Lorisse Bazley
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Services Marketing chapters 5 - 8

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Lorisse Bazley
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Services Marketing chapters 5 - 8

Question 1 of 20

1

If queues are unavoidable, managers should consider all of the following EXCEPT:

Select one of the following:

  • involve customer in part of the service process during the wait

  • provide electronic news displays or videos

  • occupy customers during the wait

  • design queuing to give the impression of constant progress

  • scheduling staff breaks during peak times

Explanation

Question 2 of 20

1

Which of the following does an effective pricing strategy do?

Select one of the following:

  • Keeps prices below costs

  • Keeps price levels below the target customers’ willingness to pay

  • Fulfill the promise of the value proposition

  • Eliminates non-monetary costs

Explanation

Question 3 of 20

1

The traditional communications mix can be divided into two distinct channels – those that are:

Select one of the following:

  • controlled by the organisation and those that are controlled by the media

  • controlled by the organisation and those that are not

  • controlled by the organisation and by the media

Explanation

Question 4 of 20

1

Which of the following is a method which cannot be used to create alternative demand for otherwise wasted capacity?

Select one of the following:

  • Use capacity for service differential

  • Reward employees

  • Customer and channel development

Explanation

Question 5 of 20

1

A cost management system that provides a structured way of thinking about the relationship between activities and the resources they consume is known as:

Select one of the following:

  • activity-based costing

  • yield-based costing

  • volume-based costing

  • margin-based costing

Explanation

Question 6 of 20

1

Advances in _________ and computer ­­­­_________ have spurred many new approaches to ________ delivery.

Select one of the following:

  • service; technology; telecommunications

  • telecommunications; technology; service

  • telecommunications; complexity; service

Explanation

Question 7 of 20

1

Wirtz and Mattila found the _________ is more important than _________ alone in achieving customer satisfaction and loyalty.

Select one of the following:

  • compensation offered; apology

  • attitude of staff; apology

  • recovery process; compensation

Explanation

Question 8 of 20

1

Which of the following may NOT be used by a manager of a service organisation to adjust or tailor capacity to match fluctuating levels of demand?

Select one of the following:

  • Use more permanent employees

  • Anticipate the peak and off-peak periods of customer demand

  • Train employees for multiple roles

Explanation

Question 9 of 20

1

Another finding is that self-service technology (SST) _________ are better predictors of SST _________ than individual _________.

Select one of the following:

  • differences; adoption; characteristics

  • differences; adoption; differences

  • performances; adoption; differences

Explanation

Question 10 of 20

1

Which of the following methods can help marketers smooth out seemingly random fluctuations in demand?

Select one of the following:

  • Breaking down demand on a segment-by-segment basis

  • Assuming all customers schedule services to meet the same needs

  • Streamlining processes to enable greater throughput

Explanation

Question 11 of 20

1

Services often invite performance and pricing abuses for which of the following reasons?

Select one of the following:

  • Customers may not be present when the work is being performed.

  • Customers may not have the technical skills necessary to evaluate performance.

  • Quality and benefits may be difficult to evaluate even after delivery.

  • All of the above

Explanation

Question 12 of 20

1

A customer who perceives high levels of _________ worries about when and how she will be able to find, evaluate and select a service provider.

Select one of the following:

  • performance risk

  • social cost

  • time and effort cost

Explanation

Question 13 of 20

1

In which of the following situations would an organisation benefit most from exporting directly?

Select one of the following:

  • High degree of customer interaction, low control over sources of value creation

  • Low degree of customer interaction, high control over sources of value creation

  • Low degree of customer interaction, low control over sources of value creation

Explanation

Question 14 of 20

1

In which situation are optimum and maximum capacities most likely to be the same?

Select one of the following:

  • A live concert performance

  • Public transport

  • An aircraft with high-density seating

  • None of these; the two measures are never equal

Explanation

Question 15 of 20

1

Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:

Select one of the following:

  • AdWords and ease of use

  • ease of use and AdSense

  • AdWords and AdSense

Explanation

Question 16 of 20

1

When considering options for managing capacity, service managers need to consider all of the following EXCEPT:

Select one of the following:

  • impact on desired levels of service

  • organisation’s ability to implement

  • competitive influences

  • inventory levels

Explanation

Question 17 of 20

1

The use of globalised corporate banking, insurance and management consulting are examples of:

Select one of the following:

  • technology drivers

  • competition drivers

  • market drivers

Explanation

Question 18 of 20

1

Service managers require substantial information to help them develop effective demand management strategies and to monitor subsequent marketplace performance. Among others, information needs include the following EXCEPT:

Select one of the following:

  • sound cost data

  • consumption data

  • historical data

  • forecasts

Explanation

Question 19 of 20

1

_________ developed and popularised service blueprinting after studying techniques for industrial process design and control of workflows.

Select one of the following:

  • Kotler

  • Zeithaml

  • Shostack

  • Sviolka

Explanation

Question 20 of 20

1

The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:

Select one of the following:

  • have a staff member available to answer customer queries

  • have an online information sheet

  • send out information fliers to regular customers

  • post explicit instructions at the checkout

Explanation

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