service marketing

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what refers to the lack of one-on-one connection with physical objects

abstraction

________ refers to concepts such as financial security, investment-related matters, expert advice, or safe transportation that do not correspond directly with physical objects

abstractness

building a foundation for loyalty consists of all of the following except?

addressing key churn drivers

building a foundation for loyalty consists of all the following except

addressing key churn drivers

______ refers to the effect of selected fragrances on people

aromatherapy

surrounding the core product are a variety of service-related activities known as _______

supplementary serivces

which of the following is the best direct example of people processing?

hairstylist

using _________ is one strategy commonly used in advertising

tangible cues

the ________ stage is the stage of service consumption where ther is awareness of need

pre-purchase

_______ is/are tangible characteristics a customer can evaluate before purchase.

search attributes

one of the forces that transforms and impacts the service economy is business trends which includes all of the following except?

faster more powerful software

the following enable effective service recovery except

feedback

research has shown that in designing the hospital service scape we can reduce risks and contribute to patient well being and recovery, staff welfare and productivity. which of the following was not included in the recommendations

field experiments

which of the following can be defined as all aspects of the service are covered by the guarantee, there are no expectations?

full-satisfaction guarantee

______ refers to items that compromise a class of objects, persons, or events.

generality

which of the following is not one of the organizations that have come to recognize that the service environment is an important part of their services marketing mix and overall value proposition?

grocery stores

which of the following is not included in the employee cycle of failure

high customer turnover

which of the following is NOT among factors attracting customers into virtual stores?

hospitality

the field of environment psychology studies

how people respond to particular enviroments

call center operations that have been relocated to India or the Philippines would be an example of ________ due to globalization forces?

"offshoring" of customer service

all of the following are tools that can be used by managers to guide servicescape design, except:

"wayfinding" systems

what proportion of unhappy customers actually complain

5-10%

services have different characteristics than goods, which of the following is not a differing characteristics?

business trends

people are motivated and satisfied simply by knowing that they are doing a good job.this is true especially if the job

comes with freedom and flexibility

success factors for franchisers include all the following except?

letting franchisees take over service delivery

which of the following is NOT a service delivery innovation facilitated by technology?

location in multi-purpose facilities

alain d'astous explored environmental aspects that irritate shoppers. of his findings which problem was a variable of environmental design?

the store is too small

experience attributes are

those that cannot be evaluated before purchase

________ add(s) extra value and appeal for customer

enhancing supplementary services

the pre-purchase stage includes all of the following steps except:

evaluation of service performance

all of the following are categories of perceived risk except

evidence management

in the information search, several alternative comes to mind and form the _________

evoked set

which of the following is not one of the four broad categories of services?

expertise

what are the two roles of supplementary services

facilitating and enhancing

one of the main dimensions of the service environment in the servicescape model is

ambient conditions

______ refers to how stimulated the individual feels

arousal

ambient conditions refer to the characteristics that relate to senses. which of the following is not included in these senses?

arousal

______ can be described as an online journal, diary, or news listing, where people can post anything, about whatever they like

blogs

_______ is a visual map of the sequence of activities required for service delivery that specifies front-stage and backstage elements and the linkages between them

blueprinting

the four broad categories of services include all of the following classifications expect_______?

brand processing

___________ consists of advice from a knowledgable service person in response to the request:"what do you suggest?"

consultation

which of the following is NOT an advantage to franchising

control over delivery system

all of the following are key processes involved in a CRM strategy except

data analysis

_____ refers to when a customer switches to another provider

defection

which type of marketing involves using channels that allow personalized messages to be sent to highly targeted micro-segments

direct marketing

which of the following is not one of the guidelines for front-lines: how to handle complaining customers and recover from a service failure?

don't give customers the benefit of the doubt

________ refers to using colors, textures, sounds, scents, and spatial design to enhance the desired service experience

effect-creating medium

internal customer and employee responses can be grouped into which of the following categories

emotional responses

the common association and human response to the color orange is

emotions, expressions and warmth

which one of the following is not included in the full range of rewards used to motivate and energize your people?

empower the frontline

for ________, the product brand dominates, but the corporate name is still featured

endorsed brands

which of the following is not an attracting factor for customers to visit virtual stores?

locational constraints

which of the following is not a factor of customers switching to other providers instead of being loyal

low pricing

which of the following is not a factor of customers switching to other providers instead of being loyal?

low pricing

common causes for customers to switch include all of the following except

loyalty

which of the following is not one of the ways service companies can build strong brands?

major service innovations

characteristics of the marketing of services include all the following except

manufactured goods

which of the following is not a facilitating service

market synergy

__________ refers to using elements int he environment to communicate to the intended audience about the distinctive nature and quality of the service experience.

message-creating medium

which is not a challenge that intangibility of services presents for communication

metaphors

which of the following is not a petal on the 8 petals of the flower of service?

ministores

richard norman borrowed the __________ metaphor from bullfighting to show the importance of contact points with cusotmer

moments of truth

the __________ holds that consumers use product attributes that are important to them, to evaluate and compare alternative offerings of firms in their consideration set.

multi-attribute model

all of the following are included in the customer cycle of medioctity except

narrow design of jobs

reicheld and sasser state that there are 4 factors that cause firm growth. which of the following is not one of the factors?

negative word of mouth from "defected" custoemrs

reaching an agreement on the service features and configuration, ad the terms of the offer so that a purchase contact can be closed is what type of distribution flow?

negotiation

the sum of the anticipated annual profit on each customer for the projected relationship lifetime, suitably discounted each year into the future is known as

net present value of a customer

the sum of the anticipated annual profit on each customer for the projected relationship lifetime, suitably discounted each year into the future is known as?

net present value of a customer

all of the following are factors causing rapid growth int he service sector, and are among the powerful forces transforming today's service markets except___________?

non-migration

many of service attributes cannot be searched or inspected befoer they are purchased. this is referred to as_____

nonsearchability

which of the following is not part of the marketing communication mix?

online privacy

__________ is a key supplementary element that comes into play once customer are ready to buy

order taking

which of the following is not an enhancing service

organizational factors

which factor is not causing rapid growth of the service sector?

outsourcing

designing and managing the customer interface is which part of the framework for developing effective services marketing strategies

part III

which of the following is not a factor causing rapid growth of the service sector?

people

what term refers to the interpersonal encounters in which efforts are made to educate customers and promote a particular brand or product?

personal selling

which one of these is not a form of message transmitted through the internet

personal selling

service distribution may take place through physical or electronic channels, depending on the nature of the service describe which of the 7 ps?

place and time

which segment sees high value in our offer, spends more with our offer, costs less to maintain, and spreads positive word-of-mouth

platinum

__________ is a direct response to the environment, depending on how much an individual likes or dislikes the environment

pleasure

this term refers to the level of service customers actually anticipate recieving

predicted service

_____ is many services, especially those involving people processing or possession processing, require physical facilities for delivery?

product flow

which one of these represents a broad target audience for any services communications strategy

prospects

______ involves efforts to generate positive interest in an organizatoin

public relations

which of the following is the best direct example of possession processing?

repair & maintenance

__________ is when customers want assistance with their personal possessions when visiting a service site

safekeeping

which of the following is NOT one of the information processes on the flower of service model?

safekeeping

which of the following is not one of the methods to identify the best candidates int heir application pool?

select the right people

_______ describes the phenomenon where customers who experience an excellent service recovery after a failure feel even more satisfied than customers who had no problem in the first place.

service recovery paradox

economic activities offered by one party to another is the definition of ___________?

services

which of the following is not part of the framework for developing effective services marketing strategies?

servicescape

what kind of bond is based on personal relationships between providers and customers

social

what kind of bond is based on personal relationships between providers and customers?

social

life time value (LTV) calculations need to include all of the following exept

special treatment benefits

to achieve the communications objectives, we can use a variety of communications channels, not including:

tangible cues

which of the following is not a part of the multichannel integration process

target segments

which of the following is not a part of the multichannel integration process?

target segments

which of the following is NOT one of the main factors a consumer considers before choosing a channel of service

value creation

______ has a powerful influence on people's decisions to use (or avoid using) a service

word of mouth


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