Chapter 01: An Introduction to Services
1. Which of the following reflects the view that the intangible aspects of products are becoming the key features that
differentiate the products in the marketplace?
a. Services marketing
b. Servuction model
c. Service imperative
d. Servicescape
ANSWER: c
FEEDBACK: a.
b.
c. According to the service imperative, the intangible aspects of the product are becoming
more and more the key features that differentiate products in the marketplace.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
KEYWORDS: Bloom’s: Applying
2. A viewpoint where manufacturing is king, and servicеs are viewed as subservient to goods, is known as __________.
a. service imperative
b. materialismo snobbery
c. manufacturing dominant
d. bundle of benefits
ANSWER: b
FEEDBACK: a.
b. Materialism snobbery is a viewpoint where manufacturing is king, and services are
viewed as subservient to goods.
c.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTI 01-01 - Contrast the fundamental difference between goods and services.
VES:
KEYWORDS: Bloom’s: Remembering
3. General Motors’ largest supplier is __________.
a. Blue Cross-Blue Shield Insurance
b. GMAC Financing
c. a parts supplier
d. a legal firm
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 1
,FEEDBACK: a. General Motors, the “goods” manufacturing giant, generates 10% of its revenue, which
equates to $14 billion from its financial businesses, and the car maker’s biggest supplier
is Blue Cross-Blue Shield, not a parts supplier for steel, tires, or glass, as most people
would have thought.
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-02 - Explain the growing dominance of services.
CTIVES:
KEYWORDS: Bloom’s: Remembering
4. Which of the following sets of terms best describes a service?
a. Objects, devices, and performances
b. Effort, objects, and deeds
c. Things, devices, and performances
d. Deeds, effort, and performances
ANSWER: d
FEEDBACK: a.
b.
c.
d. In general, goods are defined as objects, devices, or things, whereas services are
defined as deeds, efforts, or performances.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 01-03 - Outline the anatomy of a service experience.
TIVES:
KEYWORDS: Bloom’s: Remembering
5. On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to the extreme right,
investment management services would appear __________.
a. to the extreme left
b. mid-left
c. in the middle
d. mid-right
ANSWER: d
FEEDBACK: a.
b.
c.
d. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible dominant (mid-right) and services as
Copyright Cengage Learning. Powered by Cognero. Page 2
, intangible dominant (mid-left).
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-03 - Outline the anatomy of a service experience.
CTIVES:
KEYWORDS: Bloom’s: Understanding
6. The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the __________.
a. services triangle
b. servuction model
c. scale of market entities
d. service-profit chain
ANSWER: c
FEEDBACK: a.
b.
c. The Scale of Market Entities is the scale that displays a range of products along a
continuum based on their tangibility, ranging from tangible-dominant to intangible-
dominant.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-03 - Outline the anatomy of a service experience.
CTIVES:
KEYWORDS: Bloom’s: Remembering
7. On the scale of market entities, where would businesses such as fast-food restaurаnts fall?
a. On the extreme end of the intangible-dominant side
b. On the extreme end of the intangible-dominant side
c. In the middle of the continuum
d. Left of the middle toward the tangible-dominant side
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible-dominant (mid-right) and services as
intangible-dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
Copyright Cengage Learning. Powered by Cognero. Page 3
, CTIVES:
KEYWORDS: Bloom’s: Analyzing
8. Which of the following fields would be least likely to be described as intangiblе-dominant?
a. Manufacturing
b. Education
c. Insurance
d. Banking
ANSWER: a
FEEDBACK: a. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible-dominant (mid-right) and services as
intangible-dominant (mid-left).
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
KEYWORDS: Bloom’s: Analyzing
9. Which of the following is an example of intangible-dominant?
a. A steakhouse
b. A car rental agency
c. Math tutoring
d. A magazine subscription
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible-dominant (mid-right) and services as
intangible-dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
KEYWORDS: Bloom’s: Analyzing
10. Which of the following statements is true?
a. Consumers evaluate goods and services the same.
b. Goods are intangible-dominant.
Copyright Cengage Learning. Powered by Cognero. Page 4
1. Which of the following reflects the view that the intangible aspects of products are becoming the key features that
differentiate the products in the marketplace?
a. Services marketing
b. Servuction model
c. Service imperative
d. Servicescape
ANSWER: c
FEEDBACK: a.
b.
c. According to the service imperative, the intangible aspects of the product are becoming
more and more the key features that differentiate products in the marketplace.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
KEYWORDS: Bloom’s: Applying
2. A viewpoint where manufacturing is king, and servicеs are viewed as subservient to goods, is known as __________.
a. service imperative
b. materialismo snobbery
c. manufacturing dominant
d. bundle of benefits
ANSWER: b
FEEDBACK: a.
b. Materialism snobbery is a viewpoint where manufacturing is king, and services are
viewed as subservient to goods.
c.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTI 01-01 - Contrast the fundamental difference between goods and services.
VES:
KEYWORDS: Bloom’s: Remembering
3. General Motors’ largest supplier is __________.
a. Blue Cross-Blue Shield Insurance
b. GMAC Financing
c. a parts supplier
d. a legal firm
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 1
,FEEDBACK: a. General Motors, the “goods” manufacturing giant, generates 10% of its revenue, which
equates to $14 billion from its financial businesses, and the car maker’s biggest supplier
is Blue Cross-Blue Shield, not a parts supplier for steel, tires, or glass, as most people
would have thought.
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-02 - Explain the growing dominance of services.
CTIVES:
KEYWORDS: Bloom’s: Remembering
4. Which of the following sets of terms best describes a service?
a. Objects, devices, and performances
b. Effort, objects, and deeds
c. Things, devices, and performances
d. Deeds, effort, and performances
ANSWER: d
FEEDBACK: a.
b.
c.
d. In general, goods are defined as objects, devices, or things, whereas services are
defined as deeds, efforts, or performances.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 01-03 - Outline the anatomy of a service experience.
TIVES:
KEYWORDS: Bloom’s: Remembering
5. On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to the extreme right,
investment management services would appear __________.
a. to the extreme left
b. mid-left
c. in the middle
d. mid-right
ANSWER: d
FEEDBACK: a.
b.
c.
d. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible dominant (mid-right) and services as
Copyright Cengage Learning. Powered by Cognero. Page 2
, intangible dominant (mid-left).
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-03 - Outline the anatomy of a service experience.
CTIVES:
KEYWORDS: Bloom’s: Understanding
6. The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the __________.
a. services triangle
b. servuction model
c. scale of market entities
d. service-profit chain
ANSWER: c
FEEDBACK: a.
b.
c. The Scale of Market Entities is the scale that displays a range of products along a
continuum based on their tangibility, ranging from tangible-dominant to intangible-
dominant.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-03 - Outline the anatomy of a service experience.
CTIVES:
KEYWORDS: Bloom’s: Remembering
7. On the scale of market entities, where would businesses such as fast-food restaurаnts fall?
a. On the extreme end of the intangible-dominant side
b. On the extreme end of the intangible-dominant side
c. In the middle of the continuum
d. Left of the middle toward the tangible-dominant side
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible-dominant (mid-right) and services as
intangible-dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
Copyright Cengage Learning. Powered by Cognero. Page 3
, CTIVES:
KEYWORDS: Bloom’s: Analyzing
8. Which of the following fields would be least likely to be described as intangiblе-dominant?
a. Manufacturing
b. Education
c. Insurance
d. Banking
ANSWER: a
FEEDBACK: a. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible-dominant (mid-right) and services as
intangible-dominant (mid-left).
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
KEYWORDS: Bloom’s: Analyzing
9. Which of the following is an example of intangible-dominant?
a. A steakhouse
b. A car rental agency
c. Math tutoring
d. A magazine subscription
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of products based on their
tangibility, where goods are labeled as tangible-dominant (mid-right) and services as
intangible-dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
KEYWORDS: Bloom’s: Analyzing
10. Which of the following statements is true?
a. Consumers evaluate goods and services the same.
b. Goods are intangible-dominant.
Copyright Cengage Learning. Powered by Cognero. Page 4
