Services-marketing experts generally agree that there is a hierarchy of new-service categories that is somewhat similar to the continuous, dynamically continuous, and discontinuous innovation continuum for physical products. Many Canadian banks now offer their customers insurance offerings would be example of:
A)process-line extensions
B)service-line extensions
C)major service innovations
D)style changes

Question

Quizplus · Accepted Answer

Service-line extensions refer to offering new services to existing customers. This is the case with the Canadian banks offering insurance as an additional service to their existing customers. The other options, process-line extensions, major service innovations, and style changes, are not applicable in this scenario.

Services-Marketing Experts Generally Agree That There Is a Hierarchy of New-Service