Deck 1: Introduction to Services Marketing

Question 1

One way of avoiding turning customers away or having them wait is to use, dynamic pricing and reservations.

Answer 1

True

Question 2

The dramatic development of Government policies is the most important force transforming service markets

Answer 2

False

Question 3

The service-profit chain includes collaboration between marketing, operations, IT and HR

Answer 3

True

Question 4

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

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

Question 5

Customers may go beyond the money to assess how much time and effort are involved in service consumption

Question 6

Service distribution can take place through physical channels only

Question 7

Service production and consumption are always simultaneous

Question 8

Despite advances in technology, many services will always need direct interaction between customers and service employees.

Question 9

The service framework for developing effective service strategies excludes _________________.

A)understanding service products, consumers and markets
B)managing the competitive landscape
C)applying the 4 Ps of marketing to services
D)designing and managing the customer interface
E)developing customer relationships

Question 10

In order to design and implement effective service processes, which of the following are important considerations.

A)Operational inputs and outputs can vary
B)Customers are often involved in co-production
C)Demand and capacity need to be balanced.
D)a & b
E)a, b, & c

Question 11

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 12

Services require a form of acquisition through which customers can obtain benefits.

Question 13

Links in the Service-Profit Chain include all of the following except

A)Customer loyalty,
B)Revenue growth
C)Service quality
D)Employee loyalty
E)Top management leadership

Question 14

Developments in IT and communication include all of the following, except ____________.

A)User-generated content
B)Artificial technologies
C)Internet of Things
D)Social Changes

Question 15

There are several reasons why the services sector is increasing in almost all countries around the world. Which is not one of the contributing reasons?

A)The knowledge-based industries are growing.
B)Countries are less dependent on agriculture.
C)Some manufacturing firms are now focusing on marketing services as wec.
D)The construction and manufacturing industries are booming.
E)More companies are outsourcing some of their service components.

Question 16

HR is often seen from a strategic perspective than a staff function

Question 17

Which of the following is an example of co-production?

A)Withdrawing from an ATM
B)Easting fast food
C)Touring an aquarium
D)Selling items on eBay
E)Buying a stereo

Question 18

Services account for 65% to 80% of the GDP in most developed nations.

Question 19

Which of the following are included in the four categories of services processing.

A)People processing
B)Possession processing
C)Mental stimulus processing
D)Information processing
E)All of the above

Question 20

The non-ownership perspective to define Services includes the following.

A)Time-based
B)Rental
C)Exchange for money, time and effort
D)Expectation to obtain value

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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 26

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

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

How can firm develop effective marketing strategies?

Question 29

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

Question 30

Define services.

Question 31

China is experiencing rapid economic growth and this stimulates demand for production and business services.

Question 32

Service firms have reservations systems because

A)intangible elements usually dominate value creation.
B)most service products cannot e inventoried.
C)distribution may take place through non-physical channels.
D)customers may be involved in co-production.
E)all of the above.

Question 33

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

Question 34

What are the three vital roles of promotion and education?

Question 35

What are the eight common differences between products and services?

Question 36

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

Question 37

Airbnb is an example of peer-to-peer service.

Question 38

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

Question 39

Education is an example of a/an _____________ service.

A)people-processing
B)information processing
C)mental stimulus processing
D)possession-processing
E)physical processing

Question 40

Services can be outsourced today to cheaper destinations anywhere in the world.

Question 41

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

Question 42

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

Question 43

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.