Please Print Your Name: ____________________________
MKT 370: Transportation & Logistics
Spring 2008
Exam # 1
INSTRUCTIONS: Read and provide the best answer each of the following questions. While
you may write anything you wish on the exam itself, only those answers recorded on this answer
form will be considered. This is a closed-book exam, and you are not allowed to use notes,
books, dictionaries, calculators, etc., unless the instructor has specifically granted permission for
the use of such items.
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MKT 370 Spring 2008 Exam # 1
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MKT 370 Spring 2008 Exam # 1
Page 3
INSTRUCTIONS: Read and provide the best answer each of the following questions. While
you may write anything you wish on the exam itself, only those answers recorded on the attached
answer form will be considered. This is a closed-book exam, and you are not allowed to use
notes, books, dictionaries, calculators, etc., unless the instructor has specifically granted
permission for the use of such items.
1.
Service marketers who use cyberspace need to ensure that their cyberspace
A. is functionally and aesthetically appealing.
B. technology hinders the customer’s service experience.
C. trumpets organizational achievements that do not enhance the customer’s service
experience.
D. A & B only
E. A, B, & C
2.
Empowerment offers many benefits except
A. lower training costs and overall labor costs.
B. quicker response to customer needs during service delivery.
C. more satisfied employees.
D. quicker response to dissatisfied customers during service recovery.
E. employees who act more warmly and enthusiastically with customers.
3.
Costuming service personnel in similar outfits offer the advantage of
A. enabling the service organization to add a measure of intangibility to its service.
B. helping to supply credibility for a service organization.
C. projecting an undesirable image to service customers.
D. adding an element of mystery to the service performance.
E. encouraging individuality among service employees.
4.
With an irate or extremely angry customer, the first thing a service manager must do is to
A. leave the service employee to deal with the angry customer by him/herself.
B. intervene and accept blame for the cause of the customer’s anger.
C. intervene and apologize immediately.
D. intervene and insist that the customer leave the service premises.
E. call law enforcement officials for assistance.
5.
From the service customer’s point of view, which of the following MOST impacts the
customer’s perception of the service?
A. Intangibility
B. Heterogeneity
C. Inseparability
D. Cost
E. Perishability
MKT 370 Spring 2008 Exam # 1
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6.
The period of time during which the service customer directly interacts with some aspect
of the service organization is called the __________.
A. Servuction
B. Services Theater
C. Servicescape
D. Front stage interaction
E. Service encounter
7.
Many of the firms that implemented EDI systems in the 1980s are still using them today
(as we discussed in class), although Internet technology performs all the same tasks more
efficiently and effectively. This illustrated a services technology _____.
A. Leap
B. Lag
C. Lull
D. Latitude
E. Longitude
8.
Supplementing a core service in order to increase customer satisfaction typically
A. involves increasing its complexity.
B. requires little knowledge of a customer’s preferences.
C. involves only front stage employees.
D. does little to help a small service provider compete effectively with its larger
competitors.
E. has little effect on the efficiency or effectiveness of the front stage activities of a
service performance.
9.
The tangible clues (color, sounds, scents, or aromas) of the service setting that help
determine a service’s reality are called the
A. backstage
B. approach
C. avoidance
D. cyberspace
E. atmospherics
10.
The proficiency with which a service employee performs his/her tasks describes the
employee’s _____ skills.
A. boundary spanning
B. technical
C. empowerment
D. social
E. internal marketing
MKT 370 Spring 2008 Exam # 1
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11.
In the servuction framework, Customer A refers to
A. the customer receiving the service.
B. the customer who is not receiving the service, but who is visible during the service
performance.
C. the customer who is not receiving the service, and who is not visible during the
service performance.
D. Customer A can refer to any of the conditions listed in A, B, & C.
E. Customer A does not refer to any of the conditions listed in A, B, C, or D.
12.
The characteristic of the service that makes it difficult to standardize the quality of a
service performance is called
A. Intangibility
B. Heterogeneity
C. Inseparability
D. Cost
E. Perishability
13.
In planning service performance, services marketers must understand that
A. the core service is often supported by a host of supplementary service elements.
B. service offerings typically take shape prior to service performance.
C. service success only depends upon what the customer actually sees.
D. A & C only
E. All of the above
14.
The boundary spanners in a service organization are the
A. internal marketers.
B. front stage employees.
C. backstage employees.
D. warehouse personnel.
E. all of these are boundary spanners.
15.
The characteristic of the service that makes means the services only exist at the time of
their production is called
A. Intangibility
B. Heterogeneity
C. Inseparability
D. Cost
E. Perishability
16.
As per the services marketing mix framework, the term
A. “participants” refers to service employees only.
B. “physical evidence” refers to both the tangible and intangible aspects of the service.
C. “process of service assembly” refers to the procedures and flow of activities that
contribute to the delivery of the service.
D. B & C only.
E. None of these descriptions is consistent with the services marketing mix framework.
MKT 370 Spring 2008 Exam # 1
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17.
Services are typically described as belonging to the _____ stage of economic development.
A. information
B. agrarian
C. industrial
D. services are typically described as belonging to each of these stages.
E. services are typically described as belonging to none of these stages.
18.
Service settings can be used to accomplish which of the following marketing goals?
A. communicating a new concept
B. attracting new market segments
C. repositioning the service organization in the eyes of the target market
D. A & C only
E. A, B, & C
19.
How an employee interacts with customers and fellow workers describes the employee’s
_____ skills.
A. boundary spanning
B. technical
C. empowerment
D. social
E. internal marketing
20.
Which of the following is a product?
A. A can of Campbell’s soup.
B. Jimmy Johnson (defending NASCAR Nextel Cup champion) signing autographs for
fans before a NASCAR race.
C. A new Dell computer.
D. A & C only.
E. A, B, & C are all products.
21.
According to the servuction framework, the benefits that a service customer receives from
a service performance
A. result from the interaction between the contact personnel and the inanimate service
environment.
B. can be significantly influenced by what happens in the invisible organization and/or
other customers present at the service experience.
C. result from the product, place, price, promotion, participants, physical evidence, and
process of service delivery.
D. Both A & B are consistent with the servuction framework.
E. Both A & C are consistent with the servuction framework.
MKT 370 Spring 2008 Exam # 1
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22.
The most effective use of customer databases is to make them easily accessible to _____ in
an easy-to-use form.
A. backstage service employees
B. customer
C. front stage service employees
D. firms willingly to pay handsomely for access to them
E. the firm’s competition
23.
Much of the planning, organizing, and implementing of a service’s delivery occurs within
the _____ area of the service.
A. front stage
B. servicescape
C. backstage
D. physical environment
E. all of these areas
24.
The difference between the maximum effort one can bring to a task and the minimum
effort needed to simply get by is called
A. boundary spanning
B. expended effort
C. empowerment
D. internal marketing
E. discretionary effort
25.
As per the services theater framework, which of the following is NOT typically used to
describe a service encounter?
A. Plot
B. Actors
C. Audience
D. Front stage
E. Backstage
26.
Which of the following cannot be used to empower service employees through information
technology
A. Creating devices that require more than one employee to operate.
B. Utilizing networking as a means to enable service workers to better serve their
customers.
C. Allowing service employees to access customer information.
D. A & B only.
E. None of the above.
MKT 370 Spring 2008 Exam # 1
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27.
A chronologically ordered representation of the steps that make up the front stage of a
service performance from a customer’s point of view is called a
A. service blueprint.
B. service script.
C. supplementary service sequence.
D. core service sequence.
E. servicescape.
28.
Experimenting with a service setting is a good idea when
A. the benefits associated with the change in the servicescape exceed its costs.
B. a significant supplemental aspect of service delivery is moved from its front stage
location.
C. a significant supplemental aspect of service delivery is moved from its backstage
location.
D. A & C only
E. A, B, & C
29.
In order to improve the likelihood that service employees will be excellent performers, all
of the following are required except
A. hire intelligently.
B. acknowledge good performance instantaneously.
C. monitor incessantly.
D. train intensively.
E. all of the above are absolutely essential to ensure excellent performance.
30.
Which of the following would be considered a supplementary service?
A. Wal-Mart installing a new stereo system in a customer’s car.
B. Madonna singing “Material Girl” at a concert.
C. A doctor taking an x-ray of your arm because of a suspected broken bone.
D. A professor grading a report that you have written for that professor’s class.
E. Tony Stewart (the defending NASCAR Nextel Cup champion) driving in the
upcoming season-opening Daytona 500 NASCAR race.
31.
Which of the following is considered the “best” services framework?
A. Services Marketing Mix
B. Servuction
C. Services Theater
D. A & C only
E. Each of the frameworks are considered appropriate.
32.
A service blueprint identifies all of the following contact points except those involving
A. customers and front stage service employees.
B. all service employees involved in the production of the service.
C. front stage and backstage service performances.
D. customers and backstage service employees.
E. all of these are appropriate contact points to consider in a service blueprint.
MKT 370 Spring 2008 Exam # 1
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33.
Customer databases can be an extremely valuable asset for the firm. Of the following,
which should the firm NOT do with the database.
A. Utilize the database to enhance the customer’s service experience.
B. Allow third parties (entities other than the service firm and its customer) access to the
database.
C. Allow service employees access to the database in order to improve service delivery.
D. Employ the database to better anticipate the service customer’s changing needs.
E. All of the above are appropriate uses for a customer database.
34.
The management practice of sharing information, rewards, knowledge, & power with front
line employees so that they can better respond to customers’ needs & expectations is called
A. boundary spanning
B. technical marketing
C. empowerment
D. social marketing
E. internal marketing
35.
A(n) _____ product that an organization develops today can easily become tomorrow’s
_____ product from the customer’s point of view.
A. expected / augmented
B. core / augmented
C. augmented / core
D. augmented / expected
E. expected / core
36.
A(n) _____ includes all aspects of the physical environment in which the service provider
and customer interact.
A. backstage service setting
B. approach service setting
C. servicescape
D. avoidance service setting
E. none of these terms describes the physical environment in which interaction occurs.
37.
The service personnel that have the greatest impact on customer perceptions of the service
encounter are the
A. backstage personnel
B. approach personnel
C. front stage personnel
D. avoidance personnel
E. all of the above
MKT 370 Spring 2008 Exam # 1
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38.
A design and communication tool that represents the front stage enactment and backstage
support of a service performance is called a
A. service blueprint.
B. service script.
C. supplementary service sequence.
D. core service sequence.
E. servicescape.
39.
Often, the most important tangible aspect of a service offering is the
A. backstage service employee.
B. physical environment.
C. service experience itself.
D. position of the service firm relative to its competition in the service customers’ minds.
E. all of the above.
40.
Which of the following does NOT apply to supplementary service elements?
A. deleting supplemental service elements can be done without fear of incurring some
level of customer resentment.
B. adding supplemental service elements often occurs as a natural response to
competitive forces.
C. a supplemental element often begins as part of the augmented product but typically
evolves over time into the expected product.
D. additional supplementary service elements typically decrease service efficiency.
E. service satisfaction can be improved with additional supplementary service elements.
End of Exam
Please ensure that your answers and your name are recorded on the attached answer form.
They do not count unless they are recorded on the answer form.
MKT 370 Spring 2008 Exam # 1