chapter 13 questions markma

CHAPTER 13 QUESTIONSJosephine Anne WolcottDecember 10,2010

http://joannewolcott.blogspot.com

QUESTION 1 What type of category of service mix of

Toyota?

A) Pure Tangible goodB) Good with accompanying servicesC) HybridD)Service with accompanying goodsE) Pure Service

CONCEPT IN QUESTION 1Pure tangible good

Good with accompanying services

Hybrid

Service with accompanying goods

Pure service

EXPLANATION Tangible good does not have any service

involved Good with accompanying service offers

tangible goods accompanied by one or more services. This is most common with technologically advanced products.

Hybrid is equal parts of goods and services Service with accompanying goods and

services consisting of a major service with additional service or supporting goods

Pure service is purely service oriented no tangible or minor service attached

ANSWER FOR QUESTION 1 LETTER B

Good with accompanying service

QUESTION 2 In a salon in Las Pinas only has only Saturday

and Sunday as the busy days, however during weekdays. In order for the salon to have people within the week, they give a 30% discount on the clients who avails salon treatments. This is an application of

A)Non peak demandB) Operational peak time efficiencyC) Differential Pricing

CONCEPT FOR QUESTION 2Demand side

• Differential pricing

• Non Peak demand

• Complimentary services

• Reservation Systems

Supply Side• Part Time

employees• Peak time

efficiency• Increase

customer participation

• Shared Services• Facilities for

future expansion

EXPLANATION TO THE CONCEPTA)Non peak demand- this is pushing for a

particular product that does not have a high demand for

B) Operational peak time efficiency- this means that it allows employees to perform essential task during peak periods

C) Differential Pricing-will shit some demand from peak to off peak periods

ANSWER TO QUESTION 2 LETTER C

Differential pricing

QUESTION 3A Meralco inspector keeps on going around the

neighborhood and tinkering with the electric meter of Mr. Dela Cruz for service quality maintenance and routine checks. Mr. Dela Cruz is afraid that the Meralco inspector is going to cut his electricity. This is an example of a gap between

A) Expectation and management perceptionB) Service quality specification and service delivery C) Service delivery and expected external

communicationD) perceived service and expected service

CONCEPTS TO QUESTION 3A) The Gap between Expectation and management

perception- the management does not correctly perceive what the customer wants

B) The Gap between Service quality specification and service delivery –personnel might be poorly trained or incapable or unwilling to meet the standard or may be held to conflicting standards.

C) The Gap between Service delivery and expected external communication- customer expectation des not meet the statement made by the company representatives or ads

D) The Gap between perceived service and expected service-the consumer mispercieves the service quality

EXPLANATION TO QUESTION 3 The Gap between perceived service and

expected service-the consumer misperceives the service quality because in this case Mr Dela Cruz thought that his electricity was being disconnected but the Meralco inspector is just doing his routine service quality checks

ANSWER TO QUESTION 3 LETTER D

The Gap between perceived service and expected service

QUESTION 4 What service sector will the PAGCOR fall

under?

A) Private B) BusinessC) GovernmentD)RetailE) none of the above

CONCEPT FOR QUESTION 4

Government Private non profit

Retail

Manufacturing

Business

EXPLANATION TO QUESTION 4 PAGCOR Stands for Philippine Amusement

and Gaming Corporation. Since it is a corporation it can be interpreted as a private company especially it is dealing with gambling and casinos. However it is controlled by the government.

ANSWER TO QUESTION 4 LETTER C

GOVERNMENT

QUESTION 5A hotel website shows that it is a 3 star hotel in

Hong Kong. However when the travelers finally came to the hotel, it was not a hotel but a hostel .

A) Gap between customer expectation and management perception

B) Gap between service quality specification and service delivery

C) Gap between service delivery and external communication

D) Gap between perceived service and expected service

CONCEPT OF QUESTION 5Gap between consumer expectation and management perception

Gap between management perception and service quality specifications

Gap between service quality specification and service delivery

Gap between service delivery and external communications

Gap between perceived service and expected service

EXPLANATION FOR QUESTION 5

A) The Gap between Service delivery and expected external communication- customer expectation des not meet the statement made by the company representatives or ads

Because the website tells the perspective clients that it is a hotel but in fact it was a hostel.

ANSWER FOR QUESTION 5 LETTER C

Gap between service delivery and external communication

QUESTION 6 Dermaline Inc employees that in every facial

service that they render to the client , they should suggest client to avail any their Diana Stalder product line or their Casmara line. This kind of service mix falls under

A) Good with Accompanying servicesB) HybridC) Service with accompanying goodsD) Pure serviceE) All of the above

CONCEPT IN QUESTION 6Pure tangible good

Good with accompanying services

Hybrid

Pure service

EXPLANATION FOR QUESTION 6 Tangible good does not have any service

involved Good with accompanying service offers

tangible goods accompanied by one or more services. This is most common with technologically advanced products.

Hybrid is equal parts of goods and services Service with accompanying goods and

services consisting of a major service with additional service or supporting goods

Pure service is purely service oriented no tangible or minor service attached

ANSWER FOR QUESTION 6 LETTER C-

QUESTION 7 Bruno Barbers is a far cry from your around-

the- corner local neighborhood barber where it is not air-conditioned and poorly decorated. It is clean, located in major mall and it is classy at par with the high end salons. What is the Physical evidence and presentation for the marketing of Bruno Barbers?

A) PeopleB) PlaceC) EquipmentD) SymbolE) Price

CONCEPT FOR QUESTION 7PlacePeople

Equipment

Communication Material

Symbol

EXPLANATION FOR QUESTION 7 Place- exterior and interior should have clean

lines. They lay our and the traffic flow should be planned carefully

People- Personnel should be busy; but there should be sufficient number of employees should manage the work load

Equipment- all should looks state of the art Communication material-Printed text and photos

should communicate efficiency and speed Symbols- the name and symbol should suggest

fast service Price – it has price rewards for customers who

are inconvenienced by the service

ANSWER FOR QUESTION 7 LETTER B

QUESTION 8Sbarro is handing out survey questionnaires to

the customers after they have eaten their meals to know the quality of their service. This is a good example of

A. Market researchB. Standardize the service performanceC. Monitoring customer satisfaction

CONCEPT FOR QUESTION 8 VARIABLIITY the quality of service depends

on who provides them, where and when and to whom are highly variable

3 steps of service firms to increase quality control Invest in good hiring and training procedures-

recruiting the right people and training them the right way.

Standardize service performance process throughout the organization-this is where service blueprint, that can simultaneously map the service process

Monitor customer satisfaction –employs suggestion and complaint systems

EXPLANATION THE QUESTION 8 Monitor customer satisfaction –employs

suggestion and complaint systems because the Sbarro is soliciting information about the quality of their service after the customer has eaten their food.

ANSWER FOR QUESTION 8 LETTER C

Monitoring customer satisfaction

QUESTION 9 _______ is the ability to perform service

dependably and accurately

A. EfficiencyB. EffectivenessC. ReliabilityD. Consistency

CONCEPT FOR QUESTION 9Five determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles

EXPLANATION FOR QUESTION 9 Reliability is the ability to perform the

promised service dependably and accurately

ANSWER FOR QUESTION 9 Letter C

Reliability

QUESTION 10 Mr. Santos is worried that his car might not

get the best possible service since the CASA is already full. He thinks he needs to recheck his car to another service center once the fee routine check of his car. His worry is classified as

A. Failure frequencyB. Service dependabilityC. Out of pocket cost

CONCEPTS FOR QUESTION 10 Customers have 3 specific worries

Failure frequency- tests the reliability Service dependability- the ability to fix the

machine quickly Out of pocket costs-how much the customer

needs to spend

EXPLANATION TO QUESTION 10 Failure frequency- tests the reliability of the CASA

since the CASA is full and Mr. Santos thinks he needs to go to a second service center. He was not worried about the cost but rather the quality of service that was given to his car

ANSWER TO QUESTION 10 Letter A -Failure frequency

CHAPTER 13 QUESTIONSJosephine Anne WolcottDecember 10,2010

chapter 13 questions markma

technologically

purely service

supporting

expected external

customer expectation

service quality

expected service

service delivery

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