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is the ability of a company to prepare on a mass basis individually designe
1. ________ is the ability of a company to prepare on a mass basis individually designed products, services, programs, and communications. (Points : 5) Mass customization Feature fatigue Performance quality Conformance quality Repairability Question 2. 2. Top service companies are "customer obsessed." They have a clear sense of their target customers and their needs. Their management looks not only at financial performance on a monthly basis, but also at ________. (Points : 5) service performance tangible rewards consumer complaints marketing activities none of the above Question 3. 3. To differentiate its service, a provider can add ________ to the package of services already provided. (Points : 5) secondary service features primary service features value bundling branding price bands of like services Question 4. 4. There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps? (Points : 5) Reduce customer contact points Monitor customer satisfaction Standardize the service-performance process Invest in good training procedures Invest in good hiring procedures Question 5. 5. The five determinants of service quality include all of the following EXCEPT ________. (Points : 5) empathy assurance responsiveness reliability reputation Question 6. 6. Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers. (Points : 5) up-market stretch down-market stretch service-market stretch consulting-model stretch obsolescence strategy Question 7. 7. The five product levels constitute a ________. At each level more customer value is added. (Points : 5) customer-augmented product customer consumption system customer value-hierarchy customer-perceived value customer hierarchy Question 8. 8. The ________ of a product mix refers to how many variants are offered of each product in the line. (Points : 5) width length depth consistency height Question 9. 9. ________ describes the service program for helping customers keep purchased products in good working order. (Points : 5) Returns Ordering ease Installation Maintenance and repair Delivery Question 10. 10. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________. (Points : 5) developing a marketing niche developing an advertising campaign devising a branding strategy developing differentiation none of the above Question 11. 11. Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone. (Points : 5) advertising campaigns marketing measures ad agencies marketing communications marketing strategy Question 12. 12. Unlike physical goods, services are produced and ________ simultaneously. (Points : 5) launched consumed created maximized none of the above Question 13. 13. There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. (Points : 5) empathy zone of tolerance zone of forgiveness perceived forgiveness value definition Question 14. 14. Services can be judged on customer importance and company performance. ________ is used to rate the various elements of the service bundle and identify what actions are required. (Points : 5) SERVQAL Consumer-quality analysis Importance-performance analysis Key-service indices analysis Reliability-service indices analysis Question 15. 15. Product-line analysis provides information for two key decision areas-product-line length and ________. (Points : 5) product-length new items product-mix pricing product pricing popular pricing none of the above Question 16. 16. ________ are formal statements of expected product performance by the manufacturer. (Points : 5) Insurance Warranties Guarantees Reputation Marketing statements Question 17. 17. Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________. (Points : 5) natural products component materials operating supplies equipment none of the above Question 18. 18. Factors that lead to customer switching behavior include all of the following EXCEPT ________. (Points : 5) problem solving pricing inconvenience ethical problems none of the above Question 19. 19. When the physical product cannot be easily differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, ________, customer consulting, maintenance, and repair. (Points : 5) customer limiting customer orders niche marketing customer training customer marketing Question 20. 20. Services differ as to whether they meet a personal need or a ________. (Points : 5) quality need production need business need functional need customer need
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12 Feb 2017
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is the ability of a company to prepare on a mass basis individually designed products, services, programs, and communications
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