1. Which of These Is Not Included in the Levels of Relationship Marketing?

Chapter 12

1. Which of these is not included in the levels of relationship marketing?

a. structural bonds

b. pricing incentives

c. social bonds

d. none of the above

2. What is internal marketing?

a. when a company looks at its managers and changes things based on their needs

b. when a company treats its employees like customers and develops systems and benefits that satisfy the employees' needs

c. when a company conducts surveys from customers to find out what works best for them

d. when a company only looks at what is best to make the greatest profit

3. What does it mean for a service to be inseparable?

a. when customers are involved in the production of what they are purchasing

b. when customers are kept separate from the production process

c. when production takes place whether consumption is guaranteed or not

d. when production and consumption are completed separately from one another

4. ______refers to the inherent variability of services and service providers.

a. heterogeneity

b. homogeneity

c. equilibrium

d. homeostasis

5. Skilled employees who treat customers with respect and make customers feel that they can trust them exemplify:

a. Empathy

b. Assurance

c. Reliability

d. Responsiveness

6. ______strategy uses technology to deliver customized services to each consumer.

a. Personal marketing

b. Individual oriented

c. Mass customization

d. Executive service

7. An effective way to ensure the happiness of service employees is:

a. internal marketing

b. external marketing

c. relationship marketing

d. viral marketing

8. ______refers to services in which the consumer is actually involved in the production of the service.

a. Intangibility

b. Inseparability

c. Incredulity

d. Immateriality

9. The ______model helps identify the source of quality problems and understand how service quality can be improved.

a. expectations

b. perception

c. transaction

d. gap

10. The ______of a service include(s) physical facilities, tools, and the equipment used to provide the service.

a. tangibles

b. perishability

c. gaps

d. provider

Answers:

1. D

2. B

3. A

4. A

5. B

6. C

7. A

8. B

9. D

10. A