Deck 7: Service Products

Question 1

A concert ticket is primarily an example of which element of the marketing mix?

A) Process
B) Physical evidence
C) Packaging
D) Price
E) Place

Answer 1

B

Question 2

Some fast food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?

A) Process
B) Physical evidence
C) Packaging
D) Price
E) Place

Answer 2

A

Question 3

Why is it more difficult to brand services than to brand goods?

A) The rules are tougher
B) It is harder to make a service consistent
C) There is no way to measure service quality
D) There is no packaging to put a logo on
E) It is impossible to develop a positioning statement for a service

Answer 3

B

Question 4

Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?

A) Services are inconsistent
B) There are no salespeople to help with forecasting
C) Payment is usually made after the service has been provided
D) Most service customers are not brand loyal
E) Service products cannot usually be stored

Question 5

What are people who work with information rather than in manufacturing or in more traditional service industries called?

A) Knowledge workers
B) Technologists
C) Info techs
D) IT users
E) Project managers

Question 6

Outsourcing has advantages and disadvantages, name one advantage of outsourcing.

A) Delegating responsibility for the organisation's relationship with its clients
B) Being able to draw on specialist expertise that the organisation does not have
C) It enhances the organisation's staff's own skill set
D) It builds stronger customer relationships
E) It makes managing budgets easier

Question 7

Two diners complain about a restaurant's slow service but are delighted to be given a free bottle of wine and canapés to make the wait less tedious. In the end, they thoroughly enjoy their evening. In terms of services marketing, what is this a good example of?

A) Service encounter
B) Service quality
C) Process
D) Service recovery
E) Promotion

Question 8

What is the term given to the total (and frequently complex) environment in which a service is delivered?

A) Multiverse
B) Whole environment
C) Ambience
D) Decor
E) Servicescape

Question 9

A cinema's automated booking service is primarily part of which of the marketing mix elements?

A) Product
B) Peripheral product
C) Price
D) Process
E) Physical evidence

Question 10

One of the problems that comes from the intangibility of services is that they are perceived as higher risk purchases than goods are. Which of the following is most likely to reassure a customer who has paid in advance for a Centre Court seat at Wimbledon that they will in fact get to see the tennis?

A) The tournament's reputation
B) The advertising
C) The weather forecast
D) An expensive and official looking ticket
E) The website