1. Marketing ManagementChapter 13Designing and Managing Services MitraEftekhar December 2010

2. Guide Question Concept Concept explanation Answer

3. 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

4. 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

5. 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

6. 2 Which is not a distinctive characteristics of services? Intangibility Inseparability Variability Perishability Reliability

7. 2 Services have four distinctive characteristics that greatly affect the design of marketing programs: Intangibility, Inseparability, Variability and Perishability.

8. 2 Which is not a distinctive characteristics of services? Intangibility Inseparability Variability Reliability Perishability

9. 3 Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services. Intangibility Variability Inseparability Consumability Perishability

10. 3 Whereas physical goods are manufactured, put into inventory, distributed through multiple resellers, and consumed later, services are typically produced and consumed simultaneously.

11. 3 Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services. Intangibility Variability Inseparability Simultaneously Perishability

12. 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

13. 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

14. 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

15. 5 All are root causes of customer failure except: People Processes Technology Services cape management

16. 5

17. 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

18. 5 All are root causes of customer failure except: People Processes Technology Services cape management

19. 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

20. 6 Continuum of Evaluation for Different Types of Products

21. 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”.

22. 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

23. 7 Which of the following is not a determinant of service quality? Reliability Responsiveness Assurance Intangibility Empathy

24. 7 Determinants of Service Quality

25. 7 Tangibles: the appearance of physical facilities, equipment, personnel, and communication materials is one of the five determinants of service quality

26. 7 Which of the following is not a determinant of service quality? Reliability Responsiveness Assurance Intangibility Empathy

27. 8 Which is not one of the five service sectors? Government Private nonprofit Business Retail Online market

28. 8 Services belong to one of the following sectors: Government Private nonprofit Business Retail Manufacturing

29. 8 Which is not one of the five service sectors? Government Private nonprofit Business Retail Online market

30. 9 To increase service quality can invest in _____ & training procedures and Monitor customer _____. Hiring – needs Manufacturing – needs Hiring – satisfaction Manufacturing – handlings Hiring – handlings

31. 9 How to Increase Quality Control Invest in good hiring and training procedures Invest in good hiring and training procedures Monitor customer satisfaction

32. 9 To increase service quality can invest in _____ & training procedures and Monitor customer _____. Hiring – needs Manufacturing – needs Hiring – satisfaction Manufacturing – handlings Hiring – handlings

33. 10 _____, _____ and external marketing are the three types of marketing in services. Internal, online Online, interactive Internal, interactive Company, supplier Supplier, internal

34. 10 Three Types of Marketing in Service Industries

35. 10 _____, _____ and external marketing are the three types of marketing in services. Internal, online Online, interactive Internal, interactive Company, supplier Supplier, internal