Lorisse Bazley
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Chapter 1 - 4 test

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Lorisse Bazley
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Chapter 1 - 4 test | Services Marketing

Question 1 of 20

1

A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.

Select one of the following:

  • map; versatility

  • strategy; quality

  • plan; quality

  • strategy; map

  • plan; market

Explanation

Question 2 of 20

1

When determining the overall nature, level and trend of demand and the geographical location of the demand it is useful to undertake a(n):

Select one of the following:

  • company analysis

  • customer analysis

  • competitive analysis

  • internal analysis

  • positioning analysis

Explanation

Question 3 of 20

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 should be well formed and complement the core.

  • They have short lives.

  • They are delicate and beautiful.

  • They can become detached from the core.

  • They are optional and sometimes unnecessary.

Explanation

Question 4 of 20

1

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

Select one of the following:

  • Differentiation

  • Re-engineering

  • Test marketing

  • Performance evaluation

  • Product introduction

Explanation

Question 5 of 20

1

__________ attributes are often some way down the list of service characteristics that are important to purchasers, but they are attributes by which customers see compelling differences between competing alternatives.

Select one of the following:

  • Supplementary

  • Core

  • Determinant

  • Expected

  • Importance

Explanation

Question 6 of 20

1

Activities or amenities that enhance the use of the core offering are called:

Select one of the following:

  • accessory products

  • supplementary product elements

  • extended product concepts

  • supplementary service elements

  • optional extras

Explanation

Question 7 of 20

1

Which of the following services could be said to be the most intangible?

Select one of the following:

  • Airline

  • Fast food outlet

  • Consultancy firm

  • Taxi firm

  • Hotel

Explanation

Question 8 of 20

1

For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:

Select one of the following:

  • customers’ ages

  • the potential for alliances

  • industry types

  • anticipated purchasing volume

  • profitability or potential yield

Explanation

Question 9 of 20

1

For an overseas student selecting an Australian or New Zealand university, which of the following information sources are likely to be the least important to the student in making his/her decision?

Select one of the following:

  • Opinion of friends who have visited and experienced the university

  • Opinion of potential employers at the student's home country

  • Opinion of academic staff at the student's home school

  • Discussions with university staff members over the telephone

  • University websites

Explanation

Question 10 of 20

1

Which of the following CANNOT be classified as a consumer service?

Select one of the following:

  • Architecture

  • Airline

  • Restaurant

  • Telecommunications

  • Football match

Explanation

Question 11 of 20

1

Which of the steps in the planning, creating and delivering of services involves clarifying specific benefits offered to customers and the costs incurred in return?

Select one of the following:

  • Service marketing concept

  • Service operations concept

  • The market positioning statement

  • Strategic service concept statement

  • The market opportunity analysis

Explanation

Question 12 of 20

1

A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:

Select one of the following:

  • who are our target markets?

  • how are we positioned in the market?

  • what is our service product or concept?

  • where in the market should we compete?

  • what do we want our service product to become?

Explanation

Question 13 of 20

1

Attributes such as style, colour and feel are ________ properties which can be evaluated pre-purchase; __________ properties can only be evaluated during consumption and consumers may not be able to confidently evaluate __________ properties.

Select one of the following:

  • search; experience; credence

  • search; experience; psychological

  • search; functional; credence

  • tangible; physical; emotional

  • physical; experiential; value

Explanation

Question 14 of 20

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 15 of 20

1

Which of the following is a disadvantage of highly scripted roles?

Select one of the following:

  • They can lead to mindless service performance, rather than attention to customer needs.

  • They can be attractive to employees who prefer the freedom of an ad lib approac

  • They can lead to creative solutions in unfamiliar situations.

  • They ensure uniform quality.

Explanation

Question 16 of 20

1

Characteristics of a service that consumers find hard to evaluate even after purchase and consumption are called:

Select one of the following:

  • intangible qualities

  • credence qualities

  • variable qualities

  • search qualities

Explanation

Question 17 of 20

1

__________ represents the dignity based on a correct relationship between a person and the groups to which that person belongs.

Select one of the following:

  • Dignity

  • Self-esteem

  • Face

  • Pecking order

Explanation

Question 18 of 20

1

All of the following are good strategies for an organisation to reduce risk on behalf of its customers except:

Select one of the following:

  • lowering the price of the service

  • giving out more information on the services offered

  • managing the physical evidence of the company effectively

  • spending money on the branding of the company

  • giving a guarantee or a warranty

Explanation

Question 19 of 20

1

In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.

Select one of the following:

  • low uncertainty avoidance

  • collectivist

  • individualist

  • high power distance

Explanation

Question 20 of 20

1

In a service encounter, customers obtain value from __________ without any __________.

Select one of the following:

  • economic activities; tangible elements

  • utility functions; transfer of results

  • monetary exchanges; transfer of ownership

  • value-creating elements; transfer of ownership

  • utility exchanges; allocation of ownership

Explanation

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