Question 1

In a value exchange, customers won't buy unless they perceive that _______.

Accepted Answer

A) the benefits of an exchange will exceed the costs 
B) the service concept proposes a 'me-too' offering 
C) the service will transfer ownership 
D) they will be allowed to act as advocates for the firm 
E) the costs of an exchange will exceed the benefits 
A) the benefits of an exchange will exceed the costs 
B) the service concept proposes a 'me-too' offering 
C) the service will transfer ownership 
D) they will be allowed to act as advocates for the firm 
E) the costs of an exchange will exceed the benefits

Question 2

Which of the following statements represents the interdependence of marketing and other functional areas such as information technology?

Accepted Answer

A) Front line staff in high-contact services have been given more authority and empowered to make decisions. 
B) In technology-driven firms, operations managers have primary responsibility for technology infrastructures and interfaces such as websites. 
C) Research and development specialists design and implement innovative delivery systems. 
D) Human resource strategies ensure that all employees understand the organisation's goals and are provided with required training in customer service. 
E) All of the above 
A) Front line staff in high-contact services have been given more authority and empowered to make decisions. 
B) In technology-driven firms, operations managers have primary responsibility for technology infrastructures and interfaces such as websites. 
C) Research and development specialists design and implement innovative delivery systems. 
D) Human resource strategies ensure that all employees understand the organisation's goals and are provided with required training in customer service. 
E) All of the above

Question 3

Which of the following is NOT one of the four generic differences between goods and services?

Accepted Answer

A) Homogeneity 
B) Intangibility 
C) Simultaneity 
D) Perishability 
E) Variability 
A) Homogeneity 
B) Intangibility 
C) Simultaneity 
D) Perishability 
E) Variability

Question 4

Which of the following best represents a discrete service encounter?

Accepted Answer

A) Retail banking 
B) Power supplier 
C) Mobile phone company 
D) Emergency surgery 
E) University 
A) Retail banking 
B) Power supplier 
C) Mobile phone company 
D) Emergency surgery 
E) University

Question 5

Activities or amenities that enhance the use of the core offering are called:

Accepted Answer

A) supplementary product elements 
B) extended product concepts 
C) supplementary service elements 
D) optional extras 
E) accessory products 
A) supplementary product elements 
B) extended product concepts 
C) supplementary service elements 
D) optional extras 
E) accessory products

Question 6

Which of the following elements of a service business is not visible to customers in high contact services?

Accepted Answer

A) Exterior facilities 
B) Technical core 
C) Service personnel 
D) Other customers 
E) Interior facilities 
A) Exterior facilities 
B) Technical core 
C) Service personnel 
D) Other customers 
E) Interior facilities

Question 7

IBM, once known mainly as a manufacturer of computers and office machines, now earns most of its revenue from ______.

Accepted Answer

A) legal services and business consulting 
B) software design and services such as IT consulting 
C) manufacturing mobile technology 
D) a major finance company 
E) legal services and global technology 
A) legal services and business consulting 
B) software design and services such as IT consulting 
C) manufacturing mobile technology 
D) a major finance company 
E) legal services and global technology

Question 8

A visit to a doctor's surgery or a beauty salon is a good example of standardised services.

Accepted Answer

A) True 
 B)False

Question 9

New technologies have not radically changed the ways in which many service organisations do business with their customers.

Accepted Answer

A) True 
 B)False

Question 10

How important is the 'service management trinity' to the success of a large scale service organisation?

Accepted Answer

The service management trinity, consisti

Question 11

Select two specific services.For each service, discuss the degree to which the service process is tangible and intangible.

Accepted Answer

One specific service that has a tangible

Question 12

The phrase 'customers are asked to buy promises' refers to the fact that:

Accepted Answer

A) intangible aspects are often not delivered 
B) consumers try out and then select services 
C) consumers cannot try out services in advance 
D) intangible aspects can be quantified and measured 
E) all services received are the same 
A) intangible aspects are often not delivered 
B) consumers try out and then select services 
C) consumers cannot try out services in advance 
D) intangible aspects can be quantified and measured 
E) all services received are the same

Question 13

The time taken to provide a service will impact on future customer satisfaction.

Accepted Answer

A) True 
 B)False

Question 14

Since service operations' inputs and outputs tend to vary more widely than those in the manufacturing industry, which of the following variables can affect customer satisfaction?

Accepted Answer

A) Staff 
B) Automatic tasks 
C) Attitudes 
D) Speed and quality of performance 
E) All of the above 
A) Staff 
B) Automatic tasks 
C) Attitudes 
D) Speed and quality of performance 
E) All of the above

Question 15

Which of the following is NOT a way that service marketers can smooth demand levels to match capacity?

Accepted Answer

A) Offer price reductions at non-peak times 
B) Take reservations from customers 
C) Use promotional campaigns to increase demand in non-peak times 
D) Have necessary facilities, equipment and staff always on standby 
E) Charge premium prices during peak times 
A) Offer price reductions at non-peak times 
B) Take reservations from customers 
C) Use promotional campaigns to increase demand in non-peak times 
D) Have necessary facilities, equipment and staff always on standby 
E) Charge premium prices during peak times

In a value exchange, customers won't buy unless they perceive that _______.

Which of the following statements represents the interdependence of marketing and other functional areas such as information technology?

Which of the following is NOT one of the four generic differences between goods and services?

Which of the following best represents a discrete service encounter?

Activities or amenities that enhance the use of the core offering are called:

Which of the following elements of a service business is not visible to customers in high contact services?

IBM, once known mainly as a manufacturer of computers and office machines, now earns most of its revenue from ______.

A visit to a doctor's surgery or a beauty salon is a good example of standardised services.

New technologies have not radically changed the ways in which many service organisations do business with their customers.

How important is the 'service management trinity' to the success of a large scale service organisation?

Select two specific services.For each service, discuss the degree to which the service process is tangible and intangible.

The phrase 'customers are asked to buy promises' refers to the fact that:

The time taken to provide a service will impact on future customer satisfaction.

Since service operations' inputs and outputs tend to vary more widely than those in the manufacturing industry, which of the following variables can affect customer satisfaction?

Which of the following is NOT a way that service marketers can smooth demand levels to match capacity?

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 1: Marketing in the service economy

In a value exchange, customers won't buy unless they perceive that _______.

Which of the following statements represents the interdependence of marketing and other functional areas such as information technology?

Which of the following is NOT one of the four generic differences between goods and services?

Which of the following best represents a discrete service encounter?

Activities or amenities that enhance the use of the core offering are called:

Which of the following elements of a service business is not visible to customers in high contact services?

IBM, once known mainly as a manufacturer of computers and office machines, now earns most of its revenue from ______.

A visit to a doctor's surgery or a beauty salon is a good example of standardised services.

New technologies have not radically changed the ways in which many service organisations do business with their customers.

How important is the 'service management trinity' to the success of a large scale service organisation?

Select two specific services.For each service, discuss the degree to which the service process is tangible and intangible.

The phrase 'customers are asked to buy promises' refers to the fact that:

The time taken to provide a service will impact on future customer satisfaction.

Since service operations' inputs and outputs tend to vary more widely than those in the manufacturing industry, which of the following variables can affect customer satisfaction?

Which of the following is NOT a way that service marketers can smooth demand levels to match capacity?

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters