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1. ________ is the ability of a company to prepare on a mass basis individually designed products, services, programs, and communications. Mass customizationFeature fatiguePerformance qualityConformance qualityRepairabilityQuestion 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 ________.service performancetangible rewardsconsumer complaintsmarketing activitiesnone of the aboveQuestion 3.To differentiate its service, a provider can add ________ to the package of services already provided.secondary service featuresprimary service featuresvalue bundlingbrandingprice bands of like servicesQuestion 4.There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps?Reduce customer contact pointsMonitor customer satisfactionStandardize the service-performance processInvest in good training proceduresInvest in good hiring proceduresQuestion 5.The five determinants of service quality include all of the following EXCEPT ________.empathyassuranceresponsivenessreliabilityreputationQuestion 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.up-market stretchdown-market stretchservice-market stretchconsulting-model stretchobsolescence strategyQuestion 7.The five product levels constitute a ________. At each level more customer value is added.customer-augmented productcustomer consumption systemcustomer value-hierarchycustomer-perceived valuecustomer hierarchyQuestion 8.The ________ of a product mix refers to how many variants are offered of each product in the line.widthlengthdepthconsistencyheightQuestion 9._____ describes the service program for helping customers keep purchased products in good working order.ReturnsOrdering easeInstallationMaintenance and repairDeliveryQuestion 10.Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.developing a marketing nichedeveloping an advertising campaigndevising a branding strategydeveloping differentiationnone of the aboveQuestion 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.advertising campaignsmarketing measuresad agenciesmarketing communicationsmarketing strategyQuestion 12.Unlike physical goods, services are produced and ________ simultaneously.launchedconsumedcreatedmaximizednone of the aboveQuestion 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.empathyzone of tolerancezone of forgivenessperceived forgivenessvalue definitionQuestion 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.SERVQALConsumer-quality analysisImportance-performance analysisKey-service indices analysisReliability-service indices analysisQuestion 15.Product-line analysis provides information for two key decision areas-product-line length and ________.product-length new itemsproduct-mix pricingproduct pricingpopular pricingnone of the aboveQuestion 16.________ are formal statements of expected product performance by the manufacturer.InsuranceWarrantiesGuaranteesReputationMarketing statementsQuestion 17.Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________.natural productscomponent materialsoperating suppliesequipmentnone of the aboveQuestion 18.Factors that lead to customer switching behavior include all of the following EXCEPT ________.problem solvingpricinginconvenienceethical problemsnone of the aboveQuestion 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.customer limitingcustomer ordersniche marketingcustomer trainingcustomer marketingQuestion 20.Services differ as to whether they meet a personal need or a ________.quality needproduction needbusiness needfunctional needcustomer need
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