中山大学吴柏林教授 广告创意绝密资料TIF12.docx
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中山大学吴柏林教授 广告创意绝密资料TIF12.docx
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中山大学吴柏林教授广告创意绝密资料TIF12
Chapter12—DesigningandManagingServices
True/FalseQuestions
1.Aserviceisanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.True(easy)p.229
2.Thefactthatservicesareusedorconsumedatthetimeoftheircreationisanexampleoftheservicecharacteristicsofintangibility.False(moderate)pp.229-230
3.Thequalityofservicesdependsupontheprovider,location,circumstances,andtime.Thisfactillustratestheservicecharacteristicofvariability.True(moderate)p.230
4.WhenAmeriSuitesHotelchainleavescardsonitscheck-indeskforconsumerstocommentontheservicetheyreceived,itisanexampleofonewaytodealwithserviceintangibility.False(difficult)p.229-230
5.Thefactthatservicesaregenerallyconsumedastheyareproduceddescribestheservicecharacteristicofinseparability.True(moderate)p.230
6.Onewaytodecreaseperishabilityofaserviceistomonitorcustomersatisfactionthroughasuggestionandcomplaintsystem.False(difficult)p.230
7.Internalmarketingdescribestheworkacompanydoestotrainandmotivateitsemployeestoservecustomerswell.True(moderate)p.232
8.BoomsandBitnersuggestthesethreePsthatserviceprovidersmustpayattentionto:
people,physicalevidence,andplace.False(easy)p.231
9.Internalmarketingdescribestheworkdonebythecompanytotrainandmotivateitsemployeestoservethecustomerswell.True(moderate)p.232
10.Apuretangiblegoodisanofferingthatmayconsistofthegoodplussomeaccompanyingservices.False(moderate)p.229
11.Sinceproductsaregenerallyhigherinexperienceandcredencequalitiesthanservices,consumerswillgenerallyrelymoreonwordofmouththanonservicefirmadvertising.False(moderate)p.233
12.Characteristicsabuyercanevaluatebeforepurchasearecalledsearchqualities.True(moderate)p.233
13.Experiencequalitiesarecharacteristicsabuyercanevaluateafterpurchase.True(moderate)p.233
14.Experiencequalitiesarecharacteristicsabuyernormallyfindshardtoevaluateevenafterconsumption.False(moderate)p.233
15.ForaMontessoripreschool,asecondaryservicefeaturecouldincludeonlineaccessfortheparentsastheydroppedofftheirchildren.True(moderate)p.234
16.Aservicecompanycandifferentiateitselfbydesigningabetterandfasterdeliverysystem.True(easy)p.234
17.Ifadaycareproviderthinksthattheparentswantbetterfood,wheninfacttheparentsaremoreconcernedaboutsecurity,theproviderwilllikelybesubjecttoagapbetweencustomerperceptionandmanagementperceptionofservicequality.False(moderate)p.235
18.Whentheeconomyisstrong,manylow-endserviceworkersinthefast-foodindustryarelessmotivatedtodoagoodjobbecausetheycanquicklyfindanotherjob.Ifsuchaworkerhaspoorpeopleskillsorcannotcounttheamountofchangetoreturncorrectly,thecompanywillexperienceagapbetweenservice-qualityspecificationsandservicedelivery.True(moderate)p.236
19.Formoreandmorecompanies,thekeytocustomersatisfactionisemployeesatisfaction.True(easy)p.237
20.Whenaservicecompanyprovidesinstallation,training,andmaintenanceasapartofitsproduct,itisofferingvalue-augmentingservices.False(difficult)p.239
MultipleChoiceQuestions
21.A(n)_______________isanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.
a.)service(easy)p.229
b.)guarantee
c.)rebate
d.)offset
e.)intangible
22.BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofselling_______________.
a.)apuretangiblegood
b.)atangiblegoodwithaccompanyingservices(moderate)p.229
c.)ahybrid
d.)apureservice
e.)amajorservicewithaccompanyingminorgoodsandservices
23.Whichofthefollowingbestdescribesthecategoryinwhichtheoffering’sservicemixisdistinguished?
“Peoplepatronizerestaurantsforbothfoodandservice.”
a.)apuretangiblegood
b.)atangiblegoodwithaccompanyingservices
c.)ahybrid(difficult)p.229
d.)apureservice
e.)amajorservicewithaccompanyingminorgoodsandservices
24.Whichofthefollowingisthebestexampleofpureservice?
a.)alawnmowingservice
b.)acarrepairshop
c.)aweightlossclinicthatprovidestheconsumerwithitsownbrandoffood
d.)amovietheater(moderate)p.229
e.)anamusementpark
25.Mr.TseandhisfamilytookavacationtriptoWashingtonD.C.Whilethere,theyboughtsouvenirT-shirtsandhatstotakehometofriendswhodidn’thavetheopportunitytogo.Theexperienceofthe
Tsesisanexampleofwhichofferingcategory?
a.)apuretangiblegood
b.)atangiblegoodwithaccompanyingservices
c.)ahybrid
d.)apureservice
e.)amajorservicewithaccompanyingminorgoodsandservices(moderate)p.229
26.For$5aday,Chlenawillgotoyourhomeandfeedandwateryourpetforyouwhileyouareonvacation.TheserviceChlenaprovidesisanexampleofa_______________.
a.)puretangiblegood
b.)tangiblegoodwithaccompanyingservices
c.)hybrid
d.)pureservice(moderate)p.229
e.)majorservicewithaccompanyingminorgoodsandservices
27.StateFarm’stheme“LikeaGoodNeighbor,StateFarmIsThere”isonewayofmanagingtheservicecharacteristicof_______________.
a.)intangibility(difficult)pp.229-230
b.)inconsistency
c.)inseparability
d.)variability
e.)perishability
28.HighwaybillboardsadvertisecleanrestroomsatTexacostations,withtheideathatcleanrestroomsimplytheentireoperationisclean,safe,andcustomer-oriented.Advertisingacleanrestroomisonemethodusedtomanagetheservicecharacteristicof_______________.
a.)inseparability
b.)intangibility(moderate)pp.229-230
c.)inconsistency
d.)perishability
e.)variability
29.HoldsworthContractingoperatesontheexclusivenorthwestsideofthecity.Holdsworthhasallemployeeswearcleankhakiuniformsonthejob.CleanKhakiuniformsimplythatsincethecompanycaresabouthowitsemployeeslook,itwillalsodothejobwithcarefulattentiontodetailsfortheclients.Thisisonewaytodealwiththecharacteristic_______________ofservice.
a.)intangibility(moderate)pp.229-230
b.)inseparability
c.)inconsistency
d.)variability
e.)perishability
30.
TheVirginiaBeachMarineScienceMuseumhasahands-onsectionwhereguestscanfeedhorseshoecrabs,touchhermitcrabs,andtrytheirhandatcatching“sandfleas.”Thehands-onsectionofthemuseumisagoodwaytodealwiththe_____________characteristicofservice.
a.)intangibility(moderate)pp.229-230
b.)inseparability
c.)inconsistency
d.)variability
e.)perishability
31.Thefactthatservicesareusedorconsumedatthetimeoftheircreationisanexampleoftheservicecharacteristicof_______________.
a.)intangibility
b.)inseparability(moderate)p.230
c.)inconsistency
d.)variability
e.)perishability
32.Disneyadvertisesanumberofreasonswhyyoushouldfrequentitsresortsandamusementparks.Onereasonistheexcellentserviceprovidedbyits“cast.”AnotherreasonisthebeautifulweatherintheplacesDisneyhasfacilities.Thisisanexampleoftheservicecharacteristicof_______________.
a.)intangibility
b.)inseparability(moderate)p.230
c.)reliability
d.)variability
e.)perishability
33.Theservicecharacteristicofinseparabilityseverelylimitsserviceproviders’abilitytoprovideserviceandincreaseprofits.Onewaytodealwiththisproblemisto_______________.
a.)usemoresalespromotionssuchascoupons,contests,andsweepstakes(difficult)p.230
b.)investingoodhumanresourceselectionandtraining
c.)provideatangiblecuethroughitsphysicalsetting,communications,orchoiceofsymbols
d.)standardizetheserviceprocess
e.)offerincentivestocustomerstousetheserviceatpeakusetimes
34.WhenCarlosgoesintoStarr’s,alocalrestaurantthatfeaturescatfishandhushpuppies,hesometimesgetshisfoodfastandhot.Othertimeshisorderisslow,andhisfoodarrivesathistablecold.IfJimwantsaspecialorder,likeanextrabowlofvidaliaonionsinvinegar,heneverknowshowlonghe’llhavetowaitforhisfood.Jimisexperiencingtheservicecharacteristicof_______________.
a.)intangibility
b.)inseparability
c.)variability(moderate)p.230
d.)autonomy
e.)perishability
35.Theservicecharacteristicofvariabilitycanhaveasignificantimpactoncustomersatisfaction.Onewaytodealwiththisproblemisto_______________.
a.)requireemployeestoworkmorequickly
b.)provideatangiblecuethroughitsphysicalsetting,communications,orchoiceofsymbols
c.)hiremoreserviceproviders
d.)standardizetheserviceprocess(difficult)p.230
e.)offerincentivestocustomerstousetheserviceatnon-peakusetimes
36.Thequalityofservicesdependsupontheprovider,location,circumstances,andtime.Thisfactillustratestheservicecharacteristicof_______________.
a.)variability(moderate)p.230
b.)inseparability
c.)intangibility
d.)consumability
e.)perishability
37.Whichofthefollowingisnotaprescribedwayofdealingwiththevariablenatureofserviceprovision?
a.)carefulemployeerecruiting
b.)makingpricingconsistentatalloutlets(moderate)p.230
c.)creatingaserviceblueprint
d.)buildingmoraleandenthusiasmamongemployees
e.)monitoringcustomersatisfaction
38.Perishabilityisaproblemforserviceproviders.Onewaytodealwiththisisto_______________.
a.)useaconstantpricingstrategy
b.)
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