MARK 3000 Grantham Final Exam Questions
With Correct Answers
T/F |Services |can |often |be |separated |from |the |producer |- |CORRECT |ANSWER✔✔-False
T/F |People |are |now |demanding |more |specialized |products |and |services |- |CORRECT |
ANSWER✔✔-True
The |service |product |continuum |- |CORRECT |ANSWER✔✔-Ranges |from |service |dominant |(a |
laawyer) |to |product |dominant |(grocery |store)
Factors |differentiating |services |from |products |- |CORRECT |ANSWER✔✔-Services |are |intangible, |
heterogeneous, |inseparable, |and |perishable
Intangibility |of |services |- |CORRECT |ANSWER✔✔-Marketers |must |use |atmosphere |and |images |
to |invoke |the |feeling |in |the |customer |and |reinforce |the |benefit |they |will |receive
Inseparable |production |and |consumption |of |services |- |CORRECT |ANSWER✔✔-Services |are |
consumed |and |produced |at |the |same |time
Consumers |can't |always |try |out |the |product |before |they |buy |it, |so |businesses |lower |risk |by |
offering |guarantees |or |warranties
Heterogeneous |nature |of |services |- |CORRECT |ANSWER✔✔-Services |can |vary |over |time |
(different |stylists |can |give |different |haircut |experiences)
Businesses |can |rely |on |training/automation |or |scripts |to |ensure |quality. |Micromarketing |can |
be |used |to |tailor |a |service |to |the |customer's |exact |needs.
,Perishable |nature |of |services |- |CORRECT |ANSWER✔✔-Services |can't |be |stockpiled |for |future |
use
can't |be |made |ahead |of |time |and |stored |to |meet |later |demand
missed |consumption |means |missed |revenue
Supply |and |demand |must |be |carefully |managed.
The |Gaps |model |of |providing |great |service |(4 |gaps) |- |CORRECT |ANSWER✔✔-Designed |to |
examine |what |went |wrong |when |service |isn't |delivered |correctly
1. |Knowledge |gap
2. |Standards |gap
3. |Delivery |Gap
4. |Communication |gap
Service |gaps- |knowledge |gap |- |CORRECT |ANSWER✔✔-Occurs |when |there's |a |gap |between |
customer |expectation |and |what |the |company |thinks |the |customer |wants. |Companies |should |
conduct |research |to |ensure |they're |delivering |what |customers |really |want
5 |dimensions |of |service |quality |- |CORRECT |ANSWER✔✔-Reliability
responsiveness
assurance
empathy
tangibles
Voice-of-customer |(VOC) |program |- |CORRECT |ANSWER✔✔-A |systematic |approach |to |
integrating |customer |input |into |management |decisions
, Zone |of |tolerance |- |CORRECT |ANSWER✔✔-Used |to |evaluate |effective |service. |
The |zone |of |acceptable |customer |service |between |what |the |customer |expects |and |the |
minimum |before |he |will |leave |for |another |company
Service |gaps- |standards |gap |- |CORRECT |ANSWER✔✔-The |gap |between |a |company's |
perceptions |of |what |customers |want |and |the |standards |set |for |employees. |Employees |should |
be |thoroughly |educated |about |proper |service |standards
Service |gaps- |delivery |gap |- |CORRECT |ANSWER✔✔-Gap |b/w |standards |set |and |actual |service |
delivered. |Employees |should |be |empowered |to |perform |better |through |proper |training, |
monitoring, |and |rewarding |good |service.
Employee |empowerment |in |service |delivery |- |CORRECT |ANSWER✔✔-Employees |need |
emotional |support |and |instrumental |support. |
They |need |to |know |that |they |will |be |supported |if |a |customer |yells |at |them |or |if |they |bend |the
|rules |to |help |an |angry |guest. |They |also |need |the |support |of |store |systems |and |structure |that |
enables |them |to |help |unhappy |customers.
Service |gaps- |communication |gap |- |CORRECT |ANSWER✔✔-The |gap |between |what |the |firm |
provides |and |what |it |advertises. |Companies |need |to |be |honest |about |what |they |provide |and |
manage |customer |expectations
Service |recovery |and |its |three |components |- |CORRECT |ANSWER✔✔-The |act |of |showing |
customer |commitment |after |service |failure
1. |Listen |to |the |customer
2. |Resolve |problems |quickly
3. |Provide |a |fair |solution
With Correct Answers
T/F |Services |can |often |be |separated |from |the |producer |- |CORRECT |ANSWER✔✔-False
T/F |People |are |now |demanding |more |specialized |products |and |services |- |CORRECT |
ANSWER✔✔-True
The |service |product |continuum |- |CORRECT |ANSWER✔✔-Ranges |from |service |dominant |(a |
laawyer) |to |product |dominant |(grocery |store)
Factors |differentiating |services |from |products |- |CORRECT |ANSWER✔✔-Services |are |intangible, |
heterogeneous, |inseparable, |and |perishable
Intangibility |of |services |- |CORRECT |ANSWER✔✔-Marketers |must |use |atmosphere |and |images |
to |invoke |the |feeling |in |the |customer |and |reinforce |the |benefit |they |will |receive
Inseparable |production |and |consumption |of |services |- |CORRECT |ANSWER✔✔-Services |are |
consumed |and |produced |at |the |same |time
Consumers |can't |always |try |out |the |product |before |they |buy |it, |so |businesses |lower |risk |by |
offering |guarantees |or |warranties
Heterogeneous |nature |of |services |- |CORRECT |ANSWER✔✔-Services |can |vary |over |time |
(different |stylists |can |give |different |haircut |experiences)
Businesses |can |rely |on |training/automation |or |scripts |to |ensure |quality. |Micromarketing |can |
be |used |to |tailor |a |service |to |the |customer's |exact |needs.
,Perishable |nature |of |services |- |CORRECT |ANSWER✔✔-Services |can't |be |stockpiled |for |future |
use
can't |be |made |ahead |of |time |and |stored |to |meet |later |demand
missed |consumption |means |missed |revenue
Supply |and |demand |must |be |carefully |managed.
The |Gaps |model |of |providing |great |service |(4 |gaps) |- |CORRECT |ANSWER✔✔-Designed |to |
examine |what |went |wrong |when |service |isn't |delivered |correctly
1. |Knowledge |gap
2. |Standards |gap
3. |Delivery |Gap
4. |Communication |gap
Service |gaps- |knowledge |gap |- |CORRECT |ANSWER✔✔-Occurs |when |there's |a |gap |between |
customer |expectation |and |what |the |company |thinks |the |customer |wants. |Companies |should |
conduct |research |to |ensure |they're |delivering |what |customers |really |want
5 |dimensions |of |service |quality |- |CORRECT |ANSWER✔✔-Reliability
responsiveness
assurance
empathy
tangibles
Voice-of-customer |(VOC) |program |- |CORRECT |ANSWER✔✔-A |systematic |approach |to |
integrating |customer |input |into |management |decisions
, Zone |of |tolerance |- |CORRECT |ANSWER✔✔-Used |to |evaluate |effective |service. |
The |zone |of |acceptable |customer |service |between |what |the |customer |expects |and |the |
minimum |before |he |will |leave |for |another |company
Service |gaps- |standards |gap |- |CORRECT |ANSWER✔✔-The |gap |between |a |company's |
perceptions |of |what |customers |want |and |the |standards |set |for |employees. |Employees |should |
be |thoroughly |educated |about |proper |service |standards
Service |gaps- |delivery |gap |- |CORRECT |ANSWER✔✔-Gap |b/w |standards |set |and |actual |service |
delivered. |Employees |should |be |empowered |to |perform |better |through |proper |training, |
monitoring, |and |rewarding |good |service.
Employee |empowerment |in |service |delivery |- |CORRECT |ANSWER✔✔-Employees |need |
emotional |support |and |instrumental |support. |
They |need |to |know |that |they |will |be |supported |if |a |customer |yells |at |them |or |if |they |bend |the
|rules |to |help |an |angry |guest. |They |also |need |the |support |of |store |systems |and |structure |that |
enables |them |to |help |unhappy |customers.
Service |gaps- |communication |gap |- |CORRECT |ANSWER✔✔-The |gap |between |what |the |firm |
provides |and |what |it |advertises. |Companies |need |to |be |honest |about |what |they |provide |and |
manage |customer |expectations
Service |recovery |and |its |three |components |- |CORRECT |ANSWER✔✔-The |act |of |showing |
customer |commitment |after |service |failure
1. |Listen |to |the |customer
2. |Resolve |problems |quickly
3. |Provide |a |fair |solution
