Marketing - Study Mode

[#316] Successful service companies focus their attention on both their customers and their employees. They understand ___________, which links service firm profits with employee and customer satisfaction.
Correct Answer

(B) Service-profit chains

Explanation

Solution: Successful service companies focus their attention on both their customers and their employees. They understand service-profit chains, which links service firm profits with employee and customer satisfaction. The service profit chain dissects the levers that translate good service into profitability.

[#317] If a firm is practicing ___________, the firm is training and effectively motivating its customer-contact employees and all of the supporting service people to work as a team to provide customer satisfaction.
Correct Answer

(B) Internal marketing

Explanation

Solution: If a firm is practicing Internal marketing, the firm is training and effectively motivating its customer-contact employees and all of the supporting service people to work as a team to provide customer satisfaction. Internal marketing is the promotion of a company's objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company's goals and fostering brand advocacy.

[#318] According to Parasuraman, Zeithaml & Berry, the most important determinant of service quality is:
Correct Answer

(B) Reliability

Explanation

Solution: According to Parasuraman, Zeithaml & Berry, the most important determinant of service quality is reliability. Reliability is defined as the probability that a product, system, or service will perform its intended function adequately for a specified period of time, or will operate in a defined environment without failure.

[#319] The extended marketing mix for services includes: People, Processes and _________.
Correct Answer

(C) Physical Evidence

Explanation

Solution: The extended marketing mix for services includes: People, Processes and Physical Evidence. The physical evidence within the service marketing mix refers to an environment in which a service comes about from an interaction between an employee and a customer which is combined with a tangible commodity.

[#320] Which of the following is not an element of physical evidence?
Correct Answer

(B) Employee Training

Explanation

Solution: Employee Training is not an element of physical evidence. Physical evidence is the material part of a service.