Exam 4: Planning and Producing the Service Performance

As the new marketing manager,you wanted to ensure that the firm's primary service offering was successful.As a first step,you asked your marketing assistant to provide you with a service blueprint of the firm's primary service offering.However,the marketing assistant has no idea what a service blueprint is or why it is used.Help the marketing assistant by defining a service blueprint and explaining how it provides direction for the successful completion of a service performance.

50 15.When planning for a successful service performance,service marketers need to understand that

To develop an effective service blueprint,service marketers must follow a rigid set of rules.

COMPLETION QUESTIONS Service Script,Customer's Service Blueprint Internet Customization,Divergence Supplementing Complexity Customization Script Augmented,Expected -______________ services can be scripted or blueprinted in planning the service performance.

COMPLETION QUESTIONS Service Script,Customer's Service Blueprint Internet Customization,Divergence Supplementing Complexity Customization Script Augmented,Expected -_______________ product that an organization develops today can easily become tomorrow's _______________ product from the customer's point of view.

COMPLETION QUESTIONS Service Script,Customer's Service Blueprint Internet Customization,Divergence Supplementing Complexity Customization Script Augmented,Expected -Since services are produced and consumed simultaneously and often involve interaction between a service provider and the patron,this enables the possibility of service _____________.

What does the following statement mean? "With services,'what you get' is a lot more than 'what you see.'" What is the relevance of this statement to service marketers?

Which of the following tasks is NOT typically required for a service organization to effectively customize a service?

Service performances are not considered to be multifaceted phenomena.

During a recent meeting of the service organization's top management,a debate arose over a proposal to supplement a service performance.Please summarize the major advantages and disadvantages that should have been brought out in the debate.

How do service complexity and divergence influence the creation of service blueprints?

Which,if any,of the following is NOT a characteristic of a service script?

COMPLETION QUESTIONS Service Script,Customer's Service Blueprint Internet Customization,Divergence Supplementing Complexity Customization Script Augmented,Expected -______________ provides a tool that represents the frontstage enactment and its backstage support of a service performance.

A service exists only during its enactment and,as a result,may be customized to fit an individual customer's needs or desires.

A service is said to possess a high degree of divergence when it has many steps in its service blueprint.

Unlike brick-and-mortar service providers,the planning and producing of an Internet service performance cannot be scripted or blueprinted

All of the statements about supplemental service elements are true EXCEPT

COMPLETION QUESTIONS Service Script,Customer's Service Blueprint Internet Customization,Divergence Supplementing Complexity Customization Script Augmented,Expected -______________ is a chronologically ordered representation of the steps that compose the service performance from a _______________ point-of-view.

Service products that can be classified as physical goods have been classified into one of three categories.Which service product category consists of services that require customers to make comparisons across service providers before developing a choice preference?

COMPLETION QUESTIONS Service Script,Customer's Service Blueprint Internet Customization,Divergence Supplementing Complexity Customization Script Augmented,Expected -______________ an organization's basic service occurs almost as a natural response to competitive forces.