Question 1

Which of the following could be considered as a product line extension for a service organisation?

Accepted Answer

A) The introduction of online book purchasing over the Internet 
B) The first creation of search engines for the Internet 
C) A retailer offering financial services to its customers 
D) An airline that instigates a new route to a different destination for its customers 
E) A restaurant that now offers credit card payment facilities 
A) The introduction of online book purchasing over the Internet 
B) The first creation of search engines for the Internet 
C) A retailer offering financial services to its customers 
D) An airline that instigates a new route to a different destination for its customers 
E) A restaurant that now offers credit card payment facilities

Question 2

Some service firms require a formal membership relationship with customers so they can:

Accepted Answer

A) gather as much information as possible for use by their other companies 
B) screen out consumers who don't meet basic enrolment criteria 
C) charge higher prices for the added membership benefits 
D) gather relevant information 
E) b and d 
A) gather as much information as possible for use by their other companies 
B) screen out consumers who don't meet basic enrolment criteria 
C) charge higher prices for the added membership benefits 
D) gather relevant information 
E) b and d

Question 3

When buying electrical goods, the manufacturer's provision of warranties and guarantees against product malfunctions are an example of 'restitution'.

Accepted Answer

A) True 
 B)False

Question 4

Pricing, delivery, appearance of facilities and personnel, and personality of service people are included in which of the following bands of Levitt's 'total product concept'?

Accepted Answer

A) Core product 
B) Expected product 
C) Augmented product 
D) Potential product 
E) None of the above 
A) Core product 
B) Expected product 
C) Augmented product 
D) Potential product 
E) None of the above

Question 5

Exceptions involve a group of supplementary services that fall outside the routine of normal service delivery.Which of the following is NOT one of the types of such exceptions?

Accepted Answer

A) Special requests 
B) Problem solving 
C) Handling payment 
D) Handling complaints 
E) Restitution 
A) Special requests 
B) Problem solving 
C) Handling payment 
D) Handling complaints 
E) Restitution

Question 6

The provision of services within the fast food industry is an excellent example of:

Accepted Answer

A) service factory 
B) mass service 
C) service shop 
D) professional service 
E) labour intensity 
A) service factory 
B) mass service 
C) service shop 
D) professional service 
E) labour intensity

Question 7

The process of reengineering involves _______ processes to achieve _______ performances.

Accepted Answer

A) analysing and organising; faster and better 
B) analysing and redesigning; faster and smoother 
C) analysing and redesigning; faster and better 
D) analysing and redesigning; efficient and economic 
E) analysing and organising; efficient and economic 
A) analysing and organising; faster and better 
B) analysing and redesigning; faster and smoother 
C) analysing and redesigning; faster and better 
D) analysing and redesigning; efficient and economic 
E) analysing and organising; efficient and economic

Question 8

While courtesy and consideration for customers is important at all times, it is in the face-to-face rather than remote situation that it is most important.

Accepted Answer

A) True 
 B)False

Question 9

Major process innovations are new core offerings for markets that have not been previously defined.

Accepted Answer

A) True 
 B)False

Question 10

Characteristics such as a high degree of personal interaction and customisation and low labour intensity would indicate that the description 'service shop' is correct.

Accepted Answer

A) True 
 B)False

Question 11

Supplementary services can be enhanced by the intelligent use of information technology.

Accepted Answer

A) True 
 B)False

Question 12

Heany (1983) proposed seven categories of innovation which include:

Accepted Answer

A) major service innovations 
B) major process innovations 
C) supplementary service innovations 
D) service redesign 
E) all of the above 
A) major service innovations 
B) major process innovations 
C) supplementary service innovations 
D) service redesign 
E) all of the above

Question 13

The acquisition of Israel Folau to the ranks of the Australian Football League in 2011 raised the question of the power of the brand.Is Folau a brand in his own right and what implication does this have in terms of the organisation's brand?

Accepted Answer

Israel Folau's acquisition to the ranks

Question 14

Service firms do not need to concern themselves about brand names and branding.

Accepted Answer

A) True 
 B)False

Question 15

Facilitating services are the basic reason for service providers to be in business.

Accepted Answer

A) True 
 B)False

Which of the following could be considered as a product line extension for a service organisation?

Some service firms require a formal membership relationship with customers so they can:

When buying electrical goods, the manufacturer's provision of warranties and guarantees against product malfunctions are an example of 'restitution'.

Pricing, delivery, appearance of facilities and personnel, and personality of service people are included in which of the following bands of Levitt's 'total product concept'?

Exceptions involve a group of supplementary services that fall outside the routine of normal service delivery.Which of the following is NOT one of the types of such exceptions?

The provision of services within the fast food industry is an excellent example of:

The process of reengineering involves _ processes to achieve _ performances.

While courtesy and consideration for customers is important at all times, it is in the face-to-face rather than remote situation that it is most important.

Major process innovations are new core offerings for markets that have not been previously defined.

Characteristics such as a high degree of personal interaction and customisation and low labour intensity would indicate that the description 'service shop' is correct.

Supplementary services can be enhanced by the intelligent use of information technology.

Heany (1983) proposed seven categories of innovation which include:

The acquisition of Israel Folau to the ranks of the Australian Football League in 2011 raised the question of the power of the brand.Is Folau a brand in his own right and what implication does this have in terms of the organisation's brand?

Service firms do not need to concern themselves about brand names and branding.

Facilitating services are the basic reason for service providers to be in business.

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

Which of the following could be considered as a product line extension for a service organisation?

Some service firms require a formal membership relationship with customers so they can:

When buying electrical goods, the manufacturer's provision of warranties and guarantees against product malfunctions are an example of 'restitution'.

Pricing, delivery, appearance of facilities and personnel, and personality of service people are included in which of the following bands of Levitt's 'total product concept'?

Exceptions involve a group of supplementary services that fall outside the routine of normal service delivery.Which of the following is NOT one of the types of such exceptions?

The provision of services within the fast food industry is an excellent example of:

The process of reengineering involves _______ processes to achieve _______ performances.

While courtesy and consideration for customers is important at all times, it is in the face-to-face rather than remote situation that it is most important.

Major process innovations are new core offerings for markets that have not been previously defined.

Characteristics such as a high degree of personal interaction and customisation and low labour intensity would indicate that the description 'service shop' is correct.

Supplementary services can be enhanced by the intelligent use of information technology.

Heany (1983) proposed seven categories of innovation which include:

The acquisition of Israel Folau to the ranks of the Australian Football League in 2011 raised the question of the power of the brand.Is Folau a brand in his own right and what implication does this have in terms of the organisation's brand?

Service firms do not need to concern themselves about brand names and branding.

Facilitating services are the basic reason for service providers to be in business.

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

The process of reengineering involves _ processes to achieve _ performances.