Deck 4: Developing the Service Concept: Core and Supplementary Elements

Question 1

____________ supply the central, problem-solving benefit that customers seek.

A) Core products
B) Supplementary services
C) Delivery processes
D) Sustaining processes
E) Conditional services

Answer 1

A

Question 2

The order-taking process should be ____________, ____________, and ____________ so that customers do not waste time and endure unnecessary mental physical effort.

A) short; curt; abrupt
B) simple; slow; effortful
C) short; sweet; ineffective
D) powerful; simple; abrupt
E) polite; fast; accurate

Answer 2

E

Question 3

"Exceptions" involve supplementary services that fall outside the routine of normal service delivery.

Answer 3

True

Question 4

____________ augment the core product, both facilitating its use and enhancing its value and appeal.

A) Core products
B) Supplementary services
C) Delivery processes
D) Sustaining processes
E) Conditional services

Question 5

At its simplest, ____________ consists of immediate advice from a knowledgeable service person in response to the request: "What do you suggest?"

A) billing
B) payment
C) consultation
D) hospitality
E) selling

Question 6

____________ facilitate use of the core product and add value and differentiation to the customer's overall experience.

A) Fixed services
B) Value-added provisions
C) Marketing theories
D) Supplementary services
E) Service providers

Question 7

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

A) Target profitable customers, employing behavior segmentation rather than demographics.
B) Achieve a superior understanding of what your targeted customers value.
C) Design facilities that delight your customers and reduce complaints.
D) Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience.
E) Make everyone a brand manager.

Question 8

Branding can only be used at the company level for service businesses.

Question 9

To obtain full value from any good or service, customers need relevant information.

Question 10

Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.

Question 11

Which of the following is NOT one of the seven categories of new services?

A) Target profitable customers, employing behavior segmentation rather than demographics.
B) Achieve a superior understanding of what your targeted customers value.
C) Design facilities that delight your customers and reduce complaints.
D) Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience.
E) Make everyone a brand manager.

Question 12

____________ represent a special type of order taking that entitles customers to a specific unit of service.

A) Suggestions
B) Reservations
C) Trackers
D) Repossessions
E) Contracts

Question 13

The search for competitive advantage rarely centers on supplementary services.

Question 14

The delivery process surrounding the core product of an overnight hotel stay includes scheduling, nature of process, customer role and service level.

Question 15

Information processing services tend to be the most demanding in terms of supplementary elements.

Question 16

A company's ____________ helps to determine which supplementary services should be included.

A) location
B) delivery system
C) key service representative
D) service atmosphere
E) market positioning strategy

Question 17

Which of the following is NOT considered an example of a hospitality element?

A) Greeting
B) Toilets and washrooms
C) Advice
D) Food and beverages
E) Transport

Question 18

Hospitality represents a more subtle approach to consultation because it involves helping customers better understand their situations.

Question 19

Supplementary service innovations are the most common type of innovation.

Question 20

Service marketers need to create a coherent offering in which each element is compatible with the others and all are mutually reinforcing.

Question 21

DHL offers customers the opportunity to track the movements of their packages, which have been assigned a unique identification number. This is an example of ____________.

A) order-taking
B) safekeeping
C) information
D) consultation
E) exceptions

Question 22

Give two examples of billing elements.

Question 23

List three examples of order-taking elements in order entry.

Question 24

The difference between a product and a service is that a product is a bundle of output while a service is a bundle of supplementary services.

Question 25

What three components must the value proposition address and integrate?

Question 26

Give two examples of facilitating services.

Question 27

Describe the four types of "exceptions" listed in the chapter.

Question 28

What are the two roles of supplementary services?

Question 29

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Question 30

Westin hotels are wholly owned subsidiaries of Marriott Group that are usually not identified as part of Marriott to protect Westin's exclusive image.

Question 31

Customers who visit Giordano outlets are greeted with a cheerful "Hello" and "Thank you" when they enter and leave the store. That is an example of ____________ .

A) consultation
B) hospitality
C) exceptions
D) courtesy
E) safekeeping

Question 32

Give an example of a consultation element.

Question 33

For self-service payment, customers may make payment by inserting coins, banknotes, tokens or cards into machines.

Question 34

Give two examples of enhancing services.

Question 35

Which of the following is NOT one of British Airways seven distinct air travel products?

A) Deluxe service First Class)
B) Club World Business Class)
C) Club Britain Business Class)
D) Club Europe Business Class)
E) Euro-Traveler Economy Class)

Question 36

Singapore Airlines Raffles Class is an example of an) ____________.

A) branded house
B) endorsed brand
C) house of brands
D) sub-brand
E) clear strategy

Question 37

Which of the following is an example of a special request in advance of service delivery?

A) Dietary requirements
B) Complaints
C) Warranties
D) Refunds
E) Suggestions

Question 38

Discuss the three factors that discriminate between successful and unsuccessful new financial services.

Question 39

What four things must the design of the service offerings address?

Question 40

Singapore Airlines is well recognized for both their superior meals and attentive cabin crew.

Question 41

Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.

Question 42

Provide an example of a major process innovation.

Question 43

What are the branding alternatives for service firms?

Question 44

Explain where Sun Microsystems falls on the spectrum of branding alternatives and discuss what their strategy involves.

Question 45

Explain how the core product, supplementary services, and delivery processes are integrated in the context of an overnight hotel stay.
e.g. luxury versus economy), scheduling how long the room is available), nature of the process in this case people processing), and the customer's role in consumption of the room. Supplementary services include things like parking, room service, reservations, and a breakfast buffet. Delivery of both the core and the supplementary services is provided electronically, via hotel employee, or by the customer. Phone use and pay TV are automatically billed to the room. Room service and check-in are provided by a hotel employee. Most breakfast buffets are self-service, requiring the customer to take action.