Question 1

The search for competitive advantage rarely centers on supplementary services.

Accepted Answer

Supplementary services can often provide a competitive advantage and differentiation for a company. For example, offering exceptional customer service or after-sales support can help a company stand out in a crowded market. Therefore, it is important for companies to consider their supplementary services when pursuing a competitive advantage.

Question 2

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

Accepted Answer

Relevant information helps customers make informed decisions about how to use a good or service, which can lead to greater satisfaction and usefulness. Without relevant information, customers may not fully utilize the product or service and may not see the full value of their purchase.

Question 3

Style changes represent the simplest type of innovation, typically involving no changes in either process or performance.

Accepted Answer

Style changes refer to minor changes in the appearance or design of a product, and do not involve any alterations in the process or performance of the product. Therefore, this statement is true.

Question 4

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

Accepted Answer

Advice is not typically considered a hospitality element. The other choices (greeting, toilets and washrooms, food and beverages, and transport) all directly relate to welcoming and accommodating guests.

Question 5

Which of the following is NOT a category of new service innovation?
A)Supplementary service innovations
B)Product line extensions
C)Major product innovations
D)Process line extensions
E)Self-sustaining innovations

Accepted Answer

Supplementary service innovations, product line extensions, major product innovations, and process line extensions are all categories of new service innovation. Self-sustaining innovations are not a recognized category of new service innovation.

Question 6

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

Accepted Answer

The answer of Hospitality represents a more subtle approach to...

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

Accepted Answer

The order-taking process should be polite, fast, and accurate to ensure a positive customer experience by minimizing time wastage and unnecessary effort.

Question 8

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

Accepted Answer

Exceptions are services that are not part of the normal routine of service delivery. They are provided on a case-by-case basis to meet the specific needs of individual customers.

Question 9

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?
A)Target profitable customers, employing behavior segmentation rather than demographics.
B)Achieve a superior understanding of what your targeted customers value.
C)Design facilities that delight your customers and reduce complaints.
D)Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience.
E)Make everyone a brand manager.

Accepted Answer

The eight basic steps to developing and delivering a branded customer experience include targeting profitable customers through behavior segmentation (not demographics), achieving a superior understanding of what your targeted customers value, designing products and services that deliver a unique brand experience, architecting and aligning supporting processes, building and continuously measuring brand loyalty, giving employees the skills and tools needed to deliver the defined customer experience, making everyone a brand manager, and finally, conducting ongoing research and analysis to gain insight into ever-changing customer needs and preferences. However, designing facilities that reduce complaints (Option C) is not one of the steps mentioned.

Question 10

____________ 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

Accepted Answer

Supplementary services are additional services or features that enhance the value and appeal of the core product. These services can include things like delivery, installation, training, maintenance, and customer support. By providing these supplementary services, companies can differentiate themselves from their competitors and provide a more complete solution to their customers.

Question 11

____________ 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

Accepted Answer

Reservations entitle customers to a specific unit of service at a particular time and date. It is a special type of order taking, which ensures that customers receive the service they want at the time they need it.

Question 12

Core products are always surrounded by the same eight supplementary elements as they evolve.

Accepted Answer

Core products can be surrounded by varying supplementary elements as they evolve, depending on the market, customer needs, and technological advancements.

Question 13

Consumption of the core product is sandwiched between use of supplementary services that are needed earlier or later in the delivery sequence.

Accepted Answer

This statement describes the concept of the service delivery sequence, where supplementary services such as reservation, billing, and post-sales maintenance are needed before or after the consumption of the core product.

Question 14

All service elements must be delivered in a prescribed sequence.

Accepted Answer

Service elements can often be customized and delivered in varying sequences depending on the customer's needs, preferences, or the nature of the service.

Question 15

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

Accepted Answer

A company's market positioning strategy considers the target market's needs and preferences, which can help determine which supplementary services should be offered to appeal to that target market. For example, a luxury hotel may offer a concierge service and room service as supplementary services to cater to their high-end clientele.

Question 16

The three factors that contribute the most to achieving success of new service development in order of importance are:
A)Market research factors, organizational factors, market synergy
B)Market synergy, organizational factors, market research factors
C)Organizational factors, market synergy, market research factors
D)Market synergy, market research factors, organizational factors
E)Market research factors, market synergy, organizational factors

Accepted Answer

The answer of The three factors that contribute the most...

Question 17

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

Accepted Answer

This statement is true. Service marketers need to ensure that each element of their offering, such as the quality of the service, pricing, delivery, and branding, work together seamlessly to create a strong and consistent image for the customer.

Question 18

____________ supply the central, problem-solving benefit that customers seek.
A)Core products
B)Supplementary services
C)Delivery processes
D)Sustaining processes
E)Conditional services

Accepted Answer

Core products are the main product or service that provides the central benefit that customers are seeking. All other elements, such as supplementary services, delivery processes, and sustaining processes, support and enhance the core product. Conditional services are additional features or options that are dependent on certain conditions being met.

Question 19

At it's 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

Accepted Answer

Consultation refers to the process of seeking expert or professional advice in order to make an informed decision. In this context, the knowledgeable service person is providing immediate advice in response to the customer's request. Billing and payment relate more to financial transactions, hospitality refers to providing a pleasant experience for guests, and selling involves persuading customers to make a purchase.

Question 20

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

Accepted Answer

Information processing services, while they may require significant supplementary elements such as data analysis and security, are not universally the most demanding compared to other service types like healthcare or hospitality, which often require extensive physical and human supplementary elements.

Quiz 4: Developing Service Products: Core and Supplementary Elements C

The search for competitive advantage rarely centers on supplementary services.

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

Style changes represent the simplest type of innovation, typically involving no changes in either process or performance.

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

Which of the following is NOT a category of new service innovation?

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

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

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

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience?

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

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

Core products are always surrounded by the same eight supplementary elements as they evolve.

Consumption of the core product is sandwiched between use of supplementary services that are needed earlier or later in the delivery sequence.

All service elements must be delivered in a prescribed sequence.

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

The three factors that contribute the most to achieving success of new service development in order of importance are:

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

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

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

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