BUS 346 - Midterm 2

Created by DeeBrooks121 

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After a year in business, Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm. Tyrone will probably use the results of this research to:

a) change product offerings.
b) adjust prices.
c) adjust positioning strategies.
d) define market segments.
e) All of the above

e) All of the above

Political consultants have been using market research for decades to help their candidates understand:

a) who makes up the voting public and how to reach them.
b)which consumers spend the most money.
c)how large their campaign signs should be.
d)what ethical lapses they can get away with.
e)how to buy the votes they need.

a) who makes up the voting public and how to reach them.

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending. The advantages of using this data include that:

a) it is historical data that can be used to accurately predict future trends
b) it is new and can be used to project overall demand
c) it has been collected for just the purpose Joe is using it for
d) it can be quickly accessed at a relatively low cost

d) it can be quickly accessed at a relatively low cost.

The major disadvantages of primary data collection are that:

a)it can only be accessed through syndicated databases or unstructured data mines.
b)it cannot be tailored to meet specific research needs.
c)it is too general to meet researcher's and manager's needs.
d)it takes more time to collect than secondary data and is more costly.
e) all of these are disadvantages of primary research data.

d) it takes more time to collect than secondary data and is more costly.

Compared to secondary data, primary data:

a) are more expensive to collect
b) take longer to collect
c) are more specific to the project at hand
d) are more timely
d) all of these

d) all of these

Which of the following statements best describes secondary data?

a) Secondary data will always meet the researchers' needs
b) Secondary data are pieces of information that have been collected prior to the start of the focal research project
c) Secondary data collection is always extremely time consuming and expensive
d) None of these

b) Secondary data are pieces of information that have been collected prior to the start of the focal research

A(n) __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers.

brand

Marketers spend billions of dollars annually attempting to build effective brands. The basic benefit of a brand is that it:

a) creates a basis for effective packaging
b) reduces the need for product line depth
c) allows manufacturers to ignore promotional expenditures
d) provides a way for a firm to differentiate its product offerings from those of its competitors
e) offers consumers promotional parity

d) provides a way for a firm to differentiate its product offerings from those of its competitors

For a brand to be effective, it needs to be:

a) associated with a sports or movie superstar
b) easy for consumers to recognize and remember
c) generic, so it can be applied to as many products as possible
d) a catchy, tongue-twisting phrase
e) a visual image containing human characters

b) easy for consumers to recognize and remember

When consumers associate a brand with a certain level of quality and familiar attributes allowing consumers to make quick decisions, the brand:

a) facilitates purchasing
b) establishes novelty
c) creates brand dilution
d) reduces delivery costs
e) is the only one the consumer will consider

a) facilitates purchasing

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children):

a) have memorized the McDonald's menu
b) are sensitive to brand repositioning
c) recognize increases in product line depth
d) know what the Golden Arches brand symbol means
e) prefer yellow to other colors

d) know what the Golden Arches brand symbol means

Firms with well-known brands can spend relatively less on marketing costs than firms with little-known brands because:

a) brand equity can only be obtained by means of product line depth
b) brands protect corporate copyrights
c) people already know what the brand means
d) consumer loyalty can be bought for less now compared to the past
e) well-known brands are less likely to introduce brand extensions

c) people already know what the brand means

Brands are assets that can be legally protected through:

a) copyrights and trademarks
b) corporate branding strategies
c) financial reporting
d) generic branding
e) brand extensions

copyrights and trademarks

Firms with upscale brands like Rolex and Gucci often have to protect their brand assets from:

a) product line depth
b) brand extensions
c) counterfeits
d) brand associations
e) generic competition

c) counterfeits

A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product.

a) primary; secondary
b) generic; private label
c) corporate; manufacturer's
d) co-branded; licensed

a) primary; secondary

Which of the following is NOT one of the important functions of labels on products and packages?

a) Protecting against damage to the product
b) Promoting the brand or complementary brands
c) Providing consumer information to assist in purchasing
d) Identifying the brand and building brand image
e) Listing ingredients

a) Protecting against damage to the product

Innovators are a critical group of new product adopters because they:

a)are the major source of innovation.
b)help the product gain market acceptance.
c)help with test marketing.
d)act as reverse engineering consultants.
e)extend the product life cycle.

b)help the product gain market acceptance.

In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because:

a) they prefer products from established market leaders
b) they are easily influenced by reminder advertising
c) they are especially price conscious
d) other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals
e) all of these

d) other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals

The __________ diffusion of innovation group is crucial because few new products can be profitable until this large group buys them.

early majority

Which of the following is the correct sequence of new product adopters in the Diffusion of Innovation Curve?

a) Early adopters, Early majority, Innovators, Late majority, Laggards
b) Early majority, Late majority, Early adopters, Innovators, Laggards
c) Innovators, Late majority, Early adopters, Early majority, Laggards
d) Innovators, Early adopters, Early majority, Late majority, Laggards

d) Innovators, Early adopters, Early majority, Late majority, Laggards

Which of the following adopter categories refers to the last large group of buyers to enter a new product market?

a) Late majority
b) Early adopters
c) Innovators
d) Early majority
e) Laggards

a) Late majority

During the __________ stage of the product life cycle, sales are low and profits are small or negative.

introduction

When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the __________ stage of the product life cycle.

growth

The growth phase of the product life cycle is always dynamic. Which of the following does NOT occur in this phase?Profits increase as economies of scale are attained.

a) Profits increase as sales increase
b) Some new competitors may enter the market with similar products
c) Price competition with protracted price wars erodes profits
d) Some competitors will exit in an "industry shakeout"

c) Price competition with protracted price wars erodes profits

During __________ stage of the product life cycle there are few but an increasing number of competitors.

growth

Which of the following is not a stage in the product life cycle?

a) Growth
b) Evaluation
c) Maturity
d) Introduction

b) Evaluation

For many professionals offering intangible services, an ethical marketing dilemma exists. The dilemma centers on:

a) which images create a better impression on consumers
b) who should be the spokesperson for professionals offering intangible services
c) how to gain clients while retaining an image of professionalism and integrity
d) when to advertise versus when to use personal selling

c) how to gain clients while retaining an image of professionalism and integrity

When marketers state that services are __________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another.

variable

The old restaurant saying "You are only as good as the last meal served" reflects the fact that services are:

a) intangible
b) variable
c) viable
d) portable
e) inseparable

b) variable

When marketers state that services are __________, they are referring to the fact that services cannot be stored for use in the future.

perishable

Because services like cruises and car rentals are perishable, many marketers use:

a) incentives to encourage staff to deliver according to standards
b) pricing strategies to match supply with demand.
c) service quality to extend the life of the product.
training to standardize delivery
d) all of these
e) none of these

b) pricing strategies to match supply with demand

Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality?

a) Reliability
b) Assurance
c) Acceptability
d) Responsiveness
e) Empathy

c) Acceptability

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call __________

service quality

When choosing where to eat lunch, Veronica's major service criterion is speed: being seated promptly and served her meal quickly. For Veronica, __________ is the most important of the five service quality dimensions.

responsiveness

Collecting information at the point of sale is a straightforward and inexpensive way to assess service quality, but this approach will NOT be useful if:

a)decision-making managers do not get the results of the feedback
b)customers are rushed and don't take the time to assess the service
c) customers cannot assess service quality, as in the case of oil change or maintenance check
d) the person who rendered poor service is the same person collecting the information
e) all of these

e) all of these

The new hotel manager asked the chef, "Are you sure you know how to cook a Beef Wellington?" Which of the building blocks of service quality was the hotel manager expressing concern about?

a) Responsiveness
b) Reliability
c) Assurance
d) Tangibles
e) Empathy

b) Reliability

A(n) ___________ is any intangible offering that involves a deed, performance, or effort that cannot be physically possessed.

service

Services are intangible--they cannot be physically touched or possessed, as a pure product can

Along the service-product continuum, which of the following would be considered the most service dominant?

a) apparel specialty store
b) bookstore
c) doctor's office
d) restaurant
e) grocery store

c) doctor's office

All the businesses on the list except the doctor's office involve some tangible component--groceries, clothing, books, and food. In the doctor's office, the only tangible elements delivered are things such as samples of drugs, X-rays, and prescription slips (and even those are often submitted electronically)

In countries like the United States, services:

a) are replacing property taxes as a source of government revenue
b) are a small portion of GDP relative to manufacturing
c) will decrease in demand as the population ages
d) account for an increasing share of jobs
e) have almost all been replaced by technology

d) account for an increasing share of jobs

The economies of many developed countries are heavily dependent on services. Services account for about 76 percent of the U.S. gross domestic product

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is:

a) customer complaints
b) employee empowerment programs
c) syndicated data services
d) distributive fairness analysis
e) all of these

a) customer complaints

Although it does not offer comprehensive information since some customers do not complain, a fair amount of information can be obtained inexpensively by evaluating the types of complaints received

The process by which the use of a new product or service spreads throughout a market group is referred to as:

a) new product introduction
b) product development diffusion
c) lead user dispersion
d) diffusion of innovation
e) the product life cycle

d) diffusion of innovation

The adoption of an innovative product or service spreads through the population over a period of time and generally follows a bell-shaped curve (called the Diffusion of Innovation curve). The product life cycle is a related but different concept that traces sales (not initial adoption) of a product throughout its life

For new product marketers, early adopters are important because they tend to be:

a) opinion leaders
b) alpha testing enthusiasts
c) the first to adopt a new product
d) fond of prototypes
e) none of these

a) opinion leaders

Early adopters, who are not the very first buyers of a new product (those are the innovators) but who still buy very early in the product's life, are important to the diffusion of the products because they are often opinion leaders

____________ tend to be the very first buyers of a new product.

Innovators

If the __________ diffusion of innovation group is relatively small, the number of people who ultimately adopt the innovation likely will also be small

early adopter

Bob and George both live in the U.S. Bob recently asked for George's cell phone number, but George said he didn't have one. George would probably be considered a(n) __________ in the diffusion of innovation process

laggard

Cell phones are almost fully diffused through U.S. consumer markets. Anyone who does not have at least a basic cell phone at this point would probably be considered a laggard, a member of the last group of adopters of new products

When Dr. Putt invented his Eye-Over-the-Ball (EOB) golf putting device, he knew during the introductory stage:

a) sales would be low, profits would be high, and all potential golfers would jump at the opportunity to buy his product
b) sales would be low, profits non-existent, and he would attract golf equipment innovators.
c) sales would rise quickly, profits would jump, and even laggards would buy his product.
d) sales would level off, profits would decline, and mature golfers would be attracted to his product.
e) sales would slow down, profits would peak, and early adopters of golf equipment would be his major customers.

b) sales would be low, profits non-existent, and he would attract golf equipment innovators

The introduction stage, the first stage of the product life cycle, is marked by low sales and small or negative profits. Innovators are the typical buyers

Which of the following is NOT a characteristic of products in the maturity stage of the product life cycle?

a) To increase the customer base, firms consider entry into new markets and new market segments
b) Price competition is intense
c) The market may become saturated because nearly all potential customers have adopted the product
d) Laggards are a major focus of marketing efforts
e) Marketing costs increase as firms defend their market share

d) Laggards are a major focus of marketing efforts

The late majority, not laggards, should be the focus of marketing efforts in the maturity stage

The _____________ stage, the first stage of the product life cycle, is marked by low sales and small or negative profits. Innovators are the typical buyers

introduction

During the __________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense

maturity

Intense competition can lead to a decline in profits in the maturity stage

The CEO of David's firm just came back from a business seminar, and he called David into his office. "I just found out about the product life cycle curve in a strategy seminar. This is a great tool. I want you to drop whatever you're doing and inventory all of our products to determine exactly where they are in the product life cycle." David needs to think fast for a good answer because he knows that:

a) the idea has been discredited by recent research
b) the product life cycle is not a useful concept
c) the product life cycle is not helpful in companies like his that pay attention to diffusion of innovation
d) it is often impossible to identify with precision where a product is in the product life cycle
e) all of these
f) none of these

d) it is often impossible to identify with precision where a product is in the product life cycle

Although the product life cycle concept can be useful in guiding marketing strategy, it is difficult and often impossible to determine a product's precise stage of the product life cycle

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's:

a) name
b) term
c) design.
d) symbol
e) all of these

d) symbol

The "swoosh" is a brand symbol associated with Nike. The firm has invested a great deal of time and money in making the swoosh one of the most recognizable brand symbols in the world

The primary purpose of a brand is to:

a) meet government regulations
b) minimize product line depth needed to be effective
c) distinctly identify one seller's goods or services from competitors' offerings
d) protect product packaging
e) none of these

c) distinctly identify one seller's goods or services from competitors' offerings

Brands are intended to differentiate a firm's offerings from those of its competition

One key feature of the value of a brand is that:

a) it often protects the firm from competition and price competition
b) if it becomes a generic name, the brand is worth even more
c) competitors will frequently abandon a sector altogether rather than compete
d) it cannot be successfully imitated by a retailer's own brand
e) it no longer needs to be supported by advertising and promotion

a) it often protects the firm from competition and price competition

Strong brands protect the firm somewhat from competition because the brand differentiates the firm's products, making customers more loyal

Secondary packaging:

a) is important to the retailer in terms of convenience in handling
b) can allow for cost efficiencies due to larger order and shipment sizes
c) can provide information to consumers not found on the primary packaging
d) can be an important positioning tool by helping to convey the brand image
e) all of these
f) none of these

e) all of these

Secondary packaging--the wrapper or exterior carton that contains the primary package--fills many roles, including all of those listed on the choices

Leonard just bought his first bagel franchise. As part of the franchising agreement, Leonard receives a monthly report detailing the actions and results of other franchisees. Leonard can use this market research report to:

a) monitor the marketplace
b) help him understand the needs of his customers
c) provide a link between him and his environment
d) decrease the uncertainty associated with decision making
e) all of these
f) none of these

e) all of these

By learning about actions and results of other franchisees, Leonard can receive guidance related to all of these areas

Benefit-cost analysis in market research weighs:

a) the benefit of internal secondary data against the cost of external secondary data
b) the benefit of a data warehouse against the cost of syndicated data
c) the benefit of primary data research against the cost of secondary data research
d) the benefits of answering questions against the cost of the research
e) the benefit of exploratory research against the cost of conclusive research

d) the benefits of answering questions against the cost of the research

Every research project must be evaluated to ensure that the benefits of obtaining answers exceed the cost of getting those answers

Market research begins with:

a) analyzing data
b) creating the data collection process
c) designing the research project
d) defining the objectives and research needs
e) presenting results

d) defining the objectives and research needs

The first step of the marketing research process is to define the objectives and needs for the research, to ensure that the right questions will be answered

Data collection begins:

a) after determining whether there are any objections
b) whenever the researcher wants to
c) after creating the presentation format
d) after analyzing the data
e) only after completing the research design process

e) only after completing the research design process

It is important to design the research before data collection begins, in order to ensure that the correct data is collected using appropriate methods

You have spent weeks designing the project, gathering data and analyzing it. Now it is time to present your findings to senior executives. Your best course of action is to:

a) provide them with all the details so they can follow along with your discussion of the research
b) include summary data tables but no recommendations, so they can make their own decisions
c) focus primarily on your statistical analysis methods in your presentation, saving recommendations for a quick summary at the end
d) make sure the executive summary highlights what they need to know to make the decision
e) include the names and contact information of respondents, so that executives can follow up with them if they have questions

d) make sure the executive summary highlights what they need to know to make the decision

Senior executives may only read the executive summary and skip the rest of the report, so it's essential to ensure that the executive summary reports the key insights and recommendations

Company sales invoices, Census data, and trade association statistics are examples of

secondary data

These are all examples of secondary data--data that was collected for another purpose but that can be helpful in answering questions

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research, "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try and get his boss to change his mind?

a) "I'd rather not use any data at all than use secondary data."
b) "That's secondary data, and it may not be as timely, accurate and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."
c) "This is a matter of principle. I quit."
d) "We can try, but if it's wrong it's not my fault."
e) "You should never use on any information from the Internet in marketing research."

b) "That's secondary data, and it may not be as timely, accurate and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."

Projects often start with a review of relevant secondary data in order to obtain preliminary insights quickly and at minimal cost; however, secondary data is not tailored to a specific research need and may not provide the answers sought

Marketers often race too quickly into research studies to collect __________ data because it is designed to address their specific questions, while __________ data may exist that can sufficiently address the marketer's questions at a much lower cost.

primary; secondary

Sometimes, secondary data is available that could do a reasonably good job of answering research questions; however, researchers often leap too quickly to collecting primary data (which can be time-consuming and expensive).

The major advantage of primary data collection is that:

a) it takes less time to collect than secondary data
b) it can be easily accessed through syndicated databases
c) it can be tailored to meet the specific research needs
d) all of these are advantages of primary research data
e) it is general enough to meet many different researchers' needs

c) it can be tailored to meet the specific research needs

Primary data collection, though it can be expensive and time-consuming, can also be tailored to the precise needs of the research.

When a research team has gathered data for specific research needs this is known as ______________

primary data

Primary data are those data collected to address specific research needs. Secondary data is data that was originally obtained for another purpose but that may assist in answering the research question

Cheryl and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed, and have created a detailed design of the project. Their next logical step will be to:

a) analyze the data
b) begin to collect data
c) summarize their preliminary conclusions to present to managers
d) begin recommending changes to the new product line based on the ideas they developed in the design phase
e) develop a budget

b) begin to collect data

After defining the research objectives and designing the research, the next step is to collect data

Poor research design can often be traced to:

a) incorrect data analysis
b) inaccurate coding of responses
c) poor data collection
d) focusing on questions that cannot be answered
e) interference from senior management

d) focusing on questions that cannot be answered

All of these are things that might lead to problems during a research project; however, focusing on questions that cannot be answered is the only one of these that occurs at the design stage

The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that:

a) it is irrelevant to the baby products company
b) it is a question related to another culture
c) it is already known and available on the U.S. Census Web site
d) it is a research question that probably cannot be answered with any level of accuracy
e) it will lead to a set of unstructured questions

a) it is irrelevant to the baby products company

The sale of baby products would not seem to be related to the life expectancy in Kuwait. If the company wanted to sell baby products in Kuwait, the birth rate in Kuwait would be a potentially relevant piece of information

Because market research often takes considerable time:

a) consumers should always fill out questionnaires and warranty cards thoroughly
b) business decision making must always slow down and wait for the research results before taking action businesses should not bother doing research
c) businesses in fast-changing markets often have to rely on experience and intuition to make decisions
d) government regulations are being relaxed to allow faster collection of private information about consumers

c) businesses in fast-changing markets often have to rely on experience and intuition to make decisions

Sometimes there is not time to conduct a marketing research study, and managers may simply have to make decisions based on their experience and intuition

After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study

primary

Because existing secondary data does not answer his questions, Marvin may need to collect primary data

What U.S., government agency reviews food and package labels to ensure claims made by the manufacturer about the product are true?

Food and Drug Administration

Which of the following is NOT one of the five groups in the diffusion of innovation curve?

a) late majority
b) early adopters
c) non-adopters
d) innovators
e) early majority

c) non-adopters

The five groups in the diffusion of innovation curve are innovators, early adopters, early majority, late majority, and laggards

Robin recently bought Voice Over Internet protocol (VOIP) phone service (phone service delivered over the Internet). A few of Robin's friends bought VOIP before she did, but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) __________ in this product category.

early adopter

Early adopters, who are not the very first buyers of a new product (those are the innovators) but who still buy very early in the product's life, are important to the diffusion of the products because they are often opinion leaders

As soon as she saw one, Hillary wanted a flat-screen television, but she was worried about making the wrong choice. She waited until there were many alternatives in the market with lower prices and improved quality. Hillary is part of the __________ diffusion of innovation group.

early majority

Hillary has waited for a more competitive market with lower prices; this occurs when the early majority is adopting the product

The diffusion of innovation theory is useful to marketers in helping them:

a) predict which types of customers will buy their product immediately and later
b) avoid the cost of concept testing
c) adjust to the performance life cycle
d) predict how long it will take for a new product to gain market acceptance
e) forecast sales for a new product

a) predict which types of customers will buy their product immediately and later

The diffusion of innovation theory sheds light on the types of customers who buy products during different stages. It does not predict exactly when these stages in the diffusion process will occur, nor does it forecast sales

The __________________ theory sheds light on the types of customers who buy products during different stages. It does not predict exactly when these stages in the diffusion process will occur, nor does it forecast sales.

diffusion of innovation

Microsoft's Windows operating system continues to dominate the market, even though it has been around for over twenty years. Windows will likely remain in the mature stage of the product life cycle:

a) indefinitely
b) until a superior product comes along to replace it
c) until it rules the world
d) unless Microsoft repositions Windows as an introductory stage product
e) all of these

b) until a superior product comes along to replace it

Products can stay in the maturity stage for a very long time, until a superior product comes along as a replacement

Lisa was extremely disappointed when, in her first marketing job, she was assigned to work on a product in the mature phase of the product life cycle. Her work in school had focused on new products, which seemed much more exciting. Once she started working with the product team, she became more enthusiastic as she discovered that:

a) simple product redesign could reinvigorate the product.
b) taking the product to international markets would stimulate growth
c) changes in consumers' preferences were opening up new market segments
d) she could take the product into a new market segment to stimulate new growth
e) all of these

e) all of these

All of these are possible actions that can generate growth in mature markets

By the time BMW and Mercedes Benz entered the mini-SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the __________ stage of the product life cycle.

maturity

BMW and Mercedes delayed entry into the mini-SUV market, with the result that they did not enter until this market was already mature

The shape of the product life cycle curve isn't always a smooth bell shape. The curve of a product may be affected by:

a) how different the product is from existing products
b) the early adoption rates
c) how valuable the product is to the customer
d) the adoption of complementary products
e) all of these

e) all of these

All of these can influence the shape of the product life cycle curve

By providing good customer service, firms __________ their products or services.

a) reduce the empowerment cost associated with
b) add value to
c) reduce the zone of tolerance for
d) increase the perishability of
e) eliminate the communication gap for

b) add value to

Customer service can add value to almost any product or service offered to consumers

Because services are __________, it is often difficult for marketers to convey the benefits to consumers

intangible

Intangibility refers to the fact that, unlike products, services cannot be touched, tasted, seen, or possessed. This often makes it more difficult to make the benefits clear to consumers

When marketers state that services are __________, they are referring to the fact that services are produced and consumed at the same time.

a) peripheral
b) inseparable
c) perishable
d) intangible
e) variable

b) inseparable

Unlike products, services cannot be produced at one time and consumed later; the two happen at the same time. This is referred to as inseparability

Which service gap is the Ritz-Carlton Hotel trying to address when it spends up to $1700 to train a new employee?

a) Communication gap
b) Performance gap
c) Knowledge gap
d) Standards gap
e) all of these

d) Standards gap

The standards gap pertains to the difference between the firm's perceptions of customers' expectations and the service standards it sets. By setting appropriate service standards and measuring service performance, firms can attempt to close this gap

Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. Cheryl has found that Martiné does an excellent job with __________, one of the service quality dimensions.

reliability

Martiné cuts Cheryl's hair right every time. She might have other weaknesses--perhaps she is rude, or always runs behind schedule, or perhaps she doesn't do a good job of keeping her station neat, but she gives good haircuts. Reliability is the service quality dimension that refers to doing the job correctly

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

tangibles

Gerald is focusing on tangibles, which are the factors that can be seen, touched, or owned--in this case, uniforms and the cleanliness of the work area

Monique was looking for a venue for her wedding reception. When she visited one potential location, she noticed that the landscaping was not complete, and she noticed stained carpet in the lobby. Which of the service quality building blocks caused Monique to select an alternative venue?

a) Assurance
b) Tangibles
c) Responsiveness
d) Empathy
e) Reliability

b) Tangibles

The "Tangibles" building block of service quality refers to the appearance of physical facilities, equipment, personnel, and communication materials

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