358 Ch. 8
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 B. Link customer and contact person activity to needed support function C. Map the service process from the customer contact person's point of view D. Identify the physical evidence needed to support service quality E. Add evidence of service at each customer step
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 B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
a. major innovation
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 B. Onstage contact employee actions C. Backstage contact employee actions D. Support processes E. Customer actions
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 B. Market development C. Service development D. Diversification E. Market integration
a. share building
41. 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 B. Guest receives meal from Marriott food delivery person C. Guest calls room service D. Marriott chef prepares meal E. Marriott food delivery person delivers meal to guest
a. Marriott food service order clerk takes guest's order
If the purpose of the service blueprint is service redesign, the blueprint should be examined: A. As a whole B. Vertically, from the top to the bottom C. From left to right D. Vertically from the bottom to the top E. From right to left
a. as a whole
33. 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 B. Onstage contact employee action C. Backstage contact employee action D. Support process E. Audience action
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 B. Suppliers, distributors and all employees C. All members of the internal and external environment except customers D. Top management only E. Members of the marketing department only
a. customers and employees
30. A service blueprint depicts: A. The process of service delivery B. All stakeholders that will be affected by the service process C. The intangible elements of the service D. The relation of the service to the services marketing mix E. How the service dimensions will interact before, during and after the service process
a. the process of service delivery
40. In a Federal Express overnight delivery service blueprint, which of the following is an example of an onstage contact employee action? A. Package is flown to destination B. Federal Express driver picks up package from customer C. Federal Express driver drops off package at airport D. Customer prepares package for Federal Express driver E. Federal Express telephone service representative receives order from customer
b. Federal Express driver picks up package from customers
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): A. Support process B. Backstage contact employee action C. Onstage contact employee action D. Customer action E. Audience action
b. backstage contact employee action
In a service blueprint, the line of internal interaction separates: A. Customer actions from onstage contact employee actions B. Backstage contact employee actions from support processes C. Onstage contact employee actions from backstage contact employee actions D. Onstage contact employee actions from support processes E. Customer actions from backstage contact employee actions
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? A. Commercialization B. Business analysis C. Market testing D. Service development and evaluation E. Post introduction evaluation
b. business analysis
Which of the following is an important consideration for innovating or developing a new service? A. Involve only employees in the innovation process. B. Employ service and design thinking and techniques. C. Use only words to describe the service. D. Design elements of the service separately, rather than as parts of a whole. E. Involve only design experts in the innovation process.
b. employ services and design thinking and techniques
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. A. Oversimplification B. Incompleteness C. Subjectivity D. Biased interpretation E. Transformation
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 within four years. KFC has developed a growth strategy emphasizing: A. Share building B. Market development C. Service development D. Diversification E. Market integration
b. market development
28. 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: A. Evaluate tangibles for the service that are designed to reduce problems associated with service heterogeneity B. Monitor all aspects of the service during introduction and through the complete service cycle C. Provide adequate resources to prevent service failures D. Develop a positioning strategy around which the service provider can build a sustainable competitive advantage E. Analyze the market and begin the next new service development process
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: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
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): A. Customer action B. Onstage contact employee action C. Backstage contact employee action D. Support process E. Audience action
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. A. Customer actions B. Onstage contact employee actions C. Backstage contact employee actions D. Support processes E. Audience actions
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: A. As a whole picture of the service process B. Vertically C. From left to right only D. Horizontally E. From right to left only
b. vertically
Service blueprinting is grounded in all of the following disciplines EXCEPT: A. Computer systems analysis B. Decision theory C. Economics D. Industrial engineering E. Logistics
c. economics
When creating a blueprinting for a technology-delivered self service, a row labeled "onstage technology" can be added to the blueprint: A. Only in place of the onstage contact employee action row B. Only in addition to the onstage contact employee action row C. Either in place of or in addition to the onstage contact employee action row D. Above the physical evidence row E. Below the support process row
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: A. As a whole B. Vertically, from the top to the bottom C. From left to right D. Vertically, from the bottom to the top E. From right to left
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. A. Commercialization B. Business analysis C. Market testing D. Service development and evaluation E. Post introduction evaluation
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? A. Commercialization B. Business analysis C. Market testing D. Service development and evaluation E. Post introduction evaluation
c. market testing
In a service blueprint, the line of visibility separates: A. Customer actions from onstage contact employee actions B. Backstage contact employee actions from support processes C. Onstage contact employee actions from backstage contact employee actions D. Onstage contact employee actions from support processes E. Customer actions from backstage contact employee actions
c. onstage contact employee actions from backstage contact employee actions
The final stage of the new service development process is: A. Commercialization B. Market research C. Post introduction evaluation D. Fine tuning of the positioning strategy E. Business strategy development
c. post production evaluation
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? A. Idea generation B. New services strategy development C. Service development and evaluation D. Market testing E. Service concept development and evaluation
e. service concept development and 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. A. Share building B. Market development C. Service development D. Diversification E. Market integration
c. service development
McDonald's offers home and office delivery service in selected markets in the United States and Canada. McDonald's delivery service is a _____ growth strategy. A. Share building B. Divestment C. Service development D. Diversification E. Market integration
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. A. Share building B. Divestment C. Service development D. Diversification E. Marketing integration
c. service development
When a company offers new services to current customers, it is using a _____ growth strategy. A. Share building B. Market development C. Service development D. Diversification E. Market integration
c. service development
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: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
e. style change
1. Which of the following is NOT a risk incurred by describing services in words alone? A. Oversimplification B. Incompleteness C. Subjectivity D. Biased interpretation E. Transformation
e. transformation
Dentists have to earn 40 continuing education (C.E.) hours every two years to stay licensed. Dental Learning Systems Co. (DLSC) prepared and presented dental seminars around the United States 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: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
c. service line extension
The augmentation of an existing service line is a: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Service franchise
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: A. Customer actions B. Onstage contact employee actions C. Support processes D. Backstage contact employee actions E. Audience actions
c. support processes
When is a biased interpretation likely to occur during a discussion of a new restaurant? A. At the beginning of the conversation B. When one party uses nonverbal communications C. When one party uses words like nice and different to describe the restaurant D. Just prior to the conclusion of the conversation E. Whenever the conversation is disrupted by noise
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? A. Overcautious B. Ostentation C. Objectivity D. Biased interpretation E. Transformation
d. biased interpretation
The first step in the new service-development process is: A. Idea generation B. New-services strategy development C. Business analysis D. Business strategy development or review E. Concept development and evaluation
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. A. Commercialization B. Business analysis C. New services strategy development D. Service concept development and evaluation E. Idea generation
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 A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
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: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
d. service improvement
______ are the most common types of new services. A. Major innovations B. Start-up businesses C. Service line extensions D. Service improvements E. Style changes
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. A. Mobile applications B. Start-ups C. Style changes D. Solutions E. Innovations
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? A. Customer actions B. Onstage contact employee actions C. Backstage contact employee actions D. Support processes E. Audience actions
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? A. Customer actions B. Onstage contact employee actions C. Backstage contact employee actions D. Support processes E. Audience actions
d. support processes
46. The last step in building a service blueprint is to: A. Draw the line of interaction and visibility B. Identify the physical evidence needed to support service quality C. Map the service process from the customer contact person's point of view D. Link customer and contact person activity to needed support function E. Add evidence of service at each customer step
e. add evidence of service at each customer step
Which of the following is NOT a demonstrated benefit of service blueprinting? A. Providing a platform for innovation B. Recognizing roles and interdependencies among functions, people, and organizations C. Designing moments of truth from the customer's point of view D. Clarifying competitive positioning E. All of the above are demonstrated benefits of blueprinting.
e. all of the above are demonstrated benefits of blueprinting