Service Marketing CH. 1-3
Man service dramas are loosely scripted, which reduces variability and ensures uniform quality
F
Positioning plays pivotal role in marketing strategy b/c it links market analysis and competitive analysis to environmental analysis
F
Usually a good idea for firms to try and appeal to all potential buyers in market, b/c customer variety leads to full capacity
F
airlines are considered low-contact service when compared to auto-repair
F
bright horizons chose positioning strategy that emphasized low cost childcare
F
businesses outsourcing fewer tasks in order to focus on core business
F
dental hygienist confirming needs and setting appt dates with patients is part of the service script for teeth cleaning
F
desired service is min. level of service customers accept without being dissatisfied
F
evidence management somewhat disorganized appraoch to presenting customers with coherent evidence of firm's abilities, like employee dress
F
fully-focused organization concentrates on narrow market segment but has a wide range of services
F
goal of relationship marketing is to gain customers
F
in all cases of possession processing, production and consumption can be described as inseparable
F
lasik eye surgery and starbucks follow a market-focused strategy, serving broad customer base with largely standardized product
F
mental stimulus requires physical presence of customer
F
no service attribute can be easily quantified b/c of the inability of services
F
other customers typically don't impact satisfaction of other customers
F
target segment should only be selected on basis of their sales/profit potential
F
technical core typically back-stage is visible to customer
F
typcially service jobs are not well-paid positions and require little education
F
typical university is simple service organiztion that offers mainly educational services
F
AOL uses free trials to create more search attribututes to assist prospective customers
T
IBM is good example of firm shifted from manufacturing to service
T
Position statements change in response to changing market structures, technology, competitive activity, and evolution of firm itself
T
appearance of buildings, lancaping, etc provide tangible evidence of firm's quality
T
best way to anticipate possible competitive responses is to identify all current or potential competitors and conduct internal corporate analysis for each of those competitors
T
best way to help customer visualize service is to highlight credentials
T
capsule hotels chains have been launched in many counties including NY ,London, Amsterdam, Malaysia
T
customers that have no relevant prior experience with firm may base pre-purchased expectations on word of mouth, news or marketing
T
despite ease of informaiton accessibility via internet, patients/parents tend to not seek additional info prior to consulting doctors; simply trust doctor is right
T
documenting performance, explaining and offering guarantees, are additional ways to reassure customers
T
grant thornton example of "teir 2" acct firm that positions itself on better service and/or lower prices
T
high-contact encounters between customers and service org differ sharply from low-contact encounters
T
in most possession-processing services, customer involvement is usually limited to droping off the item that needs treatment, requesting service, explaining problem
T
internet is tranferring power form suppliers to customers
T
less than 15% of service jobs around the world are carried out remotely
T
many high-contact and medium-contact services are transforming into low-contact services are customers undertake more self-service
T
objective of corporate analysis is to identify organization's resources, any limitations or constraints, goals, and how its values shape the way it does business
T
one of the reasons why firms with a narrow product line elect to serve multiple segments is to create a portfolio of customers that hedge against low demand risks
T
people processing, posession processing, mental stimulus processing, and info processing equals four categories of services
T
progressive auto reduces costs primarily through shortened response time, which decreases likelihood of legal environment
T
rentokil initial allows clients to purchase sector-specific solutions that deliver multiple services but feature just one invoice, one acct manager, on help desk, one contract, and one motivated service team
T
service encounter is period of time during which customer interacts with service provider
T
service-focused firm offers a narrow range of services to fairly broad target market
T
zone of tolerance is extent to which customers are willing to accept variation in service delivery
T
Failure to select a desired position in the marketplace- and to develop a marketing action plan designed to achieve and hold this position- may result in which of the following possible outcomes
organization (product) is pushed into a position that nobody else wants, because there is little customer demand
UPS develop communication strategies to change perceptions/ increase awareness about
other services they offer, including supply chain management and financial services
which of following is NOT perceived risk
permanent
three additional Ps
physical environment; process; people
__ confirmation is when service provided better than expected
positive
service employees should have which set of the following
positive attitude; interpersonal skills; technical skills
which of the following is NOT one of the 4 basic focus strategies?
refocused
movie theater seat example of _
renting portions of larger physical entity
tangible characteristics that customers can evaluate prior to purchase are termed
search attributes
term _ describes part of service organization's physical environment that is visible to/experienced by customer
servuction system
which of the following is NOT model for evaluating customer behavior
zone of tolerance
reliability, ease of use, customer support considered
experience attributes
developed nations are seeking increased spending on which of the following services at expense of physical goods
extreme sports
for-profit firms seek to achieve _ profits subject to _ constraints although not-for profit service suppliers seek to achieve _ profits subject to _ constraints
financial; social; social; financial
in marketing terms, _ means providing a relatively narrow product mix for a particular market segment
focus
service markets shaped by all BUT
global economic change
Market analysis addresses all of the following EXCEPT
government regulations
north american classification
NAICS
service delivery system composed of
all of above
which of following best example of supplementary service?
appliance maintenance
Which of the following is the best example of a determinant characteristic for airline travel
availability of frequent flier miles
lexus dealers compete with _ for service sales
best independent repare garages
rolls royce introducted total care to which of the following
co-produce engines with custoemrs
which of the following is NOT one the four principles of positioning according to Jack Trout
company must maintain strong labor base
dental customers _ to avoid delays and ensure effective use of dental professionals' time
confirm/honor appointments
Firm's market offerings divided into _ and _ element
core product; supplementary service
onine educational programs offered by U of Pheonix example of _
core products/services
the same individuals may set different priorities for attributes according to all EXCEPT which of the following?
cost of service
Positioning strategy is concerned with __,__, and __ distinctive differences
creating, communicating, maintaining
characteristics that customers find hard to evaluate even after consumption
credence attributes
grant thornton, 5th largest accounting firm, successfuly positioned itself as offering _ and having _
easy access to partners; passion for business
customer delight is function of _, _ and _.
high levels of performance; arousal; positive affect
which of following NOT one of 4 broad categories of service
involvement processing
a __ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns
market segment
bright horizons strategy included which of the following
market services to employers instead of parents
what are three management functions central to meeting needs of service customers
marketing, operations, HR
rentokil initial developed extensive product range that includes all but
mobile paper shredding service
jan carlzon CEO of Scandinavian Airlines used _ metaphor as reference for transforming airine into customer-driven business
moment-of-truth
customers turned away for having to wait is implication of which aspect of services
most services can't be inventoried
UPS repositioned itself by _ and adding tagline _
moving beyond existing emphasis of brown color; synchronizing world of commerce
Repurchase stage begins with
need arousal
in highly developed nations, services account for between 2/3 and 3/4 of GDP
t
useful way to distinguish g/s is to place them on continuum from _ to _
tangible-dominant; intangible-dominant
a __ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.
target segment
professionals such as doctors, lawyers display degrees/certifications b/c
they want customers to see credentials that qualify them to provide service
to develop effective marketing strategies, marketers must understand how people make decisions about buying/using service and _
what determines satisfaction with it after consumption
