Deck 17: Marketing Services and Projects Overseas

Question 1

For a services product, heterogeneity refers to the fact that:

A)The product cannot be saved or stored
B)The quality of the product can be variable
C)The product is often produced and consumed at the same time
D)The product cannot be touched
E)None of the above

Answer 1

B

Question 2

The SERVQUAL model has five elements of service quality, which of the following is NOT one of them?

A)Reliability
B)Assurance
C)Tangibles
D)Consumption
E)Empathy

Answer 2

D

Question 3

Gronroos (1990), in his Nordic model concentrated on three elements of service quality which are:

A)Reliable, functional, reputational
B)Technical, reliable, reputational
C)Technical, functional, empathetic
D)Technical, functional, reputational
E)Technical, dependable, reputational

Answer 3

D

Question 4

Which of the following could be identified as a reason for the recent increase in the growth of services business in the developed nations?

A)Greater affluence and increased leisure time
B)Greater life expectancy
C)Fewer women in the workforce
D)All of the above
E)Options A and B only

Question 5

Which of the following could NOT be classified as a factor in the marketing of services in the international marketplace?

A)Government regulation
B)Advances in technology
C)Social changes
D)All of the above are factors
E)Options A and B only

Question 6

One of the unique characteristics of services products is that of simultaneity (inseparability), which occurs because:

A)The high people content can cause variability in product quality
B)Services cannot be saved or stored
C)Services cannot be separated from the physical goods
D)Fluctuating demand often requires special staffing strategies
E)None of the above

Question 7

Lovelock has suggested that the transformation of the service economy comes under five headings. Which of the following is NOT one of these headings?

A)Business trends
B)Social changes
C)Government regulation
D)Internationalisation
E)None of the above

Question 8

Services products have four key marketing characteristics that distinguish them from physical goods. Which one of the following is NOT a characteristic of services products?

A)Heterogeneous
B) Intangible
C)Homogeneous
D)Perishable
E)Inseparable

Question 9

Services products are different from physical goods, and have four distinguishing characteristics that are critical to them being successfully marketed overseas.

Question 10

The SERVQUAL model identifies five components of service quality.

Question 11

Discuss ways in which the internet can be used to overcome some of the issues of the heterogeneity of services in international marketing.

Question 12

Because services cannot be saved or stored, it is necessary to devise strategies to cope with fluctuating demand. This characteristic of services is referred to as simultaneity (inseparability).

Question 13

According to Lovelock et al (2004) services can be classified as:

A)People-processing services
B)Information-processing services
C)Possession-processing services
D)All of the above
E)Options A and C only

Question 14

The rise of low contact service within the service sector can be attributed to:

A)Self service
B)Time constraints
C)Electronic delivery of services
D)All of the above
E)Options A and C only

Question 15

Technological advances have driven a reduction in low contact services.

Question 16

There are two broad drivers that influence the 'internationalisation' of service firms. These are:

A)Product level and firm level
B)Industry level and Regional level
C)Industry level and firm level
D)Product level and Industry level
E)Client level and firm level

Question 17

When a supplier establishes an office in the foreign country and develops a partnership or appoints a representative, this is referred to as:

A)Consumption abroad
B)Commercial presence
C)Movement of natural persons
D)International movement
E)Cross border

Question 18

Explain the four distinguishing characteristics that differentiate services products from physical goods. Identify what steps a firm might take to overcome any problems that each of these characteristics can present when marketing a services product overseas.

Question 19

Rising expectations, greater affluence and more focus on leisure and quality of life have caused increased expenditure on services products, such as tourism.

Question 20

The marketing mix for services is made up of seven elements. Which one of the following is NOT a part of that mix?

A)Perishability
B)Place
C)Tangible elements
D)Promotion
E)People

Question 21

Which industry currently represents Australia's largest services export?

A)Health services
B)Retailing
C)Professional services
D)Education
E)Tourism

Question 22

Executive recruitment and market research companies are typical examples of location-bound customised projects.

Question 23

A firm which tends to base its internationalisation on both following customers into new markets and filling unsolicited orders, would best be described under the category of:

A)International service projects
B)Location-free professional services
C)Value-added customised projects
D)Location-bound customised projects
E)Standardised service packages

Question 24

Which of the following is one of the subsectors of business and professional services:

A)Marketing and business management services
B)Computer services
C)Accounting and legal services
D)Technical services
E)All of the above.

Question 25

Into which of the following typologies would you place a large firm which provides a high degree of customisation?

A)Value-added customised services
B)Location-free professional services
C)Standardised service package
D)Location-bound customised services
E)None of the above

Question 26

There are two types of drivers of internationalisation of service firms, firm-level and industry-level. An example of a firm-level driver is scale economies.

Question 27

Increased consumer expectations and more women in the workplace are part of the business trends which are transforming the services economy.

Question 28

As a general rule, there is a greater level of cultural sensitivity with services products than with tangible goods.

Question 29

In the cultural dimension of 'relationship with others', a low context culture is identified as being ________ oriented.

A)Past
B)Space
C)Individual
D)Time
E)Group

Question 30

Discuss the intrinsic and extrinsic factors that a firm faces at the different stages of screening when bidding for an international project.

Question 31

For almost two decades services have been Australia's faster-growing export section.

Question 32

In the marketing and business management services sub-sector Australia's exports almost always exceed imports

Question 33

How does the marketing of business services overseas differ from that of consumer goods services? Use examples to explain your answer.

Question 34

Services products are generally more culturally sensitive than physical goods. Which of the following is NOT a cultural influence on the service encounter?

A)Relationship with activity
B)Relationship with nature
C)Relationship with space
D)Relationship with others
E)Relationship with time

Question 35

Discuss ways to overcome the cultural sensitivity issues that are associated with the marketing of services in an overseas market. Use a specific services category in a particular country to illustrate your answer.

Question 36

Which of the following is an industry level driver of the internationalisation of service firms?

A)Lack of Competition
B)Domestic Market Pressure
C)Government
D)Scale Economies
E)C and D

Question 37

Outline ways in which a firm may need to modify its services marketing approach when dealing with high as opposed to low-context cultures.

Question 38

Patterson and Cici (1995) developed an alternative classification framework for firms involved in the classification of service. How would this framework apply to a newly opened organic spa resort which also provided an online range of products?

Question 39

A location-free professional service is where a permanent presence in the overseas market is not necessary in order for the marketing firm to deliver the services products.

Question 40

In high context cultures, frontline employees:

A)Are more likely to respond to the wishes of the customer
B)Are less likely to respond to the wishes of the customer
C)Focus on the outcomes of service delivery
D)All of the above
E)Options B and C only

Question 41

Explain the advantages of a build and operate scheme and why a consortium would want to undertake such a project.

Question 42

Developing countries are very influential in determining the nature of the aid offered by multilateral aid agencies.

Question 43

To which methods used in the marketing of services internationally do you attribute the success of the growth of international students in the education system?

Question 44

When promoting their skills for a project, a firm should focus more on the product rather than their image.

Question 45

The project appraisal stage includes four areas of appraisal which are technical, economic, financial and institutional.

Question 46

There are numerous costs with bidding on international projects which include:

A)The cost of purchasing the tender documents
B)The cost of preparing and lodging bid documents
C)A bid bond
D)All of the above
E)Options A and B only

Question 47

For international projects, the project life cycle will go through the following stages:

A)Pre-project planning, formal project bidding, detailed negotiation, implementation
B)Pre-project qualification, negotiation, winning the tender, implementation, evaluation
C)Identification, preparation, qualification, negotiation, implementation
D)Identification, preparation, appraisal, negotiation, implementation, evaluation
E)Pre-project planning, negotiation, tender submission, winning the tender, implementation

Question 48

When bidding for an international project, it should be kept in mind that the award always goes to the lowest bidder.

Question 49

There are three major forms that projects can take in the international domain which are:

A)Partial, Turn-key, Turn-key plus
B)Commission-based, Up-front payment, Deferred payment
C)Advisory, Implementation, Strategic
D)Full, Partial, Service only
E)Joint, Stand-alone, Consortium

Question 50

Discuss how the marketing mix differs for firms who are engaged in marketing projects internationally. Illustrate your answer with examples.

Question 51

Aid given on a bilateral basis can be either financial or in-kind.

Question 52

The project ________ stage involves the multilateral or regional development body reviewing the feasibility study and visiting the country in which the project is undertaken so as to hold discussions with the executing agency:

A)Identification
B)Appraisal
C)Preparation
D)Negotiation
E)Implementation

Question 53

Bilateral aid can take a number of forms which include:

A)Loans extended at concessional rates of interest
B)Technical assistance that aims to strengthen human resources and technical skills
C)Government grants
D)All of the above
E)Options A and B only

Question 54

Piggybacking is when:

A)A firm teams up with other firms to undertake a project offshore.
B)When a firm subcontracts a project out to another firm and charges a premium
C)When one firm does all of the foundational work while another gets credit
D)When a firm forms a joint venture in order to gain access to another firm's market.
E)None of the above

Question 55

Tied aid given on a bilateral basis must:

A)Be given in the form of a grant.
B)Be dependent on the performance of the aid organisation in the receiving country.
C)Be spent on children's aid charities
D)Be spent on goods or services of the country giving the aid.
E)A and C

Question 56

Turn-key plus projects are characterised by charging a premium price over that of just a turn-key project.

Question 57

In addition to the traditional 4Ps of marketing, which additional two variables impact international project marketing?

A)People, process
B)Physical facilities, process
C)People, politics
D)Politics, process
E)Plans, people

Question 58

One of the weaknesses of Australian firms, when considering their positioning for international projects, is that they are seen as a threat to other businesses.

Question 59

Tied aid given on a bilateral basis must

A)Be given in the form of a grant.
B)Be dependent on the performance of the aid organisation in the receiving country.
C)Be spent on children's aid charities
D)Be spent on goods or services of the country giving the aid.
E)A and C

Question 60

Discuss the project cycle for an international project with reference to both the borrower and the lender.

Question 61

The approach where a firm or consortium undertakes the project and operates it until its outlay plus profit are recovered from the earnings of the project is known as a:

A)Multilateral development scheme
B)Mixed project scheme
C)Build and operate scheme
D)Co-financing scheme
E)Joint venture

Question 62

When screening bids for international projects, internal and external factors are used at each stage of the screening process.

Question 63

Build and operate schemes usually involve the formation of a consortium that funds, builds, operates and maintains the project.

Question 64

Which of the following IS a stage of the international project screening process

A)Fiscal screen
B)Linkage screen
C)Customer screen
D)Non-competitive screen
E)All of the above