The document contains 22 multiple choice questions about service marketing concepts. It tests knowledge of key terms like the services marketing imperative, scale of market entities, servuction model, and components that influence the customer experience according to the servuction model like servicescape, organization and systems, contact personnel, and other customers. It also asks questions about industries and examples that are more or less tangible or intangible dominant.

1. MCQ OF SERVICE MARKETING
1) The _____________ reflects the view that the intangible aspects of products are becoming the
key features that differentiate the product in the marketplace.
1.services marketing
2.Servuction model
3.service imperative
4.benefit concept
5industrial management model
2) Which of the following businesses would be characterized as a pure service?
1 insurance
2. farming
3. mining
4 .engineering
5. there is no such thing as a pure service
3) General Motors, the manufacturing giant's, largest supplier is:
1. Blue Cross-Blue Shield Insurance
2. GMAC Financing
3.a parts supplier
4. a legal firm
5. a trucking company
4) Which of the following sets of terms best describes a service?
objects, devices, and performances
effort, objects, and deeds
things, devices, and performances
objects, devices, and things
deeds, effort, and performances
5) Deeds, efforts and performances define:
products
ideas
services
goods
places
6) The continuum that ranges from tangible-dominant to intangible-dominant is referred to as:
the services triangle
the Servuction model
the scale of market entities
the service-profit chain
the Q continuum

2. 7) Businesses such as fast food restaurants would fall where along the Scale of Market Entities?
on the extreme end of the intangible-dominant side
on the extreme end of the intangible-dominant side
in the middle of the continuum
left of the middle towards the tangible-dominant side
right of the middle towards the intangible-dominant side
8) Which of the following fields would be least likely to be described as intangible-dominant?
manufacturing
education
insurance
banking
engineering
9) Which of the following products is an example of intangible dominant?
Outback steakhouse
car rental agency
a funeral
a magazine subscription
math tutoring
10) Which of the following statements is not true?
Service knowledge is obtained differently than goods knowledge.
Firms that define their businesses too narrowly have developed marketing myopia.
Goods are tangible-dominant.
Service knowledge is obtained through the experience of receiving the actual service.
All the above are true.
11) _______ results in the practice of too narrowly defining one’s business:
Services marketing
Marketing management
Marketing myopia
Scale of market entities
Customer experience
12) __________ involves a pictorial representation of the relationship between the tangible and
intangible elements of a firm’s operation.
Molecular Model
Servuction Model
Benefit concept
Industrial Management Model
Market-focused Model

3. 13) Which of the following could NOT be included in the airline molecular model?
long-term parking
financing arrangements
rental car availability
gate attendants
baggage handlers
14) The encapsulation of the benefits of product in the consumer's mind is called:
the Servuction Model
the benefit concept
the Service Triangle
the Service-Profit Chain
the Scale of Market Entities
15) According to the Servuction Model, factors that influence the customer's service experience
include all of the following except:
price
contact personnel/service providers
other customers
servicescape
organization and systems
16) Which of the following components of the Servuction Model is not visible to consumers?
servicescape
organization and systems
other customers
contact personnel
service providers
17) A customer who notices dirty silverware and a dirty floor in his/her favorite restaurant has been
influenced by which of the following components of the Servuction Model?
servicescape
organization and systems
other customers
contact personnel
service providers
18) Servicescape consists of which of the following features:
personal artifacts
inanimate objects
signs
symbols
all of the above

4. 19) The component of the Servuction Model over which most service firms have the least control is:
servicescape
organization and systems
other customers
contact personnel
service providers
20) If an office did not schedule as many people as were needed during a busy period, which of the
following components of the Servuction Model has influenced the customer's experience?
servicescape
organization and systems
other customers
contact personnel
service providers
21) A customer attempted to pay his bill with his American Express credit card; however, the
service firm did not accept American Express. Which of the following components of the
Servuction Model influenced the customer's experience?
servicescape
organization and systems
other customers
contact personnel
service providers
22) The demand for services marketing knowledge has increased for all of the following reasons
except:
the tremendous growth in service-sector employment
increasing service-sector contributions to the world economy
the deregulation of many service industries
the needed shift from industrial models of management to market-focused management
approaches
the decline in service sector jobs