TEST BANK
Services Marketing: Concepts, Strategies,
& Cases
?
K. Douglas Hoffman and John E.G. Bateson
? S
S
6th Edition
C E
U C
_ S
A ?
V I
T U
S
, TABLE OF CONTENTS
Services Marketing: Concepts, Strategies, & Cases (6th Edition)
K. Douglas Hoffman and John E.G. Bateson
?
PART 1: AN OVERVIEW OF SERVICES MARKETING
Chapter 1 An Introduction to Services
?
Chapter 2 The Fundamental Differences Between Goods and Services
S
Chapter 3 Environmental, Social and Governance (ESG) and Ethical Issues in Services Marketing
S
Chapter 4 Consumer Behavior in Services Marketing
PART 2: THE TACTICAL SERVICES MARKETING MIX
E
Chapter 5 The Service Delivery Process
C
Chapter 6 The Pricing of Services
Chapter 7
C
Developing the Service Communication Strategy
Chapter 8 Managing the Firm’s Physical Evidence
Chapter 9
U
People as Strategy: Managing Service Employees
Chapter 10 People as Strategy: Managing Service Customers
S
PART 3: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES
_
Chapter 11 Defining and Measuring Customer Satisfaction
Chapter 12 Defining and Measuring Service Quality
?
Chapter 13 The Art of Service Failure and Recovery Management
Chapter 14 Customer Loyalty and Retention
A
Chapter 15 Pulling the Pieces Together: Creating a World-Class Service Culture
V I
TU
S
,Chapter 01: An Introduction to Services
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.
S
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
S
marketplace.
d.
E
POINTS: 1
REFERENCES: The Growing Dominance of Services
C
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
C
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Applying
U
2. A viewpoint where manufacturing is king, and services are viewed as subservient to goods, is known as __________.
S
a. service imperative
b. materialismo snobbery
_
c. manufacturing dominant
d. bundle of benefits
?
ANSWER: b
FEEDBACK: a.
A
b. Materialism snobbery is a viewpoint where manufacturing is king, and services
are viewed as subservient to goods.
I
c.
V
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
U
QUESTION TYPE: Multiple Choice
T
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
S
KEYWORDS: Bloom’s: Remembering
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
Copyright Cengage Learning. Powered by Cognero. Page 1
, 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
S
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
S
4. Which of the following sets of terms best describes a service?
E
a. Objects, devices, and performances
C
b. Effort, objects, and deeds
c. Things, devices, and performances
d. Deeds, effort, and performances
C
ANSWER: d
FEEDBACK: a.
U
b.
c.
S
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
A
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
I
KEYWORDS: Bloom’s: Remembering
V
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 __________.
U
a. to the extreme left
b. mid-left
T
c. in the middle
d. mid-right
S
ANSWER: d
FEEDBACK: a.
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
Copyright Cengage Learning. Powered by Cognero. Page 2
Services Marketing: Concepts, Strategies,
& Cases
?
K. Douglas Hoffman and John E.G. Bateson
? S
S
6th Edition
C E
U C
_ S
A ?
V I
T U
S
, TABLE OF CONTENTS
Services Marketing: Concepts, Strategies, & Cases (6th Edition)
K. Douglas Hoffman and John E.G. Bateson
?
PART 1: AN OVERVIEW OF SERVICES MARKETING
Chapter 1 An Introduction to Services
?
Chapter 2 The Fundamental Differences Between Goods and Services
S
Chapter 3 Environmental, Social and Governance (ESG) and Ethical Issues in Services Marketing
S
Chapter 4 Consumer Behavior in Services Marketing
PART 2: THE TACTICAL SERVICES MARKETING MIX
E
Chapter 5 The Service Delivery Process
C
Chapter 6 The Pricing of Services
Chapter 7
C
Developing the Service Communication Strategy
Chapter 8 Managing the Firm’s Physical Evidence
Chapter 9
U
People as Strategy: Managing Service Employees
Chapter 10 People as Strategy: Managing Service Customers
S
PART 3: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES
_
Chapter 11 Defining and Measuring Customer Satisfaction
Chapter 12 Defining and Measuring Service Quality
?
Chapter 13 The Art of Service Failure and Recovery Management
Chapter 14 Customer Loyalty and Retention
A
Chapter 15 Pulling the Pieces Together: Creating a World-Class Service Culture
V I
TU
S
,Chapter 01: An Introduction to Services
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.
S
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
S
marketplace.
d.
E
POINTS: 1
REFERENCES: The Growing Dominance of Services
C
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
C
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Applying
U
2. A viewpoint where manufacturing is king, and services are viewed as subservient to goods, is known as __________.
S
a. service imperative
b. materialismo snobbery
_
c. manufacturing dominant
d. bundle of benefits
?
ANSWER: b
FEEDBACK: a.
A
b. Materialism snobbery is a viewpoint where manufacturing is king, and services
are viewed as subservient to goods.
I
c.
V
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
U
QUESTION TYPE: Multiple Choice
T
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
S
KEYWORDS: Bloom’s: Remembering
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
Copyright Cengage Learning. Powered by Cognero. Page 1
, 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
S
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
S
4. Which of the following sets of terms best describes a service?
E
a. Objects, devices, and performances
C
b. Effort, objects, and deeds
c. Things, devices, and performances
d. Deeds, effort, and performances
C
ANSWER: d
FEEDBACK: a.
U
b.
c.
S
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
A
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
I
KEYWORDS: Bloom’s: Remembering
V
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 __________.
U
a. to the extreme left
b. mid-left
T
c. in the middle
d. mid-right
S
ANSWER: d
FEEDBACK: a.
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
Copyright Cengage Learning. Powered by Cognero. Page 2
