Essentials of Services Marketing 3rd Edition By Jochen Wirtz - Test Bank

,Test Bank ― Chapter 1
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Chapter 1 f



f Introduction to Services Marketing f f f




GENERAL CONTENT f




Multiple Choice Questions f f




1. There are several reasons why the services sector is increasing in almost all countries
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around the world. Which is not one of the contributing reasons?
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a. The knowledge-based industries are growing.
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b. Countries are less dependent on agriculture. f f f f f


c. Some manufacturing firms are now focusing on marketing services as well.
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d. The construction and manufacturing industries are booming.
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e. More companies are outsourcing some of their service components.
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(d; Moderate)
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2. Service markets are shaped by all of the following except
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a. government policies f


b. social changes f


c. global economic change f f


d. business trends f


e. advances in information technology f f f


(c; Easy)
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3. Developments in IT and communication include all of the following, except f f f f f f f f f f


.
a. User-generated content f


b. Artificial technologies f


c. Internet of Things f f


d. Social Changes f


(d; Moderate)
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4. The non-ownership perspective to define Services includes the following.
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a. Time-based
b. Rental
c. Exchange for money, time and effort f f f f f


d. Expectation to obtain value f f f


(b, Moderate)
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5. Which of the following are included in the four categories of services processing.
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a. People processing f


b. Possession processing f


c. Mental stimulus processing f f


d. Information processing f




Essentials of Services Marketing, 3rd Edition
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Jochen Wirtz and Christopher Lovelock
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Copyright © 2018 Pearson Education Ltd.
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,Test Bank ― Chapter 1
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e. All of the above f f f


(e, Easy)
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6. In order to design and implement effective service processes, which of the following
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are important considerations.
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a. Operational inputs and outputs can vary f f f f f


b. Customers are often involved in co-production f f f f f


c. Demand and capacity need to be balanced. f f f f f f


d. a & b f f


e. a, b, & c f f f


(e, Moderate)
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7. Which of the following is an example of co-production?
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a. Withdrawing from an ATM f f f


b. Easting fast food f f


c. Touring an aquarium f f


d. Selling items on eBay f f f


e. Buying a stereo f f


(a, Challenging)
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8. 8. Links in the Service-Profit Chain include all of the following except
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a. Customer loyalty, f


b. Revenue growth f


c. Service quality f


d. Employee loyalty f


e. Top management leadership f f


(b, Moderate)
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9. The three additional Ps of services marketing that extend the original four Ps of
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marketing are
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a. product; price; place; promotion f f f


b. prospects; process; people; promotion f f f


c. physical environment; process; people f f f


d. prosperity; process; people; promotion f f f


e. physical environment; prosperity; planning; process f f f f


(c; Moderate)
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10. The service framework for developing effective service strategies excludes
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.
a. understanding service products, consumers and markets f f f f f


b. managing the competitive landscape f f f


c. applying the 4 Ps of marketing to services f f f f f f f


d. designing and managing the customer interface f f f f f


e. developing customer relationships f f


(b; Moderate)
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Essentials of Services Marketing, 3rd Edition
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Jochen Wirtz and Christopher Lovelock
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Copyright © 2018 Pearson Education Ltd.
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, Test Bank ― Chapter 1
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True/False

11. Services account for 65% to 80% of the GDP in most developed nations.f f f f f f f f f f f f


(True, Easy)
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12. The dramatic development of Government policies is the most important force
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transforming service markets
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(False, Easy) f




13. Services require a form of acquisition through which customers can obtain
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benefits.
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(False, Moderate)
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14. Service production and consumption are always simultaneous f f f f f f


(True, Difficult)
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15. One way of avoiding turning customers away or having them wait is to use,
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dynamic pricing and reservations.
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(True, Difficult)
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16. HR is often seen from a strategic perspective than a staff function
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(False, Easy)
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17. The service-profit chain includes collaboration between marketing, operations, IT
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and HR
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(True, Easy)f




18. Service distribution can take place through physical channels only
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(False, Easy)
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19. Customers may go beyond the money to assess how much time and effort are f f f f f f f f f f f f f


involved in service consumption
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(True, Easy)f




20. Despite advances in technology, many services will always need direct interaction
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between customers and service employees.
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(True, Easy)f




Short Answerf




21. What are the five broad categories within the non-ownership framework?
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Rented goods, defined space and place rentals, labor and expertise rental, access to
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shared physical environments, and systems and networks: access and usage.
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(Moderate)

Essentials of Services Marketing, 3rd Edition
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Jochen Wirtz and Christopher Lovelock
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Copyright © 2018 Pearson Education Ltd.
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