,Test lBank l― lChapter l1 Page l1
Chapter 1 l
l Introduction to Services Marketing
l l l
GENERAL lCONTENT
Multiple lChoice lQuestions
1. There lare lseveral lreasons lwhy lthe lservices lsector lis lincreasing lin lalmost lall lcountries
laround lthe lworld. lWhich lis lnot lone lof lthe lcontributing lreasons?
a. The lknowledge-based lindustries lare lgrowing.
b. Countries lare lless ldependent lon lagriculture.
c. Some lmanufacturing lfirms lare lnow lfocusing lon lmarketing lservices las lwell.
d. The lconstruction land lmanufacturing lindustries lare lbooming.
e. More lcompanies lare loutsourcing lsome lof ltheir lservice lcomponents.
l(d; lModerate)
2. Service lmarkets lare lshaped lby lall lof lthe lfollowing lexcept l .
a. government lpolicies
b. social lchanges
c. global leconomic lchange
d. business ltrends
e. advances lin linformation ltechnology
l(c; lEasy)
3. Developments lin lIT land lcommunication linclude lall lof lthe lfollowing, lexcept
.
a. User-generated lcontent
b. Artificial ltechnologies
c. Internet lof lThings
d. Social lChanges
l(d; lModerate)
4. The lnon-ownership lperspective lto ldefine lServices lincludes lthe lfollowing.
a. Time-based
b. Rental
c. Exchange lfor lmoney, ltime land leffort
d. Expectation lto lobtain lvalue
l(b, lModerate)
5. Which lof lthe lfollowing lare lincluded lin lthe lfour lcategories lof lservices lprocessing.
a. People lprocessing
b. Possession lprocessing
c. Mental lstimulus lprocessing
d. Information lprocessing
Essentials lof lServices lMarketing, l3rd lEdition
lJochen lWirtz land lChristopher lLovelock
lCopyright l© l2018 lPearson lEducation lLtd.
,Test lBank l― lChapter l1 Page l2
e. All lof lthe labove
l(e, lEasy)
6. In lorder lto ldesign land limplement leffective lservice lprocesses, lwhich lof lthe lfollowing
lare limportant lconsiderations.
a. Operational linputs land loutputs lcan lvary
b. Customers lare loften linvolved lin lco-production
c. Demand land lcapacity lneed lto lbe lbalanced.
d. a l& lb
e. a, lb, l& lc
l(e, lModerate)
7. Which lof lthe lfollowing lis lan lexample lof lco-production?
a. Withdrawing lfrom lan lATM
b. Easting lfast lfood
c. Touring lan laquarium
d. Selling litems lon leBay
e. Buying la lstereo
l(a, lChallenging)
8. 8. Links lin lthe lService-Profit lChain linclude lall lof lthe lfollowing lexcept
a. Customer lloyalty,
b. Revenue lgrowth
c. Service lquality
d. Employee lloyalty
e. Top lmanagement lleadership
l(b, lModerate)
9. The lthree ladditional lPs lof lservices lmarketing lthat lextend lthe loriginal lfour lPs lof
lmarketing lare l ,l , land l .
a. product; lprice; lplace; lpromotion
b. prospects; lprocess; lpeople; lpromotion
c. physical lenvironment; lprocess; lpeople
d. prosperity; lprocess; lpeople; lpromotion
e. physical lenvironment; lprosperity; lplanning; lprocess
l(c; lModerate)
10. The lservice lframework lfor ldeveloping leffective lservice lstrategies lexcludes
.
a. understanding lservice lproducts, lconsumers land lmarkets
b. managing lthe lcompetitive llandscape
c. applying lthe l4 lPs lof lmarketing lto lservices
d. designing land lmanaging lthe lcustomer linterface
e. developing lcustomer lrelationships
l(b; lModerate)
Essentials lof lServices lMarketing, l3rd lEdition
lJochen lWirtz land lChristopher lLovelock
lCopyright l© l2018 lPearson lEducation lLtd.
, Test lBank l― lChapter l1 Page l3
True/False
11. Services laccount lfor l65% lto l80% lof lthe lGDP lin lmost ldeveloped lnations.
l(True, lEasy)
12. The ldramatic ldevelopment lof lGovernment lpolicies lis lthe lmost limportant lforce
ltransforming lservice lmarkets
(False, lEasy)
13. Services lrequire la lform lof lacquisition lthrough lwhich lcustomers lcan lobtain
lbenefits.
(False, lModerate)
14. Service lproduction land lconsumption lare lalways lsimultaneous
l(True, lDifficult)
15. One lway lof lavoiding lturning lcustomers laway lor lhaving lthem lwait lis lto luse,
ldynamic lpricing land lreservations.
(True, lDifficult)
16. HR lis loften lseen lfrom la lstrategic lperspective lthan la lstaff lfunction
l(False, lEasy)
17. The lservice-profit lchain lincludes lcollaboration lbetween lmarketing, loperations, lIT
land lHR
(True, lEasy)
18. Service ldistribution lcan ltake lplace lthrough lphysical lchannels lonly
l(False, lEasy)
19. Customers lmay lgo lbeyond lthe lmoney lto lassess lhow lmuch ltime land leffort lare
linvolved lin lservice lconsumption
(True, lEasy)
20. Despite ladvances lin ltechnology, lmany lservices lwill lalways lneed ldirect linteraction
lbetween lcustomers land lservice lemployees.
(True, lEasy)
Short lAnswer
21. What lare lthe lfive lbroad lcategories lwithin lthe lnon-ownership lframework?
Rented lgoods, ldefined lspace land lplace lrentals, llabor land lexpertise lrental, laccess lto
lshared lphysical lenvironments, land lsystems land lnetworks: laccess land lusage.
(Moderate)
Essentials lof lServices lMarketing, l3rd lEdition
lJochen lWirtz land lChristopher lLovelock
lCopyright l© l2018 lPearson lEducation lLtd.
Chapter 1 l
l Introduction to Services Marketing
l l l
GENERAL lCONTENT
Multiple lChoice lQuestions
1. There lare lseveral lreasons lwhy lthe lservices lsector lis lincreasing lin lalmost lall lcountries
laround lthe lworld. lWhich lis lnot lone lof lthe lcontributing lreasons?
a. The lknowledge-based lindustries lare lgrowing.
b. Countries lare lless ldependent lon lagriculture.
c. Some lmanufacturing lfirms lare lnow lfocusing lon lmarketing lservices las lwell.
d. The lconstruction land lmanufacturing lindustries lare lbooming.
e. More lcompanies lare loutsourcing lsome lof ltheir lservice lcomponents.
l(d; lModerate)
2. Service lmarkets lare lshaped lby lall lof lthe lfollowing lexcept l .
a. government lpolicies
b. social lchanges
c. global leconomic lchange
d. business ltrends
e. advances lin linformation ltechnology
l(c; lEasy)
3. Developments lin lIT land lcommunication linclude lall lof lthe lfollowing, lexcept
.
a. User-generated lcontent
b. Artificial ltechnologies
c. Internet lof lThings
d. Social lChanges
l(d; lModerate)
4. The lnon-ownership lperspective lto ldefine lServices lincludes lthe lfollowing.
a. Time-based
b. Rental
c. Exchange lfor lmoney, ltime land leffort
d. Expectation lto lobtain lvalue
l(b, lModerate)
5. Which lof lthe lfollowing lare lincluded lin lthe lfour lcategories lof lservices lprocessing.
a. People lprocessing
b. Possession lprocessing
c. Mental lstimulus lprocessing
d. Information lprocessing
Essentials lof lServices lMarketing, l3rd lEdition
lJochen lWirtz land lChristopher lLovelock
lCopyright l© l2018 lPearson lEducation lLtd.
,Test lBank l― lChapter l1 Page l2
e. All lof lthe labove
l(e, lEasy)
6. In lorder lto ldesign land limplement leffective lservice lprocesses, lwhich lof lthe lfollowing
lare limportant lconsiderations.
a. Operational linputs land loutputs lcan lvary
b. Customers lare loften linvolved lin lco-production
c. Demand land lcapacity lneed lto lbe lbalanced.
d. a l& lb
e. a, lb, l& lc
l(e, lModerate)
7. Which lof lthe lfollowing lis lan lexample lof lco-production?
a. Withdrawing lfrom lan lATM
b. Easting lfast lfood
c. Touring lan laquarium
d. Selling litems lon leBay
e. Buying la lstereo
l(a, lChallenging)
8. 8. Links lin lthe lService-Profit lChain linclude lall lof lthe lfollowing lexcept
a. Customer lloyalty,
b. Revenue lgrowth
c. Service lquality
d. Employee lloyalty
e. Top lmanagement lleadership
l(b, lModerate)
9. The lthree ladditional lPs lof lservices lmarketing lthat lextend lthe loriginal lfour lPs lof
lmarketing lare l ,l , land l .
a. product; lprice; lplace; lpromotion
b. prospects; lprocess; lpeople; lpromotion
c. physical lenvironment; lprocess; lpeople
d. prosperity; lprocess; lpeople; lpromotion
e. physical lenvironment; lprosperity; lplanning; lprocess
l(c; lModerate)
10. The lservice lframework lfor ldeveloping leffective lservice lstrategies lexcludes
.
a. understanding lservice lproducts, lconsumers land lmarkets
b. managing lthe lcompetitive llandscape
c. applying lthe l4 lPs lof lmarketing lto lservices
d. designing land lmanaging lthe lcustomer linterface
e. developing lcustomer lrelationships
l(b; lModerate)
Essentials lof lServices lMarketing, l3rd lEdition
lJochen lWirtz land lChristopher lLovelock
lCopyright l© l2018 lPearson lEducation lLtd.
, Test lBank l― lChapter l1 Page l3
True/False
11. Services laccount lfor l65% lto l80% lof lthe lGDP lin lmost ldeveloped lnations.
l(True, lEasy)
12. The ldramatic ldevelopment lof lGovernment lpolicies lis lthe lmost limportant lforce
ltransforming lservice lmarkets
(False, lEasy)
13. Services lrequire la lform lof lacquisition lthrough lwhich lcustomers lcan lobtain
lbenefits.
(False, lModerate)
14. Service lproduction land lconsumption lare lalways lsimultaneous
l(True, lDifficult)
15. One lway lof lavoiding lturning lcustomers laway lor lhaving lthem lwait lis lto luse,
ldynamic lpricing land lreservations.
(True, lDifficult)
16. HR lis loften lseen lfrom la lstrategic lperspective lthan la lstaff lfunction
l(False, lEasy)
17. The lservice-profit lchain lincludes lcollaboration lbetween lmarketing, loperations, lIT
land lHR
(True, lEasy)
18. Service ldistribution lcan ltake lplace lthrough lphysical lchannels lonly
l(False, lEasy)
19. Customers lmay lgo lbeyond lthe lmoney lto lassess lhow lmuch ltime land leffort lare
linvolved lin lservice lconsumption
(True, lEasy)
20. Despite ladvances lin ltechnology, lmany lservices lwill lalways lneed ldirect linteraction
lbetween lcustomers land lservice lemployees.
(True, lEasy)
Short lAnswer
21. What lare lthe lfive lbroad lcategories lwithin lthe lnon-ownership lframework?
Rented lgoods, ldefined lspace land lplace lrentals, llabor land lexpertise lrental, laccess lto
lshared lphysical lenvironments, land lsystems land lnetworks: laccess land lusage.
(Moderate)
Essentials lof lServices lMarketing, l3rd lEdition
lJochen lWirtz land lChristopher lLovelock
lCopyright l© l2018 lPearson lEducation lLtd.
