Question 1

Give two examples of enhancing services.

Accepted Answer

Consultation, hospitality (safekeeping, exceptions).

Question 2

The three factors that contribute the most to achieving success of new service development in order of importance are:

Accepted Answer

A)  Market research factors, organizational factors, market synergy 
B)  Market synergy, organizational factors, market research factors 
C)  Organizational factors, market synergy, market research factors 
D)  Market synergy, market research factors, organizational factors 
E)  Market research factors, market synergy, organizational factors 
A)  Market research factors, organizational factors, market synergy 
B)  Market synergy, organizational factors, market research factors 
C)  Organizational factors, market synergy, market research factors 
D)  Market synergy, market research factors, organizational factors 
E)  Market research factors, market synergy, organizational factors B

Question 3

What are the two roles of supplementary services?

Accepted Answer

Facilitating or enhancing.

Question 4

Hospitality represents a more subtle approach to consultation because it involves helping customers better understand their situations.

Accepted Answer

A) True 
 B)False

Question 5

Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.

Accepted Answer

Many hotel chains offer groups of sub-br

Question 6

Service marketers need to create a coherent offering in which each element is compatible with the others and all are mutually reinforcing.

Accepted Answer

A) True 
 B)False

Question 7

Singapore Airlines is well recognized for both their superior meals and attentive cabin crew.

Accepted Answer

A) True 
 B)False

Question 8

What three components must the value proposition address and integrate?

Accepted Answer

Core products, suppl

Question 9

Consumption of the core product is sandwiched between use of supplementary services that are needed earlier or later in the delivery sequence.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT a category of new service innovation?

Accepted Answer

A)  Supplementary service innovations 
B)  Product line extensions 
C)  Major product innovations 
D)  Process line extensions 
E)  Self-sustaining innovations 
A)  Supplementary service innovations 
B)  Product line extensions 
C)  Major product innovations 
D)  Process line extensions 
E)  Self-sustaining innovations

Question 11

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

Accepted Answer

A)  Target profitable customers, employing behavior segmentation rather than demographics. 
B)  Achieve a superior understanding of what your targeted customers value. 
C)  Design facilities that delight your customers and reduce complaints. 
D)  Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience. 
E)  Make everyone a brand manager. 
A)  Target profitable customers, employing behavior segmentation rather than demographics. 
B)  Achieve a superior understanding of what your targeted customers value. 
C)  Design facilities that delight your customers and reduce complaints. 
D)  Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience. 
E)  Make everyone a brand manager.

Question 12

____________ came up with the novel idea of an arrivals lounge for its terminals to serve passengers arriving early in the morning after a long overnight flight from the Americas, Asia, Africa, and Australia.

Accepted Answer

A)  Singapore Airlines 
B)  British Airways 
C)  Delta Airlines 
D)  Continental Airlines 
E)  Trans World Airlines 
A)  Singapore Airlines 
B)  British Airways 
C)  Delta Airlines 
D)  Continental Airlines 
E)  Trans World Airlines

Question 13

Describe the four types of "exceptions" listed in the chapter.

Accepted Answer

Special requests are one type of excepti

Question 14

All service elements must be delivered in a prescribed sequence.

Accepted Answer

A) True 
 B)False

Question 15

What four things must the design of the service offerings address?

Accepted Answer

How the different service components are

Question 16

Airlines make use of ____________ systems, based on telephone or Web site reservations. This provides enormous cost savings for airlines because it reduces ____________.

Accepted Answer

A)  Ticketless; gross revenue charges 
B)  Partial; gross revenue charges 
C)  Ticketless; travel agent commissions 
D)  Partial; travel agent commissions 
E)  Ticketless; net revenue charges 
A)  Ticketless; gross revenue charges 
B)  Partial; gross revenue charges 
C)  Ticketless; travel agent commissions 
D)  Partial; travel agent commissions 
E)  Ticketless; net revenue charges

Question 17

Give two examples of facilitating services.

Accepted Answer

Informatio

Question 18

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Accepted Answer

A) True 
 B)False

Question 19

Firms actually benefit from late payments, because they reduce the amount of accounts payable.

Accepted Answer

A) True 
 B)False

Question 20

Providers of more intangible services offer a "menu" of products, representing carefully prescribed value-added supplementary service built around the core offering.

Accepted Answer

A) True 
 B)False

Give two examples of enhancing services.

The three factors that contribute the most to achieving success of new service development in order of importance are:

What are the two roles of supplementary services?

Hospitality represents a more subtle approach to consultation because it involves helping customers better understand their situations.

Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.

Service marketers need to create a coherent offering in which each element is compatible with the others and all are mutually reinforcing.

Singapore Airlines is well recognized for both their superior meals and attentive cabin crew.

What three components must the value proposition address and integrate?

Consumption of the core product is sandwiched between use of supplementary services that are needed earlier or later in the delivery sequence.

Which of the following is NOT a category of new service innovation?

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

____________ came up with the novel idea of an arrivals lounge for its terminals to serve passengers arriving early in the morning after a long overnight flight from the Americas, Asia, Africa, and Australia.

Describe the four types of "exceptions" listed in the chapter.

All service elements must be delivered in a prescribed sequence.

What four things must the design of the service offerings address?

Airlines make use of systems, based on telephone or Web site reservations. This provides enormous cost savings for airlines because it reduces .

Give two examples of facilitating services.

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Firms actually benefit from late payments, because they reduce the amount of accounts payable.

Providers of more intangible services offer a "menu" of products, representing carefully prescribed value-added supplementary service built around the core offering.

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 4: Developing Service Products: Core and Supplementary Elements

Give two examples of enhancing services.

The three factors that contribute the most to achieving success of new service development in order of importance are:

What are the two roles of supplementary services?

Hospitality represents a more subtle approach to consultation because it involves helping customers better understand their situations.

Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.

Service marketers need to create a coherent offering in which each element is compatible with the others and all are mutually reinforcing.

Singapore Airlines is well recognized for both their superior meals and attentive cabin crew.

What three components must the value proposition address and integrate?

Consumption of the core product is sandwiched between use of supplementary services that are needed earlier or later in the delivery sequence.

Which of the following is NOT a category of new service innovation?

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

____________ came up with the novel idea of an arrivals lounge for its terminals to serve passengers arriving early in the morning after a long overnight flight from the Americas, Asia, Africa, and Australia.

Describe the four types of "exceptions" listed in the chapter.

All service elements must be delivered in a prescribed sequence.

What four things must the design of the service offerings address?

Airlines make use of ____________ systems, based on telephone or Web site reservations. This provides enormous cost savings for airlines because it reduces ____________.

Give two examples of facilitating services.

The term "branded house" is used to describe firms like Virgin Group, that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Firms actually benefit from late payments, because they reduce the amount of accounts payable.

Providers of more intangible services offer a "menu" of products, representing carefully prescribed value-added supplementary service built around the core offering.

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Airlines make use of systems, based on telephone or Web site reservations. This provides enormous cost savings for airlines because it reduces .