Question 1

Money is not the only cost that customers incur when buying goods or using a service.

Accepted Answer

A) True 
 B)False  True

Question 2

It is unreasonable for customers to expect a variety of payment options, particularly when the organisation is small.

Accepted Answer

A) True 
 B)False  False

Question 3

How necessary and possible is it for small organisations to display strong brands? Discuss this in line with The Flower of Service concept.

Accepted Answer

It is both necessary and possible for small organizations to display strong brands. The Flower of Service concept, developed by Christopher Lovelock, emphasizes the importance of delivering value to customers through a combination of core and supplementary services. A strong brand can enhance the overall customer experience and differentiate a small organization from its competitors.

In today's competitive market, a strong brand is essential for small organizations to stand out and attract customers. A well-defined brand identity helps to build trust and credibility, which are crucial for small businesses looking to establish themselves in the market. Additionally, a strong brand can command higher prices and customer loyalty, leading to increased profitability and sustainability for the organization.

Furthermore, it is possible for small organizations to develop strong brands by focusing on the various elements of The Flower of Service concept. By understanding and delivering on customer needs and expectations, small organizations can create a unique value proposition that sets them apart from larger competitors. This can be achieved through offering a combination of core services (such as the actual product or service being offered) and supplementary services (such as consultation, customization, or after-sales support) that enhance the overall customer experience.

By aligning their brand with the principles of The Flower of Service, small organizations can create a strong and differentiated brand that resonates with their target audience. This can lead to increased customer satisfaction, positive word-of-mouth, and ultimately, sustainable business growth.

In conclusion, displaying a strong brand is both necessary and possible for small organizations, and it can be achieved by leveraging the principles of The Flower of Service to deliver exceptional value to customers. By doing so, small organizations can establish themselves as competitive players in the market and build long-term success.

Question 4

Delivery ______ concern the place and manner of service ______, and how we have been _______.

Accepted Answer

A) processes; delivery; treated 
B) services; provided; advised 
C) actions; attributes; treated 
D) processes; delivery; advised 
E) experiences; delivery; advised 
A) processes; delivery; treated 
B) services; provided; advised 
C) actions; attributes; treated 
D) processes; delivery; advised 
E) experiences; delivery; advised

Question 5

The strategy of surrounding the core product with supplementary value-adding services is known in product marketing circles as the process of creating the:

Accepted Answer

A) product 
B) service product 
C) supplementary product 
D) augmented product 
E) expected product 
A) product 
B) service product 
C) supplementary product 
D) augmented product 
E) expected product

Question 6

Using the example of a 24/7 medical surgery, differentiate between the core service, facilitating services and supporting services.

Accepted Answer

The core service in a 24/7 medical surge

Question 7

When developing service products, core and supplementary service elements, core products, supplementary services, reliability levels and accessibility are all part of the:

Accepted Answer

A) strategic service concept 
B) market positioning 
C) service marketing concept 
D) service operations concept 
E) none of the above 
A) strategic service concept 
B) market positioning 
C) service marketing concept 
D) service operations concept 
E) none of the above

Question 8

In the development process of a service product strategy, what are the three essential elements that must be considered by a service firm?

Accepted Answer

A) Nature and benefits of the service, place and manner of service provision, and requisite enabling resources 
B) Nature and benefits of the service, place and manner of service provision, and the organisation's financial resources 
C) Nature and benefits of the service, customer's perception of quality, and requisite enabling resources 
D) Customer's perception of quality, place and manner of service provision, and requisite enabling resources 
E) Customer's perception of quality, place and manner of service provision, and the organisation's financial resources 
A) Nature and benefits of the service, place and manner of service provision, and requisite enabling resources 
B) Nature and benefits of the service, place and manner of service provision, and the organisation's financial resources 
C) Nature and benefits of the service, customer's perception of quality, and requisite enabling resources 
D) Customer's perception of quality, place and manner of service provision, and requisite enabling resources 
E) Customer's perception of quality, place and manner of service provision, and the organisation's financial resources

Question 9

_______ concept defines the essential nature of the service(s) to be offered with reference to the nature and needs of the market(s) to be targeted, and leads to a specification of what resources will be required to make the concept a reality.

Accepted Answer

A) The strategic service 
B) The service marketing 
C) The service operations 
D) The service production 
E) The service production and consumption 
A) The strategic service 
B) The service marketing 
C) The service operations 
D) The service production 
E) The service production and consumption

Question 10

Most _______ services represent _______ to _______ needs.

Accepted Answer

A) augmented; responses; customers 
B) supplementary; answers; organisations 
C) supplementary; information; customers 
D) supplementary; responses; customers 
E) core; responses; customers 
A) augmented; responses; customers 
B) supplementary; answers; organisations 
C) supplementary; information; customers 
D) supplementary; responses; customers 
E) core; responses; customers

Question 11

Bills for services should NOT be:

Accepted Answer

A) timely 
B) accurate 
C) illegible 
D) complete 
E) itemised 
A) timely 
B) accurate 
C) illegible 
D) complete 
E) itemised

Question 12

Creating a formal relationship with customers is important for some service providers.Which of the following is least likely to require this form of relationship?

Accepted Answer

A) Banks 
B) Insurance companies 
C) Medical benefits funds 
D) All of the above 
E) None of the above 
A) Banks 
B) Insurance companies 
C) Medical benefits funds 
D) All of the above 
E) None of the above

Question 13

In the framework for service design, 'increased perception of control' is provided by which service redesign concept?

Accepted Answer

A) Bundled the service 
B) Direct service 
C) Self-service 
D) Pre-service 
E) Physical service 
A) Bundled the service 
B) Direct service 
C) Self-service 
D) Pre-service 
E) Physical service

Question 14

Professional consultation in, for example, a trip to the doctor or an accountant is a complex and demanding form of consultation.

Accepted Answer

A) True 
 B)False

Question 15

The four groups of facilitating services are:

Accepted Answer

A) information, order-taking, billing, payment 
B) consultation, information, order-taking, billing 
C) order-taking, information, exceptions, 
D) hospitality, information, order-taking, billing 
E) exceptions, hospitality, safekeeping, order-taking 
A) information, order-taking, billing, payment 
B) consultation, information, order-taking, billing 
C) order-taking, information, exceptions, 
D) hospitality, information, order-taking, billing 
E) exceptions, hospitality, safekeeping, order-taking

Question 16

Companies do not need to perform well on core service and should focus on their performance of supplementary services.

Accepted Answer

A) True 
 B)False

Question 17

Supplementary services hold strategic value for a firm because they:

Accepted Answer

A) are less expensive to offer 
B) encourage consumer trial and switching 
C) create a barrier to consumer switching 
D) can be offered instead of expensive staff contact 
E) are more flexible and can be changed quickly 
A) are less expensive to offer 
B) encourage consumer trial and switching 
C) create a barrier to consumer switching 
D) can be offered instead of expensive staff contact 
E) are more flexible and can be changed quickly

Question 18

Which of the following is most aptly applied to the 'mass service' classification within the system created by Maister and later expanded by Schmenner (1986)?

Accepted Answer

A) Low degree of personal, interaction, customisation and labour intensity 
B) Low degree of personal interaction and customisation but high in labour intensity 
C) High degree of personal interaction and customisation and low in labour intensity 
D) High in personal interaction, customisation and labour intensity 
E) Low in personal interaction, customisation and high in labour intensity 
A) Low degree of personal, interaction, customisation and labour intensity 
B) Low degree of personal interaction and customisation but high in labour intensity 
C) High degree of personal interaction and customisation and low in labour intensity 
D) High in personal interaction, customisation and labour intensity 
E) Low in personal interaction, customisation and high in labour intensity

Question 19

What Levitt called 'the total product concept' consists of all of the following EXCEPT:

Accepted Answer

A) supplementary product 
B) core product 
C) expected product 
D) augmented product 
E) potential product 
A) supplementary product 
B) core product 
C) expected product 
D) augmented product 
E) potential product

Question 20

To be successful, what must a branding strategy do?

Accepted Answer

A) Offer a variable service experience so customers will be surprised 
B) Rely on a clever tag line and pleasing graphic elements 
C) Deliver the core service 
D) Convince customers that there are meaningful differences between brands 
E) Take the place of the service's value proposition 
A) Offer a variable service experience so customers will be surprised 
B) Rely on a clever tag line and pleasing graphic elements 
C) Deliver the core service 
D) Convince customers that there are meaningful differences between brands 
E) Take the place of the service's value proposition

Money is not the only cost that customers incur when buying goods or using a service.

It is unreasonable for customers to expect a variety of payment options, particularly when the organisation is small.

How necessary and possible is it for small organisations to display strong brands? Discuss this in line with The Flower of Service concept.

Delivery concern the place and manner of service , and how we have been ___.

The strategy of surrounding the core product with supplementary value-adding services is known in product marketing circles as the process of creating the:

Using the example of a 24/7 medical surgery, differentiate between the core service, facilitating services and supporting services.

When developing service products, core and supplementary service elements, core products, supplementary services, reliability levels and accessibility are all part of the:

In the development process of a service product strategy, what are the three essential elements that must be considered by a service firm?

_______ concept defines the essential nature of the service(s) to be offered with reference to the nature and needs of the market(s) to be targeted, and leads to a specification of what resources will be required to make the concept a reality.

Most ___ services represent _ to _____ needs.

Bills for services should NOT be:

Creating a formal relationship with customers is important for some service providers.Which of the following is least likely to require this form of relationship?

In the framework for service design, 'increased perception of control' is provided by which service redesign concept?

Professional consultation in, for example, a trip to the doctor or an accountant is a complex and demanding form of consultation.

The four groups of facilitating services are:

Companies do not need to perform well on core service and should focus on their performance of supplementary services.

Supplementary services hold strategic value for a firm because they:

Which of the following is most aptly applied to the 'mass service' classification within the system created by Maister and later expanded by Schmenner (1986)?

What Levitt called 'the total product concept' consists of all of the following EXCEPT:

To be successful, what must a branding strategy do?

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

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 4: Developing service products: core and supplementary service elements

Money is not the only cost that customers incur when buying goods or using a service.

It is unreasonable for customers to expect a variety of payment options, particularly when the organisation is small.

How necessary and possible is it for small organisations to display strong brands? Discuss this in line with The Flower of Service concept.

Delivery ______ concern the place and manner of service ______, and how we have been _______.

The strategy of surrounding the core product with supplementary value-adding services is known in product marketing circles as the process of creating the:

Using the example of a 24/7 medical surgery, differentiate between the core service, facilitating services and supporting services.

When developing service products, core and supplementary service elements, core products, supplementary services, reliability levels and accessibility are all part of the:

In the development process of a service product strategy, what are the three essential elements that must be considered by a service firm?

_______ concept defines the essential nature of the service(s) to be offered with reference to the nature and needs of the market(s) to be targeted, and leads to a specification of what resources will be required to make the concept a reality.

Most _______ services represent _______ to _______ needs.

Bills for services should NOT be:

Creating a formal relationship with customers is important for some service providers.Which of the following is least likely to require this form of relationship?

In the framework for service design, 'increased perception of control' is provided by which service redesign concept?

Professional consultation in, for example, a trip to the doctor or an accountant is a complex and demanding form of consultation.

The four groups of facilitating services are:

Companies do not need to perform well on core service and should focus on their performance of supplementary services.

Supplementary services hold strategic value for a firm because they:

Which of the following is most aptly applied to the 'mass service' classification within the system created by Maister and later expanded by Schmenner (1986)?

What Levitt called 'the total product concept' consists of all of the following EXCEPT:

To be successful, what must a branding strategy do?

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

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

Delivery concern the place and manner of service , and how we have been ___.

Most ___ services represent _ to _____ needs.