Chapter 01: An Introduction to Services
Test Bank For Services Marketing Concepts, Strategies, & Cases, 6th Edition K. Douglas Hoffman John E.G. Bateson Chapter 1-15 Chapter 1 1. Which of the following reflects the view that the intangible aspects of products are becoming the key features that differentiate the products in the marketplace? a. Services marketing b. Servuction model c. Service imperative d. Servicescape ANSWER: c FEEDBACK: a. b. c. According to the service imperative, the intangible aspects of the product are becoming more and more the key features that differentiate products in the marketplace.
d. POINTS: 1 REFERENCES: The Growing Dominance of Services QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services. KEYWORDS: Bloom’s: Applying 2. A viewpoint where manufacturing is king, and services are viewed as subservient to goods, is known as __________. a. service imperative b. materialismo snobbery c. manufacturing dominant d. bundle of benefits ANSWER: b FEEDBACK: a. b. Materialism snobbery is a viewpoint where manufacturing is king, and services are viewed as subservient to goods.
c. d. POINTS: 1 REFERENCES: The Growing Dominance of Services QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services. KEYWORDS: Bloom’s: Remembering Copyright Cengage Learning. Powered by Cognero.
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3. General Motors’ largest supplier is __________. a. Blue Cross-Blue Shield Insurance b. GMAC Financing c. a parts supplier d. a legal firm ANSWER: a FEEDBACK: a. General Motors, the ―goods‖ manufacturing giant, generates 10% of its revenue, which equates to $14 billion from its financial businesses, and the car maker’s biggest supplier is Blue Cross-Blue Shield, not a parts supplier for steel, tires, or glass, as most people would have thought.
b. c. d. POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services. KEYWORDS: Bloom’s: Remembering 4. Which of the following sets of terms best describes a service? a. Objects, devices, and performances b. Effort, objects, and deeds c. Things, devices, and performances d. Deeds, effort, and performances ANSWER: d FEEDBACK: a. b. c. d. In general, goods are defined as objects, devices, or things, whereas services are defined as deeds, efforts, or performances.
POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience. KEYWORDS: Bloom’s: Remembering 5. On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to the extreme right, investment management services would appear __________. a. to the extreme left b. mid-left c. in the middle d. mid-right ANSWER: d FEEDBACK: a. Copyright Cengage Learning. Powered by Cognero.
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b. c. d. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their tangibility, where goods are labeled as tangible dominant (mid-right) and services as intangible dominant (mid-left).
POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience. KEYWORDS: Bloom’s: Understanding 6. The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the __________. a. services triangle b. servuction model c. scale of market entities d. service-profit chain ANSWER: c FEEDBACK: a. b. c. The Scale of Market Entities is the scale that displays a range of products along a continuum based on their tangibility, ranging from tangible-dominant to intangibledominant.
d. POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience. KEYWORDS: Bloom’s: Remembering 7. On the scale of market entities, where would businesses such as fast-food restaurants fall? a. On the extreme end of the intangible-dominant side b. On the extreme end of the intangible-dominant side c. In the middle of the continuum d. Left of the middle toward the tangible-dominant side ANSWER: c FEEDBACK: a. b. c. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their tangibility, where goods are labeled as tangible-dominant (mid-right) and services as intangible-dominant (mid-left).
d. POINTS: REFERENCES: QUESTION TYPE:
1 The Anatomy of a Service Multiple Choice
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HAS VARIABLES: False LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services. KEYWORDS: Bloom’s: Analyzing 8. Which of the following fields would be least likely to be described as intangible-dominant? a. Manufacturing b. Education c. Insurance d. Banking ANSWER: a FEEDBACK: a. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their tangibility, where goods are labeled as tangible-dominant (mid-right) and services as intangible-dominant (mid-left).
b. c. d. POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services. KEYWORDS: Bloom’s: Analyzing 9. Which of the following is an example of intangible-dominant? a. A steakhouse b. A car rental agency c. Math tutoring d. A magazine subscription ANSWER: c FEEDBACK: a. b. c. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their tangibility, where goods are labeled as tangible-dominant (mid-right) and services as intangible-dominant (mid-left).
d. POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services. KEYWORDS: Bloom’s: Analyzing 10. Which of the following statements is true? a. Consumers evaluate goods and services the same. b. Goods are intangible-dominant. c. Goods are tangible-dominant. Copyright Cengage Learning. Powered by Cognero.
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d. Consumers evaluate goods based on the experiential aspects provided. ANSWER: c FEEDBACK: a. b. c. Tangible dominant goods possess physical properties that can be felt, tasted, and seen prior to the consumer’s purchase decision.
d. POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services. KEYWORDS: Bloom’s: Remembering 11. The economic value of transforming goods into services is illustrated by paying __________. a. $3 for a pound of coffee beans at the market b. $6 for getting your car washed c. $7 for a cup of coffee in a five-star restaurant d. $7 to have your dog walked ANSWER: c FEEDBACK: a. b. c. When processed, packaged, and sold in the grocery store as a good, the price of coffee jumps to approximately 25 cents a cup. When that same cup is sold in a local restaurant, the coffee takes on more service aspects and sells for roughly $7 per cup.
d. POINTS: 1 REFERENCES: The Anatomy of a Service QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services. KEYWORDS: Bloom’s: Applying 12. A condition of firms that define their businesses too narrowly is known as __________. a. marketing myopia b. market-focused c. scale of market entities d. tangible-dominant ANSWER: a FEEDBACK: a. Marketing myopia is a condition of firms that define their businesses too narrowly, such as firms that produce tangible products and overlook the service aspects of their products.
b. c. d. Copyright Cengage Learning. Powered by Cognero.
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