Assessment 1:
Direction: Choose the letter of the correct answer.
1. What are the typical characteristics of services?
a. Services confer benefits; are tangible; are time- and place-dependent; are consistent; cannot be owned; and providers and consumers form part of the service.
b. Services confer no benefits; are intangible; are time- and place dependent; are inconsistent; cannot be owned.
c. Services are intangible; are time- and place-dependent; are inconsistent; cannot be branded; and providers and consumers form part of the service.
d. Services confer ownership; are intangible; can be consumed at any time or place; are inconsistent; and providers form part of the service.
e. Services confer benefits; are intangible; are time- and place dependent; are inconsistent; cannot be owned; and providers and consumers form part of the service.
2. There are 7Ps in the services marketing mix. What are the additional 3Ps?
a. people, physical evidence and process
b. peripheral products, packaging and people
c. people, physical evidence and presentation
d. physical evidence, presentation and process
e. process, pricing and packaging
3. A business wishes to meet the needs and wants of customers better by delivering a higher quality service. Which element of the marketing mix will the business focus on to achieve this?
a. Product b. Price c. Place d. Promotion e. Positioning
4. What is a „service encounter‟?
a. a bad service experiences
b. the actual handing over of payment for the service
c. an argument between customer and service provider
d. the time during which a customer receives a service
e. the customer’s reaction to the service
5. It refers to the processes involved in delivering your products and services to the customer. It is also about being easy to do business with.
a. Process
b. Management
c. Marketing
d. Movement
e. Positioning
6. A concert ticket is primarily an example of which element of the marketing mix?
a. process b. physical evidence c. packaging d. price e. place
7. Some fast-food chains have detailed instructions about how staff should prepare the food. There are timers to tell them when the chips are cooked and even painted footprints on the floor to show where they should stand. Which element of the marketing mix are they trying to control?
a. process b. physical evidence c. packaging d. price e. place
8. What does the overall marketing mix of a firm determine?
a. Marketing strategy
b. Marketing objective
c. Profit from marketing
d. Marketing interest
e. Marketing firm
9. Why is it generally harder for service industry managers to cope with peaks and troughs in demand for their products?
a. Services are inconsistent and strong competitions.
b. There are no salespeople to help with forecasting.
c. Payment is usually made after the service has been provided.
d. Most service customers are not brand loyal.
e. Service products cannot usually be stored.
10. People who work with information rather than in manufacturing or in more traditional service industries called?
a. knowledge workers
b. technologists
c. info techs
d. IT users
e. project managers
