The correct answer for each question is indicated by a This is the correct answe r.. 1.

Services can be divided into four distinct categories. They are service indus tries and companies, services as products, customer service, and: - derived services Feedback: Are you confusing this term with unsought product? Try again. 2. Which of the following products is an example of intangible dominant? - math tutoring 3. One of the sources of specific demand for services marketing concepts has com e from: A) antitrust controversies B) a desire to act more ethically C) oligopolistic industries D) deregulated industries E) none of the above Feedback: This is not a topic that is discussed in this chapter. See the section , entitled, "Deregulated Industries and Professional Service Needs," p. 8. 4 INCORRECT Which of the following statements is a plausible theory used to explain why cust omers are dissatisfied with the service they are receiving? A) Delivering consistent, high-quality services is not easy . B) Organizations have made themselves too lean. C) Customer expectations are higher because of the excellen t service some companies provide. D) Technology-based services are hard to implement. E) All of the above statements is a plausible theory used t o explain why customers are dissatisfied with the service they are receiving Feedback: Another alternative contains a better answer. 5 INCORRECT Technology can both support and enhance services and creative unwanted negative outcomes as well. Which of the following is NOT one of central paradoxes of tech nological products? A) harmony/disharmony B) competence/incompetence C) efficiency/inefficiency D) freedom/enslavement E) assimilation/isolation Feedback: Technology can make the time spent on some tasks shorter while extendi ng the time it takes to complete other tasks. 6 CORRECT _____ results because no two customers are precisely alike; each will have uniqu e demands or experience the service in a unique way. A) Homogeneity B) Disharmony C) Heterogeneity D) Tangibility E) Perishability Feedback: This is the correct answer. No two services produced by humans are eve r produced exactly alike. 7 INCORRECT H&R Block prepares income tax forms for its customers. Because many people avoid doing their taxes until the last minute, H&R Block offices are busiest during t he six-week period prior to the tax filing deadline. The company instituted a sa les promotion which awarded customers who had their taxes prepared early the opp ortunity to win double the amount of their tax refund. This strategy is to deal

with the _____ nature of services. A) standardized B) perishable C) Tangible D) heterogeneous E) homogeneous Feedback: Intangibility is one of the most basic distinguishing characteristic o f services. The implications of service intangibility are listed in Table 1.3, p . 18. 8 INCORRECT In addition to the traditional four Ps, the services marketing mix includes peop le, physical evidence, and: A) perishability B) preparation C) Production D) planning E) process Feedback: This is not one of the elements of the services marketing mix. 9 INCORRECT Services are made up of which three core series? A) Deeds, processes, and performances B) Deeds, processes, and analysis C) Planning, processes, and performances D) Deeds, pricing points, and performances E) Deeds, marketing techniques, and brand awareness Feedback: Try again. See the section of the book entitled, "What Are Services?," p. 4. 10 CORRECT Corporations that focus on these three strategies are more profitable: A) Return on Investment, revenue generation, and service qu ality B) Customer satisfaction, market research, and service qual ity C) Customer satisfaction, revenue generation, and service q uality D) Customer satisfaction, revenue generation, and market de mands E) Advertising, promotional events, and service quality Feedback: This is the correct answer. See p. 9. 11 INCORRECT All businesses and organizations that operate on the Internet are essentially pr oviding what? A) Information B) Ability to shop on-line C) Visual cues for their products D) The ability to target specific segments of the market E) Services Feedback: Try again. Another alternative contains a better answer. 12 CORRECT When customers frequently interact with each other during the service production process and potentially affect each others' experiences, this is also known as: A) Heterogeneity B) Simultaneity C) Perishability D) Servicescapes E) Derived services Feedback: This is the correct answer. For example, strangers seated next to each other in an airplane may well affect the nature of the service experience for e ach other. See 19. 13 INCORRECT

What are the cues that provide excellent opportunities for the firm to send cons istent and strong messages regarding the organization's purpose, the intended ma rket segments, and the nature of the service? A) Media advertising B) Promotional events C) Mystery shoppers D) Physical evidence E) Market research