Chap 9 - MKT202
10. Which of the following is NOT one of the benefits of having a reservations system? a. Helps service personnel to serve more effectively. b. Helps in pre-selling the service. c. Helps customers to avoid queuing. d. Helps firms to keep some time aside for emergency jobs. e. Allows demand to be controlled.
A
30. ____________ is usually the first variable to be proposed for bringing demand and supply into balance. a. Price. b. Place. c. Personnel. d. Product. e. Promotion
A
7. Marketing strategies can be used to shape demand in all ways EXCEPT ____________. a. modify mode of delivery b. use price and other cost to manage demand c. change product elements d. modify time and place of delivery e. use promotion and education
A
31. One way for car washes to decrease the number of visitors to the existing site is to a. Offer free pickup and delivery of cars to be washed. b. Offer mobile car wash services. c. Add more service options. d. Increase prices to get the most out of current customers. e. Educate customers on when they should have their cars washed.
B
8. Which of the following is NOT one of the alternative queuing configurations discussed? a. Single line/single servers at sequential stages b. Multiple line to single servers ("snake") c. Parallel lines to multiple servers d. Designated lines to designated servers e. "Take a Number" (single or multiple servers)
B
1. Which of the following is NOT one of the productive capacity forms in a service context? a. Physical facilities designed to contain customers b. Physical equipment used to process people, possessions, or information c. Customers d. Labor e. Infrastructure
C
32. New York City's 911 service uses education to ______________. a. attract new callers b. show callers when peak periods are c. discourage undesirable demand d. channel calls to medical services e. encourage callers to use their services
C
5. All of the following are questions to ask about demand patterns and their underlying causes EXCEPT ____________. a. Do demand levels follow a predictable cycle? b. What are the underlying causes of these cyclical variations? c. How much demand are competitors receiving? d. Do demand levels seem to change randomly? e. Can demand for a particular service over time be disaggregated by market segment?
C
2. Which of the following is NOT one of the conditions that fixed-capacity firms may face? a. Excess capacity. b. Demand exceeds desired capacity. c. Demand and supply are well-balanced. d. Ideal demand exceeds capacity. e. Excess demand.
D
28. Mont Tremblant uses all the following ways to attract guests during summer EXCEPT _____________. a. water sports on the lake b. face painting c. balloon sculpting d. wind surfing e. roller-blading
D
29. The demand on a city bus is likely to vary by all EXCEPT which of the following? a. Time of day. b. Day of the week. c. Season of the year. d. Population density in the city. e. All of the above will likely cause demand to vary on a city bus.
D
3. Which of the following is the correct action for a firm to take that wants to reduce demand and has insufficient capacity? a. Take no action. b. Consider override for most desirable segments. c. Consider priority systems for most desirable segments. d. Increase prices or encourage use in other time slots. e. Lower prices selectively.
D
6. Which of the following is NOT one of the five basic approaches to managing demand? a. Taking no action and leaving demand to find its own levels. b. Reduce demand in peak periods. c. Increase demand when there is excess capacity. d. Inventory capacity until demand increases. e. Inventory demand by creating a formalized queuing system.
D
4. Which of the following is NOT one of the ways to change the overall level of capacity to match demand variations? a. Use part-time employees. b. Ask customers to share. c. Invite customers to perform self-service. d. Cross-train employees. e. Share facilities with the supplier
E
9. All of the following are ways to make waits more bearable EXCEPT ____________. a. encourage group waits b. keep customers occupied while waiting c. make customers feel comfortable during waits d. let customers know how long they are expected to wait e. provide the customers with no explanation for the wait
E
12. Medical clinics, hotels, and passenger aircrafts are all examples of physical facilities designed to contain goods and services
F
14. Optimum and maximum capacities are never one and the same (e.g. a sport performance).
F
15. One way to stretch capacity is to ensure slack time is encountered.
F
16. Demand patterns are usually random
F
18. When a firm wants to inventory demand via a reservation system and has insufficient capacity it should lower prices selectively
F
34. During the SARS period when travel and tourism was affected, staff were sent for training or encouraged to resign
F
35. A good example of inventorying demand is a haircut that can be set up and prepared for one day and executed the next.
F
37. Airlines place restrictive conditions on fares for tourists to prevent business travelers from traveling on economy class
F
11. The term "productive capacity" refers to the resources or assets that a firm can employ to create goods and services.
T
13. Financial success in businesses with limited capacity depends largely on how capacity is used.
T
17. Good records of a firm's transactions can help one to understand demand patterns.
T
19. We need to have queuing or reservations systems because demand cannot be inventoried.
T
20. Yield analysis forces managers to recognize the opportunity cost of selling capacity for a given date to a customer from one market segment when another might subsequently yield a higher rate.
T
33. A subway can increase the capacity on a route after all seats have been occupied.
T
36. One of the most direct ways for a hotel to reduce excess demand at peak periods is to charge customers more money to use the service during those periods.
T
