week 5

Question 1

4 chracteristics of services

Answer 1

INTANGIBILITY
INSEPERABILITY
VARIABILITY
PERISHABILITY

Question 2

which cannot be seen, tasted, felt, heard, or
smelled before they are bought.

Answer 2

INTANGIBILITY

Question 3

The strategy for making the service offering more tangible is to try to draw the buyer’s attention to tangible features like place, people, price, equipment or communications that they see.

Answer 3

INTANGIBILITY

Question 4

which are produced and consumed at the
same time and cannot be separated from
their providers, whether the providers are
people or machines. Both the provider and
the consumer affect the service outcome.

Answer 4

INSEPERABILITY

Question 5

Provider-customer interaction is example of _________________

Answer 5

Provider-customer interaction

Question 6

whose quality may vary greatly
depending on who provides them and
when, where, and how.

Answer 6

VARIABILITY

Question 7

which cannot be stored for later sale or use. Service perishability is not a problem whendemand is steady. It is, however, when demand fluctuates.

Answer 7

PERISHABILITY

Question 8

MARKETING STRATEGIES FOR
SERVICES FIRMS

Since the ________ and the _____________ _________to provide the service, the interaction must be controlled and constantly improved. Successful
service companies focus their attention on both their __________ and their ___________.

Answer 8

customer
service provider.
interact

customer
employees

Question 9

THE SERVICE PROFIT CHAIN (3)

Answer 9

COMPANY - external marketing
CUSTOMERS interactive marketing
EMPLOYEES - internal marketing

Question 10

THE SERVICE-PROFIT CHAIN (7)

Answer 10

1. internal service quality
2. satisfied and productive
   service employees
3. greater service value
4. satisfied and loyal
   customers
5. healthy service profits and
   growth

Question 11

It is a marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

Answer 11

internal marketing

Question 12

internal marketing

It is a marketing by a service firm to ______ and effectively motivate its _______-________ __________ and all the supporting service people to work as a team to provide customer satisfaction.

Answer 12

• train
• customer
• contact
• employees

Question 13

internal marketing

It is a marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide ______________

Answer 13

customer satisfaction.

Question 14

For the firm to deliver consistently high service
quality, marketers must get everyone in the
organization to practice a customer orientation.

Answer 14

internal marketing

Question 15

Internal marketing must precede external
marketing.

Answer 15

internal marketing

Question 16

INTERNAL MARKETING

For the firm to deliver consistently high service quality, marketers must get everyone in the organization to practice a ____________________.

Answer 16

customer orientation

Question 17

INTERNAL MARKETING

Internal marketing must precede _______________

Answer 17

external marketing.

Question 18

It is marketing by a service firm that
recognizes that perceived service quality depends heavily on the quality of buyer-seller interaction.

Answer 18

INTERACTIVE MARKETING

Question 19

The marketer cannot assume that they will
satisfy the customer simply by providing good technical service.

Answer 19

INTERACTIVE MARKETING

Question 20

3 MAJOR MARKETING TASKS

Answer 20

Competitive Differentiation.
Service Quality.
Service Productivity.

Question 21

This can occur by differentiating the offer, the delivery, and their
images.

Answer 21

Competitive Differentiation.

Question 22

By consistently delivering higher
quality than the competition, the firm can make progress in customer retention.

Answer 22

Service Quality.

Question 23

GOOD SERVICE RECOVERY

To have a good service system, the organization
must:

Answer 23

a. empower front-line employees

b. be customer obsessed

c. set high service quality standards

d. watch service performance closely

Question 24

Increase productivity by
training employees better. Work on quality as well
as quantity of service. Use technology to help.

Answer 24

Service Productivity.

Question 25

Firms must watch pushing productivity at the
expense of service quality.

Answer 25

Service Productivity.