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Exam 9: Managing Services for Business Markets

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Question 1

Multiple Choice

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In conceptualizing the service product, the service offer refers specifically to the:

A) actual creation and delivery of the service product.
B) detailed service elements that will make up the total services package.
C) general benefits the service company will provide to the customer.
D) benefits sought by customers.
E) overall process of assessing and responding to customer needs.

F) B) and E)
G) B) and D)

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Question 2

Multiple Choice

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Hybrid service offerings

A) May be a combination of services and products.
B) Have inelastic demand.
C) come from a well-managed new-service-development process.
D) All of the answer choices.

E) A) and B)
F) A) and C)

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Question 3

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Reliability, responsiveness, and empathy are all dimensions of service quality.

The critical point of contact is

The ____ defines the general benefits the service company will provide in terms of the bundle of goods and services sold to the customer.

Service variability is a unique service characteristic. From the following list, choose the marketing implication most closely related to this characteristic.

The service offer is linked with the service concept and also:

New product development is inherently more difficult, messier, and less successful in the service sector. What steps can be taken to enhance the effectiveness of the new service development process? What are the common features that successful new service projects seem to share?

When the business service marketer attempts to facilitate the customer's evaluation process, this is in response to:

____________________combine products and services into innovative value propositions for customers .

A large hospital in Chicago recently purchased four top-of-the-line, high-speed copiers from Xerox. The purchasing department carefully scrutinized the quality, price, warranties, and service features of several vendors before choosing Xerox. In the words of Jim Parker, the director of purchasing at the hospital, "it was the quality that gave Xerox the edge." Describe the role of service quality in this buyer-seller relationship. What factors may have been involved in shaping Jim Parker's perception of service quality?

The development of marketing programs for both products and services can be approached from a common perspective, yet the relative importance of various strategic elements and the form of these strategic elements will differ between products and services. Explain.

Services are:

Service quality encompasses the procedures, policies, and processes a firm uses to resolve customer service problems promptly and effectively.

Planning capacity on the basis of peak demand is necessitated by service variability.

The service offer refers to the detailed service elements that will make up the total services package.

The concept of tangibility helps the manager to:

Process delegation services (PDS) represent those services where a manufacturer performs specific processes on behalf of the customer.

The interaction of the individual service provider with the customer may be the key element in the firm's entire marketing strategy. This is an explicit recognition of which characteristic unique to business services?

In following a "solutions" strategy" for B2B services, solution effectiveness can be enhanced by the supplier by