Question 1

There are four readily accepted distinguishing characteristics of services that create unique strategic challenges. They are

Accepted Answer

A)  inflexibility, heterogeneity, perishability, inseparability. 
B)  intangibility, heterogeneity, perishability, inseparability. 
C)  intangibility, heterogeneity, perishability, inscrutability. 
D)  intangibility, homogeneity, perishability, inseparability. 
A)  inflexibility, heterogeneity, perishability, inseparability. 
B)  intangibility, heterogeneity, perishability, inseparability. 
C)  intangibility, heterogeneity, perishability, inscrutability. 
D)  intangibility, homogeneity, perishability, inseparability.

Question 2

Citibank developed a relationship with American Airlines to offer its credit card users benefits in the form of frequent flyer miles. This is an example of

Accepted Answer

A)  asset sharing alliance. 
B)  brand sharing alliance. 
C)  both of the above. 
D)  None of the options given are correct. 
A)  asset sharing alliance. 
B)  brand sharing alliance. 
C)  both of the above. 
D)  None of the options given are correct.

Question 3

Which of the below is not one of the steps suggested by Stuart (2006) in the seven steps model for use by service managers to offer not just a good, but an outstanding service experience?

Accepted Answer

A)  Never to lose sight of the main stage 
B)  To communicate extensively with visual cues 
C)  To continuously strive for authenticity and integrity 
D)  Offer great prices all the time 
A)  Never to lose sight of the main stage 
B)  To communicate extensively with visual cues 
C)  To continuously strive for authenticity and integrity 
D)  Offer great prices all the time

Question 4

Firms like Fedex and Bank of America cater to the more ______ customers and downplay the efforts to reach the less_______ segments.

Accepted Answer

A)  loss making, loss making 
B)  older, newer 
C)  profitable, profitable 
D)  rich, poorer 
A)  loss making, loss making 
B)  older, newer 
C)  profitable, profitable 
D)  rich, poorer

Question 5

Which of the following is not one of Vargo and Lusch's (2004) foundational premises which show differences between goods-centred and service-centred logic?

Accepted Answer

A)  Direct exchange masks the fundamental unit of exchange. 
B)  Knowledge in the fundamental source of competitive advantage 
C)  The enterprise can only make value propositions. 
D)  The service-centred view is customer oriented and relational. 
A)  Direct exchange masks the fundamental unit of exchange. 
B)  Knowledge in the fundamental source of competitive advantage 
C)  The enterprise can only make value propositions. 
D)  The service-centred view is customer oriented and relational.

Question 6

Outsourcing often involves the combination of contract workers with regular personnel. This has the following problem.

Accepted Answer

A)  Contract workers are not efficient. 
B)  Contract workers are lazy. 
C)  There could be an employee role conflict. 
D)  Regular service personnel would not be loyal. 
A)  Contract workers are not efficient. 
B)  Contract workers are lazy. 
C)  There could be an employee role conflict. 
D)  Regular service personnel would not be loyal.

Question 7

Arnold et al (1999) found that firm success was facilitated by a four-pronged approach to segmentation. Which is not one of them?

Accepted Answer

A)  Identify attractive customers. 
B)  Restructure business to cater to their needs. 
C)  Create sustainable perceptual differentiation. 
D)  None of the options given are correct. 
A)  Identify attractive customers. 
B)  Restructure business to cater to their needs. 
C)  Create sustainable perceptual differentiation. 
D)  None of the options given are correct.

Question 8

Ford et al (2001) found that service companies must not only meet customer expectations, _____them.

Accepted Answer

A)  manage 
B)  minimize 
C)  support 
D)  exceed 
A)  manage 
B)  minimize 
C)  support 
D)  exceed

Question 9

A firm that decouples to support front office personnel, with cost reduction as a secondary concern is called ______

Accepted Answer

A)  dedicated service. 
B)  stripped down service. 
C)  premium service. 
D)  cost leaders. 
A)  dedicated service. 
B)  stripped down service. 
C)  premium service. 
D)  cost leaders.

Question 10

________ appears to be the key ingredient in the concept of satisfaction of customers of service firms.

Accepted Answer

A)  Satisfaction 
B)  Fullness of service 
C)  Value offering 
D)  Meeting customer's expectations 
A)  Satisfaction 
B)  Fullness of service 
C)  Value offering 
D)  Meeting customer's expectations

Question 11

Arnold et al (1999) found that global wireless communications were suffering from which problem?

Accepted Answer

A)  They meant nothing to all people. 
B)  They meant few things to many people. 
C)  They meant few things to few people. 
D)  They meant all things to all people. 
A)  They meant nothing to all people. 
B)  They meant few things to many people. 
C)  They meant few things to few people. 
D)  They meant all things to all people.

Question 12

________ implies that customers are co-producers / designers.

Accepted Answer

A)  Perishability 
B)  Heterogeneity 
C)  Intangibility 
D)  Inseparability 
A)  Perishability 
B)  Heterogeneity 
C)  Intangibility 
D)  Inseparability

Question 13

_________ means that it is difficult to be a low-cost provider or to differentiate for positioning purposes.

Accepted Answer

A)  Heterogeneity 
B)  Perishability 
C)  Intangibility 
D)  Inseparability 
A)  Heterogeneity 
B)  Perishability 
C)  Intangibility 
D)  Inseparability

Question 14

Which rule of employee management has worked well for Southwest Airlines, Walt Disney Corporation?

Accepted Answer

A)  Pay the best salary in the industry. 
B)  Assure lifetime employment. 
C)  Follow the perform or fire policy. 
D)  Create an environment in which employees have treated each other in the same way as they would treat customers. 
A)  Pay the best salary in the industry. 
B)  Assure lifetime employment. 
C)  Follow the perform or fire policy. 
D)  Create an environment in which employees have treated each other in the same way as they would treat customers.

Question 15

Which is the right order?

Accepted Answer

A)  Perceptions of service quality, customer satisfaction, positive purchase intentions, sales and profits 
B)  Customer satisfaction, positive purchase intentions, sales and profits, perceptions of service quality 
C)  Perceptions of service quality, positive purchase intentions, customer satisfaction, sales and profits 
D)  Perceptions of service quality, customer satisfaction, positive purchase intentions, profits, sales 
A)  Perceptions of service quality, customer satisfaction, positive purchase intentions, sales and profits 
B)  Customer satisfaction, positive purchase intentions, sales and profits, perceptions of service quality 
C)  Perceptions of service quality, positive purchase intentions, customer satisfaction, sales and profits 
D)  Perceptions of service quality, customer satisfaction, positive purchase intentions, profits, sales

There are four readily accepted distinguishing characteristics of services that create unique strategic challenges. They are

Citibank developed a relationship with American Airlines to offer its credit card users benefits in the form of frequent flyer miles. This is an example of

Which of the below is not one of the steps suggested by Stuart (2006) in the seven steps model for use by service managers to offer not just a good, but an outstanding service experience?

Firms like Fedex and Bank of America cater to the more customers and downplay the efforts to reach the less_ segments.

Which of the following is not one of Vargo and Lusch's (2004) foundational premises which show differences between goods-centred and service-centred logic?

Outsourcing often involves the combination of contract workers with regular personnel. This has the following problem.

Arnold et al (1999) found that firm success was facilitated by a four-pronged approach to segmentation. Which is not one of them?

Ford et al (2001) found that service companies must not only meet customer expectations, _____them.

A firm that decouples to support front office personnel, with cost reduction as a secondary concern is called ______

________ appears to be the key ingredient in the concept of satisfaction of customers of service firms.

Arnold et al (1999) found that global wireless communications were suffering from which problem?

________ implies that customers are co-producers / designers.

_________ means that it is difficult to be a low-cost provider or to differentiate for positioning purposes.

Which rule of employee management has worked well for Southwest Airlines, Walt Disney Corporation?

Which is the right order?

Strategic Marketing: Analysis, Perspectives, and Blueprint

Environmental and Internal Analysis: Market Information and Intelligence

Strategic Marketing Decisions, Choices, and Mistakes

Segmentation, Targeting, and Positioning Strategies

Branding Strategies

Relational and Sustainability Strategies

Product Innovation and Development Strategies

Pricing and Distribution Strategies

Marketing Communications

Social and Ethical Strategies

Strategy Implementation and Control

Strategy and Metrics

Filters

Exam 8: Service Marketing Strategies

There are four readily accepted distinguishing characteristics of services that create unique strategic challenges. They are

Citibank developed a relationship with American Airlines to offer its credit card users benefits in the form of frequent flyer miles. This is an example of

Which of the below is not one of the steps suggested by Stuart (2006) in the seven steps model for use by service managers to offer not just a good, but an outstanding service experience?

Firms like Fedex and Bank of America cater to the more ______ customers and downplay the efforts to reach the less_______ segments.

Which of the following is not one of Vargo and Lusch's (2004) foundational premises which show differences between goods-centred and service-centred logic?

Outsourcing often involves the combination of contract workers with regular personnel. This has the following problem.

Arnold et al (1999) found that firm success was facilitated by a four-pronged approach to segmentation. Which is not one of them?

Ford et al (2001) found that service companies must not only meet customer expectations, _____them.

A firm that decouples to support front office personnel, with cost reduction as a secondary concern is called ______

________ appears to be the key ingredient in the concept of satisfaction of customers of service firms.

Arnold et al (1999) found that global wireless communications were suffering from which problem?

________ implies that customers are co-producers / designers.

_________ means that it is difficult to be a low-cost provider or to differentiate for positioning purposes.

Which rule of employee management has worked well for Southwest Airlines, Walt Disney Corporation?

Which is the right order?

Strategic Marketing: Analysis, Perspectives, and Blueprint

Environmental and Internal Analysis: Market Information and Intelligence

Strategic Marketing Decisions, Choices, and Mistakes

Segmentation, Targeting, and Positioning Strategies

Branding Strategies

Relational and Sustainability Strategies

Product Innovation and Development Strategies

Pricing and Distribution Strategies

Marketing Communications

Social and Ethical Strategies

Strategy Implementation and Control

Strategy and Metrics

Filters

Firms like Fedex and Bank of America cater to the more customers and downplay the efforts to reach the less_ segments.