OPMA 405 - Individual Quiz well
answered to pass
Distinctive Characteristics of Services - correct answer ✔✔1) Customer
participation --> attention to facility design; customer plays part in process
2) Simultaneity (interaction) --> service capacity/facility utilization
3) Perishability (no inventories) → capacity management (demand/forecasting)
4) Intangibility (no patents) → spawns imitators; requires constant innovation
5) Heterogeneity (variability) → sales and demand will never be homogenous
6) Non-transferable ownership (use or access only of asset) → no physical asset to
tie customer to organization, so relationship creation and loyalty important to
create in service industry
The Services Package - correct answer ✔✔Inner ring = service experience
Middle ring = explicit & implicit services
Outer ring = supporting facility; information; facilitating goods
,Services Classification - correct answer ✔✔- Service factory (low labor, low
interaction & customization)
- Service shop (low labor, high interaction)
- Mass service (high labor, low interaction)
- Professional service (high labor, high interaction)
Challenges for Managers - correct answer ✔✔Low labour = capital decisions;
managing demand.
High labour = hiring; training.
Low interaction = marketing; managing hierarchy
High Interaction = cost increases; maintaining quality
Service Strategy - correct answer ✔✔A) Target Market Segment
B) Define Service Concept
C) Design Operating Strategy
D) Design Service Delivery System
, What is a target market segment? What should we identify about it? - correct
answer ✔✔- Segment market using relevant dimensions (demographic, size)
- Assess importance of segments (growth, size) --> quantify
- Identify needs of segment
- Identify if needs being served
How do you define a service concept? - correct answer ✔✔- Identify elements of
service that yield value
- Define how elements perceived by target market
- Match elements to service design, marketing, and delivery
How to design an operating strategy? - correct answer ✔✔- Define important
aspects of business.
- Identify main areas for effort/investment.
- Define KPIs.
- Set targets relative to industry.
answered to pass
Distinctive Characteristics of Services - correct answer ✔✔1) Customer
participation --> attention to facility design; customer plays part in process
2) Simultaneity (interaction) --> service capacity/facility utilization
3) Perishability (no inventories) → capacity management (demand/forecasting)
4) Intangibility (no patents) → spawns imitators; requires constant innovation
5) Heterogeneity (variability) → sales and demand will never be homogenous
6) Non-transferable ownership (use or access only of asset) → no physical asset to
tie customer to organization, so relationship creation and loyalty important to
create in service industry
The Services Package - correct answer ✔✔Inner ring = service experience
Middle ring = explicit & implicit services
Outer ring = supporting facility; information; facilitating goods
,Services Classification - correct answer ✔✔- Service factory (low labor, low
interaction & customization)
- Service shop (low labor, high interaction)
- Mass service (high labor, low interaction)
- Professional service (high labor, high interaction)
Challenges for Managers - correct answer ✔✔Low labour = capital decisions;
managing demand.
High labour = hiring; training.
Low interaction = marketing; managing hierarchy
High Interaction = cost increases; maintaining quality
Service Strategy - correct answer ✔✔A) Target Market Segment
B) Define Service Concept
C) Design Operating Strategy
D) Design Service Delivery System
, What is a target market segment? What should we identify about it? - correct
answer ✔✔- Segment market using relevant dimensions (demographic, size)
- Assess importance of segments (growth, size) --> quantify
- Identify needs of segment
- Identify if needs being served
How do you define a service concept? - correct answer ✔✔- Identify elements of
service that yield value
- Define how elements perceived by target market
- Match elements to service design, marketing, and delivery
How to design an operating strategy? - correct answer ✔✔- Define important
aspects of business.
- Identify main areas for effort/investment.
- Define KPIs.
- Set targets relative to industry.
