Lesson 11: Services Marketing Quiz

Which of the following is not a characteristic of a service?

• marketability

• variability

• inseparability

• intangibility

A dentist decides to offer teeth whitening services to a target market. The dentist’s marketers have to consider which characteristic of service in their marketing plans?

• marketability

• variability

• inseparability

• intangibility

When Dr. Norman travels, she always stays at a Hawks family hotel. She is brand loyal, and thinks that Hawks offers the best service. On this trip, Dr. Norman stayed at three different Hawks hotels. Customer service was excellent at two of the hotels, but at the last hotel, the person checking in guests was rude. Dr. Norman completes a comment card on each hotel, knowing that Hawks strives for excellent customer service. This scenario exemplifies which service characteristic?

• marketability

• variability

• inseparability

• intangibility

Which of the following is not a link in the service-profit chain?

• internal service quality

• satisfied and loyal customers

• internal marketing efforts

• greater service value

The idea that service quality depends heavily on the quality of the buyer-seller interaction during the service encounter is referred to as

• service productivity.

• service differentiation.

• internal marketing.

• interactive marketing.

Cabletown is a company that provides Internet and cable service. Based on what you know about major marketing tasks, which of the following is not considered a major task for Cabletown when marketing their products?

• service profitability

• service differentiation

• service quality

• service productivity

The local bank is having far too many complaints about customer wait time. To compensate, the bank added one additional teller and instituted one queue that feeds all three teller lines. The line moved quickly, and even though someone’s overall wait time might not be shorter, complaints decreased. The bank’s reaction to the complaint employed which service factor?

• organizational factors

• locational factors

• environmental factors

• operational factors

The local bank just invested a lot of money into hiring a professional decorator to redo the lobby area to make it more inviting to customers. They also improved the landscaping on their lot and purchased new signs. The bank is employing which service factor?

• organizational factors

• locational factors

• environmental factors

• operational factors

Most products are

• any combination of goods and services.

• either a good or a service.

• partly a good, but mostly a service.

• mostly a good, but partly a service as well.

People-based services are ___________ in today’s world.

• decreasing

• staying about the same

• increasing

• varying from day to day