Digital Services Marketing Exam Bank
Course Introduction
Digital Services Marketing explores the unique challenges and opportunities involved in marketing intangible products in the digital landscape. This course examines the strategies and tools necessary for promoting and delivering services online, focusing on topics such as consumer behavior in virtual environments, digital branding, e-service design, and relationship management. Students will analyze case studies, develop digital marketing plans, and learn to leverage social media, content marketing, data analytics, and customer experience management to enhance service delivery and customer satisfaction in a digital context.
Recommended Textbook
Essentials of Services Marketing 3rd Edition by Jochen Wirtz
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15 Chapters
639 Verified Questions
639 Flashcards
Source URL: https://quizplus.com/study-set/205
Page 2
Chapter 1: Introduction to Services Marketing
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43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/2992
Sample Questions
Q1) What are the eight common differences between products and services?
Answer: 1) Most service products cannot be inventoried, 2) intangible elements usually dominate value creation, 3) services are often difficult to visualize and understand, 4) customers may be involved in co-production, 5) people may be part of the service experience, 6) operational inputs and outputs tend to vary more widely, 7) the time factor frequently assumes great importance, and 8) distribution may take place through non-physical channels.
Q2) Links in the Service-Profit Chain include all of the following except
A)Customer loyalty,
B)Revenue growth
C)Service quality
D)Employee loyalty
E)Top management leadership
Answer: B
Q3) The Internet is transferring power from suppliers to customers, especially in consumer markets.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Customer Behavior in a Services Context
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) An example of a service high in credence attribute is _____________.
A)extreme sports
B)vacation
C)spa
D)musical performance
E)surgery
Answer: E
Q2) To develop effective marketing strategies, marketers must understand how people make decisions about buying and using service, what the experience of service delivery and consumption is like for customers, and ____________.
A)how they evaluate competitors
B)how they evaluate the experience
C)how often they utilize competitors
D)how often they complain to the service firm
E)the length of their relationship with the service firm
Answer: B
Q3) How many needs can be triggered in the pre-purchase stage?
Answer: People's unconscious mind (dreams, ego need, personal identity etc.)
Physical conditions (hunger, thirst, pain etc.)
External sources (firm's advertising, third party websites etc.)
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Chapter 3: Positioning Services in Competitive Markets
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Give an example of service tiering in the airline industry.
Answer: Classes (first, business, economy),
Q2) An example of a determinant attribute for an airline service is ____________.
A)The quality of in-flight service
B)plane size
C)oxygen masks
D)floatation devices
Answer: A
Q3) Market segments to be targeted using existing or new services can be identified using ____________.
A)Market analysis
B)Competitor analysis
C)Company analysis
D)Customer Analysis
Answer: C
Q4) A target segment should only be selected on the basis of their sales and profit potential.
A)True
B)False
Answer: False
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Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) ____________ represent a special type of order taking that entitles customers to a specific unit of service.
A)Suggestions
B)Reservations
C)Trackers
D)Repossessions
E)Contracts
Q2) Give an example of an exception.
Q3) Three factors that contribute to the success of new service development are:
A)Market synergy, organizational factors, market research factors
B)Market synergy, external factors, consumer factors
C)Organizational factors, customer ideas, value for customers
D)Market synergy, organizational factors, consumer factors.
Q4) List three examples of order-taking elements in order entry.
Q5) Give two examples of facilitating services.
Q6) The term "branded house" is used to describe firms like Virgin Group that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.
A)True
B)False Page 6
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Page 7
Chapter 5: Distributing Service through Physical and Electronic Channels
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45 Flashcards
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Sample Questions
Q1) Important factors that attract customers to online services are:
A)convenience
B)ease of search
C)broader selection
D)24/7 prompt service
E)All of the above
Q2) Intermediaries are most often used in core service and not in supplementary services.
A)True
B)False
Q3) What problems can a company like Uber most likely face in entering international markets?
Q4) One of the following is NOT an example of distribution when service comes to the customer.
A)a credit card company
B)house painting
C)mobile car wash
D)mail delivery
Q6) What are the three options for entering international markets? Page 8
Q5) Give two examples of firms that locate themselves in multi-purpose facilities.
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Page 9
Chapter 6: Setting Prices and Implementing Revenue Management
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Sample Questions
Q1) Customers will often pay more for services than they think they are worth.
A)True
B)False
Q2) To make a profit, a firm must set its price low enough to attract customers.
A)True
B)False
Q3) What different forms of payment methods are can customer use other than cash?
A) Credit or debit card
B) App-based payment
C) Touch ID
D) All of the above
Q4) Under what situations can price competitions be reduced?
Q5) Which of the following is the best example of a service firm that attracts customers with low base prices and then piles on additional fees.
A)Rental cars
B)Fast food
C)Education
D)Roofing
E)Consulting
Q6) Describe how rate fences should be used in a hair salon service. Page 10
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Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) Fedex's Panda One is built on ____________.
A)direct marketing
B)advertising
C)personal selling
D)sales promotion
E)public relations
Q2) EasyJet built a very successful model based on banner advertising.
A)True
B)False
Q3) Give an example of how Starbucks can show the contribution of service personnel and backstage operations.
Q4) What are the common communication objectives along the communication funnel?
Q5) According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?
Q6) Communication can be used to manage customers only at the pre-stage.
A)True
B)False
Q7) Discuss how firms use symbols as a basis for corporate branding.
Q8) List the five W's in the checklist for marketing communications planning.
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) Discuss the potential company benefits, potential customer benefits, and challenges and limitations of the bundled service approach to managing the service delivery process.
Q2) SST is only better than the interpersonal alternative if it saves time, provides ease of access, cost savings, or some other benefits.
A)True
B)False
Q3) What does SST stand for?
Q4) The internet kiosk with a touchscreen in Vienna, Austria is getting popular for the following reasons EXCEPT ____________.
A)it is conveniently located
B)it saves customers from having to deal with other undesirable customers
C)it is accessible 24/7
D)it doesn't make mistakes, unlike employees
E)it has easy access to websites
Q5) Which kinds of services are the easiest to offer using SSTs. Explain why.
Q6) Discuss the potential company benefits, potential customer benefits, and challenges and limitations of the direct service approach to managing the service delivery process.
Page 13
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Chapter 9: Balancing Demand against Productive Capacity
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Sample Questions
Q1) ____________ is usually the first variable to be proposed for bringing demand and supply into balance.
A)Price.
B)Place.
C)Personnel.
D)Product.
E)Promotion.
Q2) Good records of a firm's transactions can help one to understand demand patterns.
A)True
B)False
Q3) Discuss how PrimeTimeTables can be successful in their business and the problems they face in the provision of their service.
Q4) Optimum and maximum capacities are never one and the same (e.g. a sport performance).
A)True
B)False
Q5) List the six actions managers can take to adjust capacity as needed.
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Q6) Describe how ski resorts manage traditionally seasonal supply and demand fluctuations.
Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) Servicescapes help to shape the desired feelings and reactions in customers and employees.
A)True
B)False
Q2) Describe the design flaws of the new airport lounge in a major Asian city.
Q3) Facing competition from numerous casinos in other locations, Las Vegas has been trying to reposition itself away from being an adult destination to a somewhat more wholesome family fun resort.
A)True
B)False
Q4) If a service environment is inherently ____________, one should avoid increasing ____________ levels, as this would move customers into the "distressed" region of Russell's model.
A)pleasant; arousal
B)pleasant; excitement
C)pleasant; relaxation
D)unpleasant; arousal
E)unpleasant; excitement
Q5) List the four tools that managers can use to guide their design of the service process.
15
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Chapter 11: Managing People for Service Advantage
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45 Flashcards
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Sample Questions
Q1) Discuss why call centers are important or unimportant to customer perceptions of service firms. Give an example to back up your argument.
Q2) What is job content?
Q3) Give an example of an organization that helps company's build a service culture.
Q4) Successful performance in a job is often measured by high productivity or outstanding customer service rather than the absence of mistakes.
A)True
B)False
Q5) If a Nordstrom sales associate replaces shirts at no cost to the client, it is an example of ____________.
A)centralized decision-making
B)service theft
C)employee empowerment
D)service sabotage
E)rule setting
Q6) Southwest Airlines illustrates a high-involvement company.
A)True
B)False
Q7) How is Cora Griffith's work strategy indicative of the "Cycle of Success?"
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Vanguard's success is measured by which of the following?
A)Low redemption rates
B)High redemption rates
C)Low customer turnover
D)High customer turnover
E)Portfolio stability
Q2) The two ends of the customer satisfaction/loyalty relationship are terrorist and apostle.
A)True
B)False
Q3) Define loyalty in a service context.
Q4) How can firms reduce customer churn, and what proactive and reactive measures can they take?
Q5) Capital One 360 could be called the fast-food model of consumer banking because it is about as no-frills as it gets.
A)True
B)False
Q6) Describe how Vanguard Group keeps its costs down to attract the right type of customers.
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Q7) Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.
Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) Service recovery efforts should be fairly rigid to makes sure the same recovery is achieved each time.
A)True
B)False
Q2) Which of the following is NOT one of the elements of effective service recovery?
A)Do the job right the first time.
B)Seek alternative recompense strategies.
C)Identify service complaints.
D)Resolve complaints effectively.
E)Learn from the recovery experience.
Q3) The story about the desk clerk at the Marriott Long Wharf Hotel in Boston is a good example of what aspect of effective service recovery?
Q4) What is procedural justice?
Q5) How function does a service guarantee serve for firms?
Q6) People in lower socioeconomic levels are more likely to complain than those in higher levels.
A)True
B)False
Q7) What is the true impact of a customer defection?
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) Which of the following is the best example of the source of a delayed flight caused by procedures?
A)Cutoff too close to departure time
B)Late cabin crews
C)Late cabin cleaners
D)Weather
E)Oversize baggage
Q2) Discuss the advantages of using a customer's physical characteristics to increase productivity in the delivery of service quality.
Q3) What is the collection of customer feedback tools that a firm can use?
Q4) FedEx's Service Quality Indicator is a 10-item measure of satisfaction and service quality from the customers' viewpoint.
A)True
B)False
Q5) The GAPS model is used to capture all possible sources of gaps in customer service quality perceptions.
A)True B)False
Q6) Discuss what could be involved in the prescription for "The Delivery Gap."
Page 19
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Chapter 15: Building a World-Class Service Organization
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Sample Questions
Q1) Human leaders at the HR level of an organization need to take a service firm in the right direction.
A)True
B)False
Q2) Service excellence is often underpinned by effective use of teams.
A)True
B)False
Q3) What is required to transform a service firm from a service loser into a service leader?
Q4) Service leaders are recognized for innovation, focus, and excellence .
A)True
B)False
Q5) Customers patronize service ________ for reasons other than performance
A)losers
B)non-entities
C)professionals
D)leaders
Q6) Does customer satisfaction have any long-term level impact on service organizations?
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