Test Bank — Essentials of Services Marketing, 3rd Edition — Jochen Wirtz & Christopher H. Lovelock

Essentials of Services Marketing –

3rd Edition
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TEST BANK
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Jochen Wirtz
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Christopher Lovelock
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Comprehensive Test Bank for Instructors
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and Students
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© Jochen Wirtz & Christopher Lovelock

All rights reserved. Reproduction or distribution without permission is prohibited.
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Created by MedConnoisseur ©2025/2026

, TABLE OF CONTENTS
Essentials of Services Marketing – 3rd Edition
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Jochen Wirtz & Christopher Lovelock
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Part I: Understanding Service Products, Consumers, and Markets

1. Introduction to Services Marketing
2. Consumer Behavior in a Services Context
3. Positioning Services in Competitive Markets
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Part II: Applying the 4Ps of Marketing to Services
4. Developing Service Products and Brands
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5. Distributing Services through Physical and Electronic Channels
6. Setting Prices and Implementing Revenue Management
7. Promoting Services and Educating Customers
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Part III: Managing the Customer Interface
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
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11. Managing People for Service Advantage

Part IV: Developing Customer Relationships
12. Managing Relationships and Building Loyalty
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13. Complaint Handling and Service Recovery

Part V: Striving for Service Excellence
14. Improving Service Quality and Productivity
15. Building a World-Class Service Organization
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Part VI: Case Studies
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Created by MedConnoisseur ©2025/2026

, Test Bank ― Chapter 1 Page 1


Chapter 1
Introduction to Services Marketing
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GENERAL CONTENT

Multiple Choice Questions
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1. There are several reasons why the services sector is increasing in almost all countries
around the world. Which is not one of the contributing reasons?
a. The knowledge-based industries are growing.
b. Countries are less dependent on agriculture.
c. Some manufacturing firms are now focusing on marketing services as well.
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d. The construction and manufacturing industries are booming.
e. More companies are outsourcing some of their service components.
(d; Moderate)

2. Service markets are shaped by all of the following except ____________.
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a. government policies
b. social changes
c. global economic change
d. business trends
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e. advances in information technology
(c; Easy)

3. Developments in IT and communication include all of the following, except
____________.
a. User-generated content
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b. Artificial technologies
c. Internet of Things
d. Social Changes
(d; Moderate)
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4. The non-ownership perspective to define Services includes the following.
a. Time-based
b. Rental
c. Exchange for money, time and effort
d. Expectation to obtain value
(b, Moderate)
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5. Which of the following are included in the four categories of services processing.
a. People processing
b. Possession processing
c. Mental stimulus processing
d. Information processing
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Essentials of Services Marketing, 3rd Edition
Jochen Wirtz and Christopher Lovelock
Copyright © 2018 Pearson Education Ltd.

, Test Bank ― Chapter 1 Page 2


e. All of the above
(e, Easy)
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6. In order to design and implement effective service processes, which of the following
are important considerations.
a. Operational inputs and outputs can vary
b. Customers are often involved in co-production
c. Demand and capacity need to be balanced.
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d. a & b
e. a, b, & c
(e, Moderate)

7. Which of the following is an example of co-production?
a. Withdrawing from an ATM
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b. Easting fast food
c. Touring an aquarium
d. Selling items on eBay
e. Buying a stereo
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(a, Challenging)

8. 8. Links in the Service-Profit Chain include all of the following except
a. Customer loyalty,
b. Revenue growth
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c. Service quality
d. Employee loyalty
e. Top management leadership
(b, Moderate)

9. The three additional Ps of services marketing that extend the original four Ps of
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marketing are _____________, _____________, and _____________.
a. product; price; place; promotion
b. prospects; process; people; promotion
c. physical environment; process; people
d. prosperity; process; people; promotion
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e. physical environment; prosperity; planning; process
(c; Moderate)

10. The service framework for developing effective service strategies excludes
_________________.
a. understanding service products, consumers and markets
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b. managing the competitive landscape
c. applying the 4 Ps of marketing to services
d. designing and managing the customer interface
e. developing customer relationships
(b; Moderate)
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Essentials of Services Marketing, 3rd Edition
Jochen Wirtz and Christopher Lovelock
Copyright © 2018 Pearson Education Ltd.