Question 1

Toyota found that intent to purchase a Toyota automobile increased from 37 percent to _____ percent with a positive sales experience.

Accepted Answer

A)   85
B)   80
C)   75
D)   58
E)   45F) A) and C)
G) A) and B)

Question 2

Which of the following has the strongest effect on a service provider's profits?

Accepted Answer

A)   Market share
B)   Unit costs
C)   Location
D)   Employee salaries
E)   Customer defectionF) B) and C)
G) A) and D)

Question 3

Which of the following is NOT likely to occur when a company uses an offensive marketing effect?

Accepted Answer

A)   Higher market share
B)   Increased price premium
C)   Customer churn
D)   Customer acquisition
E)   Improved word-of-mouth communicationF) A) and E)
G) B) and C)

Question 4

According to field research conducted with senior executives in 60 companies,almost all companies identify and act on correct non-financial measures.

Accepted Answer

A) True 
 B)False

Question 5

The research exploring the relative importance of service dimensions on overall service quality or customer satisfaction has confirmed _____ as the most critical dimension.

Accepted Answer

A)   Assurance
B)   Tangibles
C)   Empathy
D)   Responsiveness
E)   ReliabilityF) D) and E)
G) A) and B)

Question 6

The increased profits a service firm realizes from customer retention result from all of the following EXCEPT:

Accepted Answer

A)   Lower costs
B)   Increased volume of purchases
C)   The ability to charge a price premium
D)   Customer defection
E)   Increased word-of-mouth communicationF) A) and C)
G) All of the above

Question 7

Which type of promotion has more credibility than other sources of information about a service?

Accepted Answer

A)   Word-of-mouth
B)   Personalized direct mail
C)   Network television advertising
D)   Publicity
E)   Advertising in prestige magazinesF) B) and E)
G) A) and B)

Question 8

Research by TARP Worldwide,Inc.found that a full 96 percent of customers who report being "very satisfied" (i.e.,they are in the "top box" in satisfaction)say they will "definitely repurchase" from the same company.

Accepted Answer

A) True 
 B)False

Question 9

The key drivers of service quality,customer retention and profits include:

Accepted Answer

A)   The servicescape and internal marketing
B)   The five dimensions of service quality and service encounters
C)   External marketing communications and employee training
D)   Public relations and direct marketing
E)   All of the aboveF) B) and D)
G) A) and E)

Question 10

Many companies that have adopted a customer retention strategy are now using the extent of _________ as their main measure of customer loyalty.

Accepted Answer

A)   Word-of-mouth
B)   Personalized direct mail
C)   Network television advertising
D)   Publicity
E)   Advertising in prestige magazinesF) A) and D)
G) A) and C)

Question 11

Toyota found that intent to purchase a Toyota automobile increased from 37 percent to _____ percent with a positive service experience.

Accepted Answer

A)   93
B)   89
C)   82
D)   79
E)   65F) A) and D)
G) None of the above

Question 12

The research on top box scores conducted across 10 studies by TARP Worldwide found what percent of customers who report being very satisfied (i.e.,checked the top box) say they will definitely repurchase?

Accepted Answer

A)   96 percent
B)   90 percent
C)   78 percent
D)   64 percent
E)   50 percentF) C) and D)
G) C) and E)

Question 13

Which of the following statements about customer perceptions of service and consumer purchase intentions is true?

Accepted Answer

A)   There is no relationship between customer perceptions of service and any consumer intentions
B)   While there is no relationship between customer perceptions of service and purchase intentions,there is a strong relationship between perceptions of superior service and increased word-of-mouth communications
C)   Researchers suspect there is little relationship between a customer perception of service and his or her intent to buy
D)   Customer perceptions of service affect consumer intentions in several positive ways-including the purchase intention
E)   Customer expectations - not perceptions - affect consumer behavioral intentionsF) B) and C)
G) C) and E)

Question 14

The correlation between a brand's wallet allocation rule and its financial results is ________ than the relationship between previous service and financial measures.

Accepted Answer

A)   Far lower
B)   Somewhat lower
C)   Not much different
D)   Somewhat higher
E)   Far higherF) A) and E)
G) A) and D)

Question 15

Offensive marketing effects involve market share,reputation and:

Accepted Answer

A)   Word-of-mouth communication
B)   Vertical integration
C)   Price premiums
D)   High purchase volumes
E)   Geodemographic segmentationF) A) and E)
G) D) and E)

Question 16

_____ marketing is used by companies to prevent customer defection.

Accepted Answer

A)   Vertical integration
B)   Guerilla
C)   Defensive
D)   Flank-movement
E)   OffensiveF) C) and D)
G) None of the above

Exam 16: The Financial and Economic Impact of Service

Which of the following has the strongest effect on a service provider's profits?

Correct Answer
verified

Research by TARP Worldwide,Inc.found that a full 96 percent of customers who report being "very satisfied" (i.e.,they are in the "top box" in satisfaction)say they will "definitely repurchase" from the same company.

Correct Answer
verified

Toyota found that intent to purchase a Toyota automobile increased from 37 percent to _____ percent with a positive sales experience.

Correct Answer
verified

Which of the following statements about customer perceptions of service and consumer purchase intentions is true?

Correct Answer
verified

The key drivers of service quality,customer retention and profits include:

Correct Answer
verified

According to field research conducted with senior executives in 60 companies,almost all companies identify and act on correct non-financial measures.

Correct Answer
verified

Which of the following is NOT likely to occur when a company uses an offensive marketing effect?

Correct Answer
verified

_____ marketing is used by companies to prevent customer defection.

Correct Answer
verified

Offensive marketing effects involve market share,reputation and:

Correct Answer
verified

The research exploring the relative importance of service dimensions on overall service quality or customer satisfaction has confirmed _____ as the most critical dimension.

Correct Answer
verified

The research on top box scores conducted across 10 studies by TARP Worldwide found what percent of customers who report being very satisfied (i.e.,checked the top box) say they will definitely repurchase?

Correct Answer
verified

Which type of promotion has more credibility than other sources of information about a service?

Correct Answer
verified

Many companies that have adopted a customer retention strategy are now using the extent of _________ as their main measure of customer loyalty.

Correct Answer
verified

Toyota found that intent to purchase a Toyota automobile increased from 37 percent to _____ percent with a positive service experience.

Correct Answer
verified

The correlation between a brand's wallet allocation rule and its financial results is ________ than the relationship between previous service and financial measures.

Correct Answer
verified

The increased profits a service firm realizes from customer retention result from all of the following EXCEPT:

Correct Answer
verified

Exam 16: The Financial and Economic Impact of Service

Which of the following has the strongest effect on a service provider's profits?

Correct AnswerverifiedShow Answer

Research by TARP Worldwide,Inc.found that a full 96 percent of customers who report being "very satisfied" (i.e.,they are in the "top box" in satisfaction)say they will "definitely repurchase" from the same company.

Correct AnswerverifiedShow Answer

Toyota found that intent to purchase a Toyota automobile increased from 37 percent to _____ percent with a positive sales experience.

Correct AnswerverifiedShow Answer

Which of the following statements about customer perceptions of service and consumer purchase intentions is true?

Correct AnswerverifiedShow Answer

The key drivers of service quality,customer retention and profits include:

Correct AnswerverifiedShow Answer

According to field research conducted with senior executives in 60 companies,almost all companies identify and act on correct non-financial measures.

Correct AnswerverifiedShow Answer

Which of the following is NOT likely to occur when a company uses an offensive marketing effect?

Correct AnswerverifiedShow Answer

_____ marketing is used by companies to prevent customer defection.

Correct AnswerverifiedShow Answer

Offensive marketing effects involve market share,reputation and:

Correct AnswerverifiedShow Answer

The research exploring the relative importance of service dimensions on overall service quality or customer satisfaction has confirmed _____ as the most critical dimension.

Correct AnswerverifiedShow Answer

The research on top box scores conducted across 10 studies by TARP Worldwide found what percent of customers who report being very satisfied (i.e.,checked the top box) say they will definitely repurchase?

Correct AnswerverifiedShow Answer

Which type of promotion has more credibility than other sources of information about a service?

Correct AnswerverifiedShow Answer

Many companies that have adopted a customer retention strategy are now using the extent of _________ as their main measure of customer loyalty.

Correct AnswerverifiedShow Answer

Toyota found that intent to purchase a Toyota automobile increased from 37 percent to _____ percent with a positive service experience.

Correct AnswerverifiedShow Answer

The correlation between a brand's wallet allocation rule and its financial results is ________ than the relationship between previous service and financial measures.

Correct AnswerverifiedShow Answer

The increased profits a service firm realizes from customer retention result from all of the following EXCEPT:

Correct AnswerverifiedShow Answer

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