Deck 3: Plugging Into the Information Age

Question 1

Service providers need not be cautious of privacy issues when they create and use their customer databases.

Answer 1

False

Question 2

Throughout history there has always been a strong connection between services and technology.

Answer 2

False

Question 3

Developments in technology have allowed the creation of devices that assist service representatives in performing tasks.

Answer 3

True

Question 4

The most effective use of customer databases is to make them easily accessible to the frontline service provider.

Question 5

The information revolution made it possible for services to be open twenty-four hours a day,seven days a week,and 365 days a year.

Question 6

The World Wide Web is not essential for home-based service organizations.

Question 7

Which of the following is NOT a part of the services marketing pyramid?

A)company
B)competition
C) customers
D)technology
E)providers

Question 8

The information age

A)destroys the traditional idea of regular working hours.
B)shortens the hours of operation for services.
C)brings few significant opportunities to service marketers.
D)brings few risks to service marketers.
E)does little to empower customers or service employees.

Question 9

Advances in information technology empower customers to shop for and purchase services.

Question 10

To enhance service delivery,the Services Marketing Pyramid Model emphasizes the need to manage all of the following technology links,EXCEPT;

A)Technology-Company Link
B)Technology-Providers Link
C)Technology-Customer Link
D)All of the listed technology links are emphasized within the Services Marketing Pyramid Model
E)None of the listed technology links are emphasized within the Services Marketing Pyramid Model

Question 11

Computer networks do little to improve the speed,quality,and volume of communication between customers,intermediaries,and suppliers.

Question 12

The information revolution tended to weaken or undercut the notion of a regular workweek.

Question 13

The use of which form of information technology is becoming a particularly important tool in service industries?

A)Smartphones
B)iPads
C)Handheld computers
D)Corporate computer systems
E)The use of all these forms of communication is rapidly increasing among service organizations.

Question 14

Technology cannot be used to supplement a service organization's core service.

Question 15

Technology cannot be used to integrate service offerings across multiple service delivery channels.

Question 16

Which of the following is a possible negative impact of services technology?

A)dependence on the electric power grid
B)employment levels may fall in absolute terms
C)low-skill service workers may be replaced by automated technology
D)All of the above are possible negative impacts.
E)None of the above are possible negative impacts.

Question 17

Improvements in a service organization's core technology cannot be used to improve its service quality.

Question 18

Which,if any,of the listed activities can NOT be used to empower service employees through information technology?

A)Creating devices that can be operated by a single person
B)Utilizing networking as a means to enable service workers to better serve their customers
C)Enabling service employees to access information pertinent to service delivery
D)None of these activities can be used to empower service employees through information technology.
E)All of these activities can be used to empower service employees through information technology.

Question 19

The high-bandwidth communication connection between customers has not altered the nature of word-of-mouth communication or had a powerful influence on modern communications.

Question 20

Information is a product that has virtually no marginal cost of distribution.

Question 21

COMPLETION QUESTIONS
Fully Interactive
Networking
World Wide Web (Web)
Customer Databases
Customer Interfaces
Frontline
Weak links
During the _______ phase of communications interactivity,customers can achieve a high-bandwidth communications connection with one another.

Question 22

COMPLETION QUESTIONS
Fully Interactive
Networking
World Wide Web (Web)
Customer Databases
Customer Interfaces
Frontline
Weak links
The ____________ is an Internet service where information services can provide text,pictures,sound,and even video to information seekers.

Question 23

How has telecommunications technology provided the means for communication interactivity between service marketers and their customers?

Question 24

Which,if any,of these statements about telecommunications and/or information technology are TRUE?

A)The latest advancements in telecommunications allow for a real-time system for collecting,transferring,and storing information.
B)Information is a product with significant marginal costs of distribution.
C)Using intranet communication enables service employees to communicate with people both inside and outside of the company.
D)Remote services delivery is not appealing to many services marketers because the cost of digital dissemination of information cannot be diminished.
E)All of these statements about telecommunication and/or information technology are true.

Question 25

How can customers be empowered by advances in technology?

Question 26

Which,if any,of the following is NOT a step for improving the technology of customer interfaces?

A)Include marketer input when designing customer interface technology
B)Stay customer-focused when designing customer interface technology
C)Ideally,the customer interface technology should be visible to customers.
D)Customer interface technology should be designed for flexibility.
E)All of these improve the technology.

Question 27

Which,if any,of the following is NOT an example of a technology that may be used to empower customers?

A)Vending machines
B)"Intelligent agent" software
C)computer systems
D)All of these are examples of how customers may be better served through technology.
E)None of these are examples of how customers may be better served through technology.

Question 28

COMPLETION QUESTIONS
Fully Interactive
Networking
World Wide Web (Web)
Customer Databases
Customer Interfaces
Frontline
Weak links
The most effective use of customer databases is to make them easily accessible to the __________ service provider in an easy-to-use form.

Question 29

What are challenges facing service marketers who use technology to manage their customer interfaces?

Question 30

The owner of a service organization recently decided to take steps to empower the organization's employees.As consultant to the owner,you suggested that technology might be used to help empower service employees.The owner asked you to explain how technology can be used to empower employees.What is your response?

Question 31

COMPLETION QUESTIONS
Fully Interactive
Networking
World Wide Web (Web)
Customer Databases
Customer Interfaces
Frontline
Weak links
____________ is the act of establishing a communication link among two or more spatially distant individuals,organizations,or other entities.

Question 32

Describe the role of technology in linking service performance and service productivity.

Question 33

The marketing manager of a local service organization recently decided to take steps to improve customer service.As consultant to the marketing manager,you suggested that advances in technology might be used to help empower customers.The marketing manager asked you to explain how technological advances can be used to empower the firm's customers.What is your response?

Question 34

COMPLETION QUESTIONS
Fully Interactive
Networking
World Wide Web (Web)
Customer Databases
Customer Interfaces
Frontline
Weak links
Many challenges that service organizations experience when infusing technology into their operations result from the ____________ in the ______________ of services.

Question 35

Which,if any,of the following is NOT a problem associated with the use of technology to manage customer interfaces?

A)Service marketers may be in too big a rush to automate their service functions.
B)The implementation of new technology may create a time sink for service marketers.
C)The creators of customer interface technology often have a tendency to create technology that only a specialist can appreciate.
D)All of these are problems associated with the use of technology to manage customer interfaces.
E)None of these is a problem associated with the use of technology to manage customer interfaces.

Question 36

Which,if any,is NOT an appropriate guideline for the effective creation and use of customer databases?

A)Customer databases should contain categories of customers who differ in terms of their purchase behaviors.
B)Customer databases should only include data that detail customer purchases over a specified time period.
C)Customer databases should be easily accessible to the frontline service provider.
D)Service marketers should be very sensitive to privacy issues as they create and use customer databases.
E)All of these guidelines are appropriate for the effective creation and use of customer databases.

Question 37

How has the availability of information enabled services marketers to move away from mass marketing to targeting individuals?

Question 38

How does technology help to empower service employees?

Question 39

COMPLETION QUESTIONS
Fully Interactive
Networking
World Wide Web (Web)
Customer Databases
Customer Interfaces
Frontline
Weak links
Service marketers need to be very cautious about privacy issues as they create and use _________________.

Question 40

How do advances in technology impact economic development?

Question 41

During a recent meeting of top management,a proposal was made to continually upgrade the technology that the company uses to manage its customer interfaces.Even though the proposal was appealing,the company president postponed the decision until more was known about the challenges associated with using technology to manage customer interfaces.You were asked to develop a report that describes the challenges of using technology to manage customer interfaces.What would you tell top management in your report?

Question 42

During a recent meeting with the marketing manager,you were asked for ideas on how to improve the technology of the firm's customer interfaces.What advice would you give the marketing manager?