Chapter 13, designing & managing services, eftekhar mitra

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Chapter 13, designing & managing services, eftekhar mitra

  1. 1. Marketing ManagementChapter 13Designing and Managing Services<br />MitraEftekhar<br />December 2010<br />
  2. 2. Guide<br />Question<br />Concept<br />Concept explanation<br />Answer<br />
  3. 3. 1<br />An offering that consists of equal tangible good and services is considered a _____.<br />pure tangible good <br />tangible good with accompanying services<br />hybrid <br />major service with accompanying minor goods and services <br />pure service<br />
  4. 4. 1<br />Pure tangible good- a tangible good, no services.<br />Tangible good with accompanying services- a tangible good accompanied by one or more services.<br />Hybrid- equal parts goods and services.<br />Major service with accompanying minor goods and services- a major service along with additional services or supporting goods.<br />Pure service- a service<br />
  5. 5. 1<br />An offering that consists of equal tangible good and services is considered a _____.<br />pure tangible good <br />tangible good with accompanying services<br />hybrid <br />major service with accompanying minor goods and services <br />pure service<br />
  6. 6. 2<br />Which is not a distinctive characteristics of services?<br />Intangibility<br />Inseparability<br />Variability<br />Perishability<br />Reliability<br />
  7. 7. 2<br />Services have four distinctive characteristics that greatly affect the design of marketing programs: Intangibility, Inseparability, Variability and Perishability.<br />
  8. 8. 2<br />Which is not a distinctive characteristics of services?<br />Intangibility<br />Inseparability<br />Variability<br />Reliability<br />Perishability<br />
  9. 9. 3<br />Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services.<br />Intangibility <br />Variability <br />Inseparability <br />Consumability<br />Perishability<br />
  10. 10. 3<br />Whereas physical goods are manufactured, put into inventory, distributed through multiple resellers, and consumed later, services are typically produced and consumed simultaneously. <br />
  11. 11. 3<br />Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services.<br />Intangibility <br />Variability <br />Inseparability <br />Simultaneously <br />Perishability<br />
  12. 12. 4<br />Which of the following gaps can cause an unsuccessful service delivery?<br />Between management perception and consumer expectation<br />Between management perception and service quality specification<br />Between management perception and service delivery<br />Between perceived service and expected service<br />Between internal communication and service delivery<br />
  13. 13. 4<br />The following gaps cause unsuccessful service delivery:<br />Between management perception and consumer expectation<br />Between management perception and service quality specification<br />Between service quality specification and service delivery<br />Between external communications and service delivery<br />Between perceived service and expected service<br />
  14. 14. 4<br />Which of the following gaps can cause an unsuccessful service delivery?<br />Between management perception and consumer expectation<br />Between management perception and service quality specification<br />Between management perception and service delivery<br />Between perceived service and expected service<br />Between internal communication and service delivery<br />
  15. 15. 5<br />All are root causes of customer failure except:<br />People<br />Processes<br />Technology<br />Services cape<br />management<br />
  16. 16. 5<br />
  17. 17. 5<br />Redesign processes and redefine customer roles to simplify service encounters<br />Incorporate the right technology to aid employees and customers<br />Create high-performance customers by enhancing their role clarity, motivation, and ability<br />Encourage customer citizenship where customers help customers<br />
  18. 18. 5<br />All are root causes of customer failure except:<br />People<br />Processes<br />Technology<br />Services cape<br />management<br />
  19. 19. 6<br />You bought new clothing and got on the plane to enjoy your new year holidays. What type of products did you pay for?<br />Pure goods, pure services<br />Pure goods, Major services with minor goods<br />Pure services, Hybrid<br />Hybrid, pure goods<br />Major goods with minor services, pure services<br />
  20. 20. 6<br />Continuum of Evaluation for Different Types of Products<br />
  21. 21. 6<br />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”.<br />
  22. 22. 6<br />You bought new clothing and got on the plane to enjoy your new year holidays. What type of products did you pay for?<br />Pure goods, pure services<br />Pure goods, Major services with minor goods<br />Pure services, Hybrid<br />Hybrid, pure goods<br />Major goods with minor services, pure services<br />
  23. 23. 7<br />Which of the following is not a determinant of service quality?<br />Reliability<br />Responsiveness<br />Assurance<br />Intangibility<br />Empathy<br />
  24. 24. 7<br />Determinants of Service Quality<br />
  25. 25. 7<br />Tangibles: the appearance of physical facilities, equipment, personnel, and communication materials is one of the five determinants of service quality<br />
  26. 26. 7<br />Which of the following is not a determinant of service quality?<br />Reliability<br />Responsiveness<br />Assurance<br />Intangibility<br />Empathy<br />
  27. 27. 8<br />Which is not one of the five service sectors?<br />Government<br />Private nonprofit<br />Business<br />Retail<br />Online market<br />
  28. 28. 8<br />Services belong to one of the following sectors:<br />Government<br />Private nonprofit<br />Business<br />Retail<br />Manufacturing<br />
  29. 29. 8<br />Which is not one of the five service sectors?<br />Government<br />Private nonprofit<br />Business<br />Retail<br />Online market<br />
  30. 30. 9<br />To increase service quality can invest in _____ & training procedures and Monitor customer _____.<br />Hiring – needs<br />Manufacturing – needs<br />Hiring – satisfaction<br />Manufacturing – handlings<br />Hiring – handlings<br />
  31. 31. 9<br />How to Increase Quality Control<br />Invest in good hiring and <br />training procedures<br />Invest in good hiring and <br />training procedures<br />Monitor customer satisfaction<br />
  32. 32. 9<br />To increase service quality can invest in _____ & training procedures and Monitor customer _____.<br />Hiring – needs<br />Manufacturing – needs<br />Hiring – satisfaction<br />Manufacturing – handlings<br />Hiring – handlings<br />
  33. 33. 10<br />_____, _____ and external marketing are the three types of marketing in services.<br />Internal, online<br />Online, interactive<br />Internal, interactive<br />Company, supplier<br />Supplier, internal<br />
  34. 34. 10<br />Three Types of Marketing in Service Industries<br />
  35. 35. 10<br />_____, _____ and external marketing are the three types of marketing in services.<br />Internal, online<br />Online, interactive<br />Internal, interactive<br />Company, supplier<br />Supplier, internal<br />

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