b2b ch 9 multiple choice

Development of the marketing mix is contingent upon the customer segment to be served. How do customer service segments differ from product market segments? a. Service segments are often narrower than product segments. b. Service segmentation focuses on what business buyers need versus on what they expect. c. Service segments are often wider than product segments. d. The demand patterns of each service segment are very similar. e. none of the above

a

Hybrid service offerings a. May be a combination of services and products. b. Have inelastic demand. c. come from a well-managed new-service-development process. d. All of the above. e. Only a and c.

a

In the production and sale of industrial services, productive capacity is often a substitute for inventory. In other words, capacity will reflect the level of demand which the service provider can meet. This is primarily in response to which service characteristic? a. perishability b. lack of ownership c. nonstandardized output d. simultaneous production and consumption e. the extent to which tangible elements dominate intangible elements

a

Perishability is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic. a. Need to use promotion and pricing to even out demand patterns. b. Use physical cues in promotions to help customers evaluate service quality. c. Emphasize strict quality control standards. d. High-level training for service personnel.

a

The interaction of the individual service provider with the customer may be the key element in the firm's entire marketing strategy. This is an explicit recognition of which characteristic unique to business services? a. simultaneous production and consumption b. lack of ownership c. nonstandardized output d. inability to stockpile e. the dominance of intangible elements

a

Which of the following capabilities are particularly critical to the successful launch of hybrid service offerings: a. Design-to-service capability. b. an assessment of the impact of demand elasticity on price changes. c. Production capacity evaluation. d. Customer engagement in the design process. e. the marketing of two or more services in a "package" for a special price.

a

8. Concerning the nonstandardized nature of most industrial services, which of the following statements is incorrect? a. The more labor-intensive the service, the less uniform will be the output. b. As the extent to which equipment is utilized to produce the service increases, variability will increase. c. As automation of the service decreases, uniformity of the output will also decrease. d. It is important to develop systems to minimize human error. e. It is often difficult for the user to judge service quality before the service is provided.

b

In conceptualizing the service product, the service offer refers specifically to the: a. actual creation and delivery of the service product. b. detailed service elements that will make up the total services package. c. general benefits the service company will provide to the customer. d. benefits sought by customers. e. overall process of assessing and responding to customer needs.

b

Non-ownership is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic. a. Need to use promotion and pricing to even out demand patterns. b. Need to emphasize the benefits of reduced labor and overhead. c. Use strict quality control standards. d. High-level training for service personnel.

b

Simultaneous production and consumption is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic. a. planning capacity on the basis of peak demand b. buyer-seller interaction requires that the service be done "right" c. focusing promotion on the advantages of non-ownership d. using pricing and promotion to even out demand peaks and valleys e. developing systems that minimize deviations and human error

b

The _____ is the product dimension of service, including decisions about the essential concept of the service, the range of services provided, and the quality and level of the service. a. service strategy b. service package c. service recovery d. service bundling e. service loyalty

b

When Xerox offers a Total Satisfaction Guarantee that allows customers to return copiers for any reason, this is an example of: a. word of mouth. b. developing tangible clues. c. service bundling. d. none of the above.

b

Which of the following is NOT true of the solutions-centered approach instead of a product-centered approach? a. Win by creating and delivering superior customer solutions. b. Value is created by the firm. c. Relationship with customer is interaction-based. d. Quality focus on customer-firm interactions. e. All of the above are true.

b

_____ encompasses the procedures, policies, and processes a firm uses to resolve customer service problems promptly and efficiently. a. A value network b. Service recovery c. Service quality d. Service loyalty e. Service offering

b

Benefits of solution-centered marketing strategy include: a. new avenues for growth. b. sustained differentiation and customer loyalty. c. Both a and b. d. Neither a or b.

c

From the following list, identify the item that is least likely to be considered a pure service. a. market research b. security and protection services c. after-sales equipment repair and maintenance d. insurance e. consulting

c

If a firm provides maintenance and repair services to its installed base of products at a customer location, then: a. the service attributes can be evaluated before purchase. b. the core service demand is inelastic. c. product usage data can be systematically gathered and used to tailor service offerings that advance customers' goals. d. all of the above. e. (a) and (b) only.

c

Service variability is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic. a. buyer-seller interaction requiring that the service be done "right" b. planning capacity on the basis of peak demand c. emphasizing strict quality control standards d. using pricing and promotion to even out demand peaks and valleys e. None of the above applies specifically to service variability.

c

The customer benefit concept refers to: a. a detailed listing of which services will be provided. b. guidelines for the delivery of the service product. c. the core benefit that the customer will derive from the service. d. the general benefits the service company will provide to the customer. e. none of the above

c

"Delivering on promises" relates to which of the following dimensions of service quality? a. empathy b. responsiveness c. assurance d. reliability e. all of the above

d

Buyers of business services often experience difficulty in evaluating service quality. Since it is difficult to evaluate quality, a. buyers tend to experience more perceived risk. b. buyers rely on different prepurchase information sources to reduce risk. c. symbology plays a more important role in the evaluation process. d. all of the above e. (a) and (b) only

d

In evaluating the quality of a service, which of the following dimensions is most important to customers? a. empathy b. responsiveness c. assurance d. reliability e. all of the above

d

In the marketing of business services, items such as uniforms, logos, guarantees, written contracts, and color schemes are examples of: a. determinant attributes. b. the service concept. c. the actual service offer. d. physical evidence of the actual service. e. the system used to create and deliver the service.

d

Research on new service success suggests that: a. the determinants of success for new services closely resemble those found for successful new products. b. a well managed service development process is crucial. c. successful projects provide clear customer benefits. d. all of the above. e. (b) and (c) only.

d

Services are: a. deeds. b. processes. c. performances. d. all of the above. e. (b) and (c) only.

d

The concept of tangibility helps the manager to: a. focus clearly on the firm's total market offering. b. recognize that a change in one of the elements of the marketing offering may completely change the offering in the view of the customer. c. determine how a service will marketed. d. all of the above. e. (a) and (b) only.

d

The service offer is linked with the service concept and also: a. spells out in more detail the service offering. b. when and to whom they will be provided. c. how they will be presented. d. All of the above.

d

When a manager is in charge of intangible and heterogeneous services, he/she should develop marketing strategies that: a. emphasize word-of-mouth communication. b. provide tangible evidence. c. employ value pricing. d. all of the above. e. (b) and (c) only.

d

When the business service marketer attempts to facilitate the customer's evaluation process, this is in response to: a. the nonstandardized nature of services. b. the simultaneous consumption and production of services. c. perceived determinant attributes. d. the difficulty in evaluating service quality. e. an emphasis on equipment/facilities service attributes.

d

Which of the following are components of a firm's service offering and customer-linking processes that affect customer satisfaction? a. Technical assistance and training. b. Recovery process for fixing service problems. c. Basic elements of the service offering expected by customers. d. All of the above. e. Only a and b.

d

Differences between goods and services include: a. intangibility. b. variability. c. profitability. d. All of the above. e. Only a and b.

e

In evaluating service quality, customers focus on: a. empathy. b. responsiveness. c. assurance. d. reliability. e. all of the above

e

In following a "solutions" strategy" for B2B services, solution effectiveness can be enhanced by the supplier by a. Laying out a blueprint to guide employees on creating a solution b. Documenting the history of prior customer solution engagements c. Developing complimentary incentives for all of the staff that may be involved d. Only a and c e. All of the above

e

Many business offerings are composed of a combination of product and service elements. From the following, choose the correct ordering, from tangible dominant to intangible dominant, of the items listed. a. industrial grease, executive management seminars, convention hotel b. executive management seminars, industrial grease, convention hotel c. convention hotel, industrial grease, executive management seminars d. convention hotel, executive management seminars, industrial grease e. industrial grease, convention hotel, executive management seminars

e

Recent research shows that business-to-business service firms are more likely to emphasize: a. relationship strategies as opposed to transactional strategies. b. arms-length strategies. c. the total buyer-seller process d. all of the above. e. (a) and (c) only.

e

Service quality benefits should be linked to:: a. customer satisfaction. b. customer retention. c. profitability. d. market share. e. all of the above.

e

The ____ defines the general benefits the service company will provide in terms of the bundle of goods and services sold to the customer. a. customer-benefit concept b. service offer c. cross-selling concept d. mixed bundling concept e. service concept

e

The degree of tangible-intangible dominance of an industrial offering refers to the: a. simultaneous production and consumption of the service. b. variability in the quality of the service. c. perishability of the offering. d. non-ownership of the service purchased. e. relative importance accorded, by the buyer, to tangible versus intangible elements.

e

When the marketer emphasizes reductions in staff, overhead, and capital as potential benefits to the purchaser, this relates to the service characteristic of: a. variability. b. perishability. c. simultaneous production and consumption. d. intangibility. e. lack of ownership.

e

Which of the following statements regarding the perishability of services is incorrect? a. Capacity is a substitute for inventory. b. The demand for services is often predictable and consistent. c. If capacity is set for peak demand, a service inventory must exist to supply the highest level of demand. d. all of the above. e. (a) and (c) only.

e