Full Download PDF of Test Bank For Services Marketing, 6th Edition: Zeithaml All Chapter

Test Bank for Services Marketing, 6th
Edition: Zeithaml
Go to download the full and correct content document:
https://testbankmall.com/product/test-bank-for-services-marketing-6th-edition-zeitham
l/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
Services Marketing 7th Edition Zeithaml Test Bank
https://testbankmall.com/product/services-marketing-7th-edition-
zeithaml-test-bank/
Services Marketing 7th Edition Zeithaml Solutions

Manual
https://testbankmall.com/product/services-marketing-7th-edition-
zeithaml-solutions-manual/
Test Bank for Services Marketing: Integrating Customer

Focus Across the Firm, 7th Edition, Valarie Zeithaml,
Mary Jo Bitner Dwayne Gremler
https://testbankmall.com/product/test-bank-for-services-
marketing-integrating-customer-focus-across-the-firm-7th-edition-
valarie-zeithaml-mary-jo-bitner-dwayne-gremler/
Test bank for Essentials of Services Marketing 2e by

Wirtz 9810686188
https://testbankmall.com/product/test-bank-for-essentials-of-
services-marketing-2e-by-wirtz-9810686188/
Test Bank for Services Marketing: Integrating Customer
Focus Across the Firm 7th Edition
https://testbankmall.com/product/test-bank-for-services-
marketing-integrating-customer-focus-across-the-firm-7th-edition/
Auditing and Assurance Services Louwers 6th Edition

Test Bank
https://testbankmall.com/product/auditing-and-assurance-services-
louwers-6th-edition-test-bank/
Marketing 6th Edition Grewal Test Bank
https://testbankmall.com/product/marketing-6th-edition-grewal-
test-bank/
Test Bank for Marketing Strategy, 6th Edition : Ferrell
https://testbankmall.com/product/test-bank-for-marketing-
strategy-6th-edition-ferrell/
Global Marketing Management 6th Edition Kotabe Test

Bank
https://testbankmall.com/product/global-marketing-management-6th-
edition-kotabe-test-bank/
Chapter 01 - Introduction to Services
3. (p. 3) The core offerings of hospitals, hotels, and banks are primarily deeds and performances
and therefore, are_________________.
A. Services
B. Experiences
C. Attributes
D. Goods
E. Benefits
Difficulty: Easy
1-2
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
4. (p. 3) When they go away on vacation, some dog owners choose to leave their dogs in posh
pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature
walks and hayrides. The dog owners pay around $17 per night for basic boarding at the pet
resorts and up to an additional $20 for the other activities, which would be collectively
classified as:
A. Goods
B. Values
C. Services
D. Satisficers
E. Attributes
Difficulty: Easy
5. (p. 5) _____ is a key determinant of whether an offering should be classified as a product or a

service.
A. Physicality
B. Audience passivity
C. Intangibility
D. Perception
E. Abstraction
Difficulty: Easy
6. (p. 5) Which of the following is an intangible component of a car repair shop?

A. Replacement parts
B. Employee uniforms
C. Barrel for storing recyclable motor oil
D. The training the mechanic has received
E. Customer waiting area
Difficulty: Easy
1-3
7. (p. 5) Which of the following is an example of a tangible component provided by a hotel?

A. Wake-up call
B. Guest rooms
C. Room service
D. Express check-out
E. Guaranteed reservations
Difficulty: Easy
8. (p. 4, 11) Which of the following is NOT an example of a service business?

A. Amusement park
B. Hotel
C. Bank
D. Department store
E. Paper mill
Difficulty: Easy
9. (p. 8) Extron Electronics makes coaxial cables for connecting computers to all types of
peripheral devices like printers, modems and fax machines. For the benefit of its customers,
Extron provides a laminated card with pictures of all the possible cable connections that a
customer could need. With this card, a customer can order from one to any number of
connectors with as many feet of cable as is needed. Orders can be placed using a toll-free
number, a fax number or an e-mail address. Company reps are also available 24-hours a day
in case the customer is not sure which drawing on the card matches his or her needs. Orders
are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her
order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following
trends that has influenced the development of services marketing concepts and strategies as
illustrated by Extron's focus on customer service?
A. The increasing importance of service industries to the U.S. and world economies
B. The increase of government regulation of service industries
C. The growth in information-based technology
D. Increased competition in professional services
E. Manufacturing firms are placing increased emphasis on providing services
Difficulty: Moderate
1-4
10. (p. 8) Which of the following trends has directly influenced the development of services
marketing concepts and strategies?
A. The decreasing importance of service industries to the U.S. and world economies
B. The growth in information-based technology
C. Decreased competition in professional services
D. The fact that manufacturing firms are placing increased emphasis on providing services
E. None of the above
11. (p. 8) On his way to work today, Terry saw a billboard for a physician's group that
specialized in vascular surgery. In his local newspaper there was a full-page ad for a medical
clinic that performed similar surgery. Then in his mail, he got a brochure from yet another
medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that
influenced the development of services marketing concepts and strategies is illustrated here?
B. The increase of government regulation of professional service industries
C. The growth in database marketing
D. Increased competition in professional services
E. Professional firms are placing increased emphasis on providing services
Difficulty: Easy
12. (p. 10) Which of the following statements about services is true?
A. A service economy produces services at the expense of other sectors.
B. Service jobs are low paying and menial.
C. Service production is labor intensive and low in productivity.
D. Service is a necessary evil for manufacturing firms.
E. Marketing and managing services presents issues and challenges not faced in
manufacturing and packaged goods companies.
Difficulty: Easy
1-5
13. (p. 14-15) Without good mailing lists, businesses cannot engage in effective direct-marketing
advertising. On average 20 percent of the U.S. population moves annually. Return Path is a
company that provides changes of addresses to businesses. It takes a business's mailing list,
compares it to address changes that it gathers daily in its database and makes any necessary
corrections. Return Path is a part of which trend in the services marketing industry?
B. The decrease of human interaction as a result of widespread use of technology-based
services
C. The growth in the use of technology-based services
D. Increased competition in the direct-mail industry
E. The fact that direct marketing firms are placing increased emphasis on providing services
Difficulty: Easy
14. (p. 14-15) Gina and Henry were having breakfast when they decided they wanted to have
pizza and watch a movie that night. When she got home from work, Gina turned on her
computer, logged on to the Netflix site, and chose the movie Moneyball to view via online
video streaming. Next she logged on to her favorite pizza restaurant's Web site and ordered a
large pepperoni pizza and a bottle of soda to be delivered at 6:45 p.m. Gina and Henry
enjoyed their evening. Which trend that influenced the development of services marketing is
illustrated here?
B. The decrease of human interaction as a result of widespread use of technology-based
services
C. The growth in the use of technology-based services
D. Increased competition in the entertainment industry
E. The fact that manufacturing firms are placing increased emphasis on providing services
Difficulty: Easy
1-6
15. (p. 12) Which of the following statements has been suggested as a plausible explanation for
the customer perception that service quality is declining?
A. Technology-based services, which are superior to human-based services, are not being
implemented enough
B. Services are leveling the playing field and consistently trying to offer the same level of
service to every customer
C. Companies are decreasing their reliance on self-service and increasing the use of human
interaction in the performance of services
D. Customer expectations are higher because of the excellent service they receive from some
companies
E. Even though it is Easy to provide consistent, high-quality service, many companies do not
want to do it
16. (p. 12) Which of the following statements has been suggested as a plausible explanation for
the customer perception that service quality is declining?
A. Increasing use of technology is perceived by many customers as less service because there
is no human interaction
B. Companies provide unclear tactics for customers to follow when dealing with service
providers
C. Delivering consistent, high-quality service becomes routine
D. Customers have no concept of what conditions produce to quality service
E. Too many talented employees are left mired in front-end jobs that do not challenge them
17. (p. 15) Which of the following statements about how technology has positively influenced
service is true?
A. Technology provides approaches for delivering existing services in more accessible,
convenient, productive ways
B. Technology facilitates basic customer service functions
C. Technology facilitates transactions by offering a direct vehicle for making purchases
D. Technology provides an easy way for customers to learn and do research about products
and companies
E. All of the above statements about how technology has influenced service are true
Difficulty: Easy
1-7
18. (p. 17, 19) Which of the following statements describes how consumers and employees are
responding to technology-based services?
A. Services can readily calm fears that privacy may be sacrificed if technology is used
B. An infusion of technology can lead to an increase in human interaction
C. The payback for investments in technology is a certainty
D. Employees are often reluctant to integrate technology into their work lives
E. All of the above statements describe how consumers and employees are responding to
technology-based services
Difficulty: Easy
19. (p. 20) The most distinguishing characteristic of services is:

A. Heterogeneity
B. Perishability
C. Intangibility
D. Comparability
E. Divisibility
Difficulty: Easy
20. (p. 20) The characteristic of a service that means that it cannot be seen, felt, tasted or
touched is:
A. Intangibility
B. Heterogeneity
C. Divisibility
D. Perishability
E. Compatibility
Difficulty: Easy
1-8
21. (p. 20) On a recent visit to The Home Depot store, a sales associate greeted Madison when
she entered the store, helped her locate the items she needed to repair her gutters and
suggested how she could prevent gutter problems in the future. The assistance provided by the
sales associate illustrates the ______ of services.
A. Intangibility
B. Comparability
C. Divisibility
D. Perishability
E. Compatibility
Difficulty: Easy
22. (p. 20) In India weddings are timed to occur when Venus is in the ascendant and Jupiter is
strong. This day is deemed lucky. In 2005, almost 15, 000 couples in New Delhi had their
wedding on December 25, the day astrologers announced would be the best day for a
wedding. The service provided by the astrologers is an excellent illustration of the _____ of
services.
A. Intangibility
B. Comparability
C. Divisibility
D. Perishability
E. Compatibility
Difficulty: Easy
23. (p. 21) Which of the following statements describes a marketing implication that results
from the intangibility of services?
A. Services cannot be inventoried.
B. Services cannot be easily patented.
C. Services cannot be readily displayed.
D. The actual costs of a “unit of service” are hard to determine.
E. All of the above.
1-9
24. (p. 21) Which of the following statements describes a marketing implication that results
from the intangibility of services?
A. Customers participate in and affect the transaction
B. Service quality depends on many uncontrollable factors
C. Services can be readily communicated
D. There is no sure knowledge that the service delivered matches what was planned and
promoted
E. Services cannot be inventoried
Difficulty: Easy
25. (p. 21) The characteristic of a service that refers to differences in employees' performances
is:
A. Intangibility
B. Heterogeneity
C. Divisibility
D. Perishability
E. Simultaneous production and consumption
Difficulty: Easy
26. (p. 21) The first time Barry brought his car to Auto Lube to have the oil changed he was very
satisfied with the service. The service manager consulted him several times while his car was
being serviced, asked him if there were any problems with the car, recommended when
additional services should be performed and answered questions directly and politely.
However, when Barry went back to Auto Lube after three months to have his oil changed
again, he was not satisfied with the service. The manager spoke to him only when he arrived
and when he paid his bill. In addition, the manager was impatient and unfriendly during the
interaction. Barry's experience at Auto Lube illustrates the _____ of services.
A. Intangibility
B. Heterogeneity
C. Simultaneous production and consumption
D. Perishability
E. Divisibility
Difficulty: Easy
1-10
27. (p. 21) The first time Alexis went to take golf lessons, she had a golf pro who was very
patient with her and who was able to pinpoint what she was doing wrong without making her
feel uncoordinated. Her second golf lesson was not nearly as helpful. The golf pro who gave
the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to
verbalize his instructions. Alexis's experience with the two golf instructors illustrates the
_____ of service.
A. Intangibility
B. Heterogeneity
D. Perishability
E. Divisibility
Difficulty: Easy
28. (p. 21) Two roommates both registered for an introduction to business class. At midterm,
one roommate found his instructor so boring that he was thinking of changing his major to
history. The other roommate had a charismatic teacher and looked forward to going to class.
This heterogeneity of instruction demonstrates:
A. How difficult it is to synchronize supply and demand with service
B. That customer service depends on employee actions
C. How customers affect each other
D. The fact services cannot be readily communicated or displayed
E. Why services cannot be inventoried
Difficulty: Easy
29. (p. 21) A tax accountant may provide a different service experience to two different
customers on the same day depending on their individual needs and personalities and on
whether she is meeting with them when she is fresh in the morning or tired at the end of the
day. This is an example of service _____________.
A. Versatility
B. Heterogeneity
D. Perishability
E. Intangibility
Difficulty: Easy
1-11
30. (p. 21) Parents everywhere are very busy and often cannot spend time with their children. In
the Netherlands, children who want a bedtime story can call the telephone service and request
to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story.
Because of the prerecording of the stories, this bedtime service reduces the problems typically
associated with the _____ characteristic of services.
A. Versatility
B. Heterogeneity
D. Perishability
E. Intangibility
Difficulty: Easy
31. (p. 21) Which of the following is a marketing implication that results from the heterogeneity
of services?
A. Services cannot be returned or resold
B. Services cannot be patented
C. Services cannot be inventoried
D. Service delivery and customer satisfaction depend on employee and customer actions
E. All of the above are marketing implications resulting from the heterogeneity of services
Difficulty: Easy
32. (p. 22) Because of the _____ of services, service producers find themselves playing a role as
part of the product itself and an essential ingredient in the service experience for the
consumer.
A. Comparability
B. Intangibility
C. Heterogeneity
D. Simultaneous production and consumption
E. Perishability
Difficulty: Easy
1-12
33. (p. 21) Due to the _____ characteristic of services, customers will frequently interact with
each other during the service production process and may affect each other’s experiences.
A. Comparability
B. Intangibility
C. Heterogeneity
D. Simultaneous production and consumption
E. Perishability
Difficulty: Easy
34. (p. 21) The Offshore Sailing School in Jersey City, New Jersey offers a basic sailing course,
which takes place in three days over two weekends, for $495. Students enrolled in the course
attend classroom sessions that cover the theory and technology of sailing and receive hands-
on sailing instructions in the water that introduces them to all fundamental sailing skills.
Student participation in the Offshore Sailing School's classroom sessions and hands-on sailing
instructions illustrates the _____ characteristic of services.
A. Versatility
B. Heterogeneity
D. Perishability
E. Intangibility
Difficulty: Easy
1-13
35. (p. 21) For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled
in a skydiving class at the local airport at a cost of $260. After a 30-minute training course in
which everything that was going to happen to them was carefully explained, Beth and Rick
were sent up in an airplane with two skydiving experts. Each was placed in a harness
arrangement with one of the experts and did what is called a tandem dive. With a tandem
dive, Beth and Rick get to enjoy the experience without having to worry about when to open
the parachute. The skydiving expert does that for them. This tandem jump illustrates the
_____ characteristic of services.
A. Versatility
B. Heterogeneity
D. Perishability
E. Intangibility
Difficulty: Easy
36. (p. 20, 22) Which of the following statements describes a marketing implication that results
from the simultaneous production and consumption of services?
A. Services cannot be returned or resold
B. Service quality depends on many uncontrollable factors
C. Employees affect the service outcome
D. Services cannot be readily displayed or communicated
E. There is no sure knowledge that the service delivered matches what was planned and
promoted
Difficulty: Easy
37. (p. 22) _____ refers to the fact that services cannot be saved, stored, resold or returned.
A. Intangibility
B. Heterogeneity
D. Perishability
E. Incompatibility
Difficulty: Easy
1-14
38. (p. 22) In many cultures, weddings are timed to occur on lucky days. In 2011, wedding
planners from Las Vegas, Nevada to Mumbai, India knew long before the auspicious date of
November 11th (11/11/11) that this would be one of their busiest days of the year, if not the
century. Because other dates would just not be as lucky for the blushing brides and grooms,
and simply would not suffice, the wedding planners had to prepare all year for more weddings
on this one date than on any other day throughout the year. This example illustrates the _____
characteristic of services.
A. Versatility
B. Heterogeneity
D. Perishability
E. Intangibility
Difficulty: Easy
39. (p. 22) An attorney who charges a client for a missed appointment is taking into account the
_____ characteristic of services.
A. Heterogeneity
B. Simultaneous production and consumption
C. Incomparability
D. Perishability
E. Intangibility
Difficulty: Easy
40. (p. 22) Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he
had rented the rink out for a birthday party that was cancelled at the last minute due to a flu
epidemic that had sickened three-fourths of the children who were invited. While Wilson kept
the deposit, he did not get the skate rental fees or the snack food money he had anticipated
from the rental. Wilson lost money as a result of the _____ characteristic of services.
A. Heterogeneity
B. Simultaneous production and consumption
C. Incomparability
D. Perishability
E. Intangibility
Difficulty: Easy
1-15
41. (p. 23) _______ qualities are characteristics of a product consumers may find impossible to
evaluate even after purchase and consumption.
A. Search
B. Cognitive
C. Perceptual
D. Experience
E. Credence
Difficulty: Easy
42. (p. 23) Which of the following products is LEAST high in experience qualities?
A. Plastic surgery
B. A prom band
C. Catered banquet
D. Wedding dress
E. Pet grooming
Difficulty: Easy
43. (p. 25) Which of the following is NOT an element of the traditional marketing mix?
A. Production
B. Place
C. Product
D. Price
E. Promotion
Difficulty: Easy
1-16
44. (p. 26-27) In addition to the elements of the traditional marketing mix, the expanded mix for
services includes:
A. Positioning, personalization and process
B. People, physical evidence and process
C. Personalization, procurement and people
D. Profit, production and psychology
E. People, partnerships and positioning
Difficulty: Easy
45. (p. 26) Which of the following is an example of the people element of an airline company's
services marketing mix?
A. Pilots
B. Baggage handlers
C. Customers
D. Flight attendants
E. All of the above
Difficulty: Easy
46. (p. 26) When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian
restaurant in New Jersey, they both enjoyed Formia's coy, smart and embracing atmosphere.
Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet
and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables
that are attentively cared for by servers. Vertical pink and white florid patterns emerge from
old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal
and seafood entrees, in addition to nightly specials that are handwritten and presented on large
index cards. Alicia and Jordan experienced the _____ element of Formia Ristorante's services
marketing mix.
A. Product
B. Production
C. Process
D. Place
E. Physical evidence
Difficulty: Easy
1-17
47. (p. 26) Ruth recently visited a day care center that is convenient to her work. Ruth is
thinking of letting the day care workers care for her infant son while she is at work. The first
thing Ruth noticed when she walked in the door of the facility was the smell of urine. There
was a dead plant in the window. Toys were strewn about the floor and Ruth almost tripped
over a tricycle. In this example, Ruth experienced negative aspects of the _____ element of
the day care center's services marketing mix.
A. Product
B. Production
C. Process
D. Place
Difficulty: Easy
48. (p. 26) Historically, the Japanese have had poor dental care. As part of their beauty regimen,
the Japanese do have a habit of lightening and whitening their skin. Teethart has developed
"tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin.
Each treatment takes place in a small booth, which contains an ergonomically-designed chair,
muted lights and New Age-style music. The walls are painted calming shade of blues and
greens. Teethart uses the _____ element of its service to reduce stress associated with dental
procedures.
A. Product
B. Production
C. Process
D. Place
Difficulty: Easy
1-18
49. (p. 27) Historically, the Japanese have had poor dental care. As part of their beauty regimen,
the Japanese do have a habit of lightening and whitening their skin. Teethart has developed
"tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. A
personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed
around the teeth and a cleaning solution is added. The patient listens to soothing music and
sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-
like environment reflect the _____ element of Teethart's service mix.
A. Product
B. Production
C. Process
D. Place
E. Promotion
Difficulty: Easy
50. (p. 26) Yesterday, Mike went to the dentist for his 6-month check-up. Two weeks before he
went to the dentist, he called the office to make an appointment. The day before his check-up,
the office's receptionist called him to confirm his appointment. When Mike arrived at the
office, he checked in with the receptionist and then waited in the waiting room for 15 minutes,
reading a magazine, before being greeted by the dental hygienist, who escorted him to an
examination room. The dentist entered the room, greeted Mike, examined Mike's teeth, took a
set of x-rays and asked the dental hygienist to clean Mike's teeth. When his teeth were
cleaned, the hygienist told Mike he should return in 6 months for another check-up. Mike
experienced the _____ element of the dental office's services marketing mix.
A. Product
B. Personalization
C. Process
D. Place
Difficulty: Easy
1-19
True / False Questions
51. (p. 6) Salt, bricks and paper clips are three examples of tangible dominant products.
TRUE
Difficulty: Easy
52. (p. 5) According to the concept of derived services, the value derived from physical goods is
really the service provided by the good, not the good itself.
TRUE
Difficulty: Easy
53. (p. 10) The development of services marketing concepts has been strongly influenced by
professional services like doctors and attorneys.
TRUE
Difficulty: Easy
54. (p. 12) Despite the importance of services and the bottom-line profit potential for services,
consumers perceive that overall the quality of service they are receiving is declining.
TRUE
Difficulty: Easy
55. (p. 10) The deregulation of industries has actually lessened the demand for services
marketing skills.
FALSE
Difficulty: Easy
1-20
56. (p. 16) Technology is creating a demand for ethnocentric services.

FALSE
Difficulty: Easy
57. (p. 16) All businesses and organizations that operate on the Internet are essentially providing
a service.
TRUE
Difficulty: Easy
58. (p. 20) Because a product is tangible, it cannot be inventoried.

FALSE
Difficulty: Easy
59. (p. 22) Because the production and consumption of services is simultaneous, the mass
production of services is difficult.
TRUE
Difficulty: Easy
60. (p. 23) A primary issue that marketers face in relation to service perishability is ensuring
service quality over time.
FALSE
Difficulty: Easy
61. (p. 21) Pricing is easier when marketing services than when marketing goods.
FALSE
Difficulty: Easy
1-21
62. (p. 25) The seven elements of the marketing mix for services are product, promotion, place,
price, process, progress and people.
FALSE
Difficulty: Easy
Short Answer Questions
63. (p. 3) What do deeds, processes and performances have in common?
Those words together define what a service is.
64. (p. 4) What do tax preparation services, law offices, dental practices and architects have in
common?
They are all industries classified as part of the service sector.
1-22
65. (p. 5) What is the key determinant of whether a product is a good or a service?
Its intangibility.
66. (p. 20) Luke Roche has developed a great new massage therapy that can completely alleviate
the pain produced by the typical migraine headache. He wants to patent his massages. What is
wrong with this plan?
A massage is a service. Services are by definition intangible. Intangibles cannot be easily

patented.
67. (p. 20) Weight loss centers provide moral support and weight-loss aids to those who believe
they need to diet. The centers often use before and after pictures of their most successful cases
to overcome problems associated with which service characteristic?
Intangibility.
1-23
68. (p. 20) Keith overheard two women comparing the way the dog groomer clipped their
poodles. One claimed the groomer did not cut the hair between her dog's toes as was
advertised, but that everything else about the cut was perfect. The other groused that the
groomer left the hair on her dog's tail too long, but at least the hair on his feet had been cut.
Which characteristic of service were the two women discussing?
Heterogeneity.
69. (p. 21, 22) Briefly explain why it is difficult to mass produce a service.
Services are typically produced and consumed at the same time.
70. (p. 23) What is the primary issue that marketers face in relation to service perishability?
The inability to create an inventory when demand for your service is low.
71. (p. 22) Maria Kingsley is a fortune teller. She is concerned because today two of her clients
missed their appointments to have her read their Tarot cards and she had plans for the money
she would have earned. With which characteristic of services is Kingsley most concerned?
Perishability.
1-24
72. (p. 23) What do a vacation to Jamaica and a haircut have in common besides the fact that
they are both services?
They are both high in experience qualities; their attributes cannot be known until they are
purchased and consumed.
73. (p. 26) A hotel manager is studying other hotels to see how they achieve and maintain
service quality. The manager has spent some time paying attention to the actions, interactions,
and appearance of front desk clerks, housekeepers, spa attendants and restaurant staff. With
which element of the services marketing mix is the hotel manager concerned?
People.
74. (p. 26-27) Which elements of the services marketing mix are influenced by the techniques
used to recruit and train new employees as telemarketers?
People and process.
75. (p. 25) Which element of the services marketing mix is influenced by the health inspector's
report that is prominently displayed in all restaurants?
Physical evidence.
1-25
76. (p. 27) An airline is concerned with whether its passengers are satisfied with how their
luggage is handled before, during and after a flight. With which element of the services
marketing mix is the airline concerned?
Process.
77. (p. 17,19) How are customers and employees responding to the proliferation of technology-
based services?
Technology is providing vehicles for delivering existing services in more accessible,

convenient, productive ways. Technology facilitates basic customer service functions such as
bill paying and order tracking. Technology also facilitates transactions by offering a direct
vehicle for making purchases. Technology also gives customers access to a wealth of
information. Through self-service technologies, customers can serve themselves more
effectively. On the downside, customers worry about privacy and the confidentiality of their
personal information. Customer technology readiness is also an issue with some customers
who prefer to be laggards. With technology infusion, there is a loss of human interaction,
which may be seen as a negative by both customers and employees.
For employees, technology can provide tremendous support in making them more efficient
and effective in delivering services. Customer relationship management and sales support
software are broad categories of software that can aid front-line employees in providing better
service. Employees can use the information available through technology to customize
services and create greater customer satisfaction. Not all employees are eager to integrate
technology into their work life either because they don't want to change or they don't see
value in the new technology.
Difficulty: Challenging
1-26
78. (p. 16-17) What does it mean when someone says, "The Internet is a service"?
All businesses and organizations that operate on the Internet are essentially providing
services-whether they are giving information, performing basic, service functions or
facilitating transactions. Thus, all the tools, concepts and strategies learned in studying
services marketing have direct application to e-business. Although the Internet has changed
how people do business and what offerings are possible, it is clear that what customers still
want is basic services.
79. (p. 19-23) List the four characteristics that distinguish services from goods and discuss how
each would impact the marketing of a chain of fitness centers that is being started by six
former Olympic athletes.
Student answers will vary. They need to look at intangibility, heterogeneity, simultaneous
production and consumption and perishability issues and relate each to its marketing
implications listed in Table 1.2. The following is a possible answer.
Intangibility-If they develop some unique weight-training or aerobic exercise program, they
cannot be patent it. Moreover, it could be easily copied by competitors. The service itself is
difficult to promote because they can only show the results of using their fitness center.
Pricing will also be complex because of the intangibility of service-people have to believe
they are getting their money's worth.
Heterogeneity-Employees must be carefully trained and even then inconsistency of service is
a possibility, especially if an employee has to work overtime. There are many uncontrollable
factors that determine the effectiveness of the fitness center, including the motivation level of
the customers. There is no way the athletes can be sure customers are receiving the services
exactly as they are being promoted-what if an aerobics instructor is sick.
Simultaneous production and consumption-Patrons who sign up but don't attend miss the
benefits of the program as do patrons who talk others into boycotting instructors who require
a full commitment. Employees who are not committed to fitness and miss exercise classes
also can cause problems.
Perishability-Fluctuating attendance in terms of time of day and day of week will make it
difficult to provide the service. If members are not there at the time the class is offered, that
class cannot be resold.
1-27
80. (p. 26-27) Describe the three new elements of the service marketing mix.
People: All the human actors who play a part in service delivery and thus influence the
buyer’s perceptions: namely, the firm’s personnel, the customer, and other customers in the
service environment.
Physical Evidence: The environment in which the service is delivered and where the firm and
customer interact, as well as any tangible components that facilitate performance or
communication of the service.
Process: The procedures, mechanisms, and flow of activities by which the service is delivered
– the service delivery and operating systems.
1-28
Another random document with
no related content on Scribd:
The anesthetic may be administered with the aid of various masks
or inhalers. Simplicity of construction is to be preferred to more
complicated apparatuses. The aseptic metal inhaler of Allis (Fig. 31)
or the folding form of the same modified by Fowler (Fig. 32), are
much used in the United States, while the Juillard mask—a metal
frame covered with several thicknesses of gauze—is used abroad.
(See Fig. 33.)
It is to be remembered that in operations about the face ether
anesthesia is not practicable, owing to the repeated lifting of the
mask which allows the patient too much air. It can only be given by
specially constructed inhaling devices, which are more easily used
with chloroform or the mixed anesthetics. Their specific use and
construction will be referred to later.
Combined Anesthesia
It is often desirable to get the patient as quickly as possible under

anesthesia and still overcome the depleting effects of chloroform
narcosis. A common method to accomplish this is to give chloroform
to the point of relaxation and with a change of inhaler continue with
ether. In this way anesthesia can be kept up safely a long time with a
minimum amount of ether. There are, however, a number of mixtures
used in place of this interchange of anesthesia, all having their
particular merit. Some of the best known are:
Alcohol-Chloroform-Ether (A. C. E. Mixture, English Formula,
1:2:3).—This induces rapid anesthesia without the danger of
syncope or the other objections to chloroform or ether when used
alone.
Chloroform-Ether-Alcohol, in the proportion of 3:1:1, and known
as Billroth’s mixture, is extensively used in the same way.
Chloroform-Ether.—This mixture, in equal proportions, is known
as Tillman’s mixture, and has been employed by many well-known
surgeons.
Nitrous Oxid
Nitrous oxid, as advocated by Sir Humphrey Davy, is a safe
product, but the anesthesia produced thereby is of too short duration
to be of practical value in plastic surgery. Its employment is resorted
to only for such operations as the opening of abscesses or the
removal of small cysts, etc.
Ethyl Bromid
While ethyl bromid is a product that cannot be said to be

absolutely safe, Terrier, of Paris, has used it largely to induce
anesthesia, following it up with chloroform. It should be given freely
with deep inspiration, the sixth inhalation producing total loss of
consciousness. A moment after complete muscular relaxation is
attained, with congestion of the face and dilated pupil. The average
time necessary to accomplish this is about one minute, in which
about three to five grams are used. In this way the stage of
excitement is overcome and immediate narcosis is obtained. As the
chloroform is substituted it must be given fairly strong, reducing it
gradually. The facial congestion slowly diminishes and the pupillary
dilation gives way to contraction. About sixteen grams of chloroform
are required to keep up anesthesia for fifteen minutes. The after-
effects of chloroform are entirely overcome by the above method.
Ethyl Chlorid
Hawley, in reviewing the use of ethyl chlorid as a general

anesthetic in minor operations, states that after several years of
more or less constant use of ethyl chlorid, both in clinical and private
practice, he has still to see the first case in which it has caused him
the slightest uneasiness. The following precautions in its
administration should be observed: (1) The patient should be
prepared as for chloroform or ether; (2) whatever mask is used, it
should fit the face snugly; (3) a graduated tube with a large aperture
should be used; (4) the anesthetic should be well supplied with air
and as little given as possible; (5) care should be taken not to
present it at first in too large a quantity; frequently a dram is quite
sufficient for short operations; (6) the patient should rest a while after
its administration, as faintness sometimes supervenes; (7) a mask
should be used which does not receive the drug close to the
patient’s face, otherwise one is liable to either freeze the face of the
patient or to cause asphyxia by the moisture from the expired air
freezing on the gauze in the mask, and thus preventing the free
passage of air to the patient.
The use of ethyl chlorid has the following advantages: (1) Safety in
administering; (2) ease of administration; (3) it rapidly produces
surgical anesthesia; (4) it can be used where chloroform or ether
would be contra-indicated; (5) the patient can be kept in any position
during anesthesia, upright or prone; (6) no cyanosis need occur
during administration; (7) the patient recovers promptly without after-
effects; (8) it is inexpensive; (9) it can be used for a long or short
operation with equal success; (10) it is especially useful as a
preliminary to other anesthetics, decreasing the time required for the
production of anesthesia and avoiding shock and discomfort to the
patient.
LOCAL ANESTHESIA
Ethyl Chlorid
Ethyl chlorid is a colorless, mobile liquid, which boils at 52° F. This

is furnished in thirty- and sixty-gram glass tubes, sealed with a metal
screw cap or spraying device. As this cap is removed the liquid in the
tube begins to boil, owing to the temperature of the room, or, better,
the operator’s hand, and a fine vapor spray is ejected from the
opening.
The tube end is held from six to eight inches from the part to be
anesthetized. Immediately the skin is frosted over and the lanugo
hairs become covered with snow. The skin turns white and becomes
slightly elevated, appearing to be thickened; at the same time the
patient feels a stinging pain in the area. This may be overcome
greatly by first smearing the part with sterile vaselin. In a few
moments the skin is frozen and rendered antalgic, and operations of
short duration can be performed. The only disadvantage with this
method is that the part to be operated on is frozen stiff, hence the
skin cannot be neatly dissected away from the subcutaneous tissue
as under other local anesthesia, nor can the tissues be moved about
as readily, as in the case with flap operations, owing to this stiffness.
The parts thaw out quickly with a returning sensitiveness, and it
may be necessary to apply the spray repeatedly until the operation
has been completed. If elastic constriction can be employed, the
antalgic effect is more quickly produced and more lasting.
As the parts thaw out there is considerable prickling, which can be
mitigated by applying sponges soaked in hot sterilized water. More
or less redness of the skin will be noted even for some time after the
operation.
Cocain
(Methylbenzoylecgonin)
(Gädeke, Nieman, Bennett, Koller.) Cocain is the alkaloid derived
from several varieties of Erythroxylon coca. It should appear as a
permanent white crystalline powder in colorless prisms or flaky
leaflets. The salt used for anesthetic purposes is the hydrochlorid; it
is soluble in 0.4 part water, 2.6 parts alcohol, 18.5 parts of
chloroform, and insoluble in ether.
Locally applied on mucous membranes and open wounds, it
exerts an analgesic effect, but not of the unbroken skin. Punctures or
abrasions are necessary to permit of absorption in this event. When
locally applied it paralyzes the peripheral sensory nerves, and at first
blanches the parts by reason of its active contraction on the
arterioles, which is soon followed by marked congestion.
Krymoff has made extensive experiments to determine the
anesthetic effects of cocain solutions sterilized in various ways. He
claims that the best results in minor surgery are obtained with the
one-per-cent solution pasteurized at 60° C. for three hours. The
same solution pasteurized at 80° C. for two hours or at 120° C. for
fifteen minutes gave results far less satisfactory.
While the pasteurized solutions accomplished an anesthesia
lasting from one to two hours, sterilized solutions (boiled at 100° C.)
overcame pain only for a period between twenty and thirty minutes.
Pasteurized solutions have the advantage of being sterile and do
not decompose as the boiled solutions would. The pasteurization is
accomplished as follows: The necessary amount of cocain is
dissolved in sterilized water. The solution is put into a sterilized glass
bulb, which is sealed hermetically and subjected to a temperature of
60° C. for three hours.
Since cocain is a nerve poison, its systemic absorption must be
avoided. The constitutional effects of a given amount injected about
the head, face, and neck are more marked than when injected in
other parts of the body or extremities. This is due to two causes: a
more rapid absorption and the proximity to the brain (Ricketts). For
this reason less cocain should be used and the blood vessels be
avoided.
Idiosyncrasy influences greatly these toxic effects. In neurotic
patients of irritable and impressionable type the hypodermic use of
this agent has especially induced serious syncope. Very serious
symptoms and even death have been caused by its local use (⅛
grain hypodermically).
Untoward effects are manifested by nausea, vertigo, emesis,
syncope, followed by clonic convulsions, delirium, and death.
Cocain first stimulates, then paralyzes, the pneumogastric nerve;
the respiration is first accelerated, and then paralyzed, death being
due to failure of respiration.
Should these symptoms occur, the patient should be placed on his
back with the head low. Amyl nitrate inhalations act as the antidote
and reduce the cerebral anemia (Feinberg). Morphin or caffein is to
be given hypodermically, or the former is associated with potassium
bromid internally.
To overcome the toxic qualities of the anesthetic it may be
combined with morphin in solution, Schleich’s solution being well
known. It is composed as follows:
Cocain murias 0.1

Morph. sulph. 0.025
Sodium chlor. 0.2
Aquæ sterilis. 100.0
Gauthier suggests the addition of one drop of a one-per-cent

solution of nitroglycerin to the quantity injected and repeated to
prevent the unfavorable after effects.
Solutions of cocain are to be made up fresh each day, as they
become moldy on standing. They cannot be sterilized, for the reason
that a temperature of 213° F. renders them useless. The solution is
most active at 50° F. (Costa).
For hypodermic purposes two- to ten-per-cent solutions are
employed, the four per cent being more generally used, not more
than 0.1 gram of the agent being introduced (Hänel, ano).
Fig. 34.—Simplex
Syringe.
Fig. 35.—Kolle Improved Pravaz Syringe.

Fig. 36.—“Sub-Q” Syringe.
For the introduction of the solution the ordinary Pravaz syringe can
be used, a modification of which being known as the “Simplex” (Fig.
34). It is a glass instrument, without screw threads within the needle
base, and has a sterilizable fiber piston. The only disadvantage
offered by this syringe is the lack of finger rests. The author has
added a removable nickel-plated sleeve with finger rings to slip over
the glass barrel, as shown in Fig. 35. The advantage of this
modification will be appreciated when injections are made into dense
or cicatricial tissue where considerable pressure is necessary for the
introduction of the solution.
Another excellent syringe for the purpose is the metal-cased
instrument known as the “Sub-Q” (Fig. 36); the barrel and piston in
this are of glass, an asbestos packing being wound over the piston
head.
Metal needles with large thread or smooth ends are employed. As
the asbestos packing contracts in drying, the piston should be
removed from the barrel and cleansed immediately after use, and
not be introduced into the barrel until both the asbestos windings and
the inside of the barrel have been moistened with warm sterile water.
This precaution prevents the cracking of the instrument through
undue pressure exerted on the end of the piston rod at the time of
use.
To render the primary introduction of the needle painless the area
might be sprayed for a moment with ethyl chlorid. After carefully
preparing the site of operation, the subcutaneous injections are
made in a somewhat oval or circular manner, the first infiltration of
the cocain rendering the succeeding points analgesic.
It will be noted that the skin becomes whitened and is raised in
little tumors, with the point of puncture as a center. The various
punctures are so placed that the borders of these tumors meet, the
entire site becoming edematous. If by constriction the part can be
rendered ischemic, the analgesic effect is prolonged, reducing the
systemic absorption to a minimum.
The subsequent nausea often following may be promptly
overcome by the use of a mixture of creosote, four drops in
limewater. For mucous surfaces the anesthetic may be applied with
absorbent cotton and allowed to remain about five minutes. In
deeper wounds than those involving skin, deeper injections must be
made.
The effect of the anesthetic as above employed is practically
immediate, and the operation can proceed at once. Its duration is
from fifteen to twenty minutes for subcutaneous surgery, but where
the deeper structures are involved subsequent injections must be
made to control the pain.
Beta Eucain
(Benzoylvinyldiacetonalkamin)
(Merling, Vinci.) White powder, soluble in 33 parts of water. While
the effects of eucain are immediate and produce anesthesia as
thoroughly as cocain, it has the objection of producing local
hyperemia and increased edema of the parts injected. This often
interferes with the successful outcome of the first operation, as will
be later shown. The advantage over cocain, however, is that a
solution of eucain can be sterilized by boiling without reducing its
usefulness, which in itself is an item, since both are expensive, and if
we must prepare a cocain solution fresh for each day we must
discard all that has not been used, while with eucain the same
preparation can be safely used over and over, after proper
sterilization.
The two- and three-per-cent solutions are most employed to the
extent of from 10 to 60 minims. Its subcutaneous effect is immediate,
lasting from ten to twenty-five minutes. When applied locally to
mucous membranes, the five-per-cent solutions are used.
Principally it may be said that eucain does not exhibit the toxic
properties of cocain, the author having employed it in over 5,000
cases with no untoward effect.
Liquid Air
Liquid air is suggested as a means of local anesthesia by A. C.

White. He recommends its intermittent application instead of freezing
the part as with ethyl chlorid. It is sprayed on the parts and produces
immediately anemia and insensitiveness. There is no hemorrhage
during its use, so that dressings may be applied before the parts
assume their circulatory function; an advantage of considerable
value in plastic surgery. No untoward results follow its use.
Stovain
(Benzoyl-ethyl-dimethylamin-opropanol hydrochlorid)
(Fourneau.) This is the latest preparation advocated for local
anesthesia. It is a synthetic product, derived from tertiary amyl
alcohol. It is less toxic than cocain, and has been used more or less
in the past years experimentally, but the consensus of opinion seems
to be against its use. Jennesco has used it extensively in conjunction
with strychnin in spinal anesthesia, but the surgeon in general has
not taken kindly to it. In plastic surgery, as used locally, it has been
little employed, eucain being the most serviceable for the purpose.
CHAPTER VIII
PRINCIPLES OF PLASTIC SURGERY
Plastic surgery is resorted to in covering defects of the skin due to

congenital or traumatic malformation, injuries, burns, the removal of
neoplasms, or the ulcerative processes of disease. Furthermore, it
can be employed cosmetically for the rebuilding of organs, whole or
in part, or for their reduction when abnormally developed. This
applies particularly to the nose, ears, and lips, wherein it may involve
either the skin alone or the mucous membranes, or all the tissue
making up the parts operated on.
Incisions.—The incisions in plastic surgery are to be made
obliquely into the skin rather than at right angles to the surface, the
former permitting of better apposition, and undoubtedly causing less
epidermal scar. The incisions include the skin only, except when
otherwise stated.
Sutures.—Sutures should be placed not more than ¼ of an inch
apart and be made to include the skin only, unless it is deemed
advisable to employ deeper ones to relieve undue traction, which
often results in suture scars and ofttimes tissue loss, necessitating
further operation. The latter may be obviated by placing every other
stitch at greater distance from the free edge of the skin, that is, into
the undissected border.
Intracutaneous sutures may also be employed, but these are
rarely, if ever, necessary if the apposition has been properly
accomplished. To relieve tension, harelip pins are also used, as later
described. Catgut of such size as would be suitable because of its
ready absorption is not to be employed for skin suturing, fine twisted
silk or selected horsehair being the best material.
Formaldehyd catgut can be used if it is desirable; its fine strands
withstand absorption to a greater degree than the ordinary.
Fig. 37.—⅝ Circle Haagedorn
Needles.
Fig. 38.—Crescent Curve Haagedorn

Needles.
Needles.—Very fine, flat, round-eye needles, such as

Haagedorn’s, Nos. 12 to 15, ½ or ⅝ circle, are the most serviceable
in skin work, as they incise the skin in penetrating and leave an
elongated slit, which heals readily, rarely leaving a needle scar. The
selection of needles, however, must be left to the operator, many
preferring the one variety to the other. Split-eye needles are quite
convenient, but they break more readily, and while they work best
with fine silk, this is more readily withdrawn from the eye at
undesirable times. For very delicate work the needles mentioned are
the best.
Needle Holders.—Inasmuch as the needles used in plastic
operations are very small and fine, proper needle holders must be
used. The requisitions are that the jaw be long, narrow, of soft
copper, and that they have an automatic lock attachment. Plain
needle holders may be used, but at times the locking device is very
necessary and saves time. The most serviceable of this class are the
Kersten modification of Mathieu, an uncomplicated holder of merit
(Fig. 39), and the small Haagedorn, five-inch narrow-jaw holder (Fig.
40), or the holders taking similar needles, as shown in Figs. 41 and
42, known as Pozzi’s and Weber’s modifications, respectively.
Fig. 39.—Kersten-Mathieu
Needle Holder.
Fig. 40.—Haagedorn
Needle Holder.
Fig. 41.—Pozzi-Haagedorn
Needle Holder, 5 in.
Fig. 42.—Weber-Haagedorn Needle Holder, 6 in.
Fig. 43.—Needle with
Suture Carrier.
Holders with cup jaws serrated at different angles are of no value,

unless other needles are used with them, as they invariably break
the flat ones.
To overcome the necessity of rethreading or the use of many
needles, the very ingenious holder with ligature carrier can be used,
especially where the surgeon does not care to sew with a long, free
thread. The silk can be sterilized on the metal spool separately and
inserted within the handle of the holder, as shown in Fig. 43.
METHODS IN PLASTIC OPERATIONS
There are five distinctive methods employed in performing
plastic operations:
I. Stretching of the margins of the skin.

II. Sliding flaps of adjacent skin.
III. Twisting pedunculated flaps.
IV. Implantation of pedunculated flaps by bridging.
V. Transplantation of nonpedunculated flaps or skin grafting.
This classification differs from that heretofore generally given in

the meager literature on the subject, but the author believes his
arrangement to be more scientifically exact as well as simpler for
recording and history purposes.
I. Stretching Method
In the stretching method the defect is neatly excised, so as to

freshen the margins to be brought together. It may be necessary, if
the defect is too large for free apposition, to dissect the skin away
from the underlying tissue to render it more movable and to
overcome tension. The shape of the incision depends largely upon
the nature of the defect and must be made with a view of leaving as
little scar as possible. Where the defect is somewhat linear, or
elongated, an elliptical incision (A) is made, as in Fig. 44, and, if
necessary because of too great tension, the skin is undermined
sufficiently to allow the parts to come together; if this cannot be done
readily, two semilunar incisions (b, b) must be added. This will allow
of ready coaptation. The wound is then brought together with an
interrupted suture, appearing as in Fig. 44a, the semilunar spaces
being allowed to heal by granulation.
Fig. 44.
Celsus Incisions.
Fig. 44a.
Celsus Relieving Incisions.
In excisions in small rhomboidal form, the skin is merely dissected
up and around the wound, the same as in Fig. 45, and the wound is
sutured in linear form, as shown in Fig. 46.
Fig. 45.
Rhomboid Excision.
Fig. 46.
Union of Rhomboid Excision.

Full Download PDF of Test Bank For Services Marketing, 6th Edition: Zeithaml All Chapter

Uploaded by

Copyright:

Available Formats

Full Download PDF of Test Bank For Services Marketing, 6th Edition: Zeithaml All Chapter

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Full Download PDF of Test Bank For Services Marketing, 6th Edition: Zeithaml All Chapter

Uploaded by

Copyright:

Available Formats

Test Bank for Services Marketing, 6th

Services Marketing 7th Edition Zeithaml Test Bank

Services Marketing 7th Edition Zeithaml Solutions

Test Bank for Services Marketing: Integrating Customer

Test bank for Essentials of Services Marketing 2e by

Auditing and Assurance Services Louwers 6th Edition

Marketing 6th Edition Grewal Test Bank

Test Bank for Marketing Strategy, 6th Edition : Ferrell

Global Marketing Management 6th Edition Kotabe Test

5. (p. 5) _____ is a key determinant of whether an offering should be classified as a product or a

6. (p. 5) Which of the following is an intangible component of a car repair shop?

7. (p. 5) Which of the following is an example of a tangible component provided by a hotel?

8. (p. 4, 11) Which of the following is NOT an example of a service business?

19. (p. 20) The most distinguishing characteristic of services is:

True / False Questions

56. (p. 16) Technology is creating a demand for ethnocentric services.

58. (p. 20) Because a product is tangible, it cannot be inventoried.

Short Answer Questions

63. (p. 3) What do deeds, processes and performances have in common?

Those words together define what a service is.

They are all industries classified as part of the service sector.

A massage is a service. Services are by definition intangible. Intangibles cannot be easily

Services are typically produced and consumed at the same time.

People and process.

Technology is providing vehicles for delivering existing services in more accessible,

It is often desirable to get the patient as quickly as possible under

While ethyl bromid is a product that cannot be said to be

Hawley, in reviewing the use of ethyl chlorid as a general

Ethyl chlorid is a colorless, mobile liquid, which boils at 52° F. This

Cocain murias 0.1

Gauthier suggests the addition of one drop of a one-per-cent

Fig. 35.—Kolle Improved Pravaz Syringe.

Liquid air is suggested as a means of local anesthesia by A. C.

Plastic surgery is resorted to in covering defects of the skin due to

Fig. 38.—Crescent Curve Haagedorn

Needles.—Very fine, flat, round-eye needles, such as

Holders with cup jaws serrated at different angles are of no value,

I. Stretching of the margins of the skin.

This classification differs from that heretofore generally given in

In the stretching method the defect is neatly excised, so as to

You might also like