Question 1

The interdependent service relationship between buyers and sellers is consistent with ______.&#10;A) customer benefits managements&#10;B) value-added marketing&#10;C) consumer relationship management&#10;D) relationship marketing

Accepted Answer

Relationship marketing emphasizes the ongoing development of relationships with customers and suppliers to enhance customer value and achieve long-term business success. The interdependent service relationship between buyers and sellers is consistent with the principles of relationship marketing. Option A (customer benefits management) and Option C (consumer relationship management) are related to aspects of relationship marketing but do not fully capture the interdependent nature of the buyer-seller relationship. Option B (value-added marketing) emphasizes creating additional value for customers but does not specifically address the interdependent nature of the buyer-seller relationship.

Question 2

All of the following are characteristics of intangibles EXCEPT ______.&#10;A) low in search qualities&#10;B) low in attribute qualities&#10;C) high in experience qualities&#10;D) high in credence qualities

Accepted Answer

Intangibles are generally high in search, experience, and credence qualities, meaning they cannot be easily evaluated before purchase or consumption. However, they are not generally low in attribute qualities, as they still have individual features and characteristics that differentiate them from each other.

Question 3

Which of the following is most reflective of the service exchange between brands and customers?&#10;A) touchpoints&#10;B) moments&#10;C) episodes&#10;D) efforts

Accepted Answer

Episodes refer to the complete journey or sequence of touchpoints and interactions between a brand and a customer, from initial awareness to post-purchase evaluation. This encompasses the full scope of the service exchange between the two parties. Touchpoints, moments, and efforts are all components or smaller aspects of these larger episodes.

Question 4

All of the following are TRUE about sources of friction EXCEPT ______.&#10;A) friction is felt as pain&#10;B) friction can harm the relationship between brand and buyer&#10;C) friction occurs when a customer depreciates the value of the experience with the brand&#10;D) friction cannot be eliminated

Accepted Answer

The answer of All of the following are TRUE about...

Question 5

The people dimension in the marketing mix refers to ______.&#10;A) employees and customers&#10;B) service providers and marketers&#10;C) boundary spanners and employees&#10;D) customers and marketers

Accepted Answer

The people dimension in the marketing mix typically refers to both employees and customers, as they are crucial in the delivery and reception of services, influencing the customer's experience and perception of the brand.

Question 6

Which of the following can speed up service episodes by predicting what will be needed using recognized patterns?&#10;A) service blueprinting&#10;B) robotic process automation&#10;C) machine learning&#10;D) intelligent process automation

Accepted Answer

Machine learning uses recognized patterns to make predictions which can speed up service episodes. Service blueprinting is a tool used to document and analyze the steps involved in delivering a service, but it does not involve predicting what will be needed. Robotic process automation (B) and intelligent process automation (D) both involve automating tasks through software, but they do not necessarily involve predicting what will be needed for service episodes.

Question 7

Which of the following does not illustrate the power of presence indicators to relay meaning?&#10;A) a brand's name&#10;B) a brand's values&#10;C) a brand's logo&#10;D) a brand's color choices

Accepted Answer

The answer of Which of the following does not illustrate...

Question 8

Knowledge friction can be experienced by ______.&#10;A) customer care representatives&#10;B) self-service customers&#10;C) employees&#10;D) third-party partners

Accepted Answer

The answer of Knowledge friction can be experienced by ______.&#10;A)...

Question 9

Which of the following is not a method used to deliver a more personalized and enhanced service to customers?&#10;A) artificial intelligence&#10;B) data modelling&#10;C) dynamic personalization&#10;D) language processing

Accepted Answer

The answer of Which of the following is not a...

Question 10

When marketers use presence to design servicescapes, it is referred to as ______.&#10;A) design elements&#10;B) evidence management&#10;C) interior design&#10;D) impression management

Accepted Answer

Evidence management refers to the practice of designing servicescapes in a way that the physical environment serves as a tangible representation or evidence of the service quality and brand image, thus influencing customer perceptions and experiences.

Question 11

The backstage actions element of the service blueprint are performed by ______.&#10;A) a frontstage employee and/or a technical support employee&#10;B) a backstage employee&#10;C) a frontstage employee&#10;D) a backstage employee and/or a frontstage employee&#10;

Accepted Answer

The answer of The backstage actions element of the service...

Question 12

Which of the following is not an element of the service design principles?&#10;A) It is interdisciplinary.&#10;B) It is a systematic approach.&#10;C) It is a heuristic approach.&#10;D) It is an iterative process.

Accepted Answer

The answer of Which of the following is not an...

Question 13

Which of the following techniques can be useful for evaluating the value proposition for new service offerings?&#10;A) episode economics&#10;B) episode frequency&#10;C) episode quality&#10;D) episode experience map

Accepted Answer

The answer of Which of the following techniques can be...

Question 14

A service episode blueprint encourages all of the following EXCEPT ______.&#10;A) creativity&#10;B) preemptive problem solving&#10;C) controlled implementation&#10;D) selected service development

Accepted Answer

The answer of A service episode blueprint encourages all of...

Question 15

Service design was born from the culture of ______.&#10;A) interaction&#10;B) design&#10;C) desirability&#10;D) service

Accepted Answer

The answer of Service design was born from the culture...

Deck 10: Extending Value: People, Process, and Presence in the Customer Experience