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Service Marketing > MidTerm > Flashcards

MidTerm Flashcards

1
Q

Service organizationsdesign their settings to be all things at all timesto all people.

A

False

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2
Q

A service setting that attracts a customer on one occasion may repel her during another occasion.

A

True

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3
Q

What is often the most important tangible aspect of a service offering?

A

The physical environment

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4
Q

Themore time customers spend in the service setting the greater the influence of servicescape.

A

True

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5
Q

Experimenting with a service setting is a good idea when…

A

All

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6
Q

Not every website can be reffered to as a cybersetting

A

False

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7
Q

Which, if any, of the following terms represents a virtual location where customers and employees can engage in service-related activities?

A

Cyberspace

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8
Q

The efforts of a service provider may be damaged by customers for all of the following reasons EXCEPT

A

All

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9
Q

Which of the following customer training tools should be used to encourage satisfying customer-to-customer relationships when customers are likely to interact yet have different reasons for using the service or different backgrounds?

A

Customer compatibility management

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10
Q

To reduce the likelihood of customer rage, service managers are recommended to perform all of the listed actions EXCEPT

A

Each

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11
Q

Service organizations should attempt to encourage random acts of kindness among customers.

A

True

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12
Q

Customers may be disappointed with a service for all of the following reasons EXCEPT

A

All

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13
Q

It is not possible for service organizations to train their customers to follow basic rules for producing a satisfying service experience

A

False

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14
Q

Most cases of customer rage are NOT closely linked to the service employees, service setting, and/or service process.

A

False

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15
Q

Divergence refers to the amount of flexibility in any particular step in service performance.

A

True

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16
Q

A service exists only during its enactment and, as a result, may be customized to fit an individual customer’s needs or desires.

A

True

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17
Q

Supplementing a service performance necessarily involves increasing its divergence.

A

False

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18
Q

A design and communication tool that represents both the frontstage enactment and its backstage support of a service performance is called a

A

Service Blueprint

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19
Q

According to Lovelock, which of the following categories does NOT represent a type of supplemental service?

A

All

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20
Q

Since a customized service performance can greatly enhance a customer’s service experience, service organizations are recommended to plan all of their service performances to allow service customization.

A

False

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21
Q

All services vary in the degree to which they possess the characteristics that distinguish services from physical goods.

A

True

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22
Q

The service characteristic of ‘simultaneity’ means that customers pay for the service when they consume it.

A

False

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23
Q

Which of the following is NOT typically considered a supplementary service?

A

An After-sale service agreement

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24
Q

When distinguishing services marketing and physical goods marketing, marketers are encouraged to think of services and physical goods as an either-or dichotomy.

A

False

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25
Q

The proportion of tangibles to intangibles in a product determines whether it is a good or a service.

A

True

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26
Q

Services marketing is not relevant to physical goods manufacturers.

A

False

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27
Q

Interactive marketing is where the organization has NO need to prove its commitment to serving customers.

A

False

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28
Q

For many services, the customers are considered co-producers of the service.

A

True

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29
Q

Which, if any, of the following characteristics is NOT shared by the three service experience frameworks introduced in this chapter?

A

All

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30
Q

A service framework could be used for analyzing factors contributing to the customer’s service experience

A

True

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31
Q

Service encounters often provoke a wide range of emotional and behavioral responses

A

True

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32
Q

A service encounter occurs when a customer interacts with some aspect of the service organization, usually in a marker-controlled environment.

A

True

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33
Q

According to the services marketing mix framework,

A

process of service assemblyrefers to the procedures and flow of activities that contribute to the delivery of the service.

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34
Q

According to the servuction framework, other customers present at the service experience can significantly influence the benefits that a service customer receives from the service performance.

A

True

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35
Q

The services theater framework recognizes that service organizations offer a theatrical production that can evoke emotional and behavioral responses from their customers.

A

True

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36
Q

To enhance service delivery, the Services Marketing Pyramid Model emphasizes the need to effectively manage all of the following technology links, EXCEPT;

A

All

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37
Q

Technologycannotbe used to integrate service offerings across multiple service delivery channels.

A

False

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38
Q

The link between services and productivity improvement via technology has been described in terms of

A

All

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39
Q

Information technology enables service organizations to shift from mass marketing to target individuals.

A

True

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40
Q

Which, if any, of the following is NOT a step for improving the technology of customer interfaces?

A

Ideally, the customer interface technology should be visible to customers

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41
Q

Which, if any, of the following is NOT a problem associated with the use of technology to manage customer interfaces?

A

All

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42
Q

Services are typically described as belonging to the _______ stage of economic development

A

information

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43
Q

The decision to costume service employees is an fairly easy one.

A

False

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44
Q

With respect to service personnel, great social skills do NOT compensate for poor technical skills

A

True

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45
Q

Customers view both front-stage and back-stage employees of a service organization are equally important

A

False

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46
Q

The boundary spanners in a service organization are

A

Frontstage employees

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47
Q

Service customers are often able to accurately evaluate the technical skills of the service personnel for complex services,

A

False

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48
Q

Service organizations can immediately become more efficient by customizing their service products to meet the divergent desires of their customers.

A

False

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49
Q

Service personnel who fall short of operating at the maximum end of the discretionary effort scale run the risk of being viewed as ______________ when they are ___________ to discharge their responsibilities but are ______________ to do so.

A

malcontents, unwilling, able

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50
Q

The responsibility of creating a favorable emotional customer response can take a toll on frontline service employees.

A

True

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51
Q

Unfriendly interactions between customers and employees can be the result of the customers’ misunderstandings about thetheirrole versus that of the employee

A

True

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52
Q

Full-service organizations serving small groups of customers typically require higher levels of customer-to-customer management than self-service organizations serving large numbers of people at a time.

A

False

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53
Q

A service script is an effective customer training tool for enhancing the performances of services that require a high degree of customer participation.

A

True

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54
Q

When training customers to ensure a better service experience, services should recognize that

A

All

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55
Q

Service organizations should develop policies for handling any conflicts that occur when serving customers.

A

True

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56
Q

Customers who are too friendly during a service encounterdo NOTproduce undesirable influence on other service patrons who are also experiencing the same service at the same time.

A

False

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57
Q

It is NOTimportant for customers to know their role in a service interaction

A

False

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58
Q

The information revolution has tended to weaken or undercut the notion of a regular workweek.

A

True

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59
Q

The use of which form of information technology is becoming a particularly important tool in service industries?

A

Handheld computers

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60
Q

Technology can supplement a service organization’s core service.

A

True

61
Q

Improvements in a service organization’s core technologycannotbe used to improve its service quality.

A

False

62
Q

Which, if any, of these statements about telecommunications and/or information technology are TRUE?

A

The latest advancements in telecommunications allow for a real-time system for collecting, transferring, and storing

63
Q

Servicescape is another word for a service setting

A

True

64
Q

Smart service organizationsdonotuse their physical environment as a marketing tool.

A

False

65
Q

Byconsidering the service setting as the service employee’s home away from home when designing a servicescape, theservice performance by the service organization will get worse.

A

False

66
Q

A customer may see the same service setting an approach environment in one circumstance but an avoidance environment in another.

A

True

67
Q

It is never a good idea for a service organization to move some of its backstage activities and equipment to the frontstage.

A

False

68
Q

Service organizationsdesign their settings to be all things at all timesto all people.

A

False

69
Q

All of the following conditions are important concerns when designing a service setting EXCEPT

A

All

70
Q

Service performances are considered to besingle-faceted phenomena

A

False

71
Q

A service script can be normative as well as descriptive

A

True

72
Q

Shopping services are those for which the customert has a strong prefernce for brands.

A

False

73
Q

A service is said to possess a high degree of divergence when it has many steps in its service blueprint

A

False

74
Q

Which of the following tasks is NOT typically required for a service organization to effectively customize a service?

A

All

75
Q

Which of the following service organization directives is NOT required for increasing the likelihood that a service organization’s employees will

A

Acknowledge instantaneously

76
Q

Trueempowermentof service employeesshould only allowemployees to improvise in theirsocial tasks, NOT in their technical tasks.

A

False

77
Q

When service employees are laboring at the minimum end of the discretionary effort scale, customers are likely to hear employee mutterings such as “I do not know, I only work here.”

A

True

78
Q

Which of the following is NOT a benefit of empowerment?

A

Lower training as well asoverall labor costs

79
Q

Service organizationscan adopt the practice of employee empowerment as a way of leveraging the people factor.

A

False

80
Q

According to the services theater framework, which of the following is NOT typically used to describe a service encounter?

A

Plot

81
Q

Which, if any, of the following characteristics is NOT shared by the three service experience frameworks introduced in this chapter?

A

All

82
Q

All four service experience components considered to be important in all types of service interactions are easily recognized

A

False

83
Q

One can stress one of the service mix variables without making changes to the other service mix variables.

A

False

84
Q

In most cases, defective services can be corrected after they reach the customer.

A

False

85
Q

According to the Services Marketing Triangle, the __________ form of marketing __________ promises in services marketing.

A

Interactive Marketing; keeps

86
Q

There is multiple ways toclassify services

A

True

87
Q

The most easily recognizable service characteristic is

A

intangibility

88
Q

A service is a deed, effort or performance.

A

True

89
Q

Services are now proposed as the dominant logic in marketing.

A

False

90
Q

The customer experience includes the influence of other customers present.

A

True

91
Q

Which of the following customer training tools should be used to encourage satisfying customer-to-customer relationships when customers are

A

Customer compatibility management

92
Q

Customers have NO influence on the service experience of other customers when a service has a self-service component.

A

False

93
Q

The customer is always right.

A

False

94
Q

The customer is an important element to consider when developing a service strategy under all of the following conditions EXCEPT when

A

All

95
Q

Services marketing is identical to goods marketing.

A

False

96
Q

Services do not typically rely on physical goods for their performance

A

False

97
Q

Services involve the transfer of ownership to the customer.

A

False

98
Q

Which of the following comparisons between physical goods marketing and services marketing is FALSE?

A

In contrast to physical goods marketing, the intangibility of services forces services marketers to be more creative in order to distinguish their products from competitors.

99
Q

Services with significant customization have weaker scripts than services produced for masses of people.

A

True

100
Q

It ispossible to customize a service experience through the use of theatrical tools.

A

True

101
Q

Complexity refers to the amount of variability in the service offerings.

A

False

102
Q

A service blueprint is a graphical representation of how the key service components are combined to create the service performance

A

True

103
Q

A chronologically ordered representation of the steps that make up the frontstage of a service performance from a customer’s point of view is called a

A

Service Script

104
Q

According to the services theater framework, backstage and operational support in most service encounters make a strong contribution to a successful frontstage service performance.

A

True

105
Q

According to the servuction framework,Customer Arefers to

A

The customer receiving the service

106
Q

The service setting refers only to the environment in which the service is provided to the customer.

A

False

107
Q

Service frameworks perform all of listed functions EXCEPT

A

All

108
Q

Techniques imparted by theatrical improvisation and jazz improvisation provide service workers with _______________

A

ABC

109
Q

The decision to empower frontline employees requires that mid-level managers share some of their authority with their subordinates.

A

True

110
Q

Empowerment is not a good idea for service organizations (eg. Walmart) that provide standard services.

A

False

111
Q

It is NOT important for every team member to be committed to the organization’s goals; the service organization will be successful as long as the front-stage employees embrace the organizational goals.

A

False

112
Q

Which, if any, of the listed activities can NOT be used to empower service employees through information technology?

A

All

113
Q

The least effective use of customer databases is to make them easily accessible to the frontline service provider.

A

True

114
Q

Which, if any, of the following is NOT an example of a technology that may be used to empower customers?

A

All

115
Q

A servicescape can be used to accomplish all of the following marketing goals EXCEPT

A

All

116
Q

The purpose of controlling all aspects of servicescapeis to manage all aspects ofa customer’s experience.

A

True

117
Q

When the service setting is complex, signs or mapsincrease customer frustration.

A

False

118
Q

An approach environment in a hospital setting would NOT include:

A

Qualifications of nurses

119
Q

The high-bandwidth communication connection hasaltered the influence of word-of-mouth communications.

A

True

120
Q

The information revolution

A

destroys the traditional idea of regular working hours.

121
Q

A service setting that attracts one type of customer may repel another type of customer.

A

True

122
Q

Service organizations can produce a satisfying customer experience by

A

All

123
Q

The ‘number’ of customers present, regardless of their behavior, affects service experiences.

A

True

124
Q

Skillfully managing customer participation and customer-to-customer interactionscan help organizations improve the service’s value from the customer’s point of view.

A

True

125
Q

To understand service experiences one must identifythe factors that effect customer responses to the service being provided.

A

True

126
Q

The central aspect of any service experience is the service encounter

A

True

127
Q

A service script is a training manual for the service wrokers.

A

False

128
Q

All of the statements about supplemental service elements are true EXCEPT

A

service providers can often delete supplemental service elements from the core service without fear of incurring some level of customer resentment.

129
Q

A service blueprint is a design and communication tool for marketers to envision and plan the service performance.

A

True

130
Q

Which, if any, of the following is NOT a characteristic of a service script?

A

Service scripts can be developed to detail the process of both the frontstage and backstage delivery processes.

131
Q

Supplementary services augment the tangible good.

A

True

132
Q

Services have become thedominant economic activity in developed countries around the world.

A

True

133
Q

Which of the following statements comparing services with physical goods is FALSE?

A

Services may have tangible characteristics, whereas physical goods do not have any intangible characteristics.

134
Q

Service organizations can develop an emotional intelligence by _______________ service workers whose interaction with customers creates a favorable emotional response.

A

A,B,C

135
Q

Service quality has generally improved because of the strong connection between services and technology-based productivity.

A

True

136
Q

Which, if any, is NOT an appropriate guideline for the effective creation and use of customer databases?

A

Customer databases should only include data that detail customer purchases over a specified time period.

137
Q

It serves an organization well to move some of its backstage activities and equipment to the frontstage when the customers’ perceived risk with certain aspects of the service output is considerable.

A

True

138
Q

Much of the planning, organizing, and implementing of a service’s delivery occurs within the _________ area of the service.

A

Backstage

139
Q

In some restaurants, customers get a fullview of the kitchen facilities, includingthe preparation of the foods, the washing of the dinnerware etc. This is an example of

A

bringing back stage to the frontstage

140
Q

According to the services marketing mix framework,

A

the traditional marketing mix is augmented with three interrelated variables that demonstrate the unique character of service products compared to physical goods.

141
Q

Service organizations should stray into managing theemotional aspect of customer and employee behavior in the design and implementation of their service offering.

A

False

142
Q

The personnel aspect of services is very important for all of the listed reasons EXCEPT

A

All

143
Q

Which of the following, if any, is NOT a disadvantage associated with costuming service personnel?

A

Employees who wear a common costume facilitate customer perceptions of employee performance

144
Q

The technical skills involved in the delivery of a particular type of service are often quite similar from one service provider to another

A

True

145
Q

Supplementing a service performance to increase customer satisfaction typically

A

involves increasing its complexity.

146
Q

Which of the following approaches have NOT been used as a basis for classifying services?

A

All

147
Q

Which of the following statements about services is FALSE?

A

Customers often tend to feel less risk when purchasing a service compared to a physical good.

148
Q

Service organizations that exert too much control over customers may lose their customers.

A

True

149
Q

Service organizations must pay careful attention to the interactions among their customers.

A

True

Service Marketing (1 decks)

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