Ch 12 mkt 3300 part I Flashcards
What are the four I’s of services?
Intangibility, Inconsistency, Inseparability, Inventory
Which of the following statements about services is most accurate?
A) Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale.
B) Whether tangible or intangible, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs.
C) Almost 35 percent of all jobs created in the United States are in the services sector.
D) In the United States, the proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that from goods.
E) There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.
D) In the United States, the proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that from goods.
The four I’s of services consist of
a. intangibility, inconsistency, inseparability, and innovation.
b. intangibility, inconsistency, inseparability, and impression.
c. intangibility, inconsistency, inseparability, and inventory.
d. intangibility, inventory, innovation, and impression.
e. intangibility, inconsistency, innovation, and impression.
C. intangibility, inconsistency, inseparability, and inventory
Because services tend to be a(n) \_\_\_\_\_\_\_\_\_\_ rather than an object, they are much more difficult for consumers to evaluate. a. opportunity b. performance c. adventure d. risk e. decision
b. performance
To help consumers assess and compare services, marketers try to make them tangible or
__________.
a. temporal
b. consistent
c. adaptable
d. measurable
e. show the benefits of using the service
e. show the benefits of using the service
The Singapore Airlines ad in the textbook shows a traveler in the airline’s new seats and also
emphasizes food and other amenities to overcome the __________ of its service.
a. incongruity
b. inconsistency
c. inventory costs
d. inseparability
e. intangibility
e. intangibility
Services depend on the people who provide them. As a result, their quality varies with each person’s capabilities and day-to-day job performance. This element of services is referred to as \_\_\_\_\_\_\_\_\_\_. a. variation b. differentiation c. evaluation d. inconsistency e. intangibility
d. inconsistency
Developing, pricing, promoting, and delivering services are challenging because the quality of the
service is often inconsistent. Organizations attempt to reduce this inconsistency by
a. paying higher incentives to employees to encourage satisfactory performance.
b. reducing incentives available to employees because of poor performance.
c. reducing the customer contact points in the service delivery process.
d. providing standardization and training.
e. exercising better hiring practices.
d. providing standardization
Inconsistency of services refers to the fact that
a. there is no regulation of service industries in terms of basic standards of quality.
b. the quality of service provided by a firm is often inconsistent with its image.
c. the performance of one employee may vary from the performance of another employee even
though the same firm employs both.
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d. training and standardization of service delivery procedures cannot be accomplished.
e. services have a varying degree of durability.
c. the performance of one employee may vary from the performance of another employee even
though the same firm employs both.
Don graduated high school and takes his mom to dinner after the ceremony. At the restaurant, the
server fills their water glasses, checks on their table, and takes care of their requests. Don notes
that the last time he was at this same restaurant, the experience was much worse. This scenario
illustrates the ___________ of services.
a. impressionability
b. intangibility
c. inseparability
d. uniqueness of the service
e. inconsistency
e. inconsistency
Inseparability in services means consumers
A) see little variation from one service provider in an industry to another.
B) are unable to differentiate price from quality.
C) cannot evaluate a service until it is being or has been used.
D) cannot separate the service itself from the deliverer of the service.
E) cannot separate themselves from the deliverer of the service.
cannot separate the service itself from the deliverer of the service.
Although many people love the self-service technology that allows Redbox to provide DVDs 24
hours a day, many people missed the personal interaction and recommendations from their local
clerks from Blockbuster or an independent video store. Redbox confronted this issue by creating
a “Redblog” where customers could share their opinions, feelings, and experiences. This is an
example of confronting the
a. inventory aspects of services.
b. inseparability aspects of services.
c. inconsistency aspects of services.
d. intangibility aspects of services.
e. impressionability aspects of services.
b. inseparability aspects of services.
Why are inventory of services different from that of goods?
a. time is less important to customers of services than customers of goods
b. many times, the service provider is unavailable when there is a demand for the service
c. there are costs associated with the handling of service inventory
d. service inventory can be reduced through a straight salary compensation system
e. with goods, many items are perishable
e. with goods, many items are perishable.
A situation that occurs when a service provider is available but there is no demand is referred to as a. off-peak pricing. b. idle production capacity. c. static demand. d. capacity management. e. excess inventory.
b. idle production capacity.
The emergency room staff in Houston’s largest hospital is surprised and pleased when a four-day
Fourth of July weekend brings in few accident victims for treatment. They know from experience
that such public holidays usually have high rates of accidents. For the hospital’s business office,
the lower demand for the emergency room services means
a. a break in the service continuum.
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b. its services are no longer tangible.
c. its services can be separated from the staff.
d. the hospital has idle production capacity.
e. an opportunity for gap analysis.
d. the hospital has idle production capacity
