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to
categorize
service
are
of
service
high
in
credence
attribute
is
a) extreme sports
b) vacation
c) spa
d) surgery
3. The key concepts in the pre-purchase stage include all of the
following, except ______C______.
a. servuction system
b. evoked set
c. zone of tolerance
d. credence attributes
4. The three stages in the consumer decision making process are
____________, ____________, and ____________.D
a. pre-awareness stage, pre-purchase, purchase stage
b. pre-purchase stage, awareness stage, post-purchase stage
c. service encounter stage, pre-purchase stage, post-purchase stage
d. pre-purchase stage, service encounter stage, post-purchase stage
CHAPTER 3
1.A customer-driven services marketing strategy includes all of the
following, EXCEPT ____C________.
a. customer analysis
b. analyzing market segments
c. handling customer complaint
d. competitor analysis
2. _______D_____ is composed of a group of buyers who share
common
characteristics,
needs,
purchasing
behavior,
or
consumption patterns.
a. Target class
b. Class
c. Focal segment
d. Market segment
3. A____C________ is one that a firm has selected from among those
in the broader market and may be defined on the basis of several
variables.
a. general segment
b. segmentation field
c. target segment
d. mass customization
4. KFC has determined that consumers' taste preferences differ
according to the region of the country in which they live. The firm
has segmented its market on the basis of: C
A) demographics.
B) corporate variables.
C) geographics.
D) psychographics.
E) behavioristics.
5. Which of the following is NOT one of the four basic focus
strategies? D
a. Service focused
b. Unfocused
c. Fully focused
d. Refocused
6. Which of the following is NOT one of the four principles of writing
a good positioning statement? A
a. Competitive advantage.
b. Point of difference.
c. Reason to believe.
d. Frame of reference.
7. Which of the following strategy is suitable for McCafe? A
a. Service focused
b. Unfocused
c. Fully focused
d. Refocused
CHAPTER 4
b. Order taking
c. Marketing theories
d.
c. Operational hours. d.
B and C only.
2. A truck stop is a good example of a ____D________.
a. centralized control center.
b. single-source facility.
c. k-minus strategy.
d. multi-purpose facility.
3. The interesting innovations for service delivery arising from the
Internet include all of the following EXCEPT _____B________.
a. Multi-channel banking without branches.
b. DVDs that can store huge amounts of information.
c. Usage of voice recognition technology that allows customers to
give information and request service by speaking into a microphone.
d. Smart card containing a microchip acting as an electronic purse
containing digital money.
4. Integrating mobile devices into the service delivery infrastructure
can be used as a means to ____________ services, ____________
customers to opportunities or problems, and ____________
information in real time to ensure that it is continuously accurate
and relevant. A
a. access; alert; update
b. complement; alert; conceal
c. access; attract; conceal
d. access; guide; conceal
5. Franchisors usually seek to exercise control over all aspects of the
service performance through tightly defined ___D_________.
a. service standards.
b. procedures.
c. scripts.
d. all of the above.
CHAPTER 6
1.Which of the following is NOT an objective for service pricing? B
a. Build supply.
b. Build demand.
c. Seek profit.
d. Cover costs.
Eagles.
University of Wollongong
Tickets.com.
All of the above firms use dynamic pricing.
Safety.
A hamburger.
An airline seat.
Expert advice.
Podcasting
Narrowcasting
TiVo
Web 2.0
CHAPTER 8
1. The line of _____D_______ divides front-stage activities from
backstage activities.
a. service standards and scripts
b. physical evidence
c. internal physical interaction
d. visibility
2, Service process redesign efforts typically focus on achieving all
EXCEPT which of the following key performance measures? D
A. Reduced number of service failures.
B. Reduced cycle time.
C. Enhanced productivity.
D. Increased profitability.
3.Blueprinting is a more complex form of _____B_______.
a. linear graphing
b. flowcharting
c. non-linear graphing
d. cluster analysis
4. Service blueprints ___C_________, and how these are supported by
backstage activities and systems.
a. enhance services cape features such as furniture and lighting
b. complicate employee handling of special requests
c. clarify the interactions between customers and employees
d. diminish customer complaining capacity
5. Which of the following is NOT a key component of a service
blueprint? A
a. Line of transference.
b. Line of interaction.
c. Line of visibility.
d. Front-stage actions by customer contact personnel.
6. Server ____B________ ensure that service staffs do things correctly,
as requested, in the right order, and at the right speed.
A. kanbans
B. poka-yokes
C. banzais
D. sudokus
7.Service process redesign can be categorized into all EXCEPT which
of the following types? D
a. Getting rid of non-value adding steps.
b. Shifting to self-service.
c. Delivering direct service.
d. Separating services.
8. Marriage counseling is a service that requires a _____C_______
level of participation from customers.
a. minimal
b. high
c. low
d. absolute
CHAPTER 9
1. Which of the following is NOT one of the conditions that fixedcapacity firms may face? D
A. Excess capacity.
B Demand exceeds desired capacity.
c. Demand and supply is well-balanced.
d. Ideal demand exceeds capacity.
2. Which of the following is the correct action to be taken by a firm
that wants to reduce demand and has insufficient capacity? D
a. Take no action.
b. Consider override for most desirable segments.
c. Consider priority systems for most desirable segments.
d. Increase prices or encourages use in other time slots.
3. All of the following questions ask about demand patterns and
their underlying causes EXCEPT _______C_____.
a. Does demand level follow a predictable cycle?
b. What are the underlying causes of these cyclical variations?
c. What is the demand for competitors products?
d. Can demand for a particular service over time be disaggregated
by market segment?
4. Which one of the following is unwholesome demand? D
a. Watching adventure movies
b. Reading books
c. Playing soccer
d. Drink driving
5. Marketing mix strategies can be used to shape demand in all
ways EXCEPT _______A_____.
a. modifies mode of delivery.
b. use price and other costs to manage demand.
c. change product elements.
d. use promotion and education.
6. Which of the following is NOT one of the alternative queuing
configurations discussed? A
a. Single line/single servers at sequential stages.
b. Multiple lines to single servers (snake).
c. Parallel lines to multiple servers.
d. Designated lines to designated servers.
7. New York Citys 911 service uses education to ____C__________.
a. attracts new callers.
b. show callers the peak periods.
c. discourages undesirable demand.
d. channel calls to medical services.
CHAPTER 10
1. Service environments, also called _______B_____, relate to the
style and appearance of the physical surroundings and other
experiential elements encountered by customers at service delivery
sites.
a. service planes
b. servicescapes
c. service boxes
d. service vaults
2. In environmental psychology the typical outcome variable is
____________ or ____________ of an environment. D
a. service; re-purchase
b. control; reproach
c. control; avoidance
d. approach; avoidance
3. Which one of the following is an ambient condition? D
a. layout
b. equipment
c. signage
d. music
4. Which of the following is NOT one of the dimensions of the service
environment? D
a. Exterior facilities.
b. General infrastructure.
c. Store layout.
d. Location.
c. employee empowerment
d. rule setting
CHAPTER 12
1.In the worksheet for calculating customer lifetime value, sources
of annual revenues include all of the following EXCEPT
_____D________.
a. annual account fee
b. sales
c. service fees
d. account management
2. Which of the following is NOT one of the strategies for developing
loyalty bonds with customers? B
a. Deepening the relationship.
b. Lag-based bonds.
c. Social bonds.
d. Structural bonds.
3. Which of the following is NOT one of the key strategies used to
reduce customer defections? A
a. Eliminate nuisance customers.
b. Address key churn drivers.
c. Increase switching costs.
d. Analyze customer defections and monitor declining accounts
4. Which of the following is NOT one of the key strategies in CRM
process? D
a. Strategy development process.
b. Value creation process.
c. Multi-channel integration process.
d. Satisfaction process.
5. Which of the following is NOT one of the advantages to
incremental profits of a loyal customer? B
a. Profit from increased purchases.
b. Profit from decreased advertising.
c. Profit from reduced operating costs.
d. Profit from referrals to other customers.
6. According to the wheel of loyalty, steps to building a foundation
of loyalty include all of the following EXCEPT ______A_______.
B
a. The knowledge gap.
b. The proportion gap.
c. The policy gap.
d. The delivery gap.
3. ____________ and ____________ typically measure satisfaction with
all major customer service processes and products. D
a) Total market surveys; ordinary surveys
b) Regular surveys; ordinary surveys
c) Regular surveys; reverse surveys
d) Total market surveys; annual surveys
4.Which of the following is the best example of the source of a
delayed flight caused by procedures? A
a. Cutoff too close to departure time.
b. Late cabin crews.
c. Late cabin cleaners.
d. Oversize baggage.
5.Which of the following is the best example of the source of a
delayed flight caused by front-stage personnel? B
a. Air traffic.
b. Late food service.
c. Late fuel.
d. Gate agents cannot process passengers quickly enough.
6.The Return on Quality approach is based on all of the following
assumptions EXCEPT
C
a) Not all quality expenditures are equally justified.
b) It is possible to spend too much on quality.
c) Quality is imperative so we need to put our resources behind it.
d) Quality is an investment.
7.Which of the following is one of the customer-driven approaches to
improving productivity? C
a. Ask customers not to use third parties.
b. Limiting customer involvement in production.
c. Changing the timing of customer demand.
d. Reducing backstage elements of production.
8. Which of the following is NOT a broad dimension of service
quality? D
a. Tangibles.
b. Reliability.
c. Responsiveness.
d. Transcendence.
9. Competence and courtesy are aspects of ____C_______.
a. tangibles
b. reliability
c. responsiveness
d. transcendence