MKT 4200 Final Exam questions with correct
answers
Importance of Service Employees - CORRECT ANSWER-✔✔✅-they are the service
-they are the organization in the customers eyes
-they are the brand
-they are the marketers
-their importance is evident in the service marketing mix (people), the service-profit chain, the services
triangle
Company (Management) - CORRECT ANSWER-✔✔✅does not directly see the customers
External Marketing (Making the Promise) - CORRECT ANSWER-✔✔✅advertisements, sales promotions,
public relations, direct marketing
Customers - CORRECT ANSWER-✔✔✅people who are using the service
Interactive Marketing (Delivering the Promise) - CORRECT ANSWER-✔✔✅personal selling, customer
service center, service encounter, social media, servicescapes
Providers - CORRECT ANSWER-✔✔✅can be direct employees or contracted
Making promises - CORRECT ANSWER-✔✔✅understand customers needs, managing expectations,
traditional marketing communications, sales and promotion, advertising, internet, and website
communication
Keeping promises - CORRECT ANSWER-✔✔✅service delivery (reliability, responsiveness, empathy,
assurance, tangibles, recovery, flexibility), face-to-face/telephone/online interactions, the customer
experience, customer interactions with sub-contractors, or business partners, the moment of truth
, Enabling promises - CORRECT ANSWER-✔✔✅hiring the right people, training and developing people to
deliver service, employee empowerment, support systems, appropriate technology and equipment,
rewards and incentives
Service Triangle - CORRECT ANSWER-✔✔✅Company > External Marketing > Customers > Interactive
Marketing > Providers > Internal Marketing > Back to Company
Service Profit Chain - CORRECT ANSWER-✔✔✅Internal service quality > Employee Satisfaction >
Employee Retention and Productivity > External Service Value > Customer Satisfaction > Customer
Loyalty > Revenue Growth and Profit
Boundary Spanning Roles - CORRECT ANSWER-✔✔✅-Provide critical link between the external
customer environment and the internal operations of the organization
-Serve a critical function in understanding, filtering, interpreting information and resources to and from
the organization and its external constituencies
-High stress
Emotional Labor - CORRECT ANSWER-✔✔✅the labor that goes beyond the physical or mental skills
needed to deliver quality services, often requires suppression of true feeling
Many sources of potential conflict - CORRECT ANSWER-✔✔✅-person/role
-organization/client
-inter-client
Quality/productivity - CORRECT ANSWER-✔✔✅tradeoffs
Hiring the right people - CORRECT ANSWER-✔✔✅compete for the best people, hire for service
competencies and service inclination, be the preferred employer
Develop people to deliver service quality - CORRECT ANSWER-✔✔✅train for technical and interactive
skills, empower employees, promote teamwork
answers
Importance of Service Employees - CORRECT ANSWER-✔✔✅-they are the service
-they are the organization in the customers eyes
-they are the brand
-they are the marketers
-their importance is evident in the service marketing mix (people), the service-profit chain, the services
triangle
Company (Management) - CORRECT ANSWER-✔✔✅does not directly see the customers
External Marketing (Making the Promise) - CORRECT ANSWER-✔✔✅advertisements, sales promotions,
public relations, direct marketing
Customers - CORRECT ANSWER-✔✔✅people who are using the service
Interactive Marketing (Delivering the Promise) - CORRECT ANSWER-✔✔✅personal selling, customer
service center, service encounter, social media, servicescapes
Providers - CORRECT ANSWER-✔✔✅can be direct employees or contracted
Making promises - CORRECT ANSWER-✔✔✅understand customers needs, managing expectations,
traditional marketing communications, sales and promotion, advertising, internet, and website
communication
Keeping promises - CORRECT ANSWER-✔✔✅service delivery (reliability, responsiveness, empathy,
assurance, tangibles, recovery, flexibility), face-to-face/telephone/online interactions, the customer
experience, customer interactions with sub-contractors, or business partners, the moment of truth
, Enabling promises - CORRECT ANSWER-✔✔✅hiring the right people, training and developing people to
deliver service, employee empowerment, support systems, appropriate technology and equipment,
rewards and incentives
Service Triangle - CORRECT ANSWER-✔✔✅Company > External Marketing > Customers > Interactive
Marketing > Providers > Internal Marketing > Back to Company
Service Profit Chain - CORRECT ANSWER-✔✔✅Internal service quality > Employee Satisfaction >
Employee Retention and Productivity > External Service Value > Customer Satisfaction > Customer
Loyalty > Revenue Growth and Profit
Boundary Spanning Roles - CORRECT ANSWER-✔✔✅-Provide critical link between the external
customer environment and the internal operations of the organization
-Serve a critical function in understanding, filtering, interpreting information and resources to and from
the organization and its external constituencies
-High stress
Emotional Labor - CORRECT ANSWER-✔✔✅the labor that goes beyond the physical or mental skills
needed to deliver quality services, often requires suppression of true feeling
Many sources of potential conflict - CORRECT ANSWER-✔✔✅-person/role
-organization/client
-inter-client
Quality/productivity - CORRECT ANSWER-✔✔✅tradeoffs
Hiring the right people - CORRECT ANSWER-✔✔✅compete for the best people, hire for service
competencies and service inclination, be the preferred employer
Develop people to deliver service quality - CORRECT ANSWER-✔✔✅train for technical and interactive
skills, empower employees, promote teamwork
