Lorisse Bazley
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Developing service products: core and supplementary service elements

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Lorisse Bazley
Created by Lorisse Bazley over 6 years ago
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Services Marketing chapter 4

Question 1 of 10

1

The strategy of surrounding the core product with supplementary value-adding services is known in product marketing circles as the process of creating the:

Select one of the following:

  • product

  • service product

  • supplementary product

  • augmented product

  • expected product

Explanation

Question 2 of 10

1

In the new service development process, what is essential to consider in the early stages?

Select one of the following:

  • Performance evaluation

  • Differentiation

  • Test marketing

  • Product introduction

  • Re-engineering

Explanation

Question 3 of 10

1

From the marketer’s perspective, non-controllable external brand communications involving word-of-mouth and publicity are important because they affect the strength of the service _______.

Select one of the following:

  • brand

  • communication

  • initiation

  • disseminations

  • experience

Explanation

Question 4 of 10

1

In the ‘Flower of Service’ model, in what sense are supplementary services like petals surrounding the core product?

Select one of the following:

  • They have short lives.

  • They should be well formed and complement the core.

  • They can become detached from the core.

  • They are delicate and beautiful.

Explanation

Question 5 of 10

1

Delivery ______ concern the place and manner of service ______, and how we have been _______.

Select one of the following:

  • processes; delivery; treated

  • services; provided; advised

  • actions; attributes; treated

  • processes; delivery; advised

Explanation

Question 6 of 10

1

Which of the following is NOT a facilitating service in Lovelock’s ‘Flower of Service’?

Select one of the following:

  • Billing

  • Payment

  • Technical systems

  • Information

  • Order taking

Explanation

Question 7 of 10

1

An auto repair service has a coffee machine and magazines in its waiting room and offers pick-up and delivery from customers’ places of work. These are examples of the:

Select one of the following:

  • facilitating service element of augmentation

  • enhancing service element of hospitality

  • enhancing service element of augmentation

  • facilitating service element of hospitality

  • support service element of atmospherics

Explanation

Question 8 of 10

1

If required, an airline offers special meals for diabetic passengers, complimentary game packs and nappies for children, wheelchair access to its lounges and a special area for religious observances. These are examples of the:

Select one of the following:

  • supplementary exception of special requests

  • enhancing service element of hospitality

  • facilitating service element of safekeeping

  • supplementary exception of problem solving

  • support service element of atmospherics

Explanation

Question 9 of 10

1

The provision of services within the fast food industry is an excellent example of:

Select one of the following:

  • service factory

  • mass service

  • service shop

  • professional service

  • labour intensity

Explanation

Question 10 of 10

1

Which of the following is NOT a classification of service concepts in Maister and Schmenner’s system?

Select one of the following:

  • Core service

  • Professional service

  • Mass service

  • Service shop

  • Service factory

Explanation

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