1. Broadband provision is an example of a service industry.

True

False

2. Car insurance and IT consultancy are products. True or false?

True

False

3. Services do not contribute to a country’s economy as they do not result in any net increase in wealth. True or false?

True

False

4. Increases in leisure time are one of the reasons behind the growth of service industries.

True

False

5. Products can be categorised as either goods or services. Very few have significant elements of both. True or false?

True

False

6. What are the typical characteristics of services?

1. Services confer benefits; are tangible; are time- and place-dependent; are consistent; cannot be owned; and providers and consumers form part of the service.
2. Services confer no benefits; are intangible; are time- and place-dependent; are inconsistent; cannot be owned.
3. Services are intangible; are time- and place-dependent; are inconsistent; cannot be branded; and providers and consumers form part of the service.
4. Services confer ownership; are intangible; can be consumed at any time or place; are inconsistent; and providers form part of the service.
5. Services confer benefits; are intangible; are time- and place-dependent; are inconsistent; cannot be owned; and providers and consumers form part of the service

7. There are 7Ps in the services marketing mix. What are the additional 3Ps?

1. people, physical evidence and process
2. peripheral products, packaging and people
3. people, physical evidence and presentation
4. physical evidence, presentation and process
5. process, pricing and packaging

8. What is the most likely core benefit of a cross channel ferry service?

1. getting from Britain to France safely
2. not being seasick
3. good food
4. a comfortable cabin
5. fast check in procedures

9. What is a ‘service encounter’?

1. a bad service experience
2. the actual handing over of payment for the service
3. an argument between customer and service provider
4. the time during which a customer receives a service
5. the customer’s reaction to the service

10. Parasuraman et al.’s model proposes five dimensions that contribute to service quality: tangibles, reliability, assurance, responsiveness and empathy. What is this model called?

1. TRARE
2. QUALSERVE
3. SERVQUAL
4. SQUAL
5. ERRAT

11. A concert ticket is primarily an example of which element of the marketing mix?

1. process
2. physical evidence
3. packaging
4. price
5. place

12. Some fast food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?

1. process
2. physical evidence
3. packaging
4. price
5. place

13. Why is it more difficult to brand services than to brand goods?

1. The rules are tougher.
2. It is harder to make a service consistent.
3. There is no way to measure service quality.
4. There is no packaging to put a logo on.
5. It is impossible to develop a positioning statement for a service.

14. Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?

1. Services are inconsistent.
2. There are no salespeople to help with forecasting.
3. Payment is usually made after the service has been provided.
4. Most service customers are not brand loyal.
5. Service products cannot usually be stored.

15. What are people who work with information rather than in manufacturing or in more traditional service industries called?

1. knowledge workers
2. technologists
3. info techs
4. IT users
5. project managers

16. Outsourcing has advantages and disadvantages. Name one advantage of outsourcing.

1. delegating responsibility for the organisation’s relationship with its clients
2. being able to draw on specialist expertise that the organisation does not have
3. enhancing the organisation’s staff’s own skill set
4. building stronger customer relationships
5. making managing budgets easier

17. Two diners complain about a restaurant’s slow service but are delighted to be given a free bottle of wine and canapés to make the wait less tedious. In the end, they thoroughly enjoy their evening. In terms of services marketing, what is this a good example of?

1. service encounter
2. service quality
3. process
4. service recovery
5. promotion

18. What is the term given to the total (and frequently complex) environment in which a service is delivered?

1. multiverse
2. whole environment
3. ambience
4. decor
5. servicescape

19. A cinema’s automated booking service is primarily part of which of the marketing mix elements?

1. product
2. peripheral product
3. price
4. process
5. physical evidence

20. One of the problems that comes from the intangibility of services is that they are perceived as higher risk purchases than goods are. Which of the following is most likely to reassure a customer who has paid in advance for a Centre Court seat at Wimbledon that they will in fact get to see the tennis?

1. the tournament’s reputation
2. the advertising
3. the weather forecast
4. an expensive and official looking ticket
5. the website

21. The _______ element of a product is now often the key (if not only) way to differentiate a goods item (physical product) from its competitors.

22. The less ______ the service, the more likely it is that it can be performed remotely (i.e. without customer and service provider being present at the same time).

23. One obvious strategy to overcome fears associated with the service product’s ______ is to turn it into something more tangible.

24. The tangible aspects of a service are known as ______ evidence.

25. Services are transient. They happen at a particular time and cannot be ______ for later sale or use.