Chapter 4

Question 1

Implied a defined and consistent bundle of output as well as the ability to differentiate one bundle of output from another

Answer 1

PRODUCT

Question 2

services are (blank) rather than owned.

Answer 2

Experienced

Question 3

Compromises of all the elements of the service performance, both physical and intangible, that create value for customers

Answer 3

Service Product

Question 4

The service concept is represented by?

Answer 4

1. Core product
2. Supplementary Services
3. Delivery Process

Question 5

is “what” the customer is fundamentally buying .

Answer 5

Core Product

Question 6

Central component supplying the principal benefits and solutions that customers seek.

Answer 6

Customer Product.

Question 7

Augment the core product, both facilitating its use and enhancing its value.

Answer 7

Supplementary Services.

Question 8

tend to become commoditized as an industry matures and competition increases.

Answer 8

Core Product

Question 9

The process used to deliver both the core product and each of the supplementary services

Answer 9

Delivery Processes

Question 10

Consists the CORE SERVICE and a RANGE of supplementary services.

Answer 10

Flower of service

Question 11

FLOWER OF SERVICE(CLOCK WISER)

Answer 11

INFORMATION
CONSULTATION
ORDER-TAKING
HOSPITALITY
SAFEKEEPING
EXCEPTIONS
BILLING
PAYMENT

Question 12

Customers need relevant information to obtain full value from any good or service.

Answer 12

Information

Question 13

Once customers are ready to buy, a key supplementary elements comes into play

Answer 13

Order-Taking

Question 14

Is the process of issuing invoices and collecting payments from customers.

Answer 14

Billing

Question 15

the customer tallies up the amount of an order and authorizes a card payment

Answer 15

Self-Billing

Question 16

Is the voluntary transfer of money, equivalent, or other valuable items from one person to another.

Answer 16

Payment

Question 17

Inserting card, cash, or token into a mchine, electronic funds.

Answer 17

Self-service

Question 18

Cash handling or change giving, check handling.

Answer 18

Direct to payee or Intermediary

Question 19

Automated systems, readable tickets that operate entry gate,.

Answer 19

Automatic deduction from financial deposits,

Question 20

It involves dialog to probe for customer requirements and then develop a tailored solution.

Answer 20

Consultation.

Question 21

Consists of advice from a knowledgeable service person in response to the request.

Answer 21

Consultation.

Question 22

Requires an understanding of each customer’s current situation, before suggesting a suitable course of action.

Answer 22

Effective consultation.

Question 23

Represents a more subtle approach to consultation because it involves helping customers to better understand their situation.

Answer 23

Counselling

Question 24

This approach can be a particularly valuable supplement to services such as health treatments.

Answer 24

Counselling

Question 25

means extending a welcome to guests or offering a home away from home.

Answer 25

Hospitality

Question 26

Should ideally reflect the pleasure of meeting new customers and greeting old ones when they return.

Answer 26

Hospitality.

Question 27

When customers are visiting a service site, they often want assistance with their personal possessions,

Answer 27

Safekeeping

Question 28

involves supplementary services that fail outside the routing of normal service deliver

Answer 28

Exceptions.

Question 29

Common requests relate to personal needs.

Answer 29

Special requests.

Question 30

Sometimes normal service delivery fails to run smoothly as a result of an accident.

Answer 30

Problem-Solving.

Question 31

This activity requires well-defined procedure.

Answer 31

handling of complaints/suggestions/compliments.

Question 32

Is the act of making up for damages or harm.

Answer 32

Restitutions.

Question 33

Too many requests may indicate that standard procedures need?

Answer 33

revamping

Question 34

it is used to describe a company, such as the Virgin Group.

Answer 34

Branded House.

Question 35

Applies its brand name to multiple offerings in often unrelated fields.

Answer 35

Branded House.

Question 36

Which the corporate or the master brand is the main reference point, but the product itself has a distinctive name too.

Answer 36

Sub-brands.

Question 37

The product brand dominates but the corporate name is still featured.

Answer 37

Endorsed Brands.y

Question 38

Many Hotel companies uses this approach.

Answer 38

Endorsed Brands.

Question 39

This model is great if you want to leverage the familiarity of the master brand.

Answer 39

Endorsed Brands.

Question 40

This is where the most consumers don't even know the master brand behind some of the famous products they use.

Answer 40

House of Brands.

Question 41

Branding is not only used to differentiate service, but also to clearly differentiate service level. This is called?

Answer 41

Service Tiering.

Question 42

Is the value premium that comes wit a brand.

Answer 42

Brand Equity.

Question 44

Is what the customers are willing to pay for the service, beyond what they are willing to pay for a similiar service that has no brand.

Answer 44

Brand Equity.

Question 45

Is a marketing term that describes a brand's value.

Answer 45

Brand Equity.

Question 46

Mainly thru advertising, service facilities, and personnel

Answer 46

Company's presented brand.

Question 47

From word of mouth and publicity. These are outside of the firm's control.

Answer 47

External brand communications.

Question 48

What the customer has gone through when they patronized the company.

Answer 48

Customer experience with the company.

Question 49

The ability to recognize and recall a brand when provided with a cue.

Answer 49

Brand awareness.

Question 50

What comes to the customer's mind when a brand is mentioned.

Answer 50

Brand Meaning.

Question 51

The degree of marketing advantage that a bran has over its competitors.

Answer 51

Brand Equity.

Question 52

Hierarchy of New Service Categories.

Answer 52

1. Style Changes 2. Service Improvements 3. Supplementary service innovations 4. Process line extensions. 5. Product line extensions. 6. Major Process Innovations 7. Major Service Innovations.

Question 53

Represents the simplest type of innovation, typically involving no changes in either processes or performance.

Answer 53

Style Changes.

Question 54

Are the most common type of innovations. They involve small changes in the performances of current products.

Answer 54

Service Improvements.

Question 55

Often, it is the little things that matter and customers appreciate it.

Answer 55

Service Improvements.

Question 56

Take the form of adding new facilitating or enhancing service elements to an existing core service.

Answer 56

Supplementary service innovations.

Question 57

Often represent distinctive new ways of delivering existing products.

Answer 57

Process line extensions.

Question 58

The intention is to offer more convenience and a different experience for existing customers.

Answer 58

Process line extensions.

Question 59

Are additions to a company's current product lines.

Answer 59

Product line extensions.

Question 60

Consist of using new process to deliver existing core products in new ways with additional benefits.

Answer 60

Major Process innovations.

Question 61

Are new core products for markets that have not been previously defined.

Answer 61

Major service innovations.

Question 62

They usually include bot new service characteristics and radical new processes.

Answer 62

Major service innovations.

Question 63

The new product fits well the existing image of the firm, its expertise and resources.

Answer 63

Market Synergy.

Question 64

There are strong inter-functional cooperation and coordination.

Answer 64

Organizational Factors.

Question 65

Detailed and scientifically designed market research studies are conducted early in the development process with a clear idea of the type of information to be obtained.

Answer 65

Market Research Factors.