SERVICES MARKETING EXAM

stage or servicescape; exterior and interior

The _____ or _____includes both the _____ and _____ of a service facility

NAICS

The acronym for the new North American classification system that includes services is ____________.

low demand, high fixed costs

_______ outside of peak demand periods poses a serious problem for service industries with _______, like hotels

reservations

_______ represent a special type of order taking

core products

_______ supply the central, problem-solving benefit that customers seek

activity-based costing

________ recognizes that virtually all activities taking place within a firm directly or indirectly support the production, marketing and delivery of goods and services

information; consultation

_________ and ___________ represent important ways to add value to a product

supplementary services

____________ augment the core product, both facilitating issue and enhancing its value and appeal

marketing positioning strategy

a company's ________ helps to determine which supplementary services should be included

false

a typical university is a simple service

tangible and intangible

a useful way to distinguish between goods and services is to place them on a continuum from

experience attributes

reliability, ease of use and customer support are considered

true

service consumers use service environment as an important quality proxy

global economic change

service markets are shaped by all of the following except

separating servies

service process redesign can be categorized into all EXCEPT which of the following types

false

spatial layout refers to the ability of items to facilitate the performance of service transactions

distribution

which of the following is NOT one of the four problems for marketers seeking to promote a service's benefits described by Banwari Mittal

customers

which of the following is NOT one of the productive capacity forms in a service context

urgency of the job

which of the following may result in allocation to separate queuing areas

high switching costs for consumers

which of the following reduces price competition

false

with a moderate participation level, customers work actively with the provider to co-produce the service

false

"failure" points in the restaurant service blueprint provided in the chapter only occur in the backstage process

false

firms that are always reacting to competitors' price changes run the risk of pricing higher than might really be necessary

false

full time workers perform better than part time workers, but part time workers are more satisfied

hospitals

give an example of a service with a locational constraint

False

A drawback of service blueprints is that they cannot give managers the opportunity to identify potential fail points in the process where there is a significant risk of things going wrong and diminishing service quality

building personal relationships

A local preference maybe necessary when exporting information based services for which of the following reasons

credence attributes

Characteristics that customers find hard to evaluate even after consumption are termed ____________.

-who is target audience -what do you communicate and validate -where to communicate -when to communicate -how to communicate

List the five W's in the checklist for marketing communications planning

true

Restaurants are often quite theatrical in their use of physical evidence (such as furnishing, décor, uniforms, lighting, and table settings).

Positive attitude, interpersonal skills, technical skills

SERVICE employees should have which of the following

clarify the interactions between customers and employees

Service blueprints ____________, and how these are supported by backstage activities and systems

To identify all the key activities involved in creating and delivering the service

The first step in developing a service blueprint is

servuction system

The term ___________ describes that part of the service organizations physical environment is visible

language

Which of the following is not listed as a factor in favoring adoption of transnational strategies

false

all customers will eventually voluntarily shift from high contact delivery environments to new electronic channels

the customers eyecolor

banks ensure eye contact by requiring tellers to record _________

flowcharting

blueprinting is a more sophisticated version of ______

false

customers do not need training to help them perform well because they already know what they want

shared perception of what is important in an organization and shared values/beliefs of why those things are important

define service culture

true

delivery is shifting to arm's length transactions for many services due to advances in telecommunications

approach; avoidance

in environmental psychology the typical outcome variable is ________ or _________ of an environment

-labels -giving directions -behavioral -communication service script

list the four key things that signs can be used for in a servicescape

-conveniently located -accessible 24/7

list two reasons why customers appreciate SST's

true

most possession processing services

true

suggestion involvement empowers employees to make recommendations through formalized

more; cognitive; affect

the _______ complex a(n) ____________ process becomes, the more powerful is its potential impact on ___________

environmental psychology

the field of ____________ studies how people respond to specific requirements

power; information; rewards; knowledge

the four things that must be systematically redistributed throughout an organization to empower employees are __________, _________, _______ and _________

its better able to help researchers collect data on consumer information and search behaviors

the internet is superior to traditional channels because _____

visibility

the line of _______ divides front-stage activities from backstage activities

polite; fast; accurate

the order taking process should be ______,_______ and ______ so that customers do not waste time and endure unnecessary mental physical effort

people; physical possessions

the problem of capacity constrained organizations that cannot stockpile services is most commonly found among services that process ________ and ___________

net value

the sum of all the perceived benefits minus the sum of all the perceived costs of service

true

the term "productive capacity" refers to the resources or assets that a firm can employ to create goods and services

-physical environment -process -people

what are the three additional P's?

-value of customers -competition -coat

what are the three foundations of the pricing "tripod"

enhance and facilitate to consumers

what are two roles of supplementary services

incremental costs of extended hours may be covered by increased revenue and decreased crowding

what of the following is an example of an economic incentive to improve assist utilization

-information and promotion flow -negotiation flow -product flow

what three interrelated elements does distribution embrace in a typical sales cycle