Question 1

Examples of order-taking are divided into what three main elements?

Accepted Answer

A) Membership in organisations, professional appointments, applications 
B) Subscription services, order entry, admissions to restricted facilities 
C) Applications, order entry, reservations 
D) Order entry, reservations subscription services 
E) Order entry, reservations, professional appointments 
A) Membership in organisations, professional appointments, applications 
B) Subscription services, order entry, admissions to restricted facilities 
C) Applications, order entry, reservations 
D) Order entry, reservations subscription services 
E) Order entry, reservations, professional appointments

Question 2

If you were running a legal firm, what steps would you take in planning, creating and delivering an integrated and coherent service product strategy of the firm?

Accepted Answer

As the owner of a legal firm, I would ta

Question 3

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

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Consultation, hospitality and safekeeping are examples of facilitating services.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following combinations results in the greatest brand equity?

Accepted Answer

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 
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

Question 7

Which of the following types of services generally offer more supplementary services?

Accepted Answer

A) People-processing 
B) Possession-processing 
C) Information-processing 
D) Mental-stimulus-processing 
E) All do so, equally 
A) People-processing 
B) Possession-processing 
C) Information-processing 
D) Mental-stimulus-processing 
E) All do so, equally

Question 8

Everything potentially feasible to attract and hold customers is included in which of the following bands of Levitt's 'total product concept'?

Accepted Answer

A) Core product 
B) Expected product 
C) Augmented product 
D) Potential product 
E) None of the above 
A) Core product 
B) Expected product 
C) Augmented product 
D) Potential product 
E) None of the above

Question 9

Adorning company cars with corporate logos and providing employees with new uniforms are examples of process line extensions.

Accepted Answer

A) True 
 B)False

Question 10

A small coffee shop that offers table service and a variety of menu items is experiencing financial and service problems.Using the reengineering service process, develop a plan to redress the problems.

Accepted Answer

The first step in reengineering the serv

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

The manner in which a service is provided and the physical environment is often referred to as the:

Accepted Answer

A) service atmosphere 
B) service environment 
C) servicescape 
D) service metrics 
E) service blueprint 
A) service atmosphere 
B) service environment 
C) servicescape 
D) service metrics 
E) service blueprint

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Brands in which the product brand name dominates, but the corporate name is still featured, are referred to as:

Accepted Answer

A) endorsed brands 
B) house brands 
C) development brands 
D) company brands 
E) none of the above 
A) endorsed brands 
B) house brands 
C) development brands 
D) company brands 
E) none of the above

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

In the new service development process, what is essential to consider in the early stages?

Accepted Answer

A) Performance evaluation 
B) Differentiation 
C) Test marketing 
D) Product introduction 
E) Re-engineering 
A) Performance evaluation 
B) Differentiation 
C) Test marketing 
D) Product introduction 
E) Re-engineering

Question 17

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 ____________.

Accepted Answer

A) sub-brands 
B) a house of brands 
C) endorsed brands 
D) a branded house 
E) external brand communications 
A) sub-brands 
B) a house of brands 
C) endorsed brands 
D) a branded house 
E) external brand communications

Question 18

An auto repair service has a coffee machine and magazines in its waiting room and offers pick-up and delivery from customers' places of work.These are examples of the:

Accepted Answer

A) facilitating service element of augmentation 
B) enhancing service element of hospitality 
C) enhancing service element of augmentation 
D) facilitating service element of hospitality 
E) support service element of atmospherics 
A) facilitating service element of augmentation 
B) enhancing service element of hospitality 
C) enhancing service element of augmentation 
D) facilitating service element of hospitality 
E) support service element of atmospherics

Question 19

Which of the following statements is NOT true?

Accepted Answer

A) Value-adding supplementary services enhance the core offering. 
B) People-processing services tend to be more demanding in terms of supplementary elements. 
C) Possession-processing services often place heavy demands on safekeeping elements. 
D) Supplementary elements do not assist in differentiation. 
E) Companies competing on low-cost often offer fewer supplementary elements. 
A) Value-adding supplementary services enhance the core offering. 
B) People-processing services tend to be more demanding in terms of supplementary elements. 
C) Possession-processing services often place heavy demands on safekeeping elements. 
D) Supplementary elements do not assist in differentiation. 
E) Companies competing on low-cost often offer fewer supplementary elements.

Question 20

Using the example of a postal service business, discuss how a supplementary service may be transformed into a core product.

Accepted Answer

In the case of a postal service business

Examples of order-taking are divided into what three main elements?

If you were running a legal firm, what steps would you take in planning, creating and delivering an integrated and coherent service product strategy of the firm?

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.

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

Consultation, hospitality and safekeeping are examples of facilitating services.

Which of the following combinations results in the greatest brand equity?

Which of the following types of services generally offer more supplementary services?

Everything potentially feasible to attract and hold customers is included in which of the following bands of Levitt's 'total product concept'?

Adorning company cars with corporate logos and providing employees with new uniforms are examples of process line extensions.

A small coffee shop that offers table service and a variety of menu items is experiencing financial and service problems.Using the reengineering service process, develop a plan to redress the problems.

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

The manner in which a service is provided and the physical environment is often referred to as the:

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

Brands in which the product brand name dominates, but the corporate name is still featured, are referred to as:

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

In the new service development process, what is essential to consider in the early stages?

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 ____________.

An auto repair service has a coffee machine and magazines in its waiting room and offers pick-up and delivery from customers' places of work.These are examples of the:

Which of the following statements is NOT true?

Using the example of a postal service business, discuss how a supplementary service may be transformed into a core product.

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

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

Examples of order-taking are divided into what three main elements?

If you were running a legal firm, what steps would you take in planning, creating and delivering an integrated and coherent service product strategy of the firm?

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.

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

Consultation, hospitality and safekeeping are examples of facilitating services.

Which of the following combinations results in the greatest brand equity?

Which of the following types of services generally offer more supplementary services?

Everything potentially feasible to attract and hold customers is included in which of the following bands of Levitt's 'total product concept'?

Adorning company cars with corporate logos and providing employees with new uniforms are examples of process line extensions.

A small coffee shop that offers table service and a variety of menu items is experiencing financial and service problems.Using the reengineering service process, develop a plan to redress the problems.

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

The manner in which a service is provided and the physical environment is often referred to as the:

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

Brands in which the product brand name dominates, but the corporate name is still featured, are referred to as:

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

In the new service development process, what is essential to consider in the early stages?

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 ____________.

An auto repair service has a coffee machine and magazines in its waiting room and offers pick-up and delivery from customers' places of work.These are examples of the:

Which of the following statements is NOT true?

Using the example of a postal service business, discuss how a supplementary service may be transformed into a core product.

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters