traffic is something that Raleigh does not handle well; it usually takes only about 45 seconds of waiting for the car ahead to move or waiting for a light to change before her pulse begins to quicken and her general level of irritation begins to rise. Instead of driving to her bank, Raleigh chooses to withdraw cash from a competing bank that is located on a quiet side street, knowing that she will be charged a $3.99 service fee for doing so.

In this scenario, the __________ of doing business with her own bank is too high, so Raleigh chooses to pay the higher __________ by doing business with one of its competitors. Student response: Percent Value Student Response Answer Choices a. b. c. 100.0% d. e. monetary cost; product cost personnel cost; time cost time cost; energy cost psychic cost; monetary cost energy cost; product cost

Score: Question 2

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Economic theory suggests that consumers have a price in mindlets call it $X that reflects the value of the combined benefits of a product or service. As long as the total cost of purchasing the product or service is lower than $X, they will be willing to buy. The label that the authors use for $X is: Student response: Percent Value Student Response Answer Choices a. 100.0% b. c. point of diminishing returns reservation price sacrifice threshold

d. e.

reference price value benchmark

Score: Question 3

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At Visions Day Spa, a client can purchase a Day at the Spa for $165. Included are a haircut, manicure, pedicure, and 60-minute massage. With its Day at the Spa service offering, Visions is engaging in Student response: Percent Value Student Response Answer Choices a. b. 100.0% c. d. e. price skimming. price fixing. price bundling. service stockpiling. product-line pricing.

Score: Question 4

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The authors use Southwest Airlines Bags Fly Free promotion as an example of Student response: Percent Value Student Response Answer Choices a. b. c. d. 100.0% e. bundle pricing. relationship pricing. price discrimination. product-line pricing. efficiency pricing.

Score: Question 5

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With regard to price sensitivity, with which of the following statements would the authors or your text likely AGREE? Student response: Percent Student Answer Choices Value Response a. If consumers view the price of a particular type service as a quality cue, then high price sensitivity is likely to exist for that type of service. 100.0% b. As switching costs for a particular service increase, consumers price sensitivity toward that service tends to decrease. c. If high consumer price sensitivity exists for a type of service, then demand for that type of service can be described as inelastic. d. All of the above.

e. None of the above.

Score: Question 6

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Service providers who are successful in the long run Student response: Percent Student Answer Choices Value Response a. think of pricing as price setting as opposed to strategic pricing. b. set their prices by calculating what it costs them to provide the service, then adding a predetermined markup percentage. c. try to match their competitors prices. 100.0% d. try to establish a price that represents value to the customer. e. do all of the above.