Ch. 9

Which of the following statements regarding the perishability of services is incorrect?

(a) and (c) only.

Concerning the nonstandardized nature of most industrial services, which of the following statements is incorrect?

As the extent to which equipment is utilized to produce the service increases, variability will increase.

Which of the following capabilities are particularly critical to the successful launch of hybrid service offerings:

Design-to-service capability.

Hybrid service offerings

May be a combination of services and products.

Non-ownership is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic.

Need to emphasize the benefits of reduced labor and overhead.

Perishability is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic.

Need to use promotion and pricing to even out demand patterns.

___ encompasses the procedures, policies, and processes a firm uses to resolve customer service problems promptly and efficiently.

Service recovery

Development of the marketing mix is contingent upon the customer segment to be served. How do customer service segments differ from product market segments?

Service segments are often narrower than product segments.

Which of the following is NOT true of the solutions-centered approach instead of a product-centered approach?

Value is created by the firm.

Recent research shows that business-to-business service firms are more likely to emphasize:

a & c only

From the following list, identify the item that is least likely to be considered a pure service.

after sales equipment repair and maintenance

Buyers of business services often experience difficulty in evaluating service quality. Since it is difficult to evaluate quality,

all of the above

In evaluating service quality, customers focus on:

all of the above

In following a "solutions" strategy" for B2B services, solution effectiveness can be enhanced by the supplier by

all of the above

Research on new service success suggests that:

all of the above

Service quality benefits should be linked to::

all of the above

Services are:

all of the above

The concept of tangibility helps the manager to:

all of the above

The service offer is linked with the service concept and also:

all of the above

When a manager is in charge of intangible and heterogeneous services, he/she should develop marketing strategies that:

all of the above

Which of the following are components of a firm's service offering and customer-linking processes that affect customer satisfaction?

all of the above

Benefits of solution-centered marketing strategy include:

both a & b

Simultaneous production and consumption is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic.

buyer-seller interaction requires that the service be done "right"

In conceptualizing the service product, the service offer refers specifically to the:

detailed service elements that will make up the total services package.

When Xerox offers a Total Satisfaction Guarantee that allows customers to return copiers for any reason, this is an example of:

developing tangible clues.

Service variability is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic.

emphasizing strict quality control standards

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.

industrial grease, convention hotel, executive management seminars

When the marketer emphasizes reductions in staff, overhead, and capital as potential benefits to the purchaser, this relates to the service characteristic of:

lack of ownership.

Differences between goods and services include:

only a and b

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?

perishability

In the marketing of business services, items such as uniforms, logos, guarantees, written contracts, and color schemes are examples of:

physical evidence of the actual service.

If a firm provides maintenance and repair services to its installed base of products at a customer location, then:

product usage data can be systematically gathered and used to tailor service offerings that advance customers' goals.

The degree of tangible-intangible dominance of an industrial offering refers to the:

relative importance accorded, by the buyer, to tangible versus intangible elements.

Delivering on promises" relates to which of the following dimensions of service quality?

reliability

In evaluating the quality of a service, which of the following dimensions is most important to customers?

reliability

The ____ defines the general benefits the service company will provide in terms of the bundle of goods and services sold to the customer.

service concept

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.

service package

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?

simultaneous production and consumption

The customer benefit concept refers to:

the core benefit that the customer will derive from the service.

When the business service marketer attempts to facilitate the customer's evaluation process, this is in response to:

the difficulty in evaluating service quality.