Baines, Fill, & Rosengren: Marketing 4e Chapter 15: Multiple choice questions Instructions Answer the following questions and then press 'Submit' to get your score. Question 1 Services are characterized by five distinct characteristics. These are: a) intangibility, value, variability, inseparability, and a lack of ownership. b) intangibility, value, variability, inseparability, and profitability c) intangibility, perishability, variability, inseparability, and a lack of ownership. d) intangibility, value, variability, inseparability, and relationship Question 2 The extent to which a service envelops a product varies according to a number of factors. Which of the following is NOT one of the factors? a) the level of tangibility associated with the type of product b) performance-value. c) variations in supply and demand d) the way in which the service is delivered Question 3 People have to physically present themselves so that they become immersed within the service process. This type of service process is referred to as: a) Possession processing. b) Mental stimulus processing,. c) People processing. d) Information processing. Question 4 These types of services try to shape attitudes or behaviour. In order to achieve this, these services have to be oriented to people's minds, This is referred to as: a) Possession processing. b) People processing. c) Mental stimulus processing. d) Information processing. Question 5 Which of the following is not one of the service processes? a) People processing. b) Possession processing. c) Information processing. d) Physical evidence. Question 6 This is when customers visit the service facility so that they are personally involved throughout the service delivery process: a) high-contact services. b) information processing services. c) medium-contact services. d) low-contact services. Question 7 A framework categorizes different services, which, in turn, influence the degree to which market offerings can be evaluated, and three main properties are identified: a) search, experiment, and credence properties b) search, experience, and credence properties. c) sell, trust, and credence properties. d) search, belief, and confidence properties. Question 8 ___________ is based on the idea that customer expectations of the service they will receive shape their perception of the actual service encounter. a) Service quality b) Service action. c) Service recovery. d) Service satisfaction. Question 9 A disconfirmation model and is based on the difference between the expected services and the actual perceived service is called:: a) SERVSAT b) SERVNET c) SERVQUAL d) SERVMOD Question 10 If an advertisement shows the interior of a train with comfortable seats and plenty of space yet a customer boards a train only to find a lack of space and hard seating. This is an example of: a) GAP 4-the gap between service delivery and external communications. b) GAP 2-the gap between management perception and service-quality specification c) GAP1-the gap between the customer's expectations and management perception. d) GAP 3-the gap between service-quality specifications and service delivery. Question 11 The train operator understands customer desire for a comfortable seat but fails to specify how many should be provided relative to the anticipated number of travellers on each route. This is an example of: a) GAP 2-the gap between management perception and service-quality specification. b) GAP1-the gap between the customer's expectations and management perception. c) GAP 3-the gap between service-quality specifications and service delivery. d) GAP 4-the gap between service delivery and external communications.. Question 12 Which of the following is best understood as a period of time during which a customer interacts directly with a service? a) Good usage. b) Servicescape. c) Service mix. d) Service encounters. Question 13 ________________ occur(s) where there is no prior history of exchange and no future exchanges are expected between a buyer and seller. a) Relationship marketing b) Service mix c) Market exchanges d) Service failure. Question 14 An approach that encompasses a wide range of relationships, not just with customers, but also those that organizations develop with suppliers, regulators, government, competitors, employees, and others, is referred to as: a) Market exchanges. b) Service failure. c) Relationship marketing. d) Shared responsibility. Question 15 A customer relationship lifecycle consists of four main stages: a) customer acquisition, customer development,customer attraction and customer satisfaction. b) customer acquisition, customer development, customer retention, and customer decline. c) customer acquisition, customer development, service encounter and customer attraction . d) service processes, customer retention, customer acquisition, and customer decline. Question 16 Which of the following is not a main stage in a customer relationship lifecycle? a) Customer acquisition. b) Customer development. c) Customer satisfaction. d) Customer decline. Question 17 Sellers encourage buyers to purchase increased quantities, to try other products, to engage with other added-value services, and to vary delivery times and quantities. These activities occur in: a) Customer development phase. b) Customer acquisition phase. c) Customer decline phase. d) Customer retention phase. Question 18 This is a true form of loyalty and is driven by personal identification with real or perceived values and benefits. This is referred to as: a) monopoly loyalty. b) price loyalty. c) emotional loyalty . d) incentivized loyalty. Question 19 It has been claimed that the three major outcomes from the development of relationship trust are satisfaction, ___________, and continuity (Pavlou, 2002). a) reduced perceived risk b) service recovery. c) Service processes. d) efficiency. Question 20 When there is little or no personal contact between customer and service provider, this is classified as: a) Low-contact service. b) Medium-contact service. c) High-contact service. d) Intense-contact service.