Services Marketing: Concepts, Strategies, & Cases, 6th Edition – K. Douglas Hoffman – Complete Test Bank (Chapters 1–15)

TEST BANK
Services Marketing: Concepts, Strategies, & Cases, 6th Edition
by K. Douglas Hoffman, John E.G. Bateson
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,TABLE OF CONTENT
Part 1. An Overview of Services Marketing

Chapter 1. An Introduction to Services

Chapter 2. The Fundamental Differences Between Goods and Services

Chapter 3. Environmental, Social and Governance (ESG) and Ethical Issues in
Services Marketing
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Chapter 4. Consumer Behavior in Services Marketing

Part 2. The Tactical Services Marketing Mix

Chapter 5. The Service Delivery Process
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Chapter 6. The Pricing of Services
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Chapter 7. Developing the Service Communication Strategy

Chapter 8. Managing the Firm’s Physical Evidence
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Chapter 9. People as Strategy: Managing Service Employees

Chapter 10. People as Strategy: Managing Service Customers

Part 3. Assessing and Implementing Successful Service Strategies
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Chapter 11. Defining and Measuring Customer Satisfaction
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Chapter 12. Defining and Measuring Service Quality

Chapter 13. The Art of Service Failure and Recovery Management
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Chapter 14. Customer Loyalty and Retention

Chapter 15. Pulling the Pieces Together: Creating a World-Class Service Culture

,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.
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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
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QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE 01-01 - Contrast the fundamental difference between goods and services.
CTIVES:
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KEYWORDS: Bloom’s: Applying

2. A viewpoint where manufacturing is king, and services are viewed as subservient to goods, is known as __________.
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a. service imperative
b. materialismo snobbery
c. manufacturing dominant
d. bundle of benefits
ANSWER: b
FEEDBACK: a.
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b. Materialism snobbery is a viewpoint where manufacturing is king, and services are
viewed as subservient to goods.
c.
d.
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POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
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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
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, 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
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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?
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a. Objects, devices, and performances
b. Effort, objects, and deeds
c. Things, devices, and performances
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d. Deeds, effort, and performances
ANSWER: d
FEEDBACK: a.
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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
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QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 01-03 - Outline the anatomy of a service experience.
TIVES:
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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 __________.
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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

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