Exam 13: Designing and Managing Services

The service quality of a firm is tested at each customer encounter.The service-quality model highlights the main requirements for delivering high service quality.The model identifies five gaps that cause unsuccessful delivery.List each of these gaps.

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Question 1

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The five gaps are: (1)the gap between consumer expectation and management perception; (2)the gap between management perception and service-quality specification; (3)the gap between service-quality specifications and service delivery; (4)the gap between service delivery and external communications; and (5)the gap between perceived service and expected service.

What are the dangers associated with providing differentiated levels of service to customers in different profit tiers

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Question 2

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Companies that provide differentiated levels of service must be careful about claiming superior service - the customers who receive poor treatment will bad-mouth the company and injure its reputation.

The service outcome,and whether people will remain loyal to a service provider,is influenced by a host of variables.Identify the eight categories into which these factors fall.

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Question 3

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Factors leading to customer switching behavior fall into the following categories: (1)pricing; (2)inconvenience; (3)core service failure; (4)service encounter failures; (5)response to service failure; (6)competition; (7)ethical problems; and (8)involuntary switching.

Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.

(Multiple Choice)

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Question 4

In the context of holistic marketing,________ describes the normal work of preparing,pricing,distributing,and promoting the service to customers.

(Multiple Choice)

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Question 5

Services include government,private nonprofit,business,retail,and the manufacturing sector.

(True/False)

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Question 6

Various studies have found that well-managed service companies share no common service characteristics.

(True/False)

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Question 7

The three levels of differentiation for a service company include reliability,resilience,and cost.

(True/False)

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Question 8

Top service companies are "customer obsessed."

(True/False)

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Question 9

Services have four distinctive characteristics that greatly affect the design of marketing programs.List these characteristics and briefly explain each.

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Question 10

As companies collect,store,and use more information about customers,they must also incorporate the proper safeguards to protect that information and reassure customers about their efforts.

(True/False)

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Question 11

Service marketers have no problem in differentiating their services from the competition.

(True/False)

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Question 12

The five determinants of service quality include all of the following EXCEPT ________.

(Multiple Choice)

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Question 13

Services have four distinctive characteristics that greatly affect the design of marketing programs.Which of the following is NOT one of these characteristics

(Multiple Choice)

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Question 14

Marketing academics and consultants Jeffrey Rayport and Bernie Jaworski believe that to deliver high levels of customer-perceived value,any customer-service interface should excel on four dimensions.Define the term "customer-service interface" and identify the four dimensions on which it should excel.

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Question 15

I have switched my dry cleaning provider because the cleaner did not perform up to my standards.This is an example of which of the following factors leading to customer switching behavior

(Multiple Choice)

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Question 16

Services depend on who provides them and when and where they are provided.They are highly ________.

(Multiple Choice)

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Question 17

There are three steps service firms can take to increase quality control.Which of the following is NOT one of these steps

(Multiple Choice)

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Question 18

According to Berry,Parasuraman,and Zeithaml,________ is the single most important dimension of service quality.

(Multiple Choice)

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Question 19

Companies that ________ disappointed customers to complain-and also empower employees to remedy the situation on the spot-achieve higher revenues and greater profits than companies that lack a systematic approach for addressing service failures.

(Multiple Choice)

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Question 20

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Exam 13: Designing and Managing Services

The service quality of a firm is tested at each customer encounter.The service-quality model highlights the main requirements for delivering high service quality.The model identifies five gaps that cause unsuccessful delivery.List each of these gaps.

What are the dangers associated with providing differentiated levels of service to customers in different profit tiers

The service outcome,and whether people will remain loyal to a service provider,is influenced by a host of variables.Identify the eight categories into which these factors fall.

Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.

In the context of holistic marketing,________ describes the normal work of preparing,pricing,distributing,and promoting the service to customers.

Services include government,private nonprofit,business,retail,and the manufacturing sector.

Various studies have found that well-managed service companies share no common service characteristics.

The three levels of differentiation for a service company include reliability,resilience,and cost.

Top service companies are "customer obsessed."

Services have four distinctive characteristics that greatly affect the design of marketing programs.List these characteristics and briefly explain each.

As companies collect,store,and use more information about customers,they must also incorporate the proper safeguards to protect that information and reassure customers about their efforts.

Service marketers have no problem in differentiating their services from the competition.

The five determinants of service quality include all of the following EXCEPT ________.

Services have four distinctive characteristics that greatly affect the design of marketing programs.Which of the following is NOT one of these characteristics

I have switched my dry cleaning provider because the cleaner did not perform up to my standards.This is an example of which of the following factors leading to customer switching behavior

Services depend on who provides them and when and where they are provided.They are highly ________.

There are three steps service firms can take to increase quality control.Which of the following is NOT one of these steps

According to Berry,Parasuraman,and Zeithaml,________ is the single most important dimension of service quality.

Companies that ________ disappointed customers to complain-and also empower employees to remedy the situation on the spot-achieve higher revenues and greater profits than companies that lack a systematic approach for addressing service failures.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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