Marketing for service Beltei International University Lecturer: Moeung Phanny (MBA) Student’s name:....................................................Group................................Date:..................................

Quiz on marketing for service

Choose the best answer from the following questions

1. Products that are intangible items are called:

a. services b. goods c. durable goods

2. If services can't be held, touched, or seen before the purchase decision then that is called:

a. inconsistency b. inseparability c. intangibility d. inventory e. incidentability

3. Inventory of service carrying costs are more subjective and are related to:

a. lost productivity b. idle production capacity c. diminished returns d. corrupted capacities e. low capacity providers

4. One way to classify services is based on whether they are sponsored by the:

a. private business community b. foreign materials c. government d. publicity traded organizations e. partnerships

5. Differences between the consumers’ expectations and experiences are identified through:

a. consumer analysis b. shopping analysis c. experience analysis d. expectation analysis e. gap analysis

6. A service quality where the ability to perform the promised service dependably and accurately is:

a. tangibles b. responsiveness c. reliability d. assurance e. empathy

7. A service quality dimension when individualized attention is provided to customers is:

a. reliability b. tangibles c. responsiveness

Marketing for service Beltei International University Lecturer: Moeung Phanny (MBA) d. assurance e. empathy

8. To focus on the service process, a firm can develop a flow chart and perform a(n)

a. field audit b. customer contact audit c. marketing audit d. audit e. paper audit

9. Before successful programs can be directed at customers, a service organization must focus on its employees and this is called:

a. internal marketing b. integral marketing c. individual market orientation d. consumer marketing e. sub market strategies

10. Relationship marketing can be developed through loyalty incentives such as:

a. service encounter programs b. stress reduction program c. frequent flyer programs d. customer surveys e. frequent encounter program

11. Normally, any organization will have a small group of dissatisfied customers who chose to complain. They represent what percent of your customers?

a. 3 to 5 percent b. 5 to 8 percent c. 5 to 10 percent d. 15 to 20 percent e. undetermined

12. The second step in handling customer complaints is:

a. identify service failures b. communicate service failure c. classify failure d. improve overall service e. resolve customer problems

13. Service cannot gain exclusivity because they cannot be:

a. patented b. examined before the purchase c. trademarked d. brand marked e. distinguished from other

14. Because service are intangible and, therefore, more difficult to describe the _______ _______ of the service organization is particularly important in consumer decision.

a. brand mark b. trade mark c. product packaging

Marketing for service Beltei International University Lecturer: Moeung Phanny (MBA) d. colour combinations e. brand name

15. The service component of the service mix must be integrated with efforts to influence consumer demand and this is referred to as:

a. channel management b. capacity management c. customer management d. organization thrust management e. thrust force management

16. In the service industry charges, fees, fares or rates are all:

a. service cost b. cost structure c. cost plus d. price e. the bottom line

17. Place or distribution is a major factor in developing a service marketing strategy because of the _______ of service from the producer.

a. inseparability b. perishablility c. availability d. reliability e. intangibility

18. Promotion for services should stress availability, location, consistent quality, and efficient, ________ _________.

a. quick service b. free service c. guaranteed work d. courteous service e. effective service

19. Changes in the future of the service industry will is driven by deregulation, technology, and ______:

a. competition b. government taxation c. consumer interests d. motion studies e. interest rates

20. What factors will influence future changes in services?

a. money b. deregulation and technological development c. stress d. the environment e. on effort 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Marketing for service Beltei International University Lecturer: Moeung Phanny (MBA)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 a c b c e c e b a c c e a e b d a d c b