Ch4

Question 1

service product comprises of all the elements of the service performance.
• These elements are both ……….. and ………… .

Answer 1

physical and intangible

Question 2

Creating a service product requires designing and integrating the following three components:

Answer 2

Core Product
Supplementary Services
Delivery Processes

Question 3

The core product is usually accompanied by a variety of other service-related activities referred as ……. …………

Answer 3

Supplementary Services

Question 4

The processes used to deliver both the core product and each of the supplementary services.

Answer 4

Delivery Processes

Question 5

……. …… ……. the main component that supplies the desired experience

Answer 5

The core product is

Question 6

The Flower of Service

Answer 6

1- information
2- consultants
3- order-taking
4- hospitality
5- safekeeping
6- exceptions
7- billing
8- payment

Question 7

Information includes the following:

Answer 7

 Direction to service site
 Schedules/service hours
 Price information
 Terms and conditions of sale/service

Advice on how to get the most value from a service
 Warnings and advice on how to avoid problems
 Confirmation of reservations
 Receipts and tickets
 Notification of changes
 Summaries of account activities

Question 8

Order-taking includes:

Answer 8

• Order entry
– On-site order entry
– Mail/telephone/e-mail/online/mobile app order • Reservations or check-ins
– Seats/tables/rooms
– Vehicles or equipment rental
– Professional appointment

Question 9

Applications

Answer 9

—Memberships in club/programs
– Subscription services
– Enrolment-based services

Question 10

Self-service:

Answer 10

Inserting card, cash, or token into machine
• Electronic funds transfer
• Mailing a check
• Entering credit card information online
• Online payment systems such as PayPal, Google Wallet, or Bitcoins

Question 11

Direct to payee or intermediary:

Answer 11

• Cash handling or change giving
• Check handling
• Credit/charge/debit card handling
• Coupon redemption

Question 12

supplementary services that fall outside the routine of normal service delivery.

Answer 12

Exceptions

Question 13

Exceptions include:

Answer 13

• Problem solving
• Restitution
• Handling of complaints /suggestions/compliments
• Special requests

Question 14

Four broad branding alternatives:

Answer 14

1- Branded House
2- Sub-brands
3- Endorsed Brands
4- House of Brands

Question 15

the corporate or the master brand is the main reference point, but the product itself has a distinctive name

Answer 15

Sub-brands

Question 16

the product brand dominates but the corporate name is still featured

Answer 16

Endorsed Brands

Question 17

the corporate brands and its well-known sub-brands

Answer 17

House of Brands

Question 18

used to describe a company, that applies its brand name to multiple offerings in often unrelated fields

Answer 18

Branded House

Question 19

are additions to a company’s current product lines.

Answer 19

Product line extensions

Question 20

attract new customers who find the traditional approach unappealing.

Answer 20

Process line extensions