Chapter 1 - 4 test | Services Marketing

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

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

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

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

__________ 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.

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

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

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

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?

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

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?

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:

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.

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:

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

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

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

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

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

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