中山大学吴柏林教授 广告创意绝密资料TIF12.docx

中山大学吴柏林教授 广告创意绝密资料TIF12.docx

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中山大学吴柏林教授广告创意绝密资料TIF12

Chapter12—DesigningandManagingServices

True/FalseQuestions

1.Aserviceisanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.True（easy）p.229

2.Thefactthatservicesareusedorconsumedatthetimeoftheircreationisanexampleoftheservicecharacteristicsofintangibility.False（moderate）pp.229-230

3.Thequalityofservicesdependsupontheprovider,location,circumstances,andtime.Thisfactillustratestheservicecharacteristicofvariability.True（moderate）p.230

4.WhenAmeriSuitesHotelchainleavescardsonitscheck-indeskforconsumerstocommentontheservicetheyreceived,itisanexampleofonewaytodealwithserviceintangibility.False（difficult）p.229-230

5.Thefactthatservicesaregenerallyconsumedastheyareproduceddescribestheservicecharacteristicofinseparability.True（moderate）p.230

6.Onewaytodecreaseperishabilityofaserviceistomonitorcustomersatisfactionthroughasuggestionandcomplaintsystem.False（difficult）p.230

7.Internalmarketingdescribestheworkacompanydoestotrainandmotivateitsemployeestoservecustomerswell.True（moderate）p.232

8.BoomsandBitnersuggestthesethreePsthatserviceprovidersmustpayattentionto:

people,physicalevidence,andplace.False（easy）p.231

9.Internalmarketingdescribestheworkdonebythecompanytotrainandmotivateitsemployeestoservethecustomerswell.True（moderate）p.232

10.Apuretangiblegoodisanofferingthatmayconsistofthegoodplussomeaccompanyingservices.False（moderate）p.229

11.Sinceproductsaregenerallyhigherinexperienceandcredencequalitiesthanservices,consumerswillgenerallyrelymoreonwordofmouththanonservicefirmadvertising.False（moderate）p.233

12.Characteristicsabuyercanevaluatebeforepurchasearecalledsearchqualities.True（moderate）p.233

13.Experiencequalitiesarecharacteristicsabuyercanevaluateafterpurchase.True（moderate）p.233

14.Experiencequalitiesarecharacteristicsabuyernormallyfindshardtoevaluateevenafterconsumption.False（moderate）p.233

15.ForaMontessoripreschool,asecondaryservicefeaturecouldincludeonlineaccessfortheparentsastheydroppedofftheirchildren.True（moderate）p.234

16.Aservicecompanycandifferentiateitselfbydesigningabetterandfasterdeliverysystem.True（easy）p.234

17.Ifadaycareproviderthinksthattheparentswantbetterfood,wheninfacttheparentsaremoreconcernedaboutsecurity,theproviderwilllikelybesubjecttoagapbetweencustomerperceptionandmanagementperceptionofservicequality.False（moderate）p.235

18.Whentheeconomyisstrong,manylow-endserviceworkersinthefast-foodindustryarelessmotivatedtodoagoodjobbecausetheycanquicklyfindanotherjob.Ifsuchaworkerhaspoorpeopleskillsorcannotcounttheamountofchangetoreturncorrectly,thecompanywillexperienceagapbetweenservice-qualityspecificationsandservicedelivery.True（moderate）p.236

19.Formoreandmorecompanies,thekeytocustomersatisfactionisemployeesatisfaction.True（easy）p.237

20.Whenaservicecompanyprovidesinstallation,training,andmaintenanceasapartofitsproduct,itisofferingvalue-augmentingservices.False（difficult）p.239

MultipleChoiceQuestions

21.A（n）_______________isanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.

a.）service（easy）p.229

b.）guarantee

c.）rebate

d.）offset

e.）intangible

22.BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofselling_______________.

a.）apuretangiblegood

b.）atangiblegoodwithaccompanyingservices（moderate）p.229

c.）ahybrid

d.）apureservice

e.）amajorservicewithaccompanyingminorgoodsandservices

23.Whichofthefollowingbestdescribesthecategoryinwhichtheoffering’sservicemixisdistinguished?

“Peoplepatronizerestaurantsforbothfoodandservice.”

a.）apuretangiblegood

b.）atangiblegoodwithaccompanyingservices

c.）ahybrid（difficult）p.229

d.）apureservice

e.）amajorservicewithaccompanyingminorgoodsandservices

24.Whichofthefollowingisthebestexampleofpureservice?

a.）alawnmowingservice

b.）acarrepairshop

c.）aweightlossclinicthatprovidestheconsumerwithitsownbrandoffood

d.）amovietheater（moderate）p.229

e.）anamusementpark

25.Mr.TseandhisfamilytookavacationtriptoWashingtonD.C.Whilethere,theyboughtsouvenirT-shirtsandhatstotakehometofriendswhodidn’thavetheopportunitytogo.Theexperienceofthe

Tsesisanexampleofwhichofferingcategory?

a.）apuretangiblegood

b.）atangiblegoodwithaccompanyingservices

c.）ahybrid

d.）apureservice

e.）amajorservicewithaccompanyingminorgoodsandservices（moderate）p.229

26.For$5aday,Chlenawillgotoyourhomeandfeedandwateryourpetforyouwhileyouareonvacation.TheserviceChlenaprovidesisanexampleofa_______________.

a.）puretangiblegood

b.）tangiblegoodwithaccompanyingservices

c.）hybrid

d.）pureservice（moderate）p.229

e.）majorservicewithaccompanyingminorgoodsandservices

27.StateFarm’stheme“LikeaGoodNeighbor,StateFarmIsThere”isonewayofmanagingtheservicecharacteristicof_______________.

a.）intangibility（difficult）pp.229-230

b.）inconsistency

c.）inseparability

d.）variability

e.）perishability

28.HighwaybillboardsadvertisecleanrestroomsatTexacostations,withtheideathatcleanrestroomsimplytheentireoperationisclean,safe,andcustomer-oriented.Advertisingacleanrestroomisonemethodusedtomanagetheservicecharacteristicof_______________.

a.）inseparability

b.）intangibility（moderate）pp.229-230

c.）inconsistency

d.）perishability

e.）variability

29.HoldsworthContractingoperatesontheexclusivenorthwestsideofthecity.Holdsworthhasallemployeeswearcleankhakiuniformsonthejob.CleanKhakiuniformsimplythatsincethecompanycaresabouthowitsemployeeslook,itwillalsodothejobwithcarefulattentiontodetailsfortheclients.Thisisonewaytodealwiththecharacteristic_______________ofservice.

a.）intangibility（moderate）pp.229-230

b.）inseparability

c.）inconsistency

d.）variability

e.）perishability

30.

TheVirginiaBeachMarineScienceMuseumhasahands-onsectionwhereguestscanfeedhorseshoecrabs,touchhermitcrabs,andtrytheirhandatcatching“sandfleas.”Thehands-onsectionofthemuseumisagoodwaytodealwiththe_____________characteristicofservice.

a.）intangibility（moderate）pp.229-230

b.）inseparability

c.）inconsistency

d.）variability

e.）perishability

31.Thefactthatservicesareusedorconsumedatthetimeoftheircreationisanexampleoftheservicecharacteristicof_______________.

a.）intangibility

b.）inseparability（moderate）p.230

c.）inconsistency

d.）variability

e.）perishability

32.Disneyadvertisesanumberofreasonswhyyoushouldfrequentitsresortsandamusementparks.Onereasonistheexcellentserviceprovidedbyits“cast.”AnotherreasonisthebeautifulweatherintheplacesDisneyhasfacilities.Thisisanexampleoftheservicecharacteristicof_______________.

a.）intangibility

b.）inseparability（moderate）p.230

c.）reliability

d.）variability

e.）perishability

33.Theservicecharacteristicofinseparabilityseverelylimitsserviceproviders’abilitytoprovideserviceandincreaseprofits.Onewaytodealwiththisproblemisto_______________.

a.）usemoresalespromotionssuchascoupons,contests,andsweepstakes（difficult）p.230

b.）investingoodhumanresourceselectionandtraining

c.）provideatangiblecuethroughitsphysicalsetting,communications,orchoiceofsymbols

d.）standardizetheserviceprocess

e.）offerincentivestocustomerstousetheserviceatpeakusetimes

34.WhenCarlosgoesintoStarr’s,alocalrestaurantthatfeaturescatfishandhushpuppies,hesometimesgetshisfoodfastandhot.Othertimeshisorderisslow,andhisfoodarrivesathistablecold.IfJimwantsaspecialorder,likeanextrabowlofvidaliaonionsinvinegar,heneverknowshowlonghe’llhavetowaitforhisfood.Jimisexperiencingtheservicecharacteristicof_______________.

a.）intangibility

b.）inseparability

c.）variability（moderate）p.230

d.）autonomy

e.）perishability

35.Theservicecharacteristicofvariabilitycanhaveasignificantimpactoncustomersatisfaction.Onewaytodealwiththisproblemisto_______________.

a.）requireemployeestoworkmorequickly

b.）provideatangiblecuethroughitsphysicalsetting,communications,orchoiceofsymbols

c.）hiremoreserviceproviders

d.）standardizetheserviceprocess（difficult）p.230

e.）offerincentivestocustomerstousetheserviceatnon-peakusetimes

36.Thequalityofservicesdependsupontheprovider,location,circumstances,andtime.Thisfactillustratestheservicecharacteristicof_______________.

a.）variability（moderate）p.230

b.）inseparability

c.）intangibility

d.）consumability

e.）perishability

37.Whichofthefollowingisnotaprescribedwayofdealingwiththevariablenatureofserviceprovision?

a.）carefulemployeerecruiting

b.）makingpricingconsistentatalloutlets（moderate）p.230

c.）creatingaserviceblueprint

d.）buildingmoraleandenthusiasmamongemployees

e.）monitoringcustomersatisfaction

38.Perishabilityisaproblemforserviceproviders.Onewaytodealwiththisisto_______________.

a.）useaconstantpricingstrategy

b.）