MARK 3000 GRANTHAM FINAL EXAM
QUESTIONS WITH 100% CORRECT
ANSWERS | LATEST VERSION 2025/2026.
T/F Services can often be separated from the producer - ANS False
T/F People are now demanding more specialized products and services - ANS True
The service product continuum - ANS Ranges from service dominant (a laawyer) to product
dominant (grocery store)
Factors differentiating services from products - ANS Services are intangible, heterogeneous,
inseparable, and perishable
Intangibility of services - ANS Marketers must use atmosphere and images to invoke the
feeling in the customer and reinforce the benefit they will receive
Inseparable production and consumption of services - ANS Services are consumed and
produced at the same time
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, Consumers can't always try out the product before they buy it, so businesses lower risk by
offering guarantees or warranties
Heterogeneous nature of services - ANS Services can vary over time (different stylists can
give different haircut experiences)
Businesses can rely on training/automation or scripts to ensure quality. Micromarketing can be
used to tailor a service to the customer's exact needs.
Perishable nature of services - ANS Services can't be stockpiled for future use
can't be made ahead of time and stored to meet later demand
missed consumption means missed revenue
Supply and demand must be carefully managed.
The Gaps model of providing great service (4 gaps) - ANS Designed to examine what went
wrong when service isn't delivered correctly
1. Knowledge gap
2. Standards gap
3. Delivery Gap
4. Communication gap
Service gaps- knowledge gap - ANS Occurs when there's a gap between customer
expectation and what the company thinks the customer wants. Companies should conduct
research to ensure they're delivering what customers really want
5 dimensions of service quality - ANS Reliability
responsiveness
assurance
empathy
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
QUESTIONS WITH 100% CORRECT
ANSWERS | LATEST VERSION 2025/2026.
T/F Services can often be separated from the producer - ANS False
T/F People are now demanding more specialized products and services - ANS True
The service product continuum - ANS Ranges from service dominant (a laawyer) to product
dominant (grocery store)
Factors differentiating services from products - ANS Services are intangible, heterogeneous,
inseparable, and perishable
Intangibility of services - ANS Marketers must use atmosphere and images to invoke the
feeling in the customer and reinforce the benefit they will receive
Inseparable production and consumption of services - ANS Services are consumed and
produced at the same time
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, Consumers can't always try out the product before they buy it, so businesses lower risk by
offering guarantees or warranties
Heterogeneous nature of services - ANS Services can vary over time (different stylists can
give different haircut experiences)
Businesses can rely on training/automation or scripts to ensure quality. Micromarketing can be
used to tailor a service to the customer's exact needs.
Perishable nature of services - ANS Services can't be stockpiled for future use
can't be made ahead of time and stored to meet later demand
missed consumption means missed revenue
Supply and demand must be carefully managed.
The Gaps model of providing great service (4 gaps) - ANS Designed to examine what went
wrong when service isn't delivered correctly
1. Knowledge gap
2. Standards gap
3. Delivery Gap
4. Communication gap
Service gaps- knowledge gap - ANS Occurs when there's a gap between customer
expectation and what the company thinks the customer wants. Companies should conduct
research to ensure they're delivering what customers really want
5 dimensions of service quality - ANS Reliability
responsiveness
assurance
empathy
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
