Deck 4: Planning and Producing the Service Performance

Question 1

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

A)a service performance occurs at a single moment in time.
B)a service performance is a single event.
C)a service offering typically takes shape prior to its performance.
D)the basic service of the organization is often supported by a host of supplementary service elements.
E)All of these service characteristics need to be understood by service marketers when planning a successful service performance.

Answer 1

D

Question 2

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

A)Service organizations must invest in technological advancements that help personalize the service for their customers.
B)Service organizations must develop within their employees advanced and superior skills for personalizing the service for their customers.
C)Service organizations must educate their employees to discover customer desires.
D)All of these tasks are often required to effectively customize a service performance.
E)None of these tasks is often required to effectively customize a service performance.

Answer 2

D

Question 3

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?

A)Convenience services
B)Shopping services
C)Specialty services
D)Augmented services
E)Supplementary services.

Answer 3

B

Question 4

A service script can be normative as well as descriptive.

Question 5

Service organizations can immediately become more efficient by customizing their service products to meet the divergent desires of their customers.

Question 6

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

Question 7

Supplementing a service performance involves increasing its divergence.

Question 8

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

Question 9

Supplementing a service performance to increase customer satisfaction typically

A)involves increasing its divergence.
B)involves increasing its complexity.
C)requires little knowledge of a customer's preferences.
D)does little to help a small service provider to compete effectively with large service providers.
E)has little effect on the efficiency or effectiveness of the frontstage activities of a service performance.

Question 10

By offering a simpler performance,a service organization can effectively distinguish itself from the competition.

Question 11

A service blueprint is a design and communication tool for marketers to envision and plan the service performance.

Question 12

Service performances are not considered to be multifaceted phenomena.

Question 13

A service blueprint is a graphical representation of how the key service components are combined to create the service performance.

Question 14

Services with significant customization have weaker scripts than services produced for masses of people.

Question 15

It is not possible to customize a service experience through the use of theatrical tools.

Question 16

All of the statements about supplemental service elements are true EXCEPT

A)adding supplemental service elements often occurs as a natural response to competitive forces.
B)a supplementary element often begins as part of the augmented product but typically evolves into the expected product.
C)supplementing a service without establishing the efficacy of the supplemental element to the customer can be disastrous to the service provider.
D)service providers can often delete supplemental service elements from the core service without fear of incurring some level of customer resentment.
E)All of these statements about supplemental service elements are true.

Question 17

Since a customized service performance can greatly enhance a customer's service experience,service organizations are recommended to plan all of their service performances to allow service customization.

Question 18

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

Question 19

According to Lovelock,which of the following categories does NOT represent a type of supplemental service?

A)Information
B)Order taking
C)Hospitality
D)All of these categories represent types of supplemental service.
E)None of these categories represents types of supplemental services.

Question 20

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

Question 21

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.

Question 22

Recently,you were hired to consult a service organization on how best to plan a service performance.During a meeting with the service organization's top management,you asked them to describe the performance characteristics of the service offering.The vice president of service operations asked why you needed to understand the service performance characteristics to plan the service performance itself.How would you respond to the vice president of service operations?

Question 23

COMPLETION QUESTIONS
Service Script,Customer's
Service Blueprint
Internet
Customization,Divergence
Supplementing
Complexity
Customization
Script
Augmented,Expected
______________ is a design and communication tool for marketers to envision and plan the service performance.

Question 24

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.

Question 25

COMPLETION QUESTIONS
Service Script,Customer's
Service Blueprint
Internet
Customization,Divergence
Supplementing
Complexity
Customization
Script
Augmented,Expected
When carefully developed,a(n)__________ can provide a detailed account of the process of frontstage service delivery only.

Question 26

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

Question 27

A chronologically ordered representation of the steps that make up the frontstage of a service performance from a customer's point of view is called a

A)service script.
B)service blueprint.
C)supplementary service sequence.
D)complex service offering.
E)divergent service offering.

Question 28

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.

Question 29

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.

Question 30

Why might today's augmented product easily become tomorrow's expected product?

Question 31

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.

Question 32

A design and communication tool that represents both the frontstage enactment and its backstage support of a service performance is called a

A)service script.
B)service blueprint.
C)supplementary service sequence.
D)complex service offering.
E)divergent service offering.

Question 33

A good service blueprint should be developed to identify all of the following contact points EXCEPT contact points involving

A)customers and frontstage service employees.
B)service employees who produce the service.
C)frontstage and backstage processes.
D)customers and backstage service employees.
E)A good service blueprint should be developed to identify all of these contact points.

Question 34

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.

Question 35

COMPLETION QUESTIONS
Service Script,Customer's
Service Blueprint
Internet
Customization,Divergence
Supplementing
Complexity
Customization
Script
Augmented,Expected
____________ a service performance involves increasing its ____________.

Question 36

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.

Question 37

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?

Question 38

COMPLETION QUESTIONS
Service Script,Customer's
Service Blueprint
Internet
Customization,Divergence
Supplementing
Complexity
Customization
Script
Augmented,Expected
The greater the ________________ of the service,the greater the number of steps in its service blueprint.

Question 39

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 _____________.

Question 40

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

A)Service scripts are typically weaker when there is significant customization of the service product.
B)Service scripts are typically stronger for those services that are produced for masses of people.
C)Service scripts can be developed to detail the process of both the frontstage and backstage delivery processes.
D)All of these statements are characteristics of service scripts.
E)None of these statements are characteristics of service scripts.

Question 41

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