Chapter 8 Services Mkt no MC

When Jessie wanted to talk to a therapist to learn how she could improve her relationship with her mother, she went to Counseling Professionals, Inc., a counseling service that charges $1 per minute of counseling by phone. By providing counseling and advice by phone, the therapist Jessie spoke with is performing a(n):

B. Backstage contact employee action

In a service blueprint, the line of internal interaction separates:

B. Backstage contact employee actions from support processes

During which stage of the service innovation and development process are demand analysis, revenue projections, cost analyses and operational feasibility assessed?

B. Business analysis

Which of the following is an important consideration for innovating or developing a new service?

B. Employ service and design thinking and techniques.

In a Federal Express overnight delivery service blueprint, which of the following is an example of an onstage contact employee action?

B. Federal Express driver picks up package from customer

If the purpose of the service blueprint is service redesign, the blueprint should be examined:

A. As a whole

Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation. In terms of the service blueprint, Simone's telephone call is an example of a(n):

A. Customer action

In order to have a greater likelihood for ultimate success, who should be involved in the new service development process?

A. Customers and employees

After a service firm maps the service process from the customer's point of view, the next step in building a service blueprint is to:

A. Draw the lines of interaction and visibility

The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced.

A. Major innovation

When a guest staying at the Marriott Marquis in New York calls room service to order dinner, which of the following is an example of a backstage contact employee action?

A. Marriott food service order clerk takes guest's order

When Simone dropped off her German Shepherd at the Puppy Heaven Kennel before she went on vacation, she was pleased when she saw that the waiting room was brightly lit, it looked and smelled clean, and all of the employees were wearing neat uniforms. In service blueprinting terms, the condition of the waiting room and the employee uniforms are examples of:

A. Physical evidence

An ad in a dental journal noted that if dentists would bulk buy a flowable composite used to build bridges and caps, the dentist purchasing the composite would receive Delta Air Lines Sky Miles to add to his or her existing Sky Miles. Both companies, the composite marketer and Delta, benefit from this offer. By allowing the composite marketer to offer free Sky Miles to customers, Delta Air Lines is further implementing its _____ growth strategy.

A. Share building

A service blueprint depicts:

A. The process of service delivery

The supervisor of a hotel housekeeping staff instructed a new housekeeper in the 45 ways a room must be cleaned if its guest has checked out but she forgot to mention that a less thorough method was to be used if the guest was staying additional nights. The next month the supervisor wonders why the new housekeeper is using many more packets of toiletries than the other housekeepers are. Also, it is taking the housekeeper the same amount of time to clean a recently vacated room as it does to clean a room that will be housing the same people for another night. The best explanation for the misunderstanding about the service to be provided by the housekeeper is _________, a risk incurred when services are described in words alone.

B. Incompleteness

For quite some time, Kentucky Fried Chicken (KFC) has grown through providing its service outside the United States. After over two decades of expansion in China, the company is now planning to explore Africa as a new market and expects to double its number of outlets in Africa by 2014. KFC has developed a growth strategy emphasizing:

B. Market development

During the commercialization stage, the service goes live and is introduced to the marketplace. This stage has two primary objectives. One is to build and maintain acceptance of the new service among large numbers of service delivery personnel who will be responsible for day to day service quality. The other is to:

B. Monitor all aspects of the service during introduction and through the complete service cycle

The Cirque du Soleil fused elements of theater with traditional circus skills to create a whole new form of entertainment. Cirque du is an example of a:

B. New service for the currently served market

When the character playing Alice in Wonderland signed autographs and had her picture taken with guests at Disneyworld, it was an example of a(n):

B. Onstage contact employee action

In service blueprinting terms, _____ are those steps and activities that contact employees, like desk clerks and receptionists, perform that are visible to customers.

B. Onstage contact employee actions

If the purpose of the service blueprint is to understand the integration of the various elements of the service process, the blueprint should be examined:

B. Vertically

Service blueprinting is grounded in all of the following disciplines EXCEPT:

C. Economics

When creating a blueprinting for a technology-delivered self service, a row labeled "onstage technology" can be added to the blueprint:

C. Either in place of or in addition to the onstage contact employee action row

If the purpose of the service blueprint is to understand the customer's view of the process, the blueprint should be analyzed:

C. From left to right

At the _____ stage of the service development and innovation process, the new service is made available to a limited number of its potential customers.

C. Market testing

The openings of new fast-food franchises are typically highly promoted events-especially when the franchise is new to a geographic area. Special food promotions are offered on the day of the grand opening and sometimes guest appearances. Often if a grand opening event is scheduled for the first of the month, the business will actually start serving customers who happen to notice that it is open during the week prior to the first. In this way, employees can familiarize themselves with their jobs and minor problems can be handled before they become major. This pre-opening practice is most closely related to which stage of the new service-development process?

C. Market testing

In a service blueprint, the line of visibility separates:

C. Onstage contact employee actions from backstage contact employee actions

The final stage of the new service development process is:

C. Post introduction evaluation

Elysian Events, a wedding planning company, noted how many couples had a wedding catastrophe of some kind. As a result, it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies, stolen wedding rings, damaged wedding dresses, etc. Elysian Events is using a _____ growth strategy.

C. Service development

McDonald's offers home and office delivery service in selected markets in the U.S. and Canada. McDonald's delivery service is a _____ growth strategy.

C. Service development

Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. Pret a Manger's faster service is a _____ growth strategy.

C. Service development

When a company offers new services to current customers, it is using a _____ growth strategy.

C. Service development

Dentists have to earn forty continuing education (C.E.) hours every two years to stay licensed. Dental Learning Systems Co. (DLSC) prepared and presented dental seminars around the U.S. to help provide dentists with the access to continuing education courses. During the 1990s, DLSC introduced a journal that could be used like a correspondence course for earning C. E. Hours. A dentist gets a list of upcoming articles/lessons, registers for one that meets his or her need, studies the information provided in the journal and fills out paperwork for DLSC, which then sends notification of completion and the C.E. hour(s) earned to the accrediting bureau. The Dental Learning Systems journal is a:

C. Service line extension

The augmentation of an existing service line is a:

C. Service line extension

When Grace wanted to buy a new pair of shoes, she went to Zappos.com because she really likes the wide variety of styles they carry and the free shipping policy. The people at Zappos.com who maintain the company's website, manage the inventory, and ship the shoes are performing:

C. Support processes

When is a biased interpretation likely to occur during a discussion of a new restaurant?

C. When one party uses words like nice and different to describe the restaurant

A retail store manager instructed two new sales associates to greet customers quickly when they enter the store. On the first day the sales associates are working on the selling floor, one sales associate greets customers immediately after they enter the store, while the other associate greets customers after they have looked around for a minute or two. Which of the following risks incurred by describing services in words alone has led to the sales associates greeting customers at different time intervals?

D. Biased interpretation

The first step in the new service-development process is:

D. Business strategy development or review

It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process.

D. Service concept development and evaluation

Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. This would be an example of a

D. Service improvement

When Marilyn returned to her oncologist's office for a checkup. She was pleased to find the waiting room had been remodeled and it now contained a large aquarium. There was even a sign that said watching fish is an excellent stress reducer. Since Marilyn did not feel nearly as anxious before going to the oncologist's examination room, she decided the addition of the swimming fish was a good:

D. Service improvement

______ are the most common types of new services.

D. Service improvements

Traditional thinking has defined _____________ as "bundles of goods and services that companies offer to customers," but customers think of them as sets of customer-facing processes.

D. Solutions

After an airplane arrives at its gate and passengers disembark, it is cleaned, restocked with food and beverages and refueled by maintenance workers before the next set of passengers board and the airplane departs on its next flight. The activities performed by maintenance workers to prepare the airplane for its next flight is part of which section of the service blueprint?

D. Support processes

Elysian Events, a wedding planning company, noted how many couples had a wedding catastrophe of some kind. As a result, it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies, stolen wedding rings, damaged wedding dresses, etc. In terms of the service blueprint, preparation of documents to submit to the insurance underwriting company that makes it possible for Elysian Events to offer wedding insurance inexpensively is part of which section of the service blueprint?

D. Support processes

The last step in building a service blueprint is to:

E. Add evidence of service at each customer step

Which of the following is NOT a demonstrated benefit of service blueprinting?

E. All of the above are demonstrated benefits of blueprinting.

During which stage of the service innovation and development process does a service firm produce a description of the service that represents its specific characteristics and features?

E. Service concept development and evaluation

Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint. The repainting of the walls of the service provider is an example of a:

E. Style change

Which of the following is NOT a risk incurred by describing services in words alone?

E. Transformation