Which if the following is an example of a tangible component provided by a hotel?

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Multiple Choice Questions

1. (p. 4) In the simplest terms, _____ are deeds, processes and performances. A. Attributes B. Experiences C. Services D. Goods E. Benefits

2. (p. 4) The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and microwaves is an example of a(n) _______. A. Service B. Experience C. Attribute D. Good E. Benefit

3. (p. 4) When Heather goes to the local gym, she has a personal trainer who helps make sure she is using the equipment correctly. The personal trainer is an example of a(n): A. Service B. Experience C. Attribute D. Good E. Benefit

4. Many people when they go on vacation are choosing to leave their dogs in posh pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature walks and hayrides. Dog owners are paying $17 per night for basic boarding at the pet resorts and up to an additional $20 for the other activities, which would be collectively classified as: A. Goods B. Values C. Services D. Satisficers E. Attributes

5. (p. 6) _____ is a key determinant of whether a product offering should be classified as a product or a service. A. Physicality B. Audience passivity C. Tangibility D. Perception E. Abstraction

6. (p. 4) Which of the following is an intangible component of a car repair shop? A. Replacement parts B. Employee uniforms C. Barrel for storing recyclable motor oil D. The training the mechanic has received E. Customer waiting area

7. (p. 4) Which of the following is an example of a tangible component provided by a hotel? A. Wake-up call B. Guest rooms C. Room service D. Express check-out E. Guaranteed reservations

8. (p. 3, 11) Which of the following is NOT an example of a service business? A. Amusement park B. Hotel C. Bank D. Department store E. Soft drink bottler

9. (p. 17) Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of

connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service? A. The increasing importance of service industries to the U. and world economies B. The increase of government regulation of service industries C. The growth in information-based technology D. Increased competition in professional services E. Manufacturing firms are placing increased emphasis on providing services

1. (p. 7) Which of the following trends has directly influenced the development of services marketing concepts and strategies? A. The decreasing importance of service industries to the U. and world economies B. The growth in information-based technology C. Decreased competition in professional services D. The fact that manufacturing firms are placing increased emphasis on providing services E. None of the above

2. (p. 8) On his way to work today, Terry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here? A. The increasing importance of service industries to the U. and world economies B. The increase of government regulation of professional service industries C. The growth in database marketing D. Increased competition in professional services E. Professional firms are placing increased emphasis on providing services

3. (p. 10) Which of the following statements about services is true? A. A service economy produces services at the expense of other sectors B. Service jobs are low paying and menial C. Service production is labor intensive and low in productivity D. Service is a necessary evil for manufacturing firms E. The skills needed for managing services differ from those used for managing manufacturing businesses

4. (p. 14) Without good mailing lists, businesses cannot engage in effective direct-marketing advertising. On average 20 percent of the U. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a business's mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections. Return Path is a part of which trend in the services marketing industry? A. The increasing importance of service industries to the U. and world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the direct-mail industry E. The fact that direct marketing firms are placing increased emphasis on providing services

how consumers and employees are responding to technology-based services

1. (p. 20) The most basic and universally cited, difference between goods and services is: A. Heterogeneity B. Perishability C. Intangibility D. Comparability E. Divisibility

2. (p. 20) The characteristic of a service that means that it cannot be seen, felt, tasted or touched is: A. Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Compatibility

3. (p. 20) On a recent visit to The Home Depot store, a sales associate greeted Gigi when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility

4. (p. 20) In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15, 000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the _____ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility

5. (p. 20) Last November, Andrew and Jana went to talk to a wedding consultant about planning their June wedding. The consultant congratulated them on thinking ahead and then began to ask them questions about what kind of wedding they wanted. She gave them a book that contained all the information they needed to plan a memorable wedding. They met with the consultant regularly to talk about how the plans were coming and made more decisions with her help. The consultant helped them with everything from invitations to wedding reception favors. She even went with Jana to select her wedding gown and her bridesmaids' gowns. The sort of assistance provided by the wedding consultant illustrates the _____ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility

6. (p. 21) Which of the following statements describes a marketing implication that results from the intangibility of services? A. Customers participate in and affect the transaction B. Service quality depends on many uncontrollable factors C. Services can be readily communicated D. There is no sure knowledge that the service delivered matches what was planned and promoted E. Services cannot be inventoried

7. (p. 21) The characteristic of a service that refers to differences in employees' performances is: A. Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Simultaneous production and consumption

8. (p. 21) The first time Terry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Terry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service. The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Terry's experience at Auto Lube illustrates the _____ of services. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility

9. (p. 21) The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful. The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexis's experience with the two golf instructors illustrates the _____ of service. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility

10. (p. 21) Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and looked forward to going to class. This heterogeneity of instruction demonstrates: A. How difficult it is to synchronize supply and demand with service B. That customer service depends on employee actions C. How customers affect each other D. The fact services cannot be readily communicated or displayed E. Why services cannot be inventoried

11. (p. 21) Weddings have always been lavish in India. Vandana Mohan is New Delhi's most successful wedding planner. The average New Delhi middle-class wedding in 2005 cost $20, with one recent wedding costing more than $10 million. Because budgets vary as do the desires to show off one's ability to engage in conspicuous consumption, Vandana Mohan sometimes finds it difficult to maintain his reputation for lavish and beautiful weddings. The problems associated with the planning of weddings illustrate the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility

12. (p. 21) Parents everywhere are very busy and often cannot spend time with their children. In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility

returned. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Incompatibility

1. (p. 22) In India weddings are timed to occur when the stars and planets are in certain positions, which are deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. Wedding planners had to prepare all year for this one date instead of planning lots of weddings throughout the year. The service provided by the Indian wedding planners illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility

2. (p. 22) An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility

3. (p. 22) Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited. While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rental. Wilson lost money as a result of the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility

4. (p. 20) Which of the following is a marketing implication that results from the perishability of services? A. Service quality depends on many uncontrollable factors B. Employees affect the service outcome C. Synchronizing supply and demand is difficult D. Customers participate and affect the service outcome E. Service delivery and customer satisfaction depend on employee actions

5. (p. 23) Which of the following is NOT an element of the traditional marketing mix? A. Production B. Place C. Product D. Price E. Promotion

6. (p. 24) In addition to the elements of the traditional marketing mix, the expanded mix for services includes: A. Positioning, personalization and process B. People, physical evidence and process C. Personalization, procurement and people D. Profit, production and psychology E. People, partnerships and positioning

7. (p. 24) Which of the following is an example of the people element of an airline company's services marketing mix? A. Pilots B. Baggage handlers C. Customers D. Flight attendants E. All of the above

8. (p. 24) Andreason Removal Company removes asbestos from old houses and buildings. Which of the following is an example of the people element of services marketing mix? A. Federal inspectors who check behind Andreason's employees to make sure the job is done properly B. People in the community where it disposes of the asbestos C. Physicians who have studied the dangers of breathing asbestos D. People who hire the company to remove the asbestos from their property E. Suppliers who provide the uniforms and masks to protect Andreason's employees from the asbestos

9. (p. 24) When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formia's coy, smart and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers. Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the _____ element of Formia Ristorante's services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence

10. (p. 24) Ruth recently visited a day care center that is convenient to her work. Ruth is thinking of letting the day care workers care for her infant son while she is at work. The first thing Ruth noticed when she walked in the door of the facility was the smell of urine. There was a dead plant in the window. Three babies were crying and no one was paying them any attention. Other children that Ruth could see looked listless. In this example, Ruth experienced the negative side of the _____ element of the day care center's services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence

11. (p. 24) Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed "tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a small booth, which contains an ergonomically-designed chair, muted lights and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental procedures. A. Product B. Production C. Process D. Place E. Physical evidence

12. (p. 24) Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed "tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. A personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed around the teeth and a cleaning solution is added. The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-like environment reflect the _____ element of Teethart's service mix. A. Product B. Production C. Process D. Place E. Promotion

13. (p. 34) Which of the following factors is NOT a factor leading to provider gap 1? A. Inadequate marketing research orientation B. Over-promising C. Lack of upward communication D. Insufficient relationship focus E. Inadequate service recovery

14. (p. 34) Which of the following would result in a broadening of provider gap 1? A. The service intermediary for a cruise line wants to only sell those cruises on which it would receive the highest commissions B. The ski resort has an over-reliance on price to smooth demand for its resort facilities C. The marketing research done by the motel chain includes insufficient research about what its target market wants D. The ads for the language program over-promise how quickly the average person will be able to learn a foreign language E. All of the above would result in a broadening of provider gap 1

15. (p. 34) Enterprise Rent-A-Car closely ties customer service to employee success. With a tracking system called the Enterprise Service Quality Index (ESQi), the company routinely follows up with customers by phone to determine their level of satisfaction with the company. Only completely satisfied customers count toward an employee ESQi score, which is used to measure employee's potential for promotion. Enterprise closes provider _____ by using marketing research. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

16. (p. 34) Goodyear Tire & Rubber Company conducts telephone interviews each week to obtain information on customers' satisfaction with each of its 1200 retail stores. When dissatisfied customers are identified, they are asked if they would like to be contacted by the store or district manager to address unresolved complaints or problems. The company also follows some buyers up to two years to track their experiences, attitudes and satisfaction. These results are compiled and regularly reported back to managers in marketing, production and product development. By conducting market research, Goodyear Tire & Rubber is closing provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

17. (p. 34) Sam Goody, a tape, compact disc and video store, has a frequent buyer program called Replay that rewards members a $15 gift certificate for every $150 in purchases made at Sam Goody. In addition, Replay members receive a coupon each month for a 20-25 percent discount on the purchase of an unlimited number of CDs and/or cassettes from a specific music category. By having a frequent buyer program, Sam Goody is closing provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

18. (p. 36) Telepizza S. Is a Spanish pizza restaurant chain that offers children membership in its magic club. The magic club gives its members small prizes, usually simple magic tricks, with each order their parents place. Telepizza has 65 percent of the Spanish market has a result of using

_____

marketing. A. Transactional B. Developmental C. Proactive D. Relationship E. Acquisition

1. (p. 36) Telepizza S. Is a Spanish pizza restaurant chain that offers children membership in its magic club. The magic club gives its members small prizes, usually simple magic tricks, with each order their parents place. Telpizza's use of a frequency marketing program has allowed it to narrow provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

2. (p. 36) Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing. A. Transactional B. Developmental C. Proactive D. Relationship E. Acquisition

3. (p. 36) Service providers like insurance companies that emphasize acquiring new customers rather than retaining current customers are broadening provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

4. (p. 36) Sam Goody, a tape, compact disc and video store, has a frequent buyer program called Replay that rewards members a $15 gift certificate for every $150 in purchases made at Sam Goody. In addition, Replay members receive a coupon each month for a 20-25 percent discount on the purchase of an unlimited number of CDs and/or cassettes from a specific music category. By having a frequent buyer program, Sam Goody is using _____ marketing. A. Transactional B. Developmental C. Proactive D. Relationship E. Acquisition

5. (p. 36) The 25th Hour Inc. is a business that runs errands for people. Its employees have been called in to care for a toddler when her mother went into labor, to buying groceries for a mother who wanted to attend her child' soccer game and to decorate for parties. If any customer is not completely happy with the service The 25th Hour provides, its employees are told to immediately refund the customer's money (less any expenses) as soon as the complaint is made known. This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

6. (p. 36) Frequent travelers on airlines know one of the costs of traveling is damaged baggage, but they also know that each airline will either repair or replace any luggage damaged by its baggage handlers. The ability to count on this service in the event a handle is torn off or the side of a bag is gashed helps the airlines narrow provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

7. (p. 36) The Ritz-Carlton Hotel trains each employee to note the likes and dislikes of regular customers and record this information into a computerized guest history profile that provides information on the preferences of 240,000 repeat Ritz-Carlton customers. Through the use of

8. (p. 37) The romantic mountain getaway seemed like the perfect Valentine's Day gift. The pictures in the brochure showed couples enjoying the amenities in their cabins. When the couple arrived, they found a cold, uninviting cabin with a shortage of creature comforts--no down-filled blankets, no wood for the fireplace, paper plates and cups and a broken chair. In this service example, the _____ was not what the customers expected. A. Internal marketing B. Management-driven service C. Interactive communication D. Relationship marketing E. Servicescape

9. (p. 37) The CEO of Southwest Airlines is a model service leader, who is committed to providing high service quality. He actively engages in defining and implementing Southwest's service vision by motivating employees, serving as a role model, selecting and training service personnel and building teamwork in the organization. His service leadership closes Provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

10. (p. 37) Home Design is a reasonably priced source for home decorating items like bronze bookends and silver candlesticks. Until its recent remodeling, customers who happened into the store were often disappointed because they expected the store to be a discount store. The front of the store had some masonry damage. Its parking lot needed repaving. Its store windows were stained and one was cracked. Now customers who enter the store expect to find unique decorating items because the outside of the store is so tastefully done. This change in servicescape was a way to narrow provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

11. (p. 38) When the toddler's ball rolled under the motel bed, his mother was surprised to find a dirty sock and used crumbled tissues under the bed also. This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

12. (p. 38) Provider _____ is the difference between the development of customer-driven service standards and actual service performance by company employees. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

13. (p. 39) Which of the following factors does NOT cause provider gap 3? A. Ineffective employee recruitment B. Failure to match supply and demand C. Efficient marketing research systems D. Channel conflict over objectives and performance E. Lack of employee empowerment, perceived control and teamwork

14. (p. 39) Provider gap 3 of the gaps model of service quality is caused by: A. Failure to match supply and demand B. Advertising that over-promised C. Failure to connect service design to service positioning D. Inadequate maintenance of servicescape E. A tendency to view each external communication as independent

15. (p. 39) Service companies can close provider gap 3 by doing any of the following EXCEPT: A. Teaching customers to perform their roles appropriately B. Synchronizing supply and demand C. Motivating intermediaries to meet company service goals D. Empowering employees E. Developing customer-defined service standards

16. (p. 39) Parisian, a specialty department store chain in the southeastern U., instituted a policy change allowing sales associates to accept personal checks up to $5000 without department manager approval. Parisian's is using empowerment to narrow provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

17. (p. 39) In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15, 000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. It is very likely that wedding planners in New Delhi have difficulty narrowing provider ______ of the gaps model of service quality due to their inability to match supply and demand. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

18. (p. 39) Jiffy Lube, a franchiser of 10-minute oft and lubrication services, has been plagued by a lack of consistency across franchise outlets. The lack of consistency has resulted from Jiffy Lube's failure to require franchisees to adhere to common service standards as it rapidly expanded its franchise business across the U. Jiffy Lube's failure to require franchisees to adhere to common service standards has led to provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

19. (p. 39) The New York Palace, an upscale hotel in New York City, synchronizes demand and hotel capacity by offering an attractively priced weekend package during the fall when demand for its rooms slows down. In addition to having a luxury-filled weekend at the New York Palace for $199 per night, guests enjoy very select privileges from Saks Fifth Avenue. Its weekend package provides a personal shopping coordinator, complimentary gift wrap and package delivery to the hotel, individual beauty consultation and a 10 percent Saks discount. The New York Palace's weekend package closes provider ____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

20. (p. 42) Yvonne and Ty were due to be wed last March when a tornado blew down the church

21. (p. 42) Extron Electronics sells coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. By integrating its services marketing communications, Extron is closing provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

22. (p. 42) American Airlines pilots and crews are trained to inform customers immediately when flight delays occur and to keep customers advised at regular intervals about the changes in a flight's schedule. By keeping customers informed during a flight, American Airlines is closing provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

23. (p. 42) The ads for a weight loss program that promised the program would change an individual's eating habits through hypnosis is probably overstating its usefulness because there are some people in the world that cannot be hypnotized. This sort of misleading advertising broadens provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

24. (p. 42) The marketing that goes on between an insurance agent and a current customer that is buying car insurance for a new teenage driver is an example of _____ marketing. A. Formal B. External C. Interactive D. Controlled

Chapter 03 Consumer Behavior in Services

Multiple Choice Questions

1. (p. 50) _____ qualities are attributes a consumer can determine prior to purchasing a product. A. Search B. Consequential C. Experience D. Evidential E. Credence

2. (p. 50) Which of the following is NOT an example of a search quality? A. Style B. Price C. Taste D. Color E. Smell

3. (p. 50) Which of the following products is NOT high in search qualities? A. Piano B. Diapers C. Motor oil D. Floor lamp E. Massage therapy

4. (p. 50) _____ qualities are attributes a consumer can only determine after purchasing and consuming a product. A. Search B. Conceptual C. Experience D. Credence E. Cognitive

5. (p. 50) Which of the following is NOT an example of an experience quality? A. Reliability B. Color C. Taste D. Purchase satisfaction E. Comfort

6. (p. 50) Which of the following products is LEAST high in experience qualities? A. Plastic surgery B. A prom band C. Catered banquet D. Wedding dress E. Pet grooming

7. (p. 50) _____ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption. A. Search B. Cognitive C. Perceptual D. Experience E. Credence

8. (p. 50) Which of the following products is NOT high in credence qualities? A. Wooden rocking horse B. Car muffler repair C. Mammogram D. Tax advice from a CPA E. Termite treatment for a house's subflooring

9. (p. 50) Services provided by x-ray technicians, surgeons, dentists and land surveyors are high in _____ qualities. A. Search B. Experience C. Source D. Credence E. Cognitive

10. (p. 50) Products high in _____ qualities are the easiest to evaluate. A. Source B. Search C. Experience D. Perceptual E. Credence

11. (p. 50) Services high in _____ qualities are the most difficult to evaluate. A. Search B. Experience C. Source D. Credence E. Motivational

12. (p. 50) Which of the following products is the easiest to evaluate? A. Tax advice from a CPA B. Cancer screening test C. Retirement home D. Legal advice on avoiding estate taxes E. A walk-in freezer

13. (p. 51) Which of the following products is the most difficult to evaluate? A. Hair cut B. Fluoride treatment for children's teeth C. Car seat designed for an infant D. Decorative sculpture E. Skateboard

14. (p. 52, 53) The Survivor television series on CBS is never short of candidates for shows. If you listen to the interviews of those who want to participate, they often sound repetitive as they talk about how the experience will let them learn what they are truly capable of accomplishing. From this information, it would appear that participation in the reality TV show would satisfy _____ needs. A. Ego B. Social C. Self-actualization D. Safety and security E. Physiological

15. (p. 53, 54) Which of the following statements regarding consumer information search for services is true? A. Consumers rely less on information from personal sources than from nonpersonal sources when evaluating services prior to purchase B. Consumers engage in less post-purchase evaluation and information seeking with services than with goods C. Consumers engage in less post-purchase evaluation than pre-purchase evaluation when selecting and consuming services D. Consumers perceive fewer risks when buying services than when buying goods E. Personal sources of information become more important as the complexity of the service being purchased increases

16. (p. 53) Consumers are most likely to seek and rely on information from _____ when purchasing a landscaping service for their yard. A. Newspaper columns on gardening B. Friends who have attractive yards C. Advertising by landscape design artists D. Magazines devoted to gardening E. A landscape designer's sign they remembered seeing in a well-landscaped yard

17. (p. 53) New mother Allyson needs to find a day care center for her infant daughter. Since this is the first time she has had to find someone to care for her daughter, she is unfamiliar with the day care centers in her hometown. Before leaving her child, Allyson has decided to search for information about the different centers located near her home. Which of the following sources is Allyson most likely to use when searching for information about day care centers? A. The Yellow Pages B. Friends with babies slightly older than hers C. Local TV advertising D. Local pennysaver newspaper E. Direct mail shopping guide

18. (p. 55) Which of the following is NOT a reason why consumers perceive greater risks when buying services than when buying goods? A. Warranties or guarantees do not accompany services B. Services are non-standardized C. Services are intangible D. Services have a high level of experience qualities E. Services are perishable

19. (p. 54) For many people today, stress is a way of life. One way some are dealing with the stress is by going to mediation centers such as the Itawamba Mediation Center. These centers offer a place for silent prayer and meditation with a focus on spirituality. The Itawamba Mediation Center promises in its ads that you will feel stress-free when you leave its facility after a week's stay or else it will refund its $200 a day room fee. The mediation center's guarantee: A. Increases customer compatibility B. Decreases its customers' perceived risk C. Increases the size of its customers' evoked sets D. Decreases the need for personal

sources of information E. Decreases service complexity

1. (p. 55) Before going on vacation to Universal Studios with her son and daughter, Daphne called American Airlines, Continental Airlines, Delta Air Lines and USAir to compare flight schedules and round-trip airfares from Newark, New Jersey to Orlando, Florida. American Airlines, Continental Airlines, Delta Air Lines and USAir comprise Daphne's _____ set. A. Awareness B. Evoked C. Perceived D. Motivational E. Knowledge

2. (p. 55) For which of the following products is a consumer likely to have the smallest evoked set of alternatives? A. Toothpaste B. Athletic shoes C. Cereal D. Movie videos E. Dry cleaners

3. (p. 55) Which of the following statements regarding consumer evaluation of alternatives for services is true? A. The consumer's evoked set of alternatives is larger with services than with goods B. Consumers seldom select the first acceptable alternative and prefer to search through many alternatives C. For nonprofessional services, consumers' decisions often entail the choice between performing the services for themselves and hiring someone to perform them D. The typical customer's evoked set seldom includes self-provision E. The primary reason for larger evoked sets is the ease with which adequate purchase information can be obtained

4. (p. 55) The group of service providers a consumer considers to be acceptable options in a given service category is called the _____ set. A. Awareness B. Evoked C. Recall D. Perceived E. Knowledge

5. (p. 55) Raul lives in London, England. To plan for his upcoming vacation to Greece, he will either use Mainstream travel agency, First Choice travel operations or plan it by himself. These three make up Raul's _____ set. A. Awareness B. Evoked C. Recall D. Perceived E. Knowledge

6. (p. 57) Monroe and Ilene are meeting with a potential wedding caterer today. They will sample seven different kinds of wedding cakes, taste three entrees, sip varied wines and examine table setting options. The caterer allows prospective clients to sample his products before purchase in order to: A. Evoke the drama metaphor B. Create evidence of credence qualities C. Reduce the risk inherent in the purchase of a service D. Eliminate risk E. Create a larger evoked set

7. (p. 62) Using the drama metaphor, which of the following is considered an actor in the provision of service at a four-star restaurant? A. The pre-schooler who is misbehaving at the table behind you B. The plants that discreetly hide the staff work area C. The soft music being