Question 1

Explain where Sun Microsystems falls on the spectrum of branding alternatives and discuss what their strategy involves.

Accepted Answer

Sun Microsystems utilizes a sub-branded

Question 2

____________ augment the core product, both facilitating its use and enhancing its value and appeal.

Accepted Answer

A)  Core products 
B)  Supplementary services 
C)  Delivery processes 
D)  Sustaining processes 
E)  Conditional services 
A)  Core products 
B)  Supplementary services 
C)  Delivery processes 
D)  Sustaining processes 
E)  Conditional services

Question 3

For self-service payment, customers may make payment by inserting coins, banknotes, tokens or cards into machines.

Accepted Answer

A) True 
 B)False

Question 4

____________ represent a special type of order taking that entitles customers to a specific unit of service.

Accepted Answer

A)  Suggestions 
B)  Reservations 
C)  Trackers 
D)  Repossessions 
E)  Contracts 
A)  Suggestions 
B)  Reservations 
C)  Trackers 
D)  Repossessions 
E)  Contracts

Question 5

Describe the four types of "exceptions" listed in the chapter.

Accepted Answer

Special requests are one type of excepti

Question 6

Customers who visit Giordano outlets are greeted with a cheerful "Hello" and "Thank you" when they enter and leave the store. That is an example of ____________ .

Accepted Answer

A)  consultation 
B)  hospitality 
C)  exceptions 
D)  courtesy 
E)  safekeeping 
A)  consultation 
B)  hospitality 
C)  exceptions 
D)  courtesy 
E)  safekeeping

Question 7

Which of the following is an example of a special request in advance of service delivery?

Accepted Answer

A)  Dietary requirements 
B)  Complaints 
C)  Warranties 
D)  Refunds 
E)  Suggestions 
A)  Dietary requirements 
B)  Complaints 
C)  Warranties 
D)  Refunds 
E)  Suggestions

Question 8

Westin hotels are wholly owned subsidiaries of Marriott Group that are usually not identified as part of Marriott to protect Westin's exclusive image.

Accepted Answer

A) True 
 B)False

Question 9

Information processing services tend to be the most demanding in terms of supplementary elements.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT one of the seven categories of new services?

Accepted Answer

A)  Target profitable customers, employing behavior segmentation rather than demographics. 
B)  Achieve a superior understanding of what your targeted customers value. 
C)  Design facilities that delight your customers and reduce complaints. 
D)  Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience. 
E)  Make everyone a brand manager. 
A)  Target profitable customers, employing behavior segmentation rather than demographics. 
B)  Achieve a superior understanding of what your targeted customers value. 
C)  Design facilities that delight your customers and reduce complaints. 
D)  Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience. 
E)  Make everyone a brand manager.

Question 11

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Accepted Answer

A) True 
 B)False

Question 12

Give two examples of enhancing services.

Accepted Answer

Consultation, hospit

Question 13

What three components must the value proposition address and integrate?

Accepted Answer

Core products, suppl

Question 14

What four things must the design of the service offerings address?

Accepted Answer

How the different service components are

Question 15

A company's ____________ helps to determine which supplementary services should be included.

Accepted Answer

A)  location 
B)  delivery system 
C)  key service representative 
D)  service atmosphere 
E)  market positioning strategy 
A)  location 
B)  delivery system 
C)  key service representative 
D)  service atmosphere 
E)  market positioning strategy

Question 16

Give an example of a consultation element.

Accepted Answer

Advice-personal counseling, tu

Question 17

What are the branding alternatives for service firms?

Accepted Answer

Branded house, subbr

Question 18

Singapore Airlines Raffles Class is an example of an) ____________.

Accepted Answer

A)  branded house 
B)  endorsed brand 
C)  house of brands 
D)  sub-brand 
E)  clear strategy 
A)  branded house 
B)  endorsed brand 
C)  house of brands 
D)  sub-brand 
E)  clear strategy

Question 19

Discuss the three factors that discriminate between successful and unsuccessful new financial services.

Accepted Answer

Multiple Choice Quest ionsThe three fact

Question 20

Branding can only be used at the company level for service businesses.

Accepted Answer

A) True 
 B)False

Explain where Sun Microsystems falls on the spectrum of branding alternatives and discuss what their strategy involves.

____________ augment the core product, both facilitating its use and enhancing its value and appeal.

For self-service payment, customers may make payment by inserting coins, banknotes, tokens or cards into machines.

____________ represent a special type of order taking that entitles customers to a specific unit of service.

Describe the four types of "exceptions" listed in the chapter.

Customers who visit Giordano outlets are greeted with a cheerful "Hello" and "Thank you" when they enter and leave the store. That is an example of ____________ .

Which of the following is an example of a special request in advance of service delivery?

Westin hotels are wholly owned subsidiaries of Marriott Group that are usually not identified as part of Marriott to protect Westin's exclusive image.

Information processing services tend to be the most demanding in terms of supplementary elements.

Which of the following is NOT one of the seven categories of new services?

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Give two examples of enhancing services.

What three components must the value proposition address and integrate?

What four things must the design of the service offerings address?

A company's ____________ helps to determine which supplementary services should be included.

Give an example of a consultation element.

What are the branding alternatives for service firms?

Singapore Airlines Raffles Class is an example of an) ____________.

Discuss the three factors that discriminate between successful and unsuccessful new financial services.

Branding can only be used at the company level for service businesses.

Introduction to Services Marketing

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing and Managing Service Processes

Balancing Demand Against Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Organizing for Change Management and Service Leadership

Filters

Exam 4: Developing the Service Concept: Core and Supplementary Elements

Explain where Sun Microsystems falls on the spectrum of branding alternatives and discuss what their strategy involves.

____________ augment the core product, both facilitating its use and enhancing its value and appeal.

For self-service payment, customers may make payment by inserting coins, banknotes, tokens or cards into machines.

____________ represent a special type of order taking that entitles customers to a specific unit of service.

Describe the four types of "exceptions" listed in the chapter.

Customers who visit Giordano outlets are greeted with a cheerful "Hello" and "Thank you" when they enter and leave the store. That is an example of ____________ .

Which of the following is an example of a special request in advance of service delivery?

Westin hotels are wholly owned subsidiaries of Marriott Group that are usually not identified as part of Marriott to protect Westin's exclusive image.

Information processing services tend to be the most demanding in terms of supplementary elements.

Which of the following is NOT one of the seven categories of new services?

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Give two examples of enhancing services.

What three components must the value proposition address and integrate?

What four things must the design of the service offerings address?

A company's ____________ helps to determine which supplementary services should be included.

Give an example of a consultation element.

What are the branding alternatives for service firms?

Singapore Airlines Raffles Class is an example of an) ____________.

Discuss the three factors that discriminate between successful and unsuccessful new financial services.

Branding can only be used at the company level for service businesses.

Introduction to Services Marketing

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing and Managing Service Processes

Balancing Demand Against Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Organizing for Change Management and Service Leadership

Filters