Chapter 1

Question 1

are economic activities performed by one party to another.

Answer 1

Services

Question 2

Often time-based, these performances bring about desired results to recipients, objects, or other assets.

Answer 2

Services

Question 3

they do not normally take ownership of the physical elements involved.

Answer 3

Services

Question 4

provide benefits without ownership

Answer 4

Services

Question 5

WHY STUDY SERVICES?

Answer 5

I. Services Dominate the Global Economy

2.Most New Jobs Are Generated by Services
3.Understanding Services Offers Personal Competitive Advantage
4.Powerful Forces are Transforming Service Markets

Question 6

Powerful Forces are Transforming Service Markets

Answer 6

●Government Policies
● Social Changes
● Business Trends
● Advances in IT
● Internationalization

Question 7

a form of marketing businesses that provide a service to their customers to increase brand awareness and sales.

Answer 7

Service Marketing

Question 8

focuses on advertising intangible transactions that provide value to customers.

Answer 8

Service Marketing

Question 9

They use service marketing to build loyalty and maintain long-term relationships with customers.

Answer 9

Professionals

Question 10

often persuade their target audiences and increase sales by using a framework called the seven Ps of service marketing,

Answer 10

Service Marketers

Question 11

CATEGORIES OF SERVICES

Answer 11

1.People Processing
2.Possession Processing
3.Mental Stimulus
4.Information Processing

Question 12

In this type of service processing, the customer must be physically present for the service to be delivered.

Answer 12

People Processing

Question 13

Some of the most common types of service processing involve people.

Answer 13

●Health care
● Lodging
● Passenger transportation
● Fitness centers
● Haircutting salons

Question 14

When the customer is not required to be present while giving the necessary service, then it is a type of service process involving objects.

Answer 14

Possession Processing

Question 15

These are procedures where the input is from the customer, but the processing does not require the customer’s presence at all.

Answer 15

Possession Processing

Question 16

The customer is not required to be present at all and not even an object of the customer is required.

Answer 16

Mental stimulus

Question 17

He just needs to understand what is happening.

Answer 17

Mental Stimulus

Question 18

The physical exchange of objects or people is not necessary.

Answer 18

Mental Stimulus

Question 19

These services touch people’s minds and have the power to shape attitudes and influence behavior

Answer 19

Mental Stimulus

Question 20

In this type of service processing, there is only mental work involved. As this is very difficult to measure, it is classified as intangible.

Answer 20

Mental Stimulus

Question 21

Example of mental stimulus

Answer 21

●Advertising
● Movies
● Religious Activities
● Theater performance
● Education
● News
● Professional Advice

Question 22

Example of Possession Processing

Answer 22

●Repair and maintenance work
● Warehousing
● Recycling of waste
●Laundry or dry cleaning

Question 23

describes intangible actions directed at a customer’s assets.

Answer 23

Information Processing

Question 24

In this category, little direct involvement with the customer may be needed once the service request has been initiated.

Answer 24

Information processing

Question 25

Examples of information processing

Answer 25

● Insurance ● Banking and consulting.

Question 26

a significant tool for creating the right marketing strategy and its implementation through effective tactics.

Answer 26

marketing mix

Question 27

The assessment of the roles of your product, promotion, price, and place plays a vital part in your marketing approach. (T or F?)

Answer 27

True

Question 28

a variation of the four p’s of product marketing and focuses only on customer service industries like hotels, insurance companies, salons, aviation, etc.

Answer 28

The 7ps of service marketing

Question 29

7ps of the service marketing

Answer 29

Product Price Place Promotion People Process Physical evidence.

Question 30

a model that focuses on creating an emotional connection with your customers.

Answer 30

7ps of the service marketing

Question 31

This is done by providing them with high-quality, valuable customer experiences to achieve customer satisfaction. Additionally, this approach helps to build loyalty and encourage repeat business.

Answer 31

7ps of service marketing

Question 32

the actual thing you are selling to the customer.

Answer 32

Product

Question 33

consist of a core product that meets the customers’ primary need and a variety of supplementary service elements that are mutually reinforcing, and add value to help customers to use the core product more effectively.

Answer 33

Service products

Question 34

offer an obvious benefit, like pain relief from a massage

Answer 34

Explicit services

Question 35

provide a psychological benefit, like feeling more confident after a haircut

Answer 35

Implicit services

Question 36

Product distribution may take place through physical or electronic channels (or both), depending on the nature of the service. (T or F?)

Answer 36

False, Service distribution.

Question 37

refers to where and when a business places its ads.

Answer 37

Place

Question 38

focuses on making potential customers aware of a brand and helping them determine the quality of that brand's services

Answer 38

Promotion

Question 39

using ______________ can help a business distinguish itself.

Answer 39

promotional material

Question 40

The types of advertisements often include:

Answer 40

Contests Livestreams Endorsements from influential figures Social media advertising

Question 41

refers to the people who work for a company in customer-facing roles.

Answer 41

People

Question 42

can motivate customers to return to the business for additional services as repeat buyers and also refer their peers to the business

Answer 42

Effective customer service

Question 43

Businesses train their staff members to perform a service using a _________.

Answer 43

set process

Question 44

everything your customers see when interacting with your business.

Answer 44

Physical evidence

Question 45

These are examples of? -The physical environment where you provide the product or service.The layout or interior design -Your branding -Your packaging

Answer 45

Physical evidence