Chapter 13, designing & managing services, eftekhar mitra
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    Chapter 13, designing & managing services, eftekhar mitra Chapter 13, designing & managing services, eftekhar mitra Presentation Transcript

    • Marketing ManagementChapter 13Designing and Managing Services
      MitraEftekhar
      December 2010
    • Guide
      Question
      Concept
      Concept explanation
      Answer
    • 1
      An offering that consists of equal tangible good and services is considered a _____.
      pure tangible good
      tangible good with accompanying services
      hybrid
      major service with accompanying minor goods and services
      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 _____.
      pure tangible good
      tangible good with accompanying services
      hybrid
      major service with accompanying minor goods and services
      pure service
    • 2
      Which is not a distinctive characteristics of services?
      Intangibility
      Inseparability
      Variability
      Perishability
      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?
      Intangibility
      Inseparability
      Variability
      Reliability
      Perishability
    • 3
      Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services.
      Intangibility
      Variability
      Inseparability
      Consumability
      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.
      Intangibility
      Variability
      Inseparability
      Simultaneously
      Perishability
    • 4
      Which of the following gaps can cause an unsuccessful service delivery?
      Between management perception and consumer expectation
      Between management perception and service quality specification
      Between management perception and service delivery
      Between perceived service and expected service
      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?
      Between management perception and consumer expectation
      Between management perception and service quality specification
      Between management perception and service delivery
      Between perceived service and expected service
      Between internal communication and service delivery
    • 5
      All are root causes of customer failure except:
      People
      Processes
      Technology
      Services cape
      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:
      People
      Processes
      Technology
      Services cape
      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?
      Pure goods, pure services
      Pure goods, Major services with minor goods
      Pure services, Hybrid
      Hybrid, pure goods
      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?
      Pure goods, pure services
      Pure goods, Major services with minor goods
      Pure services, Hybrid
      Hybrid, pure goods
      Major goods with minor services, pure services
    • 7
      Which of the following is not a determinant of service quality?
      Reliability
      Responsiveness
      Assurance
      Intangibility
      Empathy
    • 7
      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?
      Reliability
      Responsiveness
      Assurance
      Intangibility
      Empathy
    • 8
      Which is not one of the five service sectors?
      Government
      Private nonprofit
      Business
      Retail
      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?
      Government
      Private nonprofit
      Business
      Retail
      Online market
    • 9
      To increase service quality can invest in _____ & training procedures and Monitor customer _____.
      Hiring – needs
      Manufacturing – needs
      Hiring – satisfaction
      Manufacturing – handlings
      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 _____.
      Hiring – needs
      Manufacturing – needs
      Hiring – satisfaction
      Manufacturing – handlings
      Hiring – handlings
    • 10
      _____, _____ and external marketing are the three types of marketing in services.
      Internal, online
      Online, interactive
      Internal, interactive
      Company, supplier
      Supplier, internal
    • 10
      Three Types of Marketing in Service Industries
    • 10
      _____, _____ and external marketing are the three types of marketing in services.
      Internal, online
      Online, interactive
      Internal, interactive
      Company, supplier
      Supplier, internal