Question 1

Complete standardization of a service:

Accepted Answer

A)  Is an effective way to make services more tangible.
B)  Tends to decrease the perishability of the service.
C)  Is easier for consumer services than for industrial services.
D)  Is not possible.
E)  Is not recommended.F) D) and E)
G) C) and D)

Question 2

At the point of contact with the service provider, the customer perceives the service and the channel as being:

Accepted Answer

A)  Separated by space and time.
B)  Highly perishable.
C)  Highly personalized.
D)  Intangible.
E)  The same thing.F) B) and C)
G) A) and B) E

Question 3

Service sector firms employ more than __________ out of every five private sector workers in the U.S.

Accepted Answer

A)  1
B)  2
C)  3
D)  4
E)  5F) B) and E)
G) C) and D)

Question 4

Which of the following is not usually cited as a characteristic that distinguishes services from products?

Accepted Answer

A)  Inseparability of services
B)  Difficulty of standardization of services
C)  Customer involvement in services
D)  Perishability of services
E)  Tangibility of servicesF) A) and D)
G) A) and B)

Question 5

The involvement of customers in the production of services is usually:

Accepted Answer

A)  Totally absent.
B)  The same for product production.
C)  Much less than their involvement in product production.
D)  Greater than their involvement in product production.
E)  Requires input from customers at the development stage.F) C) and D)
G) A) and E)

Question 6

The service sector of the U.S. economy is approximately:

Accepted Answer

A)  The same size as the manufacturing sector.
B)  One-and-one-half times the size of the manufacturing sector.
C)  Three times as large as the manufacturing sector.
D)  Twice the size of the manufacturing sector.
E)  One-half the size of the manufacturing sector.F) B) and D)
G) A) and C)

Question 7

Service providers, in effect, are:

Accepted Answer

A)  Manufacturers.
B)  Retailers.
C)  Manufacturers and retailers combined.
D)  Franchisors.
E)  Franchisors and franchisees combined.F) A) and B)
G) D) and E)

Question 8

A hotel chain talks about its great attention to detail in its ads, and in each room, it includes a small sewing kit with extra shirt and blouse buttons. In this case, the hotel chain is an example of:

Accepted Answer

A)  Charge more for its services.
B)  Tangibility of services
C)  Get customers involved in providing services.
D)  Separate out particular services.
E)  Entice new customers to make reservations.F) A) and B)
G) A) and C) B

Question 9

As a general rule, marketing channels for services tend to be __________ channels for products.

Accepted Answer

A)  longer than
B)  shorter than
C)  about the same length as
D)  more intense than
E)  more selective thanF) A) and E)
G) None of the above

Question 10

Providers of executive search, taxi, health care and other highly customized services:

Accepted Answer

A)  Must rely on repetitive processes.
B)  Can easily develop a channel design.
C)  Face increased difficulty in the designing and operating channels.
D)  Do not need to be as concerned with efficiency since they charge higher prices.
E)  Have a long channel design.F) None of the above
G) All of the above

Question 11

It is the __________ of services that makes them more difficult to differentiate from each other than products.

Accepted Answer

A)  high cost
B)  uniformity
C)  inseparability
D)  intangibility
E)  standardizationF) A) and D)
G) All of the above D

Question 12

Which of the following is not an example of customer involvement in services?

Accepted Answer

A)  a couple delivering their income and expense records to a tax accountant
B)  a client stipulating her investment goals to a stock broker
C)  a customer requesting "no pickles" on his hamburger
D)  a customer choosing the red rather than the black motorcycle helmet
E)  a customer identifying flight times and days to an airline ticket agentF) C) and E)
G) B) and C)

Question 13

Franchises that include franchisee direction in such areas as marketing strategy, training, merchandise management, and quality control are usually referred to as:

Accepted Answer

A)  Product franchises.
B)  Trademark franchises.
C)  Business format franchises.
D)  Quick franchises.
E)  Exclusive franchises.F) A) and C)
G) C) and E)

Question 14

Which of the following is not a flow that is necessary for many services to move through marketing channels?

Accepted Answer

A)  Information
B)  Negotiation
C)  Product
D)  Promotion
E)  KnowledgeF) All of the above
G) B) and D)

Question 15

__________ means that services cannot be produced in advance or in anticipation of customer needs.

Accepted Answer

A)  Inseparability
B)  Intangibility
C)  Standardization
D)  Perishability
E)  InvolvementF) All of the above
G) D) and E)

Question 16

Most small independent service providers such as doctors, auto mechanics, and shoe repairers use a __________ channel.

Accepted Answer

A)  franchise
B)  cooperative
C)  single intermediary
D)  independent retailer
E)  direct channel to consumersF) A) and D)
G) A) and E)

Question 17

Customer involvement in providing services is __________ in shoe shines and __________ for haircuts.

Accepted Answer

A)  low; high
B)  high; low
C)  about the same
D)  high; high
E)  low; lowF) None of the above
G) A) and B)

Question 18

According to the textbook, the retrenchment of Hyatt Legal Services was caused by:

Accepted Answer

A)  Fraud and corruption.
B)  Too many branches.
C)  A complex, confusing and cumbersome franchise contract.
D)  A large scale organization attempting to handle non-routine legal services.
E)  None of the above.F) D) and E)
G) A) and B)

Question 19

Business format franchising often is used in the marketing of services for all of the following reasons except:

Accepted Answer

A)  Provide scale economies.
B)  Harness entrepreneurial spirit.
C)  Help solve standardization problems.
D)  A close business relationship between franchisee and franchisor is unnecessary.
E)  Takes advantage of the drive and motivation associated with independently owned businesses.F) B) and E)
G) All of the above

Question 20

Compared to tangible products, services:

Accepted Answer

A)  Less often are customized.
B)  More often are customized.
C)  More often are customized in the industrial market but not in the consumer market.
D)  More often are customized in the consumer market but not in the industrial market.
E)  Have about the same occurrence of customization.F) B) and D)
G) C) and D)

Exam 17: Marketing Channels for Services

Complete standardization of a service:

Correct AnswerverifiedShow Answer

At the point of contact with the service provider, the customer perceives the service and the channel as being:

Correct AnswerverifiedE

Service sector firms employ more than __________ out of every five private sector workers in the U.S.

Correct AnswerverifiedShow Answer

Which of the following is not usually cited as a characteristic that distinguishes services from products?

Correct AnswerverifiedShow Answer

The involvement of customers in the production of services is usually:

Correct AnswerverifiedShow Answer

The service sector of the U.S. economy is approximately:

Correct AnswerverifiedShow Answer

Service providers, in effect, are:

Correct AnswerverifiedShow Answer

A hotel chain talks about its great attention to detail in its ads, and in each room, it includes a small sewing kit with extra shirt and blouse buttons. In this case, the hotel chain is an example of:

Correct AnswerverifiedB

As a general rule, marketing channels for services tend to be __________ channels for products.

Correct AnswerverifiedShow Answer

Providers of executive search, taxi, health care and other highly customized services:

Correct AnswerverifiedShow Answer

It is the __________ of services that makes them more difficult to differentiate from each other than products.

Correct AnswerverifiedD

Which of the following is not an example of customer involvement in services?

Correct AnswerverifiedShow Answer

Franchises that include franchisee direction in such areas as marketing strategy, training, merchandise management, and quality control are usually referred to as:

Correct AnswerverifiedShow Answer

Which of the following is not a flow that is necessary for many services to move through marketing channels?

Correct AnswerverifiedShow Answer

__________ means that services cannot be produced in advance or in anticipation of customer needs.

Correct AnswerverifiedShow Answer

Most small independent service providers such as doctors, auto mechanics, and shoe repairers use a __________ channel.

Correct AnswerverifiedShow Answer

Customer involvement in providing services is __________ in shoe shines and __________ for haircuts.

Correct AnswerverifiedShow Answer

According to the textbook, the retrenchment of Hyatt Legal Services was caused by:

Correct AnswerverifiedShow Answer

Business format franchising often is used in the marketing of services for all of the following reasons except:

Correct AnswerverifiedShow Answer

Compared to tangible products, services:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Customer involvement in providing services is in shoe shines and for haircuts.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified