中山大学吴柏林教授 广告创意绝密资料TIF12.docx

1、中山大学吴柏林教授 广告创意绝密资料TIF12Chapter 12Designing and Managing ServicesTrue/False Questions1. A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. True (easy) p. 2292. The fact that services are used or cons

2、umed at the time of their creation is an example of the service characteristics of intangibility. False (moderate) pp. 229-2303. The quality of services depends upon the provider, location, circumstances, and time. This fact illustrates the service characteristic of variability. True (moderate) p. 2

3、304. When AmeriSuites Hotel chain leaves cards on its check-in desk for consumers to comment on the service they received, it is an example of one way to deal with service intangibility. False (difficult) p. 229-2305. The fact that services are generally consumed as they are produced describes the s

4、ervice characteristic of inseparability. True (moderate) p. 2306. One way to decrease perishability of a service is to monitor customer satisfaction through a suggestion and complaint system. False (difficult) p. 2307. Internal marketing describes the work a company does to train and motivate its em

5、ployees to serve customers well. True (moderate) p. 2328. Booms and Bitner suggest these three Ps that service providers must pay attention to: people, physical evidence, and place. False (easy) p. 2319. Internal marketing describes the work done by the company to train and motivate its employees to

6、 serve the customers well. True (moderate) p. 23210. A pure tangible good is an offering that may consist of the good plus some accompanying services. False (moderate) p. 22911. Since products are generally higher in experience and credence qualities than services, consumers will generally rely more

7、 on word of mouth than on service firm advertising. False (moderate) p. 23312. Characteristics a buyer can evaluate before purchase are called search qualities. True (moderate) p. 23313. Experience qualities are characteristics a buyer can evaluate after purchase. True (moderate) p. 23314. Experienc

8、e qualities are characteristics a buyer normally finds hard to evaluate even after consumption. False (moderate) p. 23315. For a Montessori preschool, a secondary service feature could include online access for the parents as they dropped off their children. True (moderate) p. 23416. A service compa

9、ny can differentiate itself by designing a better and faster delivery system. True (easy) p. 23417. If a day care provider thinks that the parents want better food, when in fact the parents are more concerned about security, the provider will likely be subject to a gap between customer perception an

10、d management perception of service quality. False (moderate) p. 23518. When the economy is strong, many low-end service workers in the fast-food industry are less motivated to do a good job because they can quickly find another job. If such a worker has poor people skills or cannot count the amount

11、of change to return correctly, the company will experience a gap between service-quality specifications and service delivery. True (moderate) p. 23619. For more and more companies, the key to customer satisfaction is employee satisfaction. True (easy) p. 23720. When a service company provides instal

12、lation, training, and maintenance as a part of its product, it is offering value-augmenting services. False (difficult) p. 239Multiple Choice Questions21. A(n) _ is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anyth

13、ing.a.) service (easy) p. 229b.) guaranteec.) rebated.) offsete.) intangible22. Best Buy will often try to sell a buyer of a high-end television monitor an extended warranty. This is an example of selling _.a.) a pure tangible goodb.) a tangible good with accompanying services (moderate) p. 229c.) a

14、 hybridd.) a pure servicee.) a major service with accompanying minor goods and services23. Which of the following best describes the category in which the offerings service mix is distinguished? “People patronize restaurants for both food and service.”a.) a pure tangible goodb.) a tangible good with

15、 accompanying servicesc.) a hybrid (difficult) p. 229d.) a pure servicee.) a major service with accompanying minor goods and services24. Which of the following is the best example of pure service?a.) a lawn mowing serviceb.) a car repair shopc.) a weight loss clinic that provides the consumer with i

16、ts own brand of foodd.) a movie theater (moderate) p. 229e.) an amusement park25. Mr. Tse and his family took a vacation trip to Washington D.C. While there, they bought souvenir T-shirts and hats to take home to friends who didnt have the opportunity to go. The experience of the Tses is an example

17、of which offering category?a.) a pure tangible goodb.) a tangible good with accompanying servicesc.) a hybridd.) a pure service e.) a major service with accompanying minor goods and services (moderate) p. 22926. For $5 a day, Chlena will go to your home and feed and water your pet for you while you

18、are on vacation. The service Chlena provides is an example of a _.a.) pure tangible goodb.) tangible good with accompanying servicesc.) hybridd.) pure service (moderate) p. 229e.) major service with accompanying minor goods and services27. State Farms theme “Like a Good Neighbor, State Farm Is There

19、” is one way of managing the service characteristic of _.a.) intangibility (difficult) pp. 229-230b.) inconsistencyc.) inseparabilityd.) variabilitye.) perishability28. Highway billboards advertise clean restrooms at Texaco stations, with the idea that clean restrooms imply the entire operation is c

20、lean, safe, and customer-oriented. Advertising a clean restroom is one method used to manage the service characteristic of _.a.) inseparabilityb.) intangibility (moderate) pp. 229-230c.) inconsistencyd.) perishabilitye.) variability29. Holdsworth Contracting operates on the exclusive northwest side

21、of the city. Holdsworth has all employees wear clean khaki uniforms on the job. Clean Khaki uniforms imply that since the company cares about how its employees look, it will also do the job with careful attention to details for the clients. This is one way to deal with the characteristic _of service

22、.a.) intangibility (moderate) pp. 229-230b.) inseparabilityc.) inconsistencyd.) variabilitye.) perishability30. The Virginia Beach Marine Science Museum has a hands-on section where guests can feed horseshoe crabs, touch hermit crabs, and try their hand at catching “sand fleas.” The hands-on section

23、 of the museum is a good way to deal with the _characteristic of service.a.) intangibility (moderate) pp. 229-230b.) inseparabilityc.) inconsistencyd.) variabilitye.) perishability31. The fact that services are used or consumed at the time of their creation is an example of the service characteristi

24、c of _.a.) intangibilityb.) inseparability (moderate) p. 230c.) inconsistencyd.) variabilitye.) perishability32. Disney advertises a number of reasons why you should frequent its resorts and amusement parks. One reason is the excellent service provided by its “cast.” Another reason is the beautiful

25、weather in the places Disney has facilities. This is an example of the service characteristic of _.a.) intangibilityb.) inseparability (moderate) p. 230c.) reliabilityd.) variabilitye.) perishability33. The service characteristic of inseparability severely limits service providers ability to provide

26、 service and increase profits. One way to deal with this problem is to _.a.) use more sales promotions such as coupons, contests, and sweepstakes (difficult) p. 230b.) invest in good human resource selection and training c.) provide a tangible cue through its physical setting, communications, or cho

27、ice of symbolsd.) standardize the service processe.) offer incentives to customers to use the service at peak use times34. When Carlos goes into Starrs, a local restaurant that features catfish and hush puppies, he sometimes gets his food fast and hot. Other times his order is slow, and his food arr

28、ives at his table cold. If Jim wants a special order, like an extra bowl of vidalia onions in vinegar, he never knows how long hell have to wait for his food. Jim is experiencing the service characteristic of _.a.) intangibilityb.) inseparabilityc.) variability (moderate) p. 230d.) autonomye.) peris

29、hability35. The service characteristic of variability can have a significant impact on customer satisfaction. One way to deal with this problem is to _.a.) require employees to work more quickly b.) provide a tangible cue through its physical setting, communications, or choice of symbolsc.) hire mor

30、e service providers d.) standardize the service process (difficult) p. 230e.) offer incentives to customers to use the service at non-peak use times36. The quality of services depends upon the provider, location, circumstances, and time. This fact illustrates the service characteristic of _.a.) vari

31、ability (moderate) p. 230b.) inseparabilityc.) intangibilityd.) consumabilitye.) perishability37. Which of the following is not a prescribed way of dealing with the variable nature of service provision?a.) careful employee recruitingb.) making pricing consistent at all outlets (moderate) p. 230c.) creating a service blueprintd.) building morale and enthusiasm among employeese.) monitoring customer satisfaction38. Perishability is a problem for service providers. One way to deal with this is to _.a.) use a constant pricing strategyb.)