Service As The Core Offering

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Marketing in Today's Business Milieu
Marketing Foundations: Global, Ethical, Sustainable
Elements of Marketing Strategy, Planning, and Competition
Market Research Essentials
CRM, Big Data, and Marketing Analytics
Understand Consumer and Business Markets
Segmentation, Target Marketing, and Positioning
Product Strategy and New Product Development
Build the Brand
Service as the Core Offering
Manage Pricing Decisions
Manage Marketing Channels, Logistics, and Supply Chain
Promotion Essentials: Digital and Social Media Marketing
Promotion Essentials: Legacy Approaches

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Question 1

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True/False

A service is a product in the sense that it represents a bundle of benefits that can satisfy customer wants and needs with physical form.

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Question 2

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True/False

It is widely accepted that today we operate in an economy that is increasingly focused on tangible offerings-goods-instead of just services.

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Question 3

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True/False

In today's workplace, everyone is involved in service in some way, and everyone has customers either outside or inside the firm, or both.

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Question 4

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True/False

A service-centered perspective is very consistent with a customer-centric approach in which people, processes, systems, and other resources are to be aligned to best serve customers.

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Question 5

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Services possess several distinct characteristics that are different from those of physical goods, including intangibility, inseparability, variability, and perishability.

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Question 6

True/False

Customer trial is one way to overcome the problem of marketing an intangible service.

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Question 7

True/False

Employees play a critical role in the success of services because of their inseparability and variability.

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Question 8

True/False

A fundamental rule in marketing is to set high customer expectations.

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Question 9

True/False

One of the causes of switching behavior is unfair pricing.

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Question 10

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As noted in the text, Caesars Entertainment has found that its ROI for customers in the "Zone of Defection" is considerably higher than in the other zones.

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Question 11

True/False

The ultimate Caesars customer is the "apostle"; they are highly satisfied, fiercely loyal, frequent Caesars guests who serve as strong advocates for the Caesars experience to friends and acquaintances.

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Question 12

True/False

Research indicates that investing in indifferent customers to improve their satisfaction truly maximizes their profitability to a brand.

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Question 13

True/False

Providers of professional services such as doctors, lawyers, and accountants use their degrees and designations to convey a level of trust to a purchaser.

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Question 14

True/False

There is a debate about whether students in business education are "customers" or products that need to be branded.

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Question 15

True/False

Services tend to exhibit high experience and credence attributes.

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Question 16

True/False

When Dominoes promises delivery within 30 minutes, but it actually takes 45 minutes, Dominoes is demonstrating gap 1: management's perceptions of customer service expectations versus actual customer expectations of service.

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Question 17

True/False

The fifth and final service gap involves customers' perceived service versus actual customer expectations of service.

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Question 18

True/False

Service failure, when properly handled through service recovery, does not necessarily impact customer satisfaction.

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Question 19

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Exceeding customer expectations is often referred to as customer delight.

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Question 20

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The ability to provide prompt service and to respond quickly to customer requests is called reliability.

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