Question 1

A concert ticket is primarily an example of which element of the marketing mix?&#10;A) Process&#10;B) Physical evidence&#10;C) Packaging&#10;D) Price&#10;E) Place

Accepted Answer

Physical evidence is anything tangible that can be used to evaluate a service. A concert ticket is a physical representation of the service that will be provided, and it can be used to evaluate the quality of the service before it is purchased.

Question 2

Some fast food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?

A) Process
B) Physical evidence
C) Packaging
D) Price
E) Place

A

Accepted Answer

The fast food chains are focusing on the "Process" element of the marketing mix, which involves the procedures and steps taken to deliver the product or service to the customer efficiently and consistently.

Question 3

Why is it more difficult to brand services than to brand goods?&#10;A) The rules are tougher&#10;B) It is harder to make a service consistent&#10;C) There is no way to measure service quality&#10;D) There is no packaging to put a logo on&#10;E) It is impossible to develop a positioning statement for a service

Accepted Answer

Services are intangible and often vary with each delivery, making it challenging to ensure consistency and reliability, which are crucial for branding.

Question 4

Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?&#10;A) Services are inconsistent&#10;B) There are no salespeople to help with forecasting&#10;C) Payment is usually made after the service has been provided&#10;D) Most service customers are not brand loyal&#10;E) Service products cannot usually be stored

Accepted Answer

Service products cannot usually be stored, which means that managing fluctuating demand is challenging because services cannot be produced ahead of time and stored for use during peak demand periods. This is unlike physical goods, which can be produced and stockpiled in anticipation of higher demand.

Question 5

What are people who work with information rather than in manufacturing or in more traditional service industries called?&#10;A) Knowledge workers&#10;B) Technologists&#10;C) Info techs&#10;D) IT users&#10;E) Project managers

Accepted Answer

Knowledge workers are individuals whose primary role involves handling or processing information and knowledge, distinguishing them from those working in manufacturing or traditional service roles.

Question 6

Outsourcing has advantages and disadvantages, name one advantage of outsourcing.&#10;A) Delegating responsibility for the organisation's relationship with its clients&#10;B) Being able to draw on specialist expertise that the organisation does not have&#10;C) It enhances the organisation's staff's own skill set&#10;D) It builds stronger customer relationships&#10;E) It makes managing budgets easier

Accepted Answer

Outsourcing allows organizations to access specialized expertise that they lack internally, enabling them to complete tasks or projects that require specific skills or knowledge they do not possess.

Question 7

Two diners complain about a restaurant's slow service but are delighted to be given a free bottle of wine and canapés to make the wait less tedious. In the end, they thoroughly enjoy their evening. In terms of services marketing, what is this a good example of?

A) Service encounter
B) Service quality
C) Process
D) Service recovery
E) Promotion

Accepted Answer

This is a good example of service recovery, where the restaurant takes action to correct a problem after a service failure, in this case, slow service, and turns the situation around to ensure customer satisfaction.

Question 8

What is the term given to the total (and frequently complex) environment in which a service is delivered?&#10;A) Multiverse&#10;B) Whole environment&#10;C) Ambience&#10;D) Decor&#10;E) Servicescape

Accepted Answer

The term "servicescape" refers to the total environment in which a service is delivered, encompassing all the physical and tangible aspects that affect the customer's service experience.

Question 9

A cinema's automated booking service is primarily part of which of the marketing mix elements?&#10;A) Product&#10;B) Peripheral product&#10;C) Price&#10;D) Process&#10;E) Physical evidence

Accepted Answer

The automated booking service is part of the "Process" element of the marketing mix, as it relates to the systems and processes that deliver the service to the customer, enhancing the overall customer experience.

Question 10

One of the problems that comes from the intangibility of services is that they are perceived as higher risk purchases than goods are. Which of the following is most likely to reassure a customer who has paid in advance for a Centre Court seat at Wimbledon that they will in fact get to see the tennis?

A) The tournament's reputation
B) The advertising
C) The weather forecast
D) An expensive and official looking ticket
E) The website

Accepted Answer

An expensive and official looking ticket serves as a tangible proof of purchase and reservation, providing reassurance to the customer that they have a legitimate claim to the seat.

Deck 7: Service Products