Question 31

1. Everything else being equal, when customers are risk-averse, they will choose the service with the lowest risk perception.

   True

   False

1 points

Question 32

1. The best way to help customers visualize your service is to highlight credentials/experience and educate consumers to make good choices.

   True

   False

1 points

Question 33

1. Back-stage or invisible process becomes important to customers in which of the following situations?

   		Flowers are delivered to a different address
   		Kitchen sends wrong order
   		Refund is refused
   		All of the above
   		Only a & b

1 points

Question 34

1. The non-ownership perspective to define Services includes which of the following?

   		Rental
   		Exchange for money, time and effort
   		Time-based
   		Expectation to obtain value

1 points

Question 35

1. A(n) ________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.

   		target segment
   		segmentation field
   		general segment
   		holistic segment
   		mass customization

1 points

Question 36

1. Market analysis addresses all of the following factors EXCEPT ________.

   		margins and profit potential
   		demand levels and trends
   		customers in the market
   		overall size and growth of the market

1 points

Question 37

1. Which of the following are included in the four categories of services processing?

   		Mental stimulus processing
   		Possession processing
   		People processing
   		Information processing
   		All of the above

1 points

Question 38

1. Market segments to be targeted using existing or new services can be identified using ________.

   		market analysis
   		company analysis
   		competitor analysis
   		customer analysis

1 points

Question 39

1. Hotels may organize food tasting to ________.

   		act as a service guarantee
   		advertise their services
   		make use of evidence management
   		have free trials
   		generate goodwill

1 points

Question 40

1. The three stages in the consumer decision making process are ________, ________, and ________.

   		pre-awareness stage, pre-purchase, purchase stage
   		service encounter stage, pre-purchase stage, post-purchase stage
   		pre-purchase stage, service encounter stage, post-purchase stage
   		pre-purchase stage, awareness stage, purchase stage
   		pre-purchase stage, awareness stage, post-purchase stage