MKT465 : Midterm Revision Exam

[CH1] In the process perspective, services are classified into four categories using two dimensions: the nature of the service act (tangible or intangible actions) and the direct recipient of the service (people or possessions).

[CH1] Accounting, banking and legal services are examples of mental stimulus processing because they involve intangible actions.

[CH1] Compared with people-processing services, in possession-processing services production and consumption are not necessarily simultaneous and customers tend to be less involved.

[CH1] In the integration of marketing with other management functions, human resources is described as the primary line function in a service business, responsible for managing service delivery.

[CH2] Credence attributes are those that customers cannot evaluate before purchase but can evaluate confidently once they have consumed the service.

[CH2] The adequate service level is the minimum acceptable level of service, and the zone of tolerance is the range between the desired and adequate service levels.

[CH2] In the expectancy-disconfirmation model, when perceived performance is better than expected, this is called negative disconfirmation.

[CH2] The expectancy-disconfirmation model works very well for search and experience attributes but less well for credence attributes.

[CH2] In the servuction system, the technical core is typically back stage and invisible to the customer, while the service delivery system is where the final assembly takes place and the service is delivered.

[CH3] Important attributes, rather than determinant attributes, should be used as the main basis for segmentation.

[CH3] Needs-based segmentation focuses on observable behaviors, such as whether people are nonusers, light users or heavy users.

[CH3] Direct network effects arise when the value to users increases as more users join the same platform, as with Instagram or TikTok.

[CH4] In the Flower of Service, information, order-taking, billing and payment are the facilitating supplementary services.

[CH4] Major service innovations consist of using new processes to deliver existing core products in new ways with additional benefits.

[CH4] In service brand architecture, a house of brands strategy uses one corporate brand across a range of unrelated businesses, as Virgin Group does.

[CH1] A physiotherapy clinic in Riffa treats patients who must be physically present and actively cooperate during each session. Under the process perspective, this service is best classified as:

[CH1] A hotel in Juffair had 40 empty rooms last night and cannot sell those room-nights today. Which characteristic of services does this illustrate?

[CH1] Which element of the extended services marketing mix covers the appearance of buildings, vehicles, interior furnishings, staff uniforms and signs that give tangible evidence of service quality?

[CH1] Customers of a car-wash chain complain that the same package gives very different results depending on which shift washes the car. Which characteristic of services is the chain struggling with?

[CH1] According to the notes, what is the main reason the traditional 4Ps are extended with three more Ps for services?

[CH1] Which of the following is listed as a business trend, rather than an advance in technology, transforming service markets?

[CH2] A student compares two gyms using a multi-attribute model. Weights: location 40%, price 30%, equipment 20%, staff friendliness 10%. Gym A scores 9, 7, 8, 4 and Gym B scores 6, 8, 8, 10 on these attributes. Which result is correct?

[CH2] Ali hesitates to book a hotel room because he fears he will be kept awake by noise from the guests next door. Which type of perceived risk is this?

[CH2] According to the strategic responses to perceived risk, offering free trials is especially suitable for services that are high in which type of attribute?

[CH2] The service level that a customer believes the firm will actually deliver is called the:

[CH2] In the theatrical metaphor of service encounters, the kitchen and laundry staff of a hotel who never meet guests are best described as:

[CH2] Which of the following best describes customer delight as presented in the notes?

[CH3] A clinic in Seef offers only laser eye surgery and targets a narrow, specific segment of patients. Which basic focus strategy is it following?

[CH3] Business travellers rate safety as very important but see little difference between airlines on it, while convenient departure times differ widely between airlines and decide their choice. Convenient departure times are therefore:

[CH3] In a positioning statement, the element that states the category in which the brand is competing is the:

[CH3] Which of the following is NOT one of Jack Trout's positioning principles?

[CH3] When segmenting a market based on service levels, which of the following is a qualitative rather than a quantitative aspect?

[CH3] Identifying an organisation's current brand positioning and image, its resources, and its limitations is part of which analysis?

[CH4] A five-star hotel offers guests valet parking, a coat room and a supervised kids' club. In the Flower of Service, these extras belong to:

[CH4] After a system error doubles a customer's bill, a bank's staff solve the problem, handle his complaint, and refund him with a small goodwill credit. Which petal of the Flower of Service is this?

[CH4] A personal trainer holds a dialogue with a new gym member to probe her goals and then designs a tailored programme for her. This supplementary service is:

[CH4] A bank that has always served customers in its branches adds a new, alternative delivery procedure for the same existing services to attract customers who dislike visiting branches. In the NSD hierarchy, this is a:

[CH4] A restaurant repaints its interior and gives staff new uniforms without changing its menu, processes or performance. In the NSD hierarchy, this is a:

[CH4] A Gulf group owns several restaurant chains, each marketed under its own standalone brand name, and most customers do not know the parent company. This brand architecture is a:

[CH4] Which of the following is NOT one of the five principles central to service design thinking?

[CH1] Define and explain the four characteristics of services (IHIP) and the marketing challenge that each one creates for service firms.

[CH1] Explain the three additional Ps of the extended services marketing mix and why they are needed for services.

[CH2] Describe the three-stage model of service consumption and explain the main elements or models found in each stage.

[CH2] List the seven types of perceived risk in purchasing services with a brief example of each, then discuss four strategies firms can use to reduce customers' risk perceptions.

[CH3] Explain the 3 Cs analysis (customer, competitor and company) and how it leads to the services positioning strategy (STP).

[CH3] Explain the two dimensions used to describe a firm's focus and describe the four basic focus strategies for services, including the risks of the fully focused strategy.

[CH4] Explain the three components of a service product and describe the Flower of Service, classifying its eight petals into facilitating and enhancing supplementary services.

[CH4] List and explain the seven categories in the hierarchy of new service development, from the simplest to the most significant innovation.

[CH1] Classify Smile Plus's core service using the four categories of services (process perspective) and explain two implications this category has for how the centre must manage its service.

[CH2] Identify the type of service attribute that explains why patients cannot judge their root-canal treatment, name the three perceived risks described in the feedback, and explain how Dr. Huda's three planned actions reduce these risk perceptions.

[CH4] Using the Flower of Service, classify each of the new extras Dr. Huda plans (app booking, app price lists, online invoices, BenefitPay payment, waiting lounge with coffee and dates, valet parking) and state whether each is facilitating or enhancing.

[CH3] Using the survey results, distinguish between important and determinant attributes for Wasel, state which should be used for segmentation, and explain which type of segmentation the lunchtime and weekend findings support.

[CH3] Identify the type of network effect Wasel benefits from and explain why, then identify the four elements of a positioning statement from Wasel's plan.

[CH4] Classify Wasel's two planned changes (adding grocery delivery as 'Wasel Mart' and refreshing the app's colours and logo) in the hierarchy of new service development, and name the branding alternative that 'Wasel Mart' represents.