Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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Tour
guide services or festival performances are examples of service-dominated activities. With these, the
four Is are major concerns. Identify which of the following is NOT one of the four
Is.
a. | Incompatability | b. | Intangibility | c. | Inconsistency | d. | Inseparability | e. | Inventory | | |
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2.
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Success in marketing depends on marketing managers understanding how consumers think
while choosing, consuming, and evaluating services. There are three stages involved. Identify which
one of the following is NOT one of these three stages.
a. | Prepurchase | b. | Budgeting | c. | Consumption | d. | Postpurchase | | |
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3.
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There
are four Rs of marketing. Identify which one of the following is NOT one of these four
Rs.
a. | Retention | b. | Referral | c. | Relationships
| d. | Recovery | e. | Restitution | | |
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4.
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Many
organizations are coordinating their promotional activities through integrated marketing
communications (IMC) plans, which tie together five components of the communications mix. Identify
which one of the following is NOT one of these five components.
a. | Media advertising | b. | Service marketing | c. | Personal selling | d. | Publicity and
public relations | e. | Promotional
information activities | | |
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5.
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Customer loyalty systems address three things. Identify which of the following is NOT
one of the three things addressed.
a. | Servicescapes
| b. | Service satisfaction | c. | Service recovery | d. | Customer
retention | | |
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6.
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According to Parasuraman, there are five dimensions of service quality. Identify which
of the following is NOT one of these five dimensions.
a. | Tangibles | b. | Reliability | c. | SERVQUAL | d. | Responsiveness | e. | Empathy | | |
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7.
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Which
guarantee promises that if the customer isn’t completely satisfied, he or she will receive at
least a full refund?
a. | Implicit
| b. | Conditional | c. | Unconditional | d. | Specific | e. | Satisfaction | | |
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8.
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Defection management involves identifying the reasons people have defected in the past
and addressing those issues, as well as responding to customer expectations on the spot. Identify
which of the following is NOT one of the common reasons for customers defecting.
a. | Price defectors | b. | Perception defectors | c. | Service defectors | d. | Technological defectors | e. | Organizational defectors | | |
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9.
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The
concepts of service quality and customer satisfaction are intertwined.
Cronin and Taylor suggest that “satisfaction assists customers
in revising service quality perceptions.” This theory is
based on four premises. Identify which of the following is NOT
one of these four premises.
a. | The goal of service
providers is to close the gaps between expected and perceived service. | b. | Customer
perceptions of service quality for a new service provider are based on
expectations. | c. | Later encounters with a service provider lead the customer
through a confirmation (or disconfirmation). | d. | Further
encounters revise or reinforce service quality perceptions of the service
provider. | e. | Revisions of quality perception modify future consumer purchase
intentions toward a specific service provider. | | |
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10.
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What
was the first hotel chain to manage customer relations through
a database. The hotel chain catered to guests on an individual
basis, from reservation until checkout.
a. | Hyatt hotels | b. | Intercontinental
Hotels | c. | Starwood Hotels
| d. | Ritz-Carlton Hotels | e. | Four Seasons Hotels | | |
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