Deck 4: Developing Service Products Core and Supplementary Elements

Question 1

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 1

E

Question 2

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

Answer 2

False

Question 3

Companies present their brands mainly through advertising, personnel, and publicity.

Answer 3

False

Question 4

Which is not an example of service tiering for Avis car rental?

A)Different car classes
B)Chauffeur drive
C)Mobile concierge
D)Credit card payment

Question 5

Major service innovations are relatively rare.

Question 6

Endorsed brands do not feature the corporate name.

Question 7

The sequence of arrangement of eight petal of Flower of Service may vary.

Question 8

____________ 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 9

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

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

Question 10

Which is not a form of supplementary service for a luxury hotel?

A)Room service
B)Reservation
C)Check-in/Check-out
D) Scheduling

Question 11

Features of strong brands do not include which of the following?

A)Better visualization of intangibles
B)Reduced risk
C)Act as surrogates for intangibles
D)A particular way of doing business

Question 12

Supplementary service innovations are the most common type of innovation.

Question 13

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

Question 14

____________ is required either for service delivery or use of core product.

A)An enhancing service
B)A facilitating service
C)A core service
D)The Flower of Service

Question 15

Brand meaning has a stronger impact on brand equity than brand awareness.

Question 16

Acompany's market positioning strategy helps to determine which supplementary service should be included.

Question 17

New service categories include ____________.

A)style changes
B)line extensions
C)process innovations
D)service branding
E)service innovations

Question 18

Three factors that contribute to the success of new service development are:

A)Market synergy, organizational factors, market research factors
B)Market synergy, external factors, consumer factors
C)Organizational factors, customer ideas, value for customers
D)Market synergy, organizational factors, consumer factors.

Question 19

Supplementary services play an important role in differentiation and positioning when core products become commoditized.

Question 20

Brand Equity does NOT include the following key component.

A)Customer experience with the company
B)External Brand communication
C)Brand awareness
D)Brand meaning
E)Service Employees

Question 21

What are the components that the value proposition must address?

Question 22

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 23

Give an example of an exception.

Question 24

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 25

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

Question 26

What are the two roles of supplementary services?

Question 27

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

Question 28

Give an example of a consultation element.

Question 29

Which of the following is NOT one of Sun Microsystem's hardware and software support level?

A)Gold.
B)Platinum.
C)Aluminum.
D)Bronze.
E)Silver.

Question 30

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

Question 31

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 32

Crown Plaza hotels are part of the Intercontinental Hotel Group (IHG) but are usually not identified as part of IHG to protect IHG's exclusive image.

Question 33

Give two examples of billing elements.

Question 34

FedEx Ground is an example of a(n) ____________.

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

Question 35

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

Question 36

Give two examples of enhancing services.

Question 37

Give two examples of facilitating services.

Question 38

Amazon 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 39

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

Question 40

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 41

Provide an example of a major process innovation.

Question 42

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

Question 43

Explain how the core product and supplementary services are integrated in the context of an overnight hotel stay.

Question 44

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

Question 45

What are the branding alternatives for service firms?