Chapter 12--Minute Clinic

TRUE/FALSE
1. A key factor influencing the selection of a retail-based health clinic is convenience.
ANS: T
A key factor influencing the selection of any service provider is convenience; therefore service firms that offer it
the way MinuteClinic does with its retail location settings are more likely to succeed.

PTS: 1
OBJ: 12-4
KEY: CB&E Model Strategy

TOP: AACSB Reflective Thinking

MSC: Bloom's Level I Knowledge

2. The demand for health services in the United States is expected to drop off sharply within the next ten
years as Baby Boomers age.

ANS: F
The demand for health services is expected to continue as an aging population will need nurses and healthcare.

PTS: 1
OBJ: 12-1
KEY: CB&E Model Customer

TOP: AACSB Reflective Thinking

MSC: Bloom's Level I Knowledge

3. Health services such as those provided by MinuteClinic tend to exhibit more experience and credence
qualities than goods sold in the drugstore.

ANS: T
An experience quality is a characteristic that can be accessed only after use. A credence quality is a characteristic
that consumers may have difficulty assessing even after purchase. Medical services are examples.

PTS: 1
OBJ: 12-2
TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy | CB&E Model Distribution
MSC: Blooms Level II Application
4. MinuteClinics services are sold, produced, and consumed at the same time, which is an example of the
heterogeneity of its services versus goods.

ANS: F
Services are sold, produced, and consumed at the same time, which is an example of the inseparability of its
services versus goods.

PTS: 1
OBJ: 12-2
TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy | CB&E Model Distribution
MSC: Bloom's Level I Knowledge
5. When nurse practitioners follow up with patients with postcard surveys, telephone calls, or brochures,
they are engaging in postpurchase communication.

ANS: T
Postpurchase communication refers to the follow-up activities that a service firm might engage in after a
customer transaction.

PTS: 1
OBJ: 12-4
KEY: CB&E Model Strategy

TOP: AACSB Reflective Thinking

MSC: Bloom's Level II Applcation

MULTIPLE CHOICE
1. The basic difference between selling a healthcare service at MinuteClinic and selling a Band-Aid at the
drugstore is that healthcare services are ________ performances.
a. tangible
b. intangible
c. responsive
d. standardized
e. operations oriented

ANS: B
The basic difference between services and goods is that services are intangible performances. Because of their
intangibility, they cannot be touched, seen, tasted, heard, or felt in the same way that goods can be sensed.

PTS: 1
OBJ: 12-2
TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy | CB&E Model Distribution
MSC: Bloom's Level II Application
2. MinuteClinics services belong in which of the following categories?
a. people processing
b. possession processing
c. mental stimulus processing
d. information processing
e. All of the above
ANS: A
People processing takes place when the service is directed at a customer, such as with dental care and healthcare.

PTS: 1
OBJ: 12-4
TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy | CB&E Model Distribution
MSC: Bloom's Level I Knowledge
3. Evaluating the quality of medical services at MinuteClinic may be difficult for a patient before or after
being treated because services tend to exhibit fewer ________ qualities.
intangible
search
experience
credence
standardized

a.
b.
c.
d.
e.

ANS: B
A search quality is a characteristic that can be easily assessed before purchase, such as the color of a product.
Compared to goods, services tend to exhibit fewer search qualities.

PTS: 1
OBJ: 12-2
TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer | CB&E Model Strategy
MSC: Bloom's Level I Knowledge
4. A nurse practitioner that addresses a patient by name and offers caring, individualized attention during
his visit is practicing the service quality known as
reliability.
responsiveness.
assurance.
empathy.
tangibles.

a.
b.
c.
d.
e.

ANS: D
Empathy is characterized by offering caring, individualized attention to customers: calling them by name,
learning to recognize them when they return, and learning their specific requirements.

PTS: 1
OBJ: 12-3
KEY: CB&E Model Strategy

TOP: AACSB Reflective Thinking

MSC: Bloom's Level I Knowledge

5. If MinuteClinic hired Patrick Dempsey, who plays a doctor on Greys Anatomy, to appear in
commercials for them, they would be engaging in which type of promotion strategy?
stressing tangible cues
using personal information sources
creating a strong organizational image
engaging in post-purchase communications
All of the above

a.
b.
c.
d.
e.

ANS: B
Celebrity endorsements are sometimes used to reduce customers perceived risk in choosing a service. It is a
promotion strategy that involves personal information sources.

PTS: 1
OBJ: 12-4
TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer | CB&E Model Strategy
MSC: Bloom's Level II Application