Marketing of Services

Description: This quiz covers the fundamental concepts, strategies, and practices related to the marketing of services.
Number of Questions: 15
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Tags: services marketing service characteristics marketing mix for services customer relationship management in services service quality
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Which of the following is NOT a characteristic of services?

  1. Intangibility

  2. Perishability

  3. Heterogeneity

  4. Ownership


Correct Option: D
Explanation:

Ownership is not a characteristic of services, as services are intangible and cannot be owned.

What is the primary focus of the marketing mix for services?

  1. Product

  2. Price

  3. Place

  4. People


Correct Option: D
Explanation:

In the marketing mix for services, the focus is primarily on people, as the quality of service is highly dependent on the interaction between the service provider and the customer.

Which of the following is NOT a key element of customer relationship management (CRM) in services?

  1. Customer satisfaction

  2. Customer loyalty

  3. Customer retention

  4. Customer acquisition


Correct Option: D
Explanation:

Customer acquisition is not a key element of CRM in services, as the focus is on retaining existing customers rather than acquiring new ones.

What is the primary determinant of service quality?

  1. Tangibles

  2. Reliability

  3. Responsiveness

  4. Assurance


Correct Option: B
Explanation:

Reliability is the primary determinant of service quality, as it refers to the ability of the service provider to deliver the promised service consistently and accurately.

Which of the following is NOT a strategy for differentiating services?

  1. Product differentiation

  2. Service differentiation

  3. Image differentiation

  4. Price differentiation


Correct Option: D
Explanation:

Price differentiation is not a strategy for differentiating services, as it focuses on price rather than the unique features or benefits of the service.

What is the primary goal of service recovery?

  1. To compensate the customer for the service failure

  2. To prevent the customer from complaining

  3. To restore the customer's satisfaction

  4. To prevent future service failures


Correct Option: C
Explanation:

The primary goal of service recovery is to restore the customer's satisfaction by addressing the service failure and providing a satisfactory resolution.

Which of the following is NOT a type of service guarantee?

  1. Money-back guarantee

  2. Satisfaction guarantee

  3. Performance guarantee

  4. Extended warranty


Correct Option: D
Explanation:

Extended warranty is not a type of service guarantee, as it is a type of warranty that extends the coverage period of a product.

What is the primary objective of pricing in services?

  1. To maximize revenue

  2. To cover costs

  3. To match competitor's prices

  4. To create value for customers


Correct Option: D
Explanation:

The primary objective of pricing in services is to create value for customers by offering a price that is perceived as fair and reasonable in relation to the benefits provided.

Which of the following is NOT a factor that influences the demand for services?

  1. Economic conditions

  2. Technological advancements

  3. Government regulations

  4. Customer preferences


Correct Option: C
Explanation:

Government regulations are not a factor that directly influences the demand for services, as they primarily affect the supply of services.

What is the primary role of physical evidence in services marketing?

  1. To create a tangible representation of the service

  2. To communicate the service's benefits

  3. To enhance the customer's experience

  4. To increase customer satisfaction


Correct Option: A
Explanation:

The primary role of physical evidence in services marketing is to create a tangible representation of the service, making it more concrete and easier for customers to understand and evaluate.

Which of the following is NOT a strategy for managing customer expectations in services?

  1. Setting realistic expectations

  2. Communicating expectations clearly

  3. Exceeding expectations

  4. Ignoring expectations


Correct Option: D
Explanation:

Ignoring expectations is not a strategy for managing customer expectations in services, as it can lead to dissatisfaction and negative perceptions of the service.

What is the primary purpose of service blueprinting?

  1. To visualize the service process

  2. To identify potential pain points

  3. To improve service quality

  4. To increase customer satisfaction


Correct Option: A
Explanation:

The primary purpose of service blueprinting is to visualize the service process, including the interactions between the customer and the service provider, as well as the various touchpoints throughout the service delivery process.

Which of the following is NOT a type of service innovation?

  1. Product innovation

  2. Process innovation

  3. Marketing innovation

  4. Organizational innovation


Correct Option: A
Explanation:

Product innovation is not a type of service innovation, as it refers to the development of new or improved physical products.

What is the primary goal of relationship marketing in services?

  1. To build long-term relationships with customers

  2. To increase customer loyalty

  3. To improve customer satisfaction

  4. To generate repeat business


Correct Option: A
Explanation:

The primary goal of relationship marketing in services is to build long-term relationships with customers, fostering loyalty and repeat business.

Which of the following is NOT a challenge in marketing services?

  1. Intangibility

  2. Heterogeneity

  3. Perishability

  4. Controllability


Correct Option: D
Explanation:

Controllability is not a challenge in marketing services, as it refers to the ability of the service provider to manage and control the service delivery process.

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