Test
Chapter 1 - 4 test | Services Marketing
Preguntas del test (20)
1A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.
- Amap; versatility
- Bstrategy; quality
- Cplan; quality
- Dstrategy; map
- Eplan; market
2When determining the overall nature, level and trend of demand and the geographical location of the demand it is useful to undertake a(n):
- Acompany analysis
- Bcustomer analysis
- Ccompetitive analysis
- Dinternal analysis
- Epositioning analysis
3In the ‘Flower of Service’ model, in what sense are supplementary services like petals surrounding the core product?
- AThey should be well formed and complement the core.
- BThey have short lives.
- CThey are delicate and beautiful.
- DThey can become detached from the core.
- EThey are optional and sometimes unnecessary.
4In the new service development process, what is essential to consider in the early stages?
- ADifferentiation
- BRe-engineering
- CTest marketing
- DPerformance evaluation
- EProduct introduction
5__________ attributes are often some way down the list of service characteristics that are important to purchasers, but they are attributes by which customers see compelling differences between competing alternatives.
- ASupplementary
- BCore
- CDeterminant
- DExpected
- EImportance
6Activities or amenities that enhance the use of the core offering are called:
- Aaccessory products
- Bsupplementary product elements
- Cextended product concepts
- Dsupplementary service elements
- Eoptional extras
7Which of the following services could be said to be the most intangible?
- AAirline
- BFast food outlet
- CConsultancy firm
- DTaxi firm
- EHotel
8For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:
- Acustomers’ ages
- Bthe potential for alliances
- Cindustry types
- Danticipated purchasing volume
- Eprofitability or potential yield
9For an overseas student selecting an Australian or New Zealand university, which of the following information sources are likely to be the least important to the student in making his/her decision?
- AOpinion of friends who have visited and experienced the university
- BOpinion of potential employers at the student's home country
- COpinion of academic staff at the student's home school
- DDiscussions with university staff members over the telephone
- EUniversity websites
10Which of the following CANNOT be classified as a consumer service?
- AArchitecture
- BAirline
- CRestaurant
- DTelecommunications
- EFootball match
11Which of the steps in the planning, creating and delivering of services involves clarifying specific benefits offered to customers and the costs incurred in return?
- AService marketing concept
- BService operations concept
- CThe market positioning statement
- DStrategic service concept statement
- EThe market opportunity analysis
12A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:
- Awho are our target markets?
- Bhow are we positioned in the market?
- Cwhat is our service product or concept?
- Dwhere in the market should we compete?
- Ewhat do we want our service product to become?
13Attributes such as style, colour and feel are ________ properties which can be evaluated pre-purchase; __________ properties can only be evaluated during consumption and consumers may not be able to confidently evaluate __________ properties.
- Asearch; experience; credence
- Bsearch; experience; psychological
- Csearch; functional; credence
- Dtangible; physical; emotional
- Ephysical; experiential; value
14An auto repair service has a coffee machine and magazines in its waiting room and offers pick-up and delivery from customers’ places of work. These are examples of the:
- Afacilitating service element of augmentation
- Benhancing service element of hospitality
- Cenhancing service element of augmentation
- Dfacilitating service element of hospitality
- Esupport service element of atmospherics
15Which of the following is a disadvantage of highly scripted roles?
- AThey can lead to mindless service performance, rather than attention to customer needs.
- BThey can be attractive to employees who prefer the freedom of an ad lib approac
- CThey can lead to creative solutions in unfamiliar situations.
- DThey ensure uniform quality.
16Characteristics of a service that consumers find hard to evaluate even after purchase and consumption are called:
- Aintangible qualities
- Bcredence qualities
- Cvariable qualities
- Dsearch qualities
17__________ represents the dignity based on a correct relationship between a person and the groups to which that person belongs.
- ADignity
- BSelf-esteem
- CFace
- DPecking order
18All of the following are good strategies for an organisation to reduce risk on behalf of its customers except:
- Alowering the price of the service
- Bgiving out more information on the services offered
- Cmanaging the physical evidence of the company effectively
- Dspending money on the branding of the company
- Egiving a guarantee or a warranty
19In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.
- Alow uncertainty avoidance
- Bcollectivist
- Cindividualist
- Dhigh power distance
20In a service encounter, customers obtain value from __________ without any __________.
- Aeconomic activities; tangible elements
- Butility functions; transfer of results
- Cmonetary exchanges; transfer of ownership
- Dvalue-creating elements; transfer of ownership
- Eutility exchanges; allocation of ownership
Información
- Descripción
- Chapter 1 - 4 test
- Autor
- Lorisse Bazley
- Idioma
- English
- Visitas
- 597
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- Valoración
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