Marketing ManagementChapter 13

Designing and Managing Services

Mitra Eftekhar

December 2010

Guide

• Question

• Concept

• Concept explanation

• Answer

1

• An offering that consists of equal tangible good and services is considered a _____.

A. pure tangible good

B. tangible good with accompanying services

C. hybrid

D. major service with accompanying minor goods and services

E. pure service

1

• Pure tangible good- a tangible good, no services.

• Tangible good with accompanying services- a tangible

good accompanied by one or more services.

• Hybrid- equal parts goods and services.

• Major service with accompanying minor goods and

services- a major service along with additional services

or supporting goods.

• Pure service- a service

1

• An offering that consists of equal tangible good and services is considered a _____.

A. pure tangible good

B. tangible good with accompanying services

C. hybrid

D. major service with accompanying minor goods and services

E. pure service

2

• Which is not a distinctive characteristics of services?

A. Intangibility

B. Inseparability

C. Variability

D. Perishability

E. Reliability

2

• Services have four distinctive characteristics that greatly

affect the design of marketing programs: Intangibility,

Inseparability, Variability and Perishability.

2

• Which is not a distinctive characteristics of services?

A. Intangibility

B. Inseparability

C. Variability

D. Reliability

E. Perishability

3

• Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services.

A. Intangibility

B. Variability

C. Inseparability

D. Consumability

E. Perishability

3

• Whereas physical goods are manufactured, put into

inventory, distributed through multiple resellers, and

consumed later, services are typically produced and

consumed simultaneously.

3

• Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services.

A. Intangibility

B. Variability

C. Inseparability

D. Simultaneously

E. Perishability

4

• Which of the following gaps can cause an unsuccessful service delivery?

a. Between management perception and consumer expectation

b. Between management perception and service quality specification

c. Between management perception and service delivery

d. Between perceived service and expected service

e. Between internal communication and service delivery

4

The following gaps cause unsuccessful service delivery:• Between management perception and consumer

expectation• Between management perception and service quality

specification• Between service quality specification and service

delivery• Between external communications and service delivery• Between perceived service and expected service

4

• Which of the following gaps can cause an unsuccessful service delivery?

a. Between management perception and consumer expectation

b. Between management perception and service quality specification

c. Between management perception and service delivery

d. Between perceived service and expected service

e. Between internal communication and service delivery

5

• All are root causes of customer failure except:

a. Peopleb. Processesc. Technologyd. Services capee. management

5

5

• Redesign processes and redefine customer roles to

simplify service encounters

• Incorporate the right technology to aid employees and

customers

• Create high-performance customers by enhancing their

role clarity, motivation, and ability

• Encourage customer citizenship where customers help

customers

5

• All are root causes of customer failure except:

a. Peopleb. Processesc. Technologyd. Services capee. management

6

• You bought new clothing and got on the plane to enjoy your new year holidays. What type of products did you pay for?

a. Pure goods, pure services

b. Pure goods, Major services with minor goods

c. Pure services, Hybrid

d. Hybrid, pure goods

e. Major goods with minor services, pure services

6• Continuum of Evaluation for Different Types of Products

6

• Clothing is at the left end of the continuum and vacation

is in the middle making the first mostly goods and the

second an equal combination of goods and services,

named “Hybrid”.

6

• You bought new clothing and got on the plane to enjoy your new year holidays. What type of products did you pay for?

a. Pure goods, pure services

b. Pure goods, Major services with minor goods

c. Pure services, Hybrid

d. Hybrid, pure goods

e. Major goods with minor services, pure services

7

• Which of the following is not a determinant of service quality?

a. Reliability

b. Responsiveness

c. Assurance

d. Intangibility

e. Empathy

7

Reliability

Responsiveness

Assurance

Empathy

Tangibles

Determinants of Service Quality

7

• Tangibles: the appearance of physical facilities,

equipment, personnel, and communication materials is

one of the five determinants of service quality

7

• Which of the following is not a determinant of service quality?

a. Reliability

b. Responsiveness

c. Assurance

d. Intangibility

e. Empathy

8

• Which is not one of the five service sectors?

a. Government

b. Private nonprofit

c. Business

d. Retail

e. Online market

8

• Services belong to one of the following sectors:

Government

Private nonprofit

Business

Retail

Manufacturing

8

• Which is not one of the five service sectors?

a. Government

b. Private nonprofit

c. Business

d. Retail

e. Online market

9

• To increase service quality can invest in _____ & training procedures and Monitor customer _____.

a. Hiring – needs

b. Manufacturing – needs

c. Hiring – satisfaction

d. Manufacturing – handlings

e. Hiring – handlings

9

• How to Increase Quality Control

Invest in good hiring and training procedures

Invest in good hiring and training procedures

Monitor customer satisfaction

9

• To increase service quality can invest in _____ & training procedures and Monitor customer _____.

a. Hiring – needs

b. Manufacturing – needs

c. Hiring – satisfaction

d. Manufacturing – handlings

e. Hiring – handlings

10

• _____, _____ and external marketing are the three types of marketing in services.

a. Internal, online

b. Online, interactive

c. Internal, interactive

d. Company, supplier

e. Supplier, internal

10

• Three Types of Marketing in Service Industries

10

• _____, _____ and external marketing are the three types of marketing in services.

a. Internal, online

b. Online, interactive

c. Internal, interactive

d. Company, supplier

e. Supplier, internal