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Services Marketing chapters 5 - 8

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Services Marketing chapters 5 - 8
Lorisse Bazley
Quiz by Lorisse Bazley, updated more than 1 year ago
Lorisse Bazley
Created by Lorisse Bazley almost 6 years ago
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Resource summary

Question 1

Question
If queues are unavoidable, managers should consider all of the following EXCEPT:
Answer
  • involve customer in part of the service process during the wait
  • provide electronic news displays or videos
  • occupy customers during the wait
  • design queuing to give the impression of constant progress
  • scheduling staff breaks during peak times

Question 2

Question
Which of the following does an effective pricing strategy do?
Answer
  • Keeps prices below costs
  • Keeps price levels below the target customers’ willingness to pay
  • Fulfill the promise of the value proposition
  • Eliminates non-monetary costs

Question 3

Question
The traditional communications mix can be divided into two distinct channels – those that are:
Answer
  • controlled by the organisation and those that are controlled by the media
  • controlled by the organisation and those that are not
  • controlled by the organisation and by the media

Question 4

Question
Which of the following is a method which cannot be used to create alternative demand for otherwise wasted capacity?
Answer
  • Use capacity for service differential
  • Reward employees
  • Customer and channel development

Question 5

Question
A cost management system that provides a structured way of thinking about the relationship between activities and the resources they consume is known as:
Answer
  • activity-based costing
  • yield-based costing
  • volume-based costing
  • margin-based costing

Question 6

Question
Advances in _________ and computer ­­­­_________ have spurred many new approaches to ________ delivery.
Answer
  • service; technology; telecommunications
  • telecommunications; technology; service
  • telecommunications; complexity; service

Question 7

Question
Wirtz and Mattila found the _________ is more important than _________ alone in achieving customer satisfaction and loyalty.
Answer
  • compensation offered; apology
  • attitude of staff; apology
  • recovery process; compensation

Question 8

Question
Which of the following may NOT be used by a manager of a service organisation to adjust or tailor capacity to match fluctuating levels of demand?
Answer
  • Use more permanent employees
  • Anticipate the peak and off-peak periods of customer demand
  • Train employees for multiple roles

Question 9

Question
Another finding is that self-service technology (SST) _________ are better predictors of SST _________ than individual _________.
Answer
  • differences; adoption; characteristics
  • differences; adoption; differences
  • performances; adoption; differences

Question 10

Question
Which of the following methods can help marketers smooth out seemingly random fluctuations in demand?
Answer
  • Breaking down demand on a segment-by-segment basis
  • Assuming all customers schedule services to meet the same needs
  • Streamlining processes to enable greater throughput

Question 11

Question
Services often invite performance and pricing abuses for which of the following reasons?
Answer
  • Customers may not be present when the work is being performed.
  • Customers may not have the technical skills necessary to evaluate performance.
  • Quality and benefits may be difficult to evaluate even after delivery.
  • All of the above

Question 12

Question
A customer who perceives high levels of _________ worries about when and how she will be able to find, evaluate and select a service provider.
Answer
  • performance risk
  • social cost
  • time and effort cost

Question 13

Question
In which of the following situations would an organisation benefit most from exporting directly?
Answer
  • High degree of customer interaction, low control over sources of value creation
  • Low degree of customer interaction, high control over sources of value creation
  • Low degree of customer interaction, low control over sources of value creation

Question 14

Question
In which situation are optimum and maximum capacities most likely to be the same?
Answer
  • A live concert performance
  • Public transport
  • An aircraft with high-density seating
  • None of these; the two measures are never equal

Question 15

Question
Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:
Answer
  • AdWords and ease of use
  • ease of use and AdSense
  • AdWords and AdSense

Question 16

Question
When considering options for managing capacity, service managers need to consider all of the following EXCEPT:
Answer
  • impact on desired levels of service
  • organisation’s ability to implement
  • competitive influences
  • inventory levels

Question 17

Question
The use of globalised corporate banking, insurance and management consulting are examples of:
Answer
  • technology drivers
  • competition drivers
  • market drivers

Question 18

Question
Service managers require substantial information to help them develop effective demand management strategies and to monitor subsequent marketplace performance. Among others, information needs include the following EXCEPT:
Answer
  • sound cost data
  • consumption data
  • historical data
  • forecasts

Question 19

Question
_________ developed and popularised service blueprinting after studying techniques for industrial process design and control of workflows.
Answer
  • Kotler
  • Zeithaml
  • Shostack
  • Sviolka

Question 20

Question
The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:
Answer
  • have a staff member available to answer customer queries
  • have an online information sheet
  • send out information fliers to regular customers
  • post explicit instructions at the checkout
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