Question 1

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

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 2

____________ facilitate use of the core product and add value and differentiation to the customer's overall experience.

Accepted Answer

A)  Fixed services 
B)  Value-added provisions 
C)  Marketing theories 
D)  Supplementary services 
E)  Service providers 
A)  Fixed services 
B)  Value-added provisions 
C)  Marketing theories 
D)  Supplementary services 
E)  Service providers

Question 3

Which of the following is NOT considered an example of a hospitality element?

Accepted Answer

A)  Greeting 
B)  Toilets and washrooms 
C)  Advice 
D)  Food and beverages 
E)  Transport 
A)  Greeting 
B)  Toilets and washrooms 
C)  Advice 
D)  Food and beverages 
E)  Transport

Question 4

Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.

Accepted Answer

A) True 
 B)False

Question 5

"Exceptions" involve supplementary services that fall outside the routine of normal service delivery.

Accepted Answer

A) True 
 B)False

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

____________ facilitate use of the core product and add value and differentiation to the customer's overall experience.

Which of the following is NOT considered an example of a hospitality element?

Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.

"Exceptions" involve supplementary services that fall outside the routine of normal service delivery.

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

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

____________ facilitate use of the core product and add value and differentiation to the customer's overall experience.

Which of the following is NOT considered an example of a hospitality element?

Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.

"Exceptions" involve supplementary services that fall outside the routine of normal service delivery.

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