Deck 4: Developing Service Products: Core and Supplementary Elements

Question 1

The search for competitive advantage rarely centers on supplementary services.

Answer 1

False

Question 2

____________ is not a facilitating service.

A)Information
B)Order taking
C)Marketing theories
D)Billing
E)Payment

Answer 2

D

Question 3

A company's ____________ helps to determine which supplementary services should be included.

A)location
B)delivery system
C)key service representative
D)service atmosphere
E)market positioning strategy

Answer 3

E

Question 4

To obtain full value from any good or service,customers need relevant information.

Question 5

____________ augment the core product,both facilitating its use and enhancing its value and appeal.

A)Core products
B)Supplementary services
C)Delivery processes
D)Sustaining processes
E)Conditional services

Question 6

____________ represent a special type of order taking that entitles customers to a specific unit of service.

A)Suggestions
B)Reservations
C)Trackers
D)Repossessions
E)Contracts

Question 7

The order-taking process should be ____________,____________,and ____________ so that customers do not waste time and endure unnecessary mental physical effort.

A)short; curt; abrupt
B)simple; slow; effortful
C)short; sweet; ineffective
D)powerful; simple; abrupt
E)polite; fast; accurate

Question 8

Supplementary service innovations are the most common type of innovation.

Question 9

Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.

Question 10

Hospitality represents a more subtle approach to consultation because it involves helping customers better understand their situations.

Question 11

Achieving success in new service development requires

A)market synergy.
B)strong interfunctional cooperation and coordination.
C)detailed and properly designed market research studies.
D)all of the listed choices.
E)none of the listed choices.

Question 12

Brand meaning has a stronger impact on brand equity than brand awareness.

Question 13

At its simplest,____________ consists of immediate advice from a knowledgeable service person in response to the request: "What do you suggest?"

A)billing
B)payment
C)consultation
D)hospitality
E)selling

Question 14

Branding can only be used at the company level for service businesses.

Question 15

Information processing services tend to be the most demanding in terms of supplementary elements.

Question 16

"Exceptions" involve supplementary services that fall outside the routine of normal service delivery.

Question 17

Which of the following is NOT considered an example of a hospitality element?

A)Greeting
B)Toilets and washrooms
C)Advice
D)Food and beverages
E)Transport

Question 18

Which of the following is NOT one of the ways to build strong brands?

A)Dare to be different from competitors.
B)Determining their fame by creating unique a competitive advantage.
C)Building a parent brand.
D)Fostering an emotional connection with the customers.
E)Having the service employees internalize the brand.

Question 19

Service marketers need to create a coherent offering in which each element is compatible with the others and all are mutually reinforcing.

Question 20

____________ supply the central,problem-solving benefit that customers seek.

A)Core products
B)Supplementary services
C)Delivery processes
D)Sustaining processes
E)Conditional services

Question 21

What are the components that the value proposition must address?

Question 22

Discuss the three factors that discriminate between successful and unsuccessful new financial services.

Question 23

Describe the four types of "exceptions" listed in the chapter.

Question 24

Give two examples of enhancing services.

Question 25

What are the two roles of supplementary services?

Question 26

Crown Plaza hotels are part of the Intercontinental Hotel Group (IHG)but are usually not identified as part of IHG to protect IHG's exclusive image.

Question 27

Give two examples of facilitating services.

Question 28

For self-service payment,customers may make payment by inserting coins,banknotes,tokens or cards into machines.

Question 29

The difference between a product and a service is that a product is a bundle of output while a service is a bundle of supplementary services.

Question 30

Customers who visit Giordano outlets are greeted with a cheerful "Hello" and "Thank you" when they enter and leave the store.That is an example of ____________ .

A)consultation
B)hospitality
C)exceptions
D)courtesy
E)safekeeping

Question 31

DHL offers customers the opportunity to track the movements of their packages,which have been assigned a unique identification number.This is an example of ____________.

A)order-taking
B)safekeeping
C)information
D)consultation
E)exceptions

Question 32

Which of the following is an example of a special request in advance of service delivery?

A)Dietary requirements
B)Complaints
C)Warranties
D)Refunds
E)Suggestions

Question 33

Singapore Airlines Raffles Class is an example of a(n)____________.

A)branded house
B)endorsed brand
C)house of brands
D)sub-brand
E)clear strategy

Question 34

List three examples of order-taking elements in order entry.

Question 35

Which of the following is NOT one of Sun Microsystem's hardware and software support level?

A)Gold.
B)Platinum.
C)Aluminium.
D)Bronze.
E)Silver.

Question 36

Give an example of an exception.

Question 37

Giordano is well recognized for both their superior meals and attentive cabin crew.

Question 38

The term "branded house" is used to describe firms like Virgin Group that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.

Question 39

Give two examples of billing elements.

Question 40

Give an example of a consultation element.

Question 41

What are the branding alternatives for service firms?

Question 42

Explain how the core product and supplementary services are integrated in the context of an overnight hotel stay.

Question 43

Provide an example of a major process innovation.

Question 44

Explain where Sun Microsystems falls on the spectrum of branding alternatives and discuss what their strategy involves.

Question 45

Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.