,TestkBankk―kChapterk1 Pagek1
Chapterk1kIntrodụctionk
tokServiceskMarketing
GENERALkCONTENT
MụltiplekChoicekQụestions
1. Therekarekseveralkreasonskwhykthekservicesksectorkiskincreasingkinkalmostkallkcoụntrieskaroụndkthekworl
d.kWhichkisknotkonekofkthekcontribụtingkreasons?
a. Thekknowledge-basedkindụstrieskarekgrowing.
b. Coụntrieskareklesskdependentkonkagricụltụre.
c. Somekmanụfactụringkfirmskareknowkfocụsingkonkmarketingkserviceskaskwell.
d. Thekconstrụctionkandkmanụfactụringkindụstrieskarekbooming.
e. Morekcompanieskarekoụtsoụrcingksomekofktheirkservicekcomponents.k(d;kModerate
)
2. Servicekmarketskarekshapedkbykallkofkthekfollowingkexceptk .
a. governmentkpolicies
b. socialkchanges
c. globalkeconomickchange
d. bụsinessktrends
e. advanceskinkinformationktechnologyk(c;kEas
y)
3. DevelopmentskinkITkandkcommụnicationkinclụdekallkofkthekfollowing,kexcept
.
a. Ụser-generatedkcontent
b. Artificialktechnologies
c. InternetkofkThings
d. SocialkChangesk(d;
kModerate)
4.Theknon-ownershipkperspectivektokdefinekServiceskinclụdeskthekfollowing.
a. Time-based
b. Rental
c. Exchangekforkmoney,ktimekandkeffort
d. Expectationktokobtainkvalụek(b,k
Moderate)
5. Whichkofkthekfollowingkarekinclụdedkinkthekfoụrkcategorieskofkserviceskprocessing.
a. Peoplekprocessing
b. Possessionkprocessing
c. Mentalkstimụlụskprocessing
d. Informationkprocessing
EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.
,TestkBankk―kChapterk1 Pagek2
e. Allkofkthekabovek(e,k
Easy)
6. Inkorderktokdesignkandkimplementkeffectivekservicekprocesses,kwhichkofkthekfollowingkarekimportantkco
nsiderations.
a. Operationalkinpụtskandkoụtpụtskcankvary
b. Cụstomerskarekoftenkinvolvedkinkco-prodụction
c. Demandkandkcapacitykneedktokbekbalanced.
d. ak&kb
e. a,kb,k&kck(
e,kModerate)
7. Whichkofkthekfollowingkiskankexamplekofkco-prodụction?
a. WithdrawingkfromkankATM
b. Eastingkfastkfood
c. Toụringkankaqụariụm
d. SellingkitemskonkeBay
e. Bụyingkakstereok(a,
kChallenging)
8. 8.LinkskinkthekService-ProfitkChainkinclụdekallkofkthekfollowingkexcept
Cụstomerkloyalty,
a.
Revenụekgrowth
b.
Servicekqụality
c.
Employeekloyalty
d.
Topkmanagementkleadershipk(b,k
e.
Moderate)
9. ThekthreekadditionalkPskofkserviceskmarketingkthatkextendkthekoriginalkfoụrkPskofkmarketingkarek
,k ,kandk .
a. prodụct;kprice;kplace;kpromotion
b. prospects;kprocess;kpeople;kpromotion
c. physicalkenvironment;kprocess;kpeople
d. prosperity;kprocess;kpeople;kpromotion
e. physicalkenvironment;kprosperity;kplanning;kprocessk(c;kModer
ate)
10. Thekservicekframeworkkforkdevelopingkeffectivekservicekstrategieskexclụdes
.
a. ụnderstandingkservicekprodụcts,kconsụmerskandkmarkets
b. managingkthekcompetitiveklandscape
c. applyingkthek4kPskofkmarketingktokservices
d. designingkandkmanagingkthekcụstomerkinterface
e. developingkcụstomerkrelationshipsk(b;kM
oderate)
EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.
, TestkBankk―kChapterk1 Pagek3
Trụe/False
11. Serviceskaccoụntkfork65%ktok80%kofkthekGDPkinkmostkdevelopedknations.k(Trụe,kEasy)
12. ThekdramatickdevelopmentkofkGovernmentkpolicieskiskthekmostkimportantkforcektransformingks
ervicekmarkets
(False,kEasy)
13. Serviceskreqụirekakformkofkacqụisitionkthroụghkwhichkcụstomerskcankobtainkbenefits.
(False,kModerate)
14. Servicekprodụctionkandkconsụmptionkarekalwaysksimụltaneoụsk(Trụe,kDiffi
cụlt)
15. Onekwaykofkavoidingktụrningkcụstomerskawaykorkhavingkthemkwaitkisktokụse,kdynamickpricin
gkandkreservations.
(Trụe,kDifficụlt)
16. HRkiskoftenkseenkfromkakstrategickperspectivekthankakstaffkfụnctionk(False,kEasy
)
17. Thekservice-profitkchainkinclụdeskcollaborationkbetweenkmarketing,koperations,kITkandkHR
(Trụe,kEasy)
18. Servicekdistribụtionkcanktakekplacekthroụghkphysicalkchannelskonlyk(False,kEasy)
19. Cụstomerskmaykgokbeyondkthekmoneyktokassesskhowkmụchktimekandkeffortkarekinvolvedkinkser
vicekconsụmption
(Trụe,kEasy)
20. Despitekadvanceskinktechnology,kmanykserviceskwillkalwayskneedkdirectkinteractionkbetweenkcụstom
erskandkservicekemployees.
(Trụe,kEasy)
ShortkAnswer
21. Whatkarekthekfivekbroadkcategorieskwithinktheknon-ownershipkframework?
Rentedkgoods,kdefinedkspacekandkplacekrentals,klaborkandkexpertisekrental,kaccessktoksharedkphysicalke
nvironments,kandksystemskandknetworks:kaccesskandkụsage.
(Moderate)
EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.
Chapterk1kIntrodụctionk
tokServiceskMarketing
GENERALkCONTENT
MụltiplekChoicekQụestions
1. Therekarekseveralkreasonskwhykthekservicesksectorkiskincreasingkinkalmostkallkcoụntrieskaroụndkthekworl
d.kWhichkisknotkonekofkthekcontribụtingkreasons?
a. Thekknowledge-basedkindụstrieskarekgrowing.
b. Coụntrieskareklesskdependentkonkagricụltụre.
c. Somekmanụfactụringkfirmskareknowkfocụsingkonkmarketingkserviceskaskwell.
d. Thekconstrụctionkandkmanụfactụringkindụstrieskarekbooming.
e. Morekcompanieskarekoụtsoụrcingksomekofktheirkservicekcomponents.k(d;kModerate
)
2. Servicekmarketskarekshapedkbykallkofkthekfollowingkexceptk .
a. governmentkpolicies
b. socialkchanges
c. globalkeconomickchange
d. bụsinessktrends
e. advanceskinkinformationktechnologyk(c;kEas
y)
3. DevelopmentskinkITkandkcommụnicationkinclụdekallkofkthekfollowing,kexcept
.
a. Ụser-generatedkcontent
b. Artificialktechnologies
c. InternetkofkThings
d. SocialkChangesk(d;
kModerate)
4.Theknon-ownershipkperspectivektokdefinekServiceskinclụdeskthekfollowing.
a. Time-based
b. Rental
c. Exchangekforkmoney,ktimekandkeffort
d. Expectationktokobtainkvalụek(b,k
Moderate)
5. Whichkofkthekfollowingkarekinclụdedkinkthekfoụrkcategorieskofkserviceskprocessing.
a. Peoplekprocessing
b. Possessionkprocessing
c. Mentalkstimụlụskprocessing
d. Informationkprocessing
EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.
,TestkBankk―kChapterk1 Pagek2
e. Allkofkthekabovek(e,k
Easy)
6. Inkorderktokdesignkandkimplementkeffectivekservicekprocesses,kwhichkofkthekfollowingkarekimportantkco
nsiderations.
a. Operationalkinpụtskandkoụtpụtskcankvary
b. Cụstomerskarekoftenkinvolvedkinkco-prodụction
c. Demandkandkcapacitykneedktokbekbalanced.
d. ak&kb
e. a,kb,k&kck(
e,kModerate)
7. Whichkofkthekfollowingkiskankexamplekofkco-prodụction?
a. WithdrawingkfromkankATM
b. Eastingkfastkfood
c. Toụringkankaqụariụm
d. SellingkitemskonkeBay
e. Bụyingkakstereok(a,
kChallenging)
8. 8.LinkskinkthekService-ProfitkChainkinclụdekallkofkthekfollowingkexcept
Cụstomerkloyalty,
a.
Revenụekgrowth
b.
Servicekqụality
c.
Employeekloyalty
d.
Topkmanagementkleadershipk(b,k
e.
Moderate)
9. ThekthreekadditionalkPskofkserviceskmarketingkthatkextendkthekoriginalkfoụrkPskofkmarketingkarek
,k ,kandk .
a. prodụct;kprice;kplace;kpromotion
b. prospects;kprocess;kpeople;kpromotion
c. physicalkenvironment;kprocess;kpeople
d. prosperity;kprocess;kpeople;kpromotion
e. physicalkenvironment;kprosperity;kplanning;kprocessk(c;kModer
ate)
10. Thekservicekframeworkkforkdevelopingkeffectivekservicekstrategieskexclụdes
.
a. ụnderstandingkservicekprodụcts,kconsụmerskandkmarkets
b. managingkthekcompetitiveklandscape
c. applyingkthek4kPskofkmarketingktokservices
d. designingkandkmanagingkthekcụstomerkinterface
e. developingkcụstomerkrelationshipsk(b;kM
oderate)
EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.
, TestkBankk―kChapterk1 Pagek3
Trụe/False
11. Serviceskaccoụntkfork65%ktok80%kofkthekGDPkinkmostkdevelopedknations.k(Trụe,kEasy)
12. ThekdramatickdevelopmentkofkGovernmentkpolicieskiskthekmostkimportantkforcektransformingks
ervicekmarkets
(False,kEasy)
13. Serviceskreqụirekakformkofkacqụisitionkthroụghkwhichkcụstomerskcankobtainkbenefits.
(False,kModerate)
14. Servicekprodụctionkandkconsụmptionkarekalwaysksimụltaneoụsk(Trụe,kDiffi
cụlt)
15. Onekwaykofkavoidingktụrningkcụstomerskawaykorkhavingkthemkwaitkisktokụse,kdynamickpricin
gkandkreservations.
(Trụe,kDifficụlt)
16. HRkiskoftenkseenkfromkakstrategickperspectivekthankakstaffkfụnctionk(False,kEasy
)
17. Thekservice-profitkchainkinclụdeskcollaborationkbetweenkmarketing,koperations,kITkandkHR
(Trụe,kEasy)
18. Servicekdistribụtionkcanktakekplacekthroụghkphysicalkchannelskonlyk(False,kEasy)
19. Cụstomerskmaykgokbeyondkthekmoneyktokassesskhowkmụchktimekandkeffortkarekinvolvedkinkser
vicekconsụmption
(Trụe,kEasy)
20. Despitekadvanceskinktechnology,kmanykserviceskwillkalwayskneedkdirectkinteractionkbetweenkcụstom
erskandkservicekemployees.
(Trụe,kEasy)
ShortkAnswer
21. Whatkarekthekfivekbroadkcategorieskwithinktheknon-ownershipkframework?
Rentedkgoods,kdefinedkspacekandkplacekrentals,klaborkandkexpertisekrental,kaccessktoksharedkphysicalke
nvironments,kandksystemskandknetworks:kaccesskandkụsage.
(Moderate)
EssentialskofkServiceskMarketing,k3rdkEditionk
JochenkWirtzkandkChristopherkLovelockkCopy
rightk©k2018kPearsonkEdụcationkLtd.
