Essentials of Services Marketing –
3rd Edition
ST
UV
TEST BANK
IA
?_
Jochen Wirtz
AP
Christopher Lovelock
PR
Comprehensive Test Bank for Instructors
OV
and Students
ED
© Jochen Wirtz & Christopher Lovelock
All rights reserved. Reproduction or distribution without permission is prohibited.
?
Created by MedConnoisseur ©2025/2026
, TABLE OF CONTENTS
Essentials of Services Marketing – 3rd Edition
ST
Jochen Wirtz & Christopher Lovelock
UV
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
IA
Part II: Applying the 4Ps of Marketing to Services
4. Developing Service Products and Brands
?_
5. Distributing Services through Physical and Electronic Channels
6. Setting Prices and Implementing Revenue Management
7. Promoting Services and Educating Customers
AP
Part III: Managing the Customer Interface
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
PR
11. Managing People for Service Advantage
Part IV: Developing Customer Relationships
12. Managing Relationships and Building Loyalty
OV
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
ED
Part VI: Case Studies
?
Created by MedConnoisseur ©2025/2026
, Test Bank ― Chapter 1 Page 1
Chapter 1
Introduction to Services Marketing
ST
GENERAL CONTENT
Multiple Choice Questions
UV
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.
IA
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 ____________.
?_
a. government policies
b. social changes
c. global economic change
d. business trends
AP
e. advances in information technology
(c; Easy)
3. Developments in IT and communication include all of the following, except
____________.
a. User-generated content
PR
b. Artificial technologies
c. Internet of Things
d. Social Changes
(d; Moderate)
OV
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)
ED
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
?
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)
ST
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.
UV
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
IA
b. Easting fast food
c. Touring an aquarium
d. Selling items on eBay
e. Buying a stereo
?_
(a, Challenging)
8. 8. Links in the Service-Profit Chain include all of the following except
a. Customer loyalty,
b. Revenue growth
AP
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
PR
marketing are _____________, _____________, and _____________.
a. product; price; place; promotion
b. prospects; process; people; promotion
c. physical environment; process; people
d. prosperity; process; people; promotion
OV
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
ED
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)
?
Essentials of Services Marketing, 3rd Edition
Jochen Wirtz and Christopher Lovelock
Copyright © 2018 Pearson Education Ltd.
3rd Edition
ST
UV
TEST BANK
IA
?_
Jochen Wirtz
AP
Christopher Lovelock
PR
Comprehensive Test Bank for Instructors
OV
and Students
ED
© Jochen Wirtz & Christopher Lovelock
All rights reserved. Reproduction or distribution without permission is prohibited.
?
Created by MedConnoisseur ©2025/2026
, TABLE OF CONTENTS
Essentials of Services Marketing – 3rd Edition
ST
Jochen Wirtz & Christopher Lovelock
UV
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
IA
Part II: Applying the 4Ps of Marketing to Services
4. Developing Service Products and Brands
?_
5. Distributing Services through Physical and Electronic Channels
6. Setting Prices and Implementing Revenue Management
7. Promoting Services and Educating Customers
AP
Part III: Managing the Customer Interface
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
PR
11. Managing People for Service Advantage
Part IV: Developing Customer Relationships
12. Managing Relationships and Building Loyalty
OV
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
ED
Part VI: Case Studies
?
Created by MedConnoisseur ©2025/2026
, Test Bank ― Chapter 1 Page 1
Chapter 1
Introduction to Services Marketing
ST
GENERAL CONTENT
Multiple Choice Questions
UV
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.
IA
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 ____________.
?_
a. government policies
b. social changes
c. global economic change
d. business trends
AP
e. advances in information technology
(c; Easy)
3. Developments in IT and communication include all of the following, except
____________.
a. User-generated content
PR
b. Artificial technologies
c. Internet of Things
d. Social Changes
(d; Moderate)
OV
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)
ED
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
?
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)
ST
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.
UV
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
IA
b. Easting fast food
c. Touring an aquarium
d. Selling items on eBay
e. Buying a stereo
?_
(a, Challenging)
8. 8. Links in the Service-Profit Chain include all of the following except
a. Customer loyalty,
b. Revenue growth
AP
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
PR
marketing are _____________, _____________, and _____________.
a. product; price; place; promotion
b. prospects; process; people; promotion
c. physical environment; process; people
d. prosperity; process; people; promotion
OV
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
ED
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)
?
Essentials of Services Marketing, 3rd Edition
Jochen Wirtz and Christopher Lovelock
Copyright © 2018 Pearson Education Ltd.
