Question 1

Two diners complain about a restaurant's slow service but are delighted to be given a free bottle of wine and canapés to make the wait less tedious. In the end, they thoroughly enjoy their evening. In terms of services marketing, what is this a good example of?

Accepted Answer

A)   Service encounter
B)   Service quality
C)   Process
D)   Service recovery
E)   PromotionF) A) and E)
G) A) and B)

Question 2

Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?

Accepted Answer

A)   Services are inconsistent
B)   There are no salespeople to help with forecasting
C)   Payment is usually made after the service has been provided
D)   Most service customers are not brand loyal
E)   Service products cannot usually be storedF) A) and B)
G) B) and D)

Question 3

Some fast food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?

Accepted Answer

A)   Process
B)   Physical evidence
C)   Packaging
D)   Price
E)   PlaceF) D) and E)
G) B) and D)

Question 4

A concert ticket is primarily an example of which element of the marketing mix?

Accepted Answer

A)   Process
B)   Physical evidence
C)   Packaging
D)   Price
E)   PlaceF) C) and D)
G) B) and C) B

Question 5

What are people who work with information rather than in manufacturing or in more traditional service industries called?

Accepted Answer

A)   Knowledge workers
B)   Technologists
C)   Info techs
D)   IT users
E)   Project managersF) A) and C)
G) A) and E)

Question 6

Why is it more difficult to brand services than to brand goods?

Accepted Answer

A)   The rules are tougher
B)   It is harder to make a service consistent
C)   There is no way to measure service quality
D)   There is no packaging to put a logo on
E)   It is impossible to develop a positioning statement for a serviceF) B) and C)
G) A) and E)

Question 7

What is the term given to the total (and frequently complex)  environment in which a service is delivered?

Accepted Answer

A)   Multiverse
B)   Whole environment
C)   Ambience
D)   Decor
E)   ServicescapeF) A) and E)
G) A) and D) E

Question 8

One of the problems that comes from the intangibility of services is that they are perceived as higher risk purchases than goods are. Which of the following is most likely to reassure a customer who has paid in advance for a Centre Court seat at Wimbledon that they will in fact get to see the tennis?

Accepted Answer

A)   The tournament's reputation
B)   The advertising
C)   The weather forecast
D)   An expensive and official looking ticket
E)   The websiteF) C) and E)
G) A) and C)

Question 9

Outsourcing has advantages and disadvantages, name one advantage of outsourcing.

Accepted Answer

A)   Delegating responsibility for the organisation's relationship with its clients
B)   Being able to draw on specialist expertise that the organisation does not have
C)   It enhances the organisation's staff's own skill set
D)   It builds stronger customer relationships
E)   It makes managing budgets easierF) B) and E)
G) None of the above B

Question 10

A cinema's automated booking service is primarily part of which of the marketing mix elements?

Accepted Answer

A)   Product
B)   Peripheral product
C)   Price
D)   Process
E)   Physical evidenceF) A) and C)
G) A) and B)

Exam 7: Service Products

Two diners complain about a restaurant's slow service but are delighted to be given a free bottle of wine and canapés to make the wait less tedious. In the end, they thoroughly enjoy their evening. In terms of services marketing, what is this a good example of?

Correct Answer
verified

Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?

Correct Answer
verified

Some fast food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?

Correct Answer
verified

A concert ticket is primarily an example of which element of the marketing mix?

Correct Answer
verified
B

What are people who work with information rather than in manufacturing or in more traditional service industries called?

Correct Answer
verified

Why is it more difficult to brand services than to brand goods?

Correct Answer
verified

What is the term given to the total (and frequently complex) environment in which a service is delivered?

Correct Answer
verified
E

Correct Answer
verified

Outsourcing has advantages and disadvantages, name one advantage of outsourcing.

Correct Answer
verified
B

A cinema's automated booking service is primarily part of which of the marketing mix elements?

Correct Answer
verified

Exam 7: Service Products

Two diners complain about a restaurant's slow service but are delighted to be given a free bottle of wine and canapés to make the wait less tedious. In the end, they thoroughly enjoy their evening. In terms of services marketing, what is this a good example of?

Correct AnswerverifiedShow Answer

Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?

Correct AnswerverifiedShow Answer

Some fast food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?

Correct AnswerverifiedShow Answer

A concert ticket is primarily an example of which element of the marketing mix?

Correct AnswerverifiedB

What are people who work with information rather than in manufacturing or in more traditional service industries called?

Correct AnswerverifiedShow Answer

Why is it more difficult to brand services than to brand goods?

Correct AnswerverifiedShow Answer

What is the term given to the total (and frequently complex) environment in which a service is delivered?

Correct AnswerverifiedE

Correct AnswerverifiedShow Answer

Outsourcing has advantages and disadvantages, name one advantage of outsourcing.

Correct AnswerverifiedB

A cinema's automated booking service is primarily part of which of the marketing mix elements?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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B

Correct Answer
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Correct Answer
verified

Correct Answer
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E

Correct Answer
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Correct Answer
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B

Correct Answer
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