Services Marketing Concepts Strategies & Cases 5th Edition – Test Bank

1. The manner in which “operational competitiveness” is embraced by various service firms can be described by all the following stages except:

  a.  available for service.

  b.  marketing and operations.

  c.  journeyman.

  d.  distinctive competencies achieved.

  e.  world-class service delivery.

ANSWER:   b

2. Customers ultimately determine:

  a.  the type of demand.

  b.  the levels of marketing effectiveness and operational efficiency.

  c.  the cycle of demand.

  d.  the length of the service experience.

  e.  all of the these.

ANSWER:   e

3. The place within an organization where its primary operations are conducted is called the:

  a.  the technical core.

  b.  the organizational point.

  c.  the factory.

  d.  the main system.

  e.  main terminal.

ANSWER:   a

4. The strategy of breaking up large, unfocused plants into smaller units buffered from one another so that each can be focused separately is referred to as:

  a.  the perfect-world model.

  b.  operations segmentation.

  c.  the plant-within-a-plant concept.

  d.  operations segregation.

  e.  management by focus.

ANSWER:   c

5. All of the following are examples of the technical core within an organization except the:

  a.  kitchen in restaurant.

  b.  surgical room in a hospital.

  c.  service bay at an auto repair facility.

  d.  waiting area at a dentist’s office.

  e.  projection booth in a movie theater.

​

ANSWER:   d

6. ​According to Thompson’s perfect-world model, perfect efficiency occurs when:

  a.  ​employees understand their jobs.

  b.  ​role congruence occurs between customers and employees.

  c.  ​inputs, outputs, and quality happen at a constant rate and remain known and certain.

  d.  ​customer needs are being met.

  e.  ​when the operation concentrates on performing one particular task in one particular part of the plant.

ANSWER:   c

7. Strategies to increase the efficiency of service operations include all of the following except:

  a.  buffering.

  b.  smoothing.

  c.  anticipating.

  d.  rationing.

  e.  allocating.

ANSWER:   e

8. ​The strategy that resorts to triage when the demands placed on the system by the environment exceed its ability to handle them is referred to as:

  a.  ​buffering.

  b.  ​smoothing.

  c.  ​anticipating.

  d.  ​rationing.

  e.  ​allocating.

ANSWER:   d

9. The strategy that surrounds the technical core of the operation with input and output components is called:

  a.  buffering.

  b.  smoothing.

  c.  anticipating.

  d.  rationing.

  e.  allocating.

ANSWER:   a