Recent research shows that business-to-business service firms are more likely to emphasize:
A) relationship strategies as opposed to transactional strategies.
B) arms-length strategies.
C) the total buyer-seller process.
D) all of the answer choices.
E) Both relationship strategies as opposed to transactional strategies and the total buyer-seller process.
Question 2When a manager is in charge of intangible and heterogeneous services, he/she should develop marketing strategies that:
A) emphasize word-of-mouth communication.
B) provide tangible evidence.
C) employ value pricing.
D) all of the answer choices.
Question 3Which of the following statements regarding the perishability of services is incorrect?
A) Capacity is a substitute for inventory.
B) The demand for services is often predictable and consistent.
C) If capacity is set for peak demand, a service inventory must exist to supply the highest level of demand.
D) All of the answer choices.
E) Both capacity is a substitute for inventory and if capacity is set for peak demand, a service inventory must exist to supply the highest level of demand.
Question 4The concept of tangibility helps the manager to:
A) focus clearly on the firm's total market offering.
B) recognize that a change in one of the elements of the marketing offering may completely change the offering in the view of the customer.
C) determine how a service will be marketed.
D) all of the answer choices.
Question 5Services are:
A) deeds.
B) processes.
C) performances.
D) all of the answer choices.
Question 6Research on new service success suggests that:
A) the determinants of success for new services closely resemble those found for successful new products.
B) a well-managed service development process is crucial.
C) successful projects provide clear customer benefits.
D) all of the answer choices.
Question 7Which of the following capabilities are particularly critical to the successful launch of hybrid service offerings:
A) Design-to-service capability.
B) an assessment of the impact of demand elasticity on price changes.
C) Production capacity evaluation.
D) Customer engagement in the design process.
E) the marketing of two or more services in a package for a special price.
Question 8In the marketing of business services, items such as uniforms, logos, guarantees, written contracts, and color schemes are examples of:
A) determinant attributes.
B) the service concept.
C) the actual service offer.
D) physical evidence of the actual service.
E) the system used to create and deliver the service.
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