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Exam 12: Services Marketing

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Question 91

Multiple Choice

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Capacity Management Marketing Dashboard -revenue generated by each seat flown one mile is shown in the capacity management marketing dashboard above as

A) 9.83 cents.
B) 82.1 cents.
C) 8.28 cents.
D) 18.11 cents.
E) 7.99 cents.

F) All of the above
G) A) and B)

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Question 92

Multiple Choice

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Figure 12-3 -According to the service continuum shown in Figure 12-3 above,which of the following offerings has the highest level of intangibility?

A) tailored suit
B) advertising agency
C) tutoring service
D) fast-food restaurant
E) salt

F) A) and B)
G) B) and E)

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Question 93

Multiple Choice

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Andrea Arenas is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services,such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office,for people who are too busy to perform these simple acts.She is such a caring person and so well liked that her customers recommend her instead of her business to people who are looking for someone to perform similar services.Their inability to see the distinction between Arenas and her 2 Places at 1 Time concierge service is an example of which unique characteristic of services?

Western Airlines operates five flights daily between Chicago and Phoenix during the winter.One flight leaves Phoenix at 12:10 PM.The plane,a Boeing 737,has a capacity of 120 passengers.During the past month,the flight has averaged only 24 passengers,a load factor of 20 percent.Once the plane takes off,the other 96 seats generate no sales and profits to the airline for that flight.What unique aspect of services does this situation describe?

a dimension of service quality,the caring,individualized attention provided to customers as a dimension of service quality is referred to as __________.

way to provide consumers authentic offerings is to provide personal interaction.Which of the following actions provides the best example of this approach?

Organizations attempt to reduce the inconsistency of service delivery through

trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Assuming the information shown in the JetBlue capacity management marketing dashboard above will not change in the near future,what actions would recommend that JetBlue take?

Changes in the services industry in the future will primarily be driven by two factors.They are technological development and

type of analysis that compares the differences between consumers' expectations about a service and their experience with it based on dimensions of service quality is referred to as

range of offerings from the tangible to the intangible or product-dominant to service-dominant is referred to as the

Figure 12-6 -According to Figure 12-6 above,"D" represents which dimension of service quality?

Thelma got her drive-thru order at the fast-food restaurant,she thought Louise,the employee who took her money and gave her order,was cold and unfriendly.The food tasted good but was overshadowed by Louise's demeanor.Every time she has the opportunity,Thelma says something derogatory about the restaurant because she does not distinguish the service deliverer (Louise,the employee who prepared her food and gave it to her) from the service (the fast-food restaurant) .Thelma is having a problem with which unique characteristic of services?

publicity tool frequently used by nonprofit services,which uses free space or time donated by the media is referred to as a(n)

retailers hire additional sales help during the holiday season.This is an example of how service companies deal with __________.

four I's of services consist of

customer experience management (CEM) process should

Because of the intangible nature of services,consumers often perceive price as a possible indicator of __________ of the service.

a dimension of service quality,the appearance of physical facilities,equipment,personnel,and communication materials as a dimension of service quality is referred to as __________.