Deck 1: New Perspectives on Marketing in the Service Economy

Question 1

Service employees should have which set of the following?

A)Positive attitude, technical skills, and analytical skills.
B)Positive attitude, leadership skills, and analytical skills.
C)Technical skills, leadership skills, and interpersonal skills.
D)Positive attitude, interpersonal skills, and technical skills.
E)Technical skills, leadership skills, and analytical skills.

Answer 1

D

Question 2

Documenting performance, explaining what was done and why, and offering guarantees are additional ways to reassure customers and reduce anxiety.

Answer 2

True

Question 3

Businesses are outsourcing fewer tasks in order to focus on their core business.

Answer 3

False

Question 4

For-profit firms seek to achieve ____________ profits subject to ____________ constraints, although not-for-profit service suppliers seek to achieve ____________ profits subject to ____________ constraints.

A)social; financial; financial; social
B)social; financial; social; financial
C)financial; transactional; social; regulatory
D)financial; social; social; financial
E)transactional; social; limited; transactional

Question 5

In most highly developed nations, services account for between two-thirds and three-fourths of the GDP.

Question 6

Firms' market offerings are divided into ____________ and ____________ elements.

A)core product; supplementary service
B)marketing; management
C)product; delivery
D)service; delivery
E)planning; delivery

Question 7

Service markets are shaped by all of the following except ____________.

A)government policies
B)social changes
C)global economic change
D)business trends
E)advances in information technology

Question 8

In all cases of possession processing, production and consumption can be described as inseparable.

Question 9

Customers being turned away or having to wait is an implication of which aspect of services?

A)People may be a part of the service experience.
B)Intangible elements usually dominate value creation.
C)Services are often difficult to visualize and understand.
D)Customers may be involved in co-production.
E)Most services cannot be inventoried.

Question 10

Which one of the following is NOT one of the four broad categories of service?

A)People processing
B)Possession processing
C)Mental stimulus processing
D)Information processing
E)Involvement processing

Question 11

What are the three management functions that are central to meeting the needs of service customers?

A)Marketing, operations, and finance.
B)Marketing, operations, and human resources.
C)Marketing, finance, and accounting.
D)Marketing, finance, and operations.
E)Finance, accounting, and human resources.

Question 12

A useful way to distinguish between goods and services is to place them on a continuum from ____________ to ____________.

A)practical; impractical
B)tangible-dominant; intangible-dominant
C)low; high
D)reliable; unreliable
E)prepared; unprepared

Question 13

Typically service jobs are not well-paid positions and require little education.

Question 14

The acronym for the new North American classification system that includes services is ____________.

A)NAFTA
B)NAICS
C)NACS
D)NACSS
E)NEICE

Question 15

The appearance of buildings, landscaping, vehicles, and uniforms provide tangible evidence of a firm's service quality.

Question 16

For mental-stimulus-processing, recipients must be physically present in the service factory.

Question 17

The three additional Ps of services marketing that extend the original four Ps of marketing are _____________, _____________, and _____________.

A)price; place; promotion
B)process; people; promotion
C)physical environment; process; people;
D)prosperity; process; promotion
E)physical environment; planning; process

Question 18

People processing, possession processing, mental stimulus processing, and information processing make up the four broad categories of services.

Question 19

Other customers typically do not impact the satisfaction of other consumers in service settings.

Question 20

In most possession-processing services, the customer's involvement is usually limited to dropping off the item that needs treatment, requesting the service, explaining the problem, and returning later to pick up the item and pay the bill.

Question 21

Less than 15 percent of service jobs around the world can currently be carried out remotely.

Question 22

Give an example of a government policy that has stimulated the transformation of a service industry.

Question 23

Which of the following is the best example of a supplementary service?

A)Appliance maintenance
B)Hotel room rental
C)Fast food consumption
D)House cleaning
E)Landscaping

Question 24

What are the five broad categories within the non-ownership framework?

Question 25

Rolls Royce introduced TotalCare® to do which of the following?

A)build brand equity
B)limit competitive entry into the spare engine parts business
C)co-produce engines with customers
D)innovate new engines
E)recover from service failures

Question 26

The Internet is transferring power from suppliers to customers, especially in consumer markets.

Question 27

The best way to help customers visualize your service is to highlight credentials/experience and educate consumers to make good choices.

Question 28

Give an example of how the Internet is changing the face of service industries.

Question 29

A typical university is a simple service organization that offers mainly educational services.

Question 30

What are the eight common differences between products and services?

Question 31

A movie theater seat is an example of _____________.

A)renting durable goods
B)closely engaging customers in the service process
C)renting portions of a larger physical entity
D)the centrality of time to services
E)differences in customer choice criteria

Question 32

Give an example of an industry where production and consumption are separable.

Question 33

Define services.

Question 34

Online educational programs offered by the University of Phoenix are an example of _____________.

A)revolutionary products/services
B)collective products/services
C)additional services
D)supplementary services
E)core products/services

Question 35

Give an example of an industry where the Internet has transferred power from suppliers to customers.

Question 36

What are the three vital roles of promotion and education?

Question 37

Provide an example of a service that lies at each end of the tangible-dominant to intangible-dominant spectrum.

Question 38

Lexus dealers compete with ____________ for service sales.

A)Toyota dealers
B)Lexus manufacturers
C)BMW dealers
D)the best independent repair garages
E)all of the above

Question 39

How do operations and human resources functions contribute to meeting the needs of service customers?

Question 40

IBM is a good example of a firm that has shifted from manufacturing intensive operations to service intensive operations.

Question 41

Give an example of a service that offers access to physical environments as a form of rental.

Question 42

Provide an example of a service industry where customers are involved in co-production and explain the implications and marketing-related tasks that would be associated with that service.

Question 43

Describe the seven Ps of service that would be involved in a banking service.

Question 44

Give an example of a service that offers labor and expertise rental.

Question 45

Describe the possible differences in customer choice criteria between car rentals and outright purchases.