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31) A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n) ________. A) core service B) augmented service C) environmental factor D) operational factor E) disintermediator 32) Self-improvement services such as those offered by wardrobe consultants and personal nutritionists are examples of ________. A) service-dominated goods B) goods-dominated products C) equipment-based services D) facility-based services E) people-based services 33) Facility exteriors and interiors are part of ________. A) the servicescape B) disintermediation C) the core service D) the intangibles in a service exchange E) place marketing 34) The environment in which service is delivered is referred to as the ________. A) service encounter B) servicescape C) commercescape D) operational factor E) locational factor 35) A marketer would be most likely to use which of the following to make sure that her company always comes up at or near the top of lists of typical search phrases related to her business? A) an online reputation management service B) a “scrub” service C) search engine optimization (SEO) D) total quality management (TQM) E) SERVQUAL 36) Which of the following accounts for the majority of complaints received by service businesses? A) service providers failing to be reliable B) exaggerated customer expectations C) employees who fail to be empathetic D) miscommunication during the service encounter E) exaggerated management expectations 37) Which of the following is true of service marketers? A) They can always predict the consistency of service quality. B) They can typically offer customers a free trial of the service. C) They must identify ways of illustrating the benefits their service will provide. D) They typically market a service the same way a product would be marketed. E) They have no way to quantitatively measure service quality. 38) Which of the following is NOT true of search qualities? A) They may include style, price, or color. B) They can be built into a service for customers to notice. C) Intangible services are more likely to have them than are tangible goods. D) They can be examined prior to purchase. E) They may include smell and texture. 39) Experience qualities are product attributes that customers can identify ________. A) prior to consumption B) only during consumption C) only after consumption D) both during and after consumption E) before, during, or after consumption 40) Which of the following is a product attribute that may be difficult to evaluate even after it has been experienced? A) search quality B) service quality C) experience quality D) credence quality E) benefit quality

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