Question: Answer the following multiple questions 1. When a customer is present and actively participates in the service delivery process A.Co-production B.Cohesiveness C.Collaboration D.Co-assistance 2. The
Answer the following multiple questions
1. When a customer is present and actively participates in the service delivery process
- A.Co-production
- B.Cohesiveness
- C.Collaboration
- D.Co-assistance
2. The extent to which an organisation`s capacity can be leveraged to meet changes in demand is referred to as its ... of supply.
- A.Reliability
- B.Flexibility
- C.Elasticity
- D.Consistency
3. The implications of poor quality can be summarised as; i. The loss of sales due to superior quality offered by competitors ii. An increase in costs iii. A threat to society iv. Increased competition
- A.i, iii
- B.i, ii, iv
- C.ii, iii, iv
- D.i, ii, iii
4. Which option is a disadvantage of customer participation in the service delivery process?
- A.Customers at a self-service restaurant might help themselves to more food than they are able to consume.
- B.A customer using an ATM to withdraw cash.
- C.Organisations providing customers with discounts that they can claim from self-service kiosks.
- D.Customers making an airline reservation using the internet.
5. Inadequate management of customer expectations
- A.Employees of service organisations or their external marketing communications often make promise or give undertakings that the organisation is unable to fulfil.
- B.Service organisations must not only promise what they can deliver, but must also deliver what they promise.
- C.Marketing communication in service organisations not only relates to external communication, but also to internal communication within the organisation.
- D.Customers in some instances may be intimately involved in the production of the service.
6. Total customer cost can be seen as...
- A.Cost information used to calculate the costs of each input variable in the service delivery process.
- B.The magnitude of the costs that customers incur during the purchase process
- C.The value that customers expect to receive.
- D.When service organisations set their prices by considering what customers will be willing to pay.
7. Which option below best describes the post-purchase phase in the buying decision-making process?
- A.The customer decides to purchase the service that offers the best solution.
- B.The customer reflects on their buying journey.
- C.The customers experience plays an important role in the customers` perception of service quality.
- D.The customer becomes aware of a need or problem.
8. Which option is NOT interactive marketing?
- A.Digital marketing
- B.Personal selling
- C.Viral marketing
- D.Public relations
9. Which ONE of the following is a criticism of SERVQUAL?
- A.Detailed information about customer comments and suggestions are obtained.
- B.Customers are used to establish a benchmark.
- C.None of the above
- D.The model is suitable for service organisations, such as travel agents, but is not suitable for organisations that offer tangible products such as clothes or spares.
10. ..., create value for the customer.
- A.Front-line employees
- B.Support employees
- C.Management
- D.Back-office employees
11. The demand strategies attempts to;
- A.Extend the demand curve
- B.Flatten the demand curve
- C.Broaden the demand curve
- D.Implement the demand curve
12. To generate a response from the customer by using interactive marketing;
- A.Direct marketing
- B.PR and publicity
- C.Word-of-mouth marketing
- D.Sales promotion
13. Choose the correct option. This concept recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.
- A.7Ps
- B.4Ps
- C.Gaps- Model
- D.IMC
14. Some of the reasons why customer retention can increase profits are the following i. Total acquisition costs decline ii. Word-of-mouth is free iii. Long-established customers buy more than new customers iv. Loyal customers are less price sensitive v. Long established customers cost less to serve, because their likes, dislikes and needs become known.
- A.i ii v
- B.i ii iii iv
- C.ii iii iv
- D.All of the above
15. The market-focused management approach recognises that;
- A.Management, employees and customers are all related.
- B.Employee satisfaction, employee turnover and customer satisfaction are related.
- C.Management, market growth and revenue are all related.
- D.Market share, increased profitability and customer satisfaction are all related.
16. Consumers consistently purchase the same branded service without consciously thinking about it. Which option below is correct?
- A.Habitual buying behaviour
- B.Impulsive-decision making
- C.Complex buying behaviour
- D.Routine-decision making
17. How service is divided between the front-office, back-office and the co-producing customer in rendering the service?
- A.Interdependencies
- B.Input uncertainty
- C.Customer willingness to participate
- D.Diversity of demands
18. Which option is NOT a tangible cue of communication in service delivery?
- A.Signage
- B.Parking facilities
- C.Human Resources
- D.Staff uniforms
19. Resources are at optimal level, whilst maintaining service quality.
- A.Excess capacity is a situation in which resources are underutilised
- B.Demand and supply are balanced at the optimum capacity.
- C.Excess demand occurs when demand exceeds maximum capacity.
- D.Demand exceeds optimum capacity.
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