Question 1

In the 'Flower of Service' model, in what sense are supplementary services like petals surrounding the core product?
A)They have short lives.
B)They should be well formed and complement the core.
C)They can become detached from the core.
D)They are delicate and beautiful.
E)They are optional and sometimes unnecessary.

Accepted Answer

The Flower of Service model depicts supplementary services as petals surrounding the core product, which means that the supplementary services should be well formed and complement the core product, just like petals complement the flower. The other options are not relevant to the model's description of supplementary services.

Question 2

Department stores that both offer to provide gift-wrapping and are prepared to look after goods while the customer is shopping are providing a safekeeping element to their services.

Accepted Answer

Department stores that provide gift-wrapping and offer to look after goods while the customer is shopping are providing safekeeping services.

Question 3

Professional consultation in, for example, a trip to the doctor or an accountant is a complex and demanding form of consultation.

Accepted Answer

Professional consultation in fields like medicine and accounting require specialized knowledge and expertise, and involve complex and significant decision-making processes. Therefore, they are considered demanding forms of consultation.

Question 4

The messages conveyed by the presented brand result in _______.
A)brand promises
B)external brand communications
C)core services
D)brand awareness
E)customer experience

Accepted Answer

The answer of The messages conveyed by the presented brand...

Question 5

Facilitating services are the basic reason for service providers to be in business.

Accepted Answer

Facilitating services are additional services that support or enhance the core services, but they are not the primary reason a service provider is in business. Core services are the main reason.

Question 6

While courtesy and consideration for customers is important at all times, it is in the face-to-face rather than remote situation that it is most important.

Accepted Answer

In face-to-face situation, customers can observe nonverbal cues, and therefore, courtesy and consideration are more visible and impactful. In remote situations, communication is mostly through technology and nonverbal cues may not be as noticeable. However, courtesy and consideration are still important in all customer interactions.

Question 7

It is unreasonable for customers to expect a variety of payment options, particularly when the organisation is small.

Accepted Answer

In today's market, customers expect flexibility and convenience when making payments. Having a variety of payment options is becoming a standard practice across all industries, regardless of the size of the organization. Failing to accommodate these expectations may result in losing customers to competitors who do offer multiple payment options.

Question 8

Supplementary services can be enhanced by the intelligent use of information technology.

Accepted Answer

Information technology can improve the delivery and quality of supplementary services, such as online booking systems, real-time tracking, and customer support systems.

Question 9

When buying electrical goods, the manufacturer's provision of warranties and guarantees against product malfunctions are an example of 'restitution'.

Accepted Answer

Warranties and guarantees are examples of 'assurance' that the product will function as advertised, not restitution, which refers to compensation for loss or damage after it occurs.

Question 10

Information, order-taking, billing and payment are supporting services.

Accepted Answer

The answer of Information, order-taking, billing and payment are supporting...

Question 11

To be successful, what must a branding strategy do?
A)Offer a variable service experience so customers will be surprised
B)Rely on a clever tag line and pleasing graphic elements
C)Deliver the core service
D)Convince customers that there are meaningful differences between brands
E)Take the place of the service's value proposition

Accepted Answer

A successful branding strategy must convince customers that there are meaningful differences between brands, which will influence their purchasing decisions.

Question 12

Which of the following combinations results in the greatest brand equity?
A)Favourable customer experiences and low brand awareness
B)Broad brand meaning and extensive brand communications
C)High brand awareness and no presented brand
D)Low brand awareness and positive brand meaning
E)High brand awareness and positive brand meaning

Accepted Answer

High brand awareness and positive brand meaning is the ideal combination for creating the greatest brand equity. This means that the brand is both well-known and perceived positively by consumers, which can lead to increased customer loyalty, higher prices, and greater market share.

Question 13

Consultation, hospitality and safekeeping are examples of facilitating services.

Accepted Answer

The answer of Consultation, hospitality and safekeeping are examples of...

Question 14

Colouring, straightening and manicures are all part of the core service offered at the hairdresser.

Accepted Answer

Colouring and straightening are core services offered at the hairdresser, but manicures are typically considered a beauty salon service, not a hairdresser service.

Question 15

Money is not the only cost that customers incur when buying goods or using a service.

Accepted Answer

Customers may also incur non-monetary costs such as time, effort, and emotional investment when purchasing goods or services. These costs should also be taken into consideration when evaluating the overall value of a product or service.

Question 16

The place and manner of service delivery are an integral part of planning the service product offering(s) and marketable benefits.

Accepted Answer

The place and manner of service delivery are important factors to consider when developing a service product offering and marketing strategy. Factors such as physical location, logistics, customer experience, and distribution channels can all impact how a service is received by customers and the success of the offering. Therefore, it is true that the place and manner of service delivery are integral parts of planning the service product offering and marketable benefits.

Question 17

According to Levitt (1974), the expected product represents the customer's minimal expectations.

Accepted Answer

Levitt (1974) argued that the expected product represents the basic or minimal expectations of the customer, which must be fulfilled for the product to be considered satisfactory.

Question 18

British Airways offers seven distinct air travel products such as Club World, World Traveller Plus, and World Traveller.By choosing one of these, customers understand the characteristics of the service they are purchasing.This is an example of effectively using ____________.
A)sub-brands
B)a house of brands
C)endorsed brands
D)a branded house
E)external brand communications

Accepted Answer

This is an example of effectively using sub-brands. British Airways has created distinct sub-brands for its different air travel products, which helps customers understand the characteristics of the service they are purchasing.

Question 19

Companies do not need to perform well on core service and should focus on their performance of supplementary services.

Accepted Answer

This statement is false. Companies should strive to perform well on both core and supplementary services, as both contribute to the overall customer experience and satisfaction. Neglecting one aspect can lead to a negative impact on the overall performance of the company.

Question 20

Characteristics such as a high degree of personal interaction and customisation and low labour intensity would indicate that the description 'service shop' is correct.

Accepted Answer

Service shops typically involve a high degree of personal interaction and customisation, as they often involve direct interaction between service providers and customers, and services may be tailored to meet individual customer needs or preferences. Service shops may also be relatively low in labour intensity, as some services may be automated or involve minimal physical labour.

Quiz 4: Developing service products: core and supplementary service elements

In the 'Flower of Service' model, in what sense are supplementary services like petals surrounding the core product?