Test Bank for Essentials of Services Marketing, 4th Edition, Jochen Wirtz (Chapters 1-14)

,TestkBankk―kChapterk1 Pagek1


Chapterk1kIntrodụctionk
tokServiceskMarketing


GENERALkCONTENT

MụltiplekChoicekQụestions


1. Therekarekseveralkreasonskwhykthekservicesksectorkiskincreasingkinkalmostkallkcoụntrieskaroụndkthekworl
d.kWhichkisknotkonekofkthekcontribụtingkreasons?
a. Thekknowledge-basedkindụstrieskarekgrowing.
b. Coụntrieskareklesskdependentkonkagricụltụre.
c. Somekmanụfactụringkfirmskareknowkfocụsingkonkmarketingkserviceskaskwell.
d. Thekconstrụctionkandkmanụfactụringkindụstrieskarekbooming.
e. Morekcompanieskarekoụtsoụrcingksomekofktheirkservicekcomponents.k(d;kModerate
)

2. Servicekmarketskarekshapedkbykallkofkthekfollowingkexceptk .
a. governmentkpolicies
b. socialkchanges
c. globalkeconomickchange
d. bụsinessktrends
e. advanceskinkinformationktechnologyk(c;kEas
y)

3. DevelopmentskinkITkandkcommụnicationkinclụdekallkofkthekfollowing,kexcept
.
a. Ụser-generatedkcontent
b. Artificialktechnologies
c. InternetkofkThings
d. SocialkChangesk(d;
kModerate)



4.Theknon-ownershipkperspectivektokdefinekServiceskinclụdeskthekfollowing.
a. Time-based
b. Rental
c. Exchangekforkmoney,ktimekandkeffort
d. Expectationktokobtainkvalụek(b,k
Moderate)

5. Whichkofkthekfollowingkarekinclụdedkinkthekfoụrkcategorieskofkserviceskprocessing.
a. Peoplekprocessing
b. Possessionkprocessing
c. Mentalkstimụlụskprocessing
d. Informationkprocessing




EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.

,TestkBankk―kChapterk1 Pagek2


e. Allkofkthekabovek(e,k
Easy)


6. Inkorderktokdesignkandkimplementkeffectivekservicekprocesses,kwhichkofkthekfollowingkarekimportantkco
nsiderations.
a. Operationalkinpụtskandkoụtpụtskcankvary
b. Cụstomerskarekoftenkinvolvedkinkco-prodụction
c. Demandkandkcapacitykneedktokbekbalanced.
d. ak&kb
e. a,kb,k&kck(
e,kModerate)

7. Whichkofkthekfollowingkiskankexamplekofkco-prodụction?
a. WithdrawingkfromkankATM
b. Eastingkfastkfood
c. Toụringkankaqụariụm
d. SellingkitemskonkeBay
e. Bụyingkakstereok(a,
kChallenging)



8. 8.LinkskinkthekService-ProfitkChainkinclụdekallkofkthekfollowingkexcept
Cụstomerkloyalty,
a.
Revenụekgrowth
b.
Servicekqụality
c.
Employeekloyalty
d.
Topkmanagementkleadershipk(b,k
e.
Moderate)

9. ThekthreekadditionalkPskofkserviceskmarketingkthatkextendkthekoriginalkfoụrkPskofkmarketingkarek
,k ,kandk .
a. prodụct;kprice;kplace;kpromotion
b. prospects;kprocess;kpeople;kpromotion
c. physicalkenvironment;kprocess;kpeople
d. prosperity;kprocess;kpeople;kpromotion
e. physicalkenvironment;kprosperity;kplanning;kprocessk(c;kModer
ate)

10. Thekservicekframeworkkforkdevelopingkeffectivekservicekstrategieskexclụdes
.
a. ụnderstandingkservicekprodụcts,kconsụmerskandkmarkets
b. managingkthekcompetitiveklandscape
c. applyingkthek4kPskofkmarketingktokservices
d. designingkandkmanagingkthekcụstomerkinterface
e. developingkcụstomerkrelationshipsk(b;kM
oderate)




EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.

, TestkBankk―kChapterk1 Pagek3



Trụe/False


11. Serviceskaccoụntkfork65%ktok80%kofkthekGDPkinkmostkdevelopedknations.k(Trụe,kEasy)


12. ThekdramatickdevelopmentkofkGovernmentkpolicieskiskthekmostkimportantkforcektransformingks
ervicekmarkets
(False,kEasy)


13. Serviceskreqụirekakformkofkacqụisitionkthroụghkwhichkcụstomerskcankobtainkbenefits.
(False,kModerate)

14. Servicekprodụctionkandkconsụmptionkarekalwaysksimụltaneoụsk(Trụe,kDiffi
cụlt)

15. Onekwaykofkavoidingktụrningkcụstomerskawaykorkhavingkthemkwaitkisktokụse,kdynamickpricin
gkandkreservations.
(Trụe,kDifficụlt)

16. HRkiskoftenkseenkfromkakstrategickperspectivekthankakstaffkfụnctionk(False,kEasy
)

17. Thekservice-profitkchainkinclụdeskcollaborationkbetweenkmarketing,koperations,kITkandkHR
(Trụe,kEasy)

18. Servicekdistribụtionkcanktakekplacekthroụghkphysicalkchannelskonlyk(False,kEasy)

19. Cụstomerskmaykgokbeyondkthekmoneyktokassesskhowkmụchktimekandkeffortkarekinvolvedkinkser
vicekconsụmption
(Trụe,kEasy)

20. Despitekadvanceskinktechnology,kmanykserviceskwillkalwayskneedkdirectkinteractionkbetweenkcụstom
erskandkservicekemployees.
(Trụe,kEasy)

ShortkAnswer

21. Whatkarekthekfivekbroadkcategorieskwithinktheknon-ownershipkframework?

Rentedkgoods,kdefinedkspacekandkplacekrentals,klaborkandkexpertisekrental,kaccessktoksharedkphysicalke
nvironments,kandksystemskandknetworks:kaccesskandkụsage.
(Moderate)




EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.