Question 1

The Caesar Park Hotel generally caters to business customers during the week,but has now decided to promote mini vacation weekends for non-business customers as well.What is the Caesar Park Hotel trying to do?

Accepted Answer

By promoting mini vacation weekends for non-business customers, the Caesar Park Hotel is trying to cultivate nonpeak demand and attract customers who may not have stayed at the hotel otherwise. This can help to maximize the hotel's occupancy and revenue during traditionally slower periods.

Question 2

Cocktail lounges in restaurants are examples of ________.

Accepted Answer

Cocktail lounges in restaurants are complementary services as they enhance the overall dining experience by providing additional beverage options and a designated space for guests to socialize before or after their meal.

Question 3

Jake had an appointment at the doctor's,but couldn't make it on time because he was caught in traffic.By the time he reached the doctor's office,the doctor had already begun with the next patient.This illustrates the ________ of services.

Accepted Answer

The fact that Jake couldn't receive the service (doctor's appointment) due to the passage of time (the doctor had already moved on to the next patient) illustrates the perishability of services - they cannot be stored and must be consumed in real-time.

Question 4

Kaya,a chain of skin clinics,requests each new visitor to fill up their own details on a printed form.This is a step in ________.

Accepted Answer

By requesting new visitors to fill up their details on a printed form, Kaya is increasing consumer participation. This helps the chain to collect information about their customers, which in turn can be used for targeted marketing campaigns and to provide personalized services to each customer.

Question 5

Which of the following will help a service provider overcome the limits imposed by the inseparability of services?

Accepted Answer

The answer of Which of the following will help a...

Question 6

________ describes the normal work of preparing,pricing,distributing,and promoting the service to customers.

Accepted Answer

External marketing typically involves the standard marketing mix of product, price, promotion, and place (distribution) to attract and serve customers. This includes preparing and pricing the service, distributing it to customers, and promoting it through advertising, sales promotions, personal selling, and public relations.

Question 7

Service quality depends on who provides them,when and where,and to whom.Thus,services are highly ________.

Accepted Answer

The statement mentions that service quality depends on who provides them (variable based on the person), when and where (variable based on the time and location), and to whom (variable based on the customer). Therefore, services are highly variable in nature.

Question 8

In order to map out the service process,the points of customer contact,and the evidence of service from the customer's point of view,service firms should develop a ________.

Accepted Answer

A service blueprint is a tool used by service firms to map out the service process, points of customer contact, and evidence of service from the customer's point of view. It allows the firm to identify potential bottlenecks and areas for improvement in the service process. A marketing plan, business plan, and Gantt chart are all important tools for a service firm, but they do not specifically address the mapping of the service process from the customer's perspective. A service floor plan may be useful for physical service environments, but it does not address all aspects of the service process or customer experience.

Question 9

Customers today want separate prices for each service element and they also want the right to select the elements they want.The customers are said to be pressing for ________.

Accepted Answer

The customers are pressing for unbundled services which means they want separate prices for each service element and the ability to select the elements they want.

Question 10

Which of the following steps will help service firms to increase their quality control?

Accepted Answer

Standardizing the service-performance process can help service firms to increase their quality control by ensuring consistency in the delivery of the service. It also enables the firm to identify and eliminate any inefficiencies or defects in the process, improving the overall quality of the service. Providing complementary services, giving personnel authority, adopting differential pricing, and cultivating nonpeak demand may all benefit the firm in other ways but are not directly related to increasing quality control.

Question 11

Often,a service problem arises from a customer's lack of understanding or ineptitude.Which of the following can help to minimize customer failures?

Accepted Answer

Redesigning processes to simplify service encounters can help minimize customer failures by making it easier for customers to understand and navigate the service experience. This can include clearer instructions, simpler forms and procedures, and more intuitive interfaces. Offering exclusive primary service packages (A) may not address the root cause of the customer's lack of understanding or ineptitude. Differential pricing and shared services (C) may not be relevant to the particular service problem. Minimizing service intangibility (D) may be difficult or impossible depending on the nature of the service. Working with more customers at the same time (E) may actually increase the risk of mistakes or misunderstandings.

Question 12

________ describes training and motivating employees to serve customers well.

Accepted Answer

Internal marketing is the process of training and motivating employees to serve customers well by promoting a customer-first culture within the organization. This helps to ensure that employees are aligned with the company's goals and values, which can lead to better customer service and ultimately, increased customer satisfaction and loyalty.

Question 13

Which of the following is true regarding services?

Accepted Answer

Provider-client interaction is a fundamental aspect of services marketing. Unlike goods, services are intangible and the provider-client interaction shapes the customer's experience of the service. This interaction includes factors such as the provider's attitude, behavior, and communication, which can greatly impact the customer's perception of the service.

Question 14

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

Accepted Answer

The fact that services are typically produced and consumed simultaneously is known as the inseparability aspect of services. This means that the service provider is physically present during the production and delivery of the service, and the customer is also present during this process. This aspect distinguishes services from goods, which can be produced and sold separately.

Question 15

In which of the following cases is a service provider trying to increase non-peak demand?

Accepted Answer

The fine dining restaurant is promoting a breakfast service, which implies that they are trying to increase demand during non-peak hours (i.e. breakfast) in addition to their already popular lunch and dinner options.

Question 16

Giant has decided to hire extra staff during the holiday season.It is said to be ________.

Accepted Answer

By hiring extra staff during the holiday season, Giant is matching its supply (staffing capacity) with the existing demand (increase in customer traffic during the holiday season).

Question 17

A travel agency offers weekend discounts for car rentals.What can be deduced from this?

Accepted Answer

The fact that the travel agency is offering weekend discounts for car rentals implies that they are using differential pricing, where they are charging different prices for the same product/service based on various factors such as time of use. In this case, the agency is charging a lower price for weekend car rentals, which is a pricing strategy commonly employed by companies to attract more customers during off-peak times.

Question 18

When a theater sells matinee movie tickets at low prices,it aims to shift some demand from the peak to the off-peak period.What is the strategy that the theater is said to be adopting?

Accepted Answer

The theater is using differential pricing, which involves charging different prices for different periods of the day. In this case, the low prices for the matinee show are intended to shift demand from the peak period to the off-peak period. This is a common strategy in the entertainment industry to optimize revenue and improve efficiency.

Question 19

________ describes the employees' skill in serving the client.

Accepted Answer

Interactive marketing focuses on the interaction between the employee and the client. This includes the employees' communication skills, knowledge about the product or service, ability to handle difficult situations and overall customer service skills.

Question 20

Which of the following is an example of a complementary service?

Accepted Answer

The answer of Which of the following is an example...

Quiz 13: Designing and Managing Services