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Services Marketing Questions Week 3 Set 3 Solution

The document outlines multiple-choice questions related to services marketing, focusing on human resource policies, customer coproduction, conflict in service situations, demand-supply matching, servicescape importance, integrated marketing communication, pricing strategies, customer retention, handling service failures, and service guarantees. Each question presents a scenario or statement with options to choose from, emphasizing key concepts in service quality and marketing. The content is structured to assess understanding of practical approaches in services marketing.

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Vipul Srivastav
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29 views3 pages

Services Marketing Questions Week 3 Set 3 Solution

The document outlines multiple-choice questions related to services marketing, focusing on human resource policies, customer coproduction, conflict in service situations, demand-supply matching, servicescape importance, integrated marketing communication, pricing strategies, customer retention, handling service failures, and service guarantees. Each question presents a scenario or statement with options to choose from, emphasizing key concepts in service quality and marketing. The content is structured to assess understanding of practical approaches in services marketing.

Uploaded by

Vipul Srivastav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Services 

Marketing: A Practical Approach 

Week 3 MCQ and Key 

Q1. Human resource policies aimed at delivering superior service quality has the following steps:  

a. Hire the right people,  

b. Develop employees to deliver quality service 

c. Provide needed support systems and retain the best people 

d. all of the above 

Q2. Which of the following statements are incorrect? 

a. Customers can coproduce services. 

b. Customers can be educated to take part in service coproduction. 

c. Once customers are taught to coproduce services, they can be left alone to produce their own 
services. 

d. Customer coproduction can range from co‐producing the complete service through producing the 
full service. 

Q3. Fundamentally, conflict arising in a service situation between any two parties 

a. depends on the level of concern for self and for others. 

b. high level of concern for self and high level of concern for others leads to collaboration. 

c. high level of concern for self and low level of concern for others leads to a competitive scenario. 

d. all of the above. 

Q4. Matching the demand and supply of service 

a. is required as supply is delivered during interactions between the supplier and the customer. 

b. can be done by servicing customers during non‐peak periods. 

c. can be done by increasing supply during periods. 

d. all of the above. 

Q5. Importance should be given to the servicescape and equipment in the “service factory” as 
(choose the statement which is false) 

a. the servicescape provides tangible cues to customers regarding the quality of the service. 

b. the servicescape should be safe for customers who would be visiting the service factory. 
c. the servicescape and equipment are paid for by the customers. 

d. signage in the servicescape is important for customers to negotiate their way in the service 
factory. 

Q6. The 6Ms model of integrated marketing communication does not consist of 

a. Market, Mission 

b. Message, Media 

c. Media, Motives 

d. Money, Measurement 

Q7. Pricing a new service does not consist of which of the following?  

a. Selecting the pricing objective 

b. Determining the price elasticity of demand 

c. Estimating costs 

d. Estimating price 

Q8. Customers should be retained by a service business because retained customers (Choose the 
false statement) 

a. are profitable in the long run 

b. are retired and cannot do their work by themselves 

c. do not mind small increases in price 

d. advise other customers to purchase from the service business 

Q9. Which of the following should not be done with service customers when they are aggrieved with 
a service failure? 

a. apologise for the service failure 

b. make good (recover) the service 

c. laugh as much as possible so that customers start laughing and forget about the failed service 

d. look at the situation from the customer’s point of view and satisfy or even delight them 

Q10. Service providers are afraid of providing unconditional service guarantees as 

a. they fear that some customers would take wrong advantage of the guarantee 

b. there might be situations outside the control of the service provider due to which the service has 
failed 
c. service employees would give away unnecessary goodies to aggrieved customers, thereby 
incurring losses for the company 

d. all of the above 

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