Which of the following is an example of 'process' in the services marketing mix?

• A. The pricing strategy used for the service.
• B. The steps involved in delivering the service.
• C. The advertising campaign used to promote the service.
• D. The physical environment where the service is delivered.

Which of the following is an example of a service that is high in 'experience qualities'?

• A. A surgical operation.
• B. A new car.
• C. A restaurant meal.
• D. A bottle of shampoo.

What is 'heterogeneity' in service marketing?

• A. The consistency of service delivery.
• B. The lack of uniformity in service offerings.
• C. The ability to store services for later use.
• D. The separation of production and consumption.

Which of the following is a key element of the 'services marketing triangle'?

• A. Company, customers, and competitors.
• B. Company, employees, and customers.
• C. Marketing, operations, and finance.
• D. Product, price, and promotion.

What is the role of 'people' in the services marketing mix?

• A. The target market for the service.
• B. All human actors who play a part in service delivery and thus influence the buyer's perceptions.
• C. The shareholders of the service company.
• D. The suppliers who provide resources for the service.

Which of the following is a benefit of effective service recovery?

• A. Reduced customer expectations.
• B. Increased customer loyalty.
• C. Lower service standards.
• D. Decreased employee morale.

What is 'service culture'?

• A. The technology used to deliver services.
• B. A culture that supports customer service through policies, procedures, reward systems, and actions.
• C. The architectural design of the service facility.
• D. The marketing budget allocated to service promotion.

What is 'zone of tolerance' in service marketing?

• A. The area where service failures are acceptable.
• B. The range of service performance a customer considers satisfactory.
• C. The price range a customer is willing to pay.
• D. The level of customization a customer desires.

Which of the following is an example of a 'tangible cue' used in service marketing?

• A. The friendliness of the staff.
• B. The cleanliness of the facility.
• C. The reputation of the company.
• D. The price of the service.

What is 'physical evidence' in the services marketing mix?

• A. The tangible aspects of the service that influence customer perceptions.
• B. The statistical data used to measure service performance.
• C. The legal documents related to service delivery.
• D. The customer testimonials used in advertising.

What is the 'knowledge gap' in the gaps model?

• A. The difference between customer expectations and management perceptions of those expectations.
• B. The difference between management perceptions of customer expectations and service quality specifications.
• C. The difference between service quality specifications and actual service delivery.
• D. The difference between actual service delivery and external communications about the service.

What is the 'communication gap' in the gaps model?

• A. The difference between customer expectations and management perceptions of those expectations.
• B. The difference between management perceptions of customer expectations and service quality specifications.
• C. The difference between service quality specifications and actual service delivery.
• D. The difference between actual service delivery and external communications about the service.

Which of the following is NOT a gap in the 'gaps model of service quality'?

• A. The knowledge gap.
• B. The policy gap.
• C. The delivery gap.
• D. The promotional gap.

What is the 'standards gap' in the gaps model of service quality?

• A. The difference between customer expectations and management perceptions of those expectations.
• B. The difference between management perceptions of customer expectations and service quality specifications.
• C. The difference between service quality specifications and actual service delivery.
• D. The difference between actual service delivery and external communications about the service.

In the context of service marketing, what is 'positioning'?

• A. The physical location of the service business.
• B. Creating a distinct image and value for the service in the customer's mind.
• C. The process of training service employees.
• D. The method of distributing the service to customers.

Which of the following strategies can a service provider use to address the issue of perishability?

• A. Standardizing the service process.
• B. Implementing a strict no-refund policy.
• C. Using differential pricing.
• D. Increasing the level of customization.

How can a service provider widen the zone of tolerance?

• A. By lowering customer expectations.
• B. By consistently exceeding customer expectations.
• C. By reducing service customization.
• D. By increasing prices.

Which of the following is NOT a unique characteristic of services compared to goods?

• A. Perishability
• B. Heterogeneity
• C. Tangibility
• D. Inseparability

What does the 'delivery gap' in the gaps model refer to?

• A. The difference between customer expectations and management perceptions of those expectations.
• B. The difference between management perceptions of customer expectations and service quality specifications.
• C. The difference between service quality specifications and actual service delivery.
• D. The difference between actual service delivery and external communications about the service.

What are 'credence qualities' in the context of service evaluation?

• A. Attributes a customer can readily evaluate before purchase.
• B. Attributes a customer can evaluate after purchase.
• C. Attributes a customer finds difficult to evaluate even after purchase and consumption.
• D. Attributes related to the price of the service.

What is 'internal marketing' in the context of service firms?

• A. Marketing activities directed at external customers.
• B. Marketing activities directed at employees.
• C. Marketing activities focused on internal operations.
• D. Marketing activities targeting shareholders.

What is the primary focus of relationship marketing in the service industry?

• A. Maximizing short-term profits.
• B. Building and maintaining long-term customer relationships.
• C. Attracting new customers at any cost.
• D. Focusing solely on transactional exchanges.

How can a service firm best manage the challenge of 'heterogeneity'?

• A. By reducing customer contact.
• B. By implementing strict quality control measures and training.
• C. By focusing on price competition.
• D. By eliminating customization options.

How can a service firm reduce the 'knowledge gap'?

• A. By increasing advertising spending.
• B. By conducting market research to understand customer needs.
• C. By standardizing service processes.
• D. By reducing employee training.

What does 'inseparability' in the context of service marketing refer to?

• A. The service cannot be distinguished from its providers.
• B. The service is always delivered separately from the customer.
• C. The service is standardized and uniform.
• D. The service is easily stored for future use.

Which of the following is a key implication of the 'intangibility' of services for marketing?

• A. Services can be easily patented.
• B. Customers often rely on tangible cues to evaluate service quality.
• C. Services are easily standardized.
• D. Services can be stored for future use.

What is the primary goal of 'service recovery'?

• A. To avoid service failures altogether.
• B. To compensate customers for service failures and restore their satisfaction.
• C. To minimize the cost of service delivery.
• D. To ignore customer complaints.

What is the role of 'service blueprints' in service design?

• A. To create a physical layout of the service facility.
• B. To visually map out the service process from the customer's perspective.
• C. To develop a marketing plan for the service.
• D. To calculate the cost of service delivery.

Which of the following is a key component of a service blueprint?

• A. A competitive analysis.
• B. A line of interaction.
• C. A financial forecast.
• D. A market segmentation analysis.

Which of the following is NOT a factor that influences customer expectations of service?

• A. Word-of-mouth communications.
• B. Past experience.
• C. Competitor's pricing strategy.
• D. Personal needs.