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Exam 13: Services: the Intangible Product

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Question 71

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In the marketing of services, empowerment means allowing employees to make decisions about how service is provided to customers.

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Question 72

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Sean moved to take a new job, and when he got sick he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as

A) intangibility.
B) professional competence.
C) perishability.
D) inseparability.
E) variability.

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Question 73

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Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Listening to the customer is the first step in service recovery.

Students regularly seek out Professor Guillory to advise them. She has an exceptional manner, and students are confident in her and trust her advice. For these students, __________ is the most important of the five service quality dimensions.

All products and services are intangible.

When marketers state that services are ____________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another.

When corporate headquarters announced new service quality standards for pizza franchise owners, Roland knew he would have trouble gaining employees' support because

The marketing of services differs from product marketing because services are all of these EXCEPT

What are some of the outcomes that result from a communications gap?

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use __________ to overcome the problem of inseparability of services.

The __________ gap can be reduced by managing consumers' expectations.

How do airlines and hotels overcome the perishability of their services?

When John checked into his Orlando hotel, the front desk clerk informed John that his room would not be ready for another twenty minutes. John decided he didn't mind waiting, because he had arrived well ahead of the standard check-in time. John didn't mind waiting twenty minutes because this wait fell within his __________, the area between his expectations regarding desired service and the minimum level of service he will accept.

One professor was known for never teaching the same course the same way twice. Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?

Explain the concepts of distributive fairness and procedural fairness. Give an example of each.

Why is it important for marketers to pay special attention to providing excellent customer service?

A __________ gap can be closed by getting employees to meet or exceed service standards.

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the __________ gap associated with their service.