Question 1

Super shine, a car washing business offers free Wi-Fi and coffee to their customers.<br><br>The free Wi-Fi and coffee are examples of

Incorrect

• Selected: facilitating services.

• enhancing services.

• dominating services.

• blueprinting services.

Question 2

How many Ps are in the expanded marketing mix for services?

Correct!

• 4

• 5

• 6

• Selected: 7

Question 3

‘Before and after’ pictures are used on Bob’s Building Services website and printed brochures. They show a kitchen before and after a renovation.<br><br>What characteristic of services marketing do these pictures address?<br>

Correct!

• Perishability

• Heterogeneity

• Selected: Intangibility

• Inseparability

Question 4

When visiting a winery, the wine glasses, the wine bottles, the staff behind the counter, and the posters on the wall are all elements of the

Correct!

• Selected: servicescape.

• blueprint.

• positioning statement.

• market segment.

Question 5

_ service is where there is minimal physical contact between customers and the service provider.

Incorrect

• High contact

• Medium contact

• Low contact

• Selected: Limited contact

Question 6

In the video on Human Resource Management you have seen, which company pays its employees to quit when they do not hire the right person?

Correct!

• Facebook

• Ritz Carlton

• Selected: Zappos

• Google

Question 7

Sound has three major roles in a servicescape: mood setting, attention grabbing and

Incorrect

• distracting.

• informing.

• entertaining.

• Selected: engaging.

Question 8

A ‘Buy 1 get 1 Free’ advertisement is an example of which marketing vehicle/medium?

Correct!

• Selected: Sales promotion

• Public relations

• Direct mail

• Personal selling

Question 9

Two friends go knee boarding. Prior to getting in the water, the company makes the customers fill in a pre-activity questionnaire to determine fitness levels. They also have to listen to a safety brief and sign a waiver which states that the company is not to be held responsible for any injuries sustained during the activity.<br><br>The purpose of this process is to<br>

Correct!

• develop word of mouth.

• manage perishability.

• overcome inseparability.

• Selected: set expectations.

Question 10

A company attempts to create and maintain a unique identity amongst its competitors based on important benefits in the eyes of the target audience.<br><br>What is this called?<br>

Correct!

• Blueprinting

• Selected: Positioning

• Marketing

• Segmenting

Question 11

Before receiving a pedicure, a customer evaluates different nail salons and chooses a provider based on price and location.<br><br>According to services marketing theory, price and location are _ attributes for this customer.<br>

Correct!

• important

• Selected: determinant

• defining

• prominent

Question 12

Read the script below and answer the following question.<br><br>“Hi, my name is Betina and I am calling from Great Houses Real Estate. How are you today? (Wait for response). I just wanted to let you know that we have sold two houses in your street this past month for record prices and have plenty of buyers looking for more. Would you be interested in a free appraisal of your place?”<br>(Depending on response)<br>No – “Thank you for your time and have a great day.”<br>OR<br>Yes – “That’s great! It will only take 15 minutes. What day this week suits you?” (Book in appraisal appointment.)<br><br>Having sales staff read from such a script helps to reduce<br>

Correct!

• Selected: heterogeneity.

• perishability.

• inseparability.

• intangibility.

Question 13

What is the correct order of steps to create an IMC plan?<br><br>Market segmentation (S)<br>Evaluation (E)<br>Target Audience (TA)<br>Message (M)<br>Vehicle (V)<br>

Correct!

• S, V, M, TA, E

• S, TA, E, V, M

• S, M, TA, V, E

• Selected: S, TA, M, V, E

Question 14

Sandra was trying a new hairdresser for the first time as a result of a recommendation from her friend. After the cut, colour and blow dry, the hairdresser asked Sandra to fill in a form with her contact details and gave her a loyalty card to use on subsequent visits.<br><br>This an example of<br>

Correct!

• the service-profit chain.

• target audience selection.

• Selected: customer relationship management.

• marketing to employees.

Question 15

• Perceived high credibility<br>• Low cost<br>• Perceived as news and not as advertising<br>• Image building<br><br>These four features outline the main advantages of<br>

Incorrect

• websites.

• publicity.

• Selected: social media.

• seminars.

Question 16

Rachel is a new salesperson at Holiday Haven Travel Agency. During her training, she is told that she could offer up to $500 worth of compensation/discounts to customers if necessary. The only requirement is that she has to document the situation and be able to justify her decision to the supervisor.<br><br>In human resource management, this policy is an example of<br>

Correct!

• Selected: empowering employees.

• recognising employees.

• punishing employees.

• promoting employees.

Question 17

The local electricity company has sent an email to customers informing them that they now have the opportunity to pay their bills online. This is in addition to the options of paying at the post office, on the phone or in person at the electricity head office.<br><br>Offering online payments is an example of which service option?<br>

Correct!

• Product line extension

• New core service

• Service re-design

• Selected: New supplementary service

Question 18

_ is the visual, emotional, rational, and cultural image that a person associates with a company or product.

Correct!

• Selected: Brand

• Awareness

• Ambience

• Promotion

Question 19

Jason is a plumber who has been in business for five years. He has business cards, a uniform and signage on his car. He is struggling to attract new customers so he completes a services marketing course. During the course he learns about reducing risk for new customers.<br><br>Which of the following strategies would Jason implement to reduce risk?<br>

Incorrect

• Conduct research

• Selected: Standardise procedures

• Offer references

• Hire more plumbers

Question 20

There are only 2,000 spectators watching a football game in a stadium that can hold 40 000.<br><br>Which of the following scenarios does this represent?<br>

Correct!

• Demand exceeds maximum supply.

• Demand is balanced with supply.

• Demand exceeds optimum supply.

• Selected: Demand is below optimum supply.

Question 21

According to the rule, as customer participation increases, what happens to the efficiency of the service process?

Correct!

• Selected: It decreases.

• It increases.

• It remains the same.

• It needs to be reappraised.

Question 22

Apart from service contact personnel, what else does the customer use to determine perceived service quality for high and medium contact services?

Incorrect

• Backstage service processes

• Place of service delivery

• Design of service delivery

• Technology in service delivery

Question 23

There is more to life than work. Numerous studies have shown that productivity is improved when employees are valued and benefits are provided. Work-life balance ranks as the second most important workplace attribute behind compensation. Read the following passage and answer the question below.<br>Netflix has no set number of vacation days. "If you hire adults who practice adult behaviours, you don't need requirements like dress codes and vacation policies," says Steve Swasey, Vice President of Corporate Communications. CEO Reed Hastings has so much trust in his employees that nobody even keeps track of how many days they're out of the office. This policy has increased employee satisfaction.<br><br>According to Heskett’s service-profit chain, which of the following outcomes should follow from this?<br>

Correct!

• Decreased customer satisfaction

• Increased staff turnover

• Decreased profitability

• Selected: Increased customer loyalty

Question 24

Jack and Jill frequent the same restaurant once a month and have been doing so for the past two years. They like the food and the ambiance of the restaurant and consider it good value. Each time they visit, the staff has always been polite and efficient in taking their order and delivering their meals. However, last night when they visited, their encounter was different. The staff member was slow, rude and did not provide the friendly, efficient service they have had had before.<br><br>Jack and Jill’s experience last night is a direct result of which service characteristic?<br>

Correct!

• Intangibility

• Inseparability

• Selected: Heterogeneity

• Perishability

Question 25

Henry stayed at a five star motel recently in Houston, Texas, USA. While there, he ate at the restaurant, used the on-site fitness centre and took advantage of free parking.<br><br>Which of the following is the core service?<br>

Correct!

• Free parking

• Restaurant meal

• Fitness centre

• Selected: Accommodation

Question 26

As Rachel checked in at reception for her optometrist appointment, the staff member gave her some forms to fill in prior to seeing the optometrist. This is designed to reduce the customer perception of waiting time.<br><br>What is this strategy called?<br>

Correct!

• Using a number system.

• Selected: Starting the service process.

• Communicating there is a delay.

• Training the employee.

Question 27

Through the release of several products, Apple’s advertising has emphasised product size, and modern simplicity to a young, hip generation. Apple also has modern stores with simple, interactive tables and simply dressed employees ‘geniuses’. Apple products are also incorporated into a variety of television shows and other public news events that appeal to a younger, hip audience.<br><br>What is this an example of?<br>

Correct!

• Selected: IMC

• CRM

• WOM

• IHIP

Question 28

In 2012, the Korean performer, Psy’s Gangnam Style music video created history as the most viewed YouTube clip of all time.<br><br>Which marketing medium was the main reason for its success?<br>

Correct!

• Direct mail

• Personal selling

• Selected: Social media

• Promotions

Question 29

Which of the following is a service business?

Correct!

• Tim’s toothbrushes

• Selected: Tim’s theatres

• Tim’s shoes

• Tim’s automobiles

Question 30

Services cannot be stored either prior to or after the service encounter.<br><br>This is referred to as<br>

Correct!

• intangibility.

• Selected: perishability.

• inseparability.

• heterogeneity.

Question 31

What is the expanded marketing mix for services marketing?

Correct!

• People, price

• People, physical evidence, place, price

• People, promotion, processes

• Selected: People, processes, physical evidence

Question 32

According to Bitner’s Servicescape Model, these three items make up environmental stimuli: Signs, symbols and artefacts, Ambience, and

Incorrect

• Selected: Processes.

• Customers.

• Spatial layout.

• Distribution.

Question 33

Service delivery processes are determined by the level of required when providing the service.

Incorrect

• contact

• training

• advertising

• Selected: quality

Question 34

Which of the following businesses is a high contact service?

Correct!

• Ray’s Dry Cleaning

• Openlearning.com

• Lisa’s Lawn Care

• Selected: Terry’s Tattoos

Question 35

Four students wrote the following definitions of inseparability. Which of these is correct?

Correct!

• Inseparability of production and consumption refers to the fact that services are produced first, sold and then consumed.

• Selected: Inseparability of production and consumption refers to the fact that services are sold first and then produced and consumed simultaneously.

• Inseparability of production and consumption refers to the fact that services are sold first, then produced and then consumed.

• Inseparability of production and consumption refers to the fact that services are produced first and then sold and consumed simultaneously.

Question 36

The marketing manager is assisting the customer service manager in staff training. The topic for the first session is to introduce the employees to The Service Product.<br><br>Which of the following analogies would the marketing manager use to help the employees understand this concept?<br>

Incorrect

• The Balloon of Service

• Selected: The Coat of Service

• The House of Service

• The Flower of Service

Question 37

Use the text below to answer the following question.<br><br>For people who want to learn something new or extend their current knowledge, openlearning is an online education platform that delivers free quality education because openlearning believes that quality education should be accessible by anyone who wants to learn and it should be free.<br><br>Which word or words from the text correctly matches the marketing term in the table below.<br>

Correct!

• Brand = online education platform

• Target audience = openlearning

• Selected: Point of difference = quality education … accessible … and … free

• Frame of reference = people who want to learn something new or extend their current knowledge

Question 38

Which of the following is an example of an intangible component for a beautician?

Correct!

• The diploma that is framed on the wall in reception.

• The uniforms that the staff are wearing.

• Selected: The level of expertise that the beautician has.

• The candles that are burning in the treatment room.

Question 39

Which of the following statements about branding would a brand manager agree with?

Correct!

• Selected: Brand equals trust.

• Brand is not important.

• Brand equals deception.

• Brand is easy to develop.

Question 40

Read the text below and answer the following two questions.<br><br>Julia recently took a flight from Sydney to Singapore. She paid online through a third party website and was issued an e-ticket. After using the valet parking and checking her baggage in, she took advantage of the airline’s special passenger lounge before departure. While on the flight, she enjoyed a meal, watched two movies and did some duty free shopping through the airline catalogue. Upon arrival, she gathered her bags and left the airport.<br><br>What is the facilitating service Julia received?<br>

Incorrect

• Selected: Using the airline’s lounge.

• Paying via a website.

• Watching in-flight movies.

• Using the valet parking.

Question 41

What is the core service Julia experienced?

Correct!

• Checking in baggage.

• Selected: Flying from Sydney to Singapore.

• Receiving an in-flight meal.

• Doing some in-flight duty free shopping.

Question 42

What are the correct components of the Service Management Trinity?

Correct!

• HRM, Finance and Marketing

• Selected: HRM, Marketing and Operations

• HRM, Marketing and IT

• HRM, Finance and Marketing

Question 43

There is the beehive, the "ear chairs", the Ned Kelly lounge, the dinosaur bones, the secret forts, the lemon tree and about 6000 bankers. <br>The Commonwealth Bank's offices were designed for banker-type reasons - "improving productivity", "boosting morale", saving paper, energy and money<br><br>This office set-up is referred to as<br>

Correct!

• Selected: Ergonomic Working

• Productive Working

• Activity Based Working

• New Age Working

Question 44

Which of the following statements about service blueprints is correct?

Incorrect

• The service blueprint outlines the service processes that are only seen by the customer.

• Selected: The service blueprint is an employee-focused technique to create a visual overview.

• The service blueprint identifies potential fail points and excessive waits.

• The service blueprint is only relevant to high contact services.

Question 45

When a customer sees a doctor for the first time, there is paperwork to fill in. According to the psychology of waiting, this reduces the customer’s perceived waiting time.<br><br>Which principle explains this?<br>

Incorrect

• Selected: Uncertain waits feel longer than known, finite waits.

• Unexplained waits seem longer.

• Unfair waits seem longer than equitable waits.

• Unoccupied time feels longer.

Question 46

Which of the following statements about market segmentation is correct?

Incorrect

• Market segmentation is the process of grouping customers with similar needs and characteristics.

• Selected: Market segmentation is the process of determining the audience to focus marketing efforts towards.

• Market segmentation is the process of grouping customers after the target audience has been selected.

• Market segmentation is the process of grouping competitors with similar service offerings and characteristics.

Question 47

The Hole in the Wall is a small bar located in an inner city suburb. It promotes Happy Hour from 5–6pm weekdays. During this time, local beers are all $3 and house wines are $4 per glass.<br><br>Which strategy is Happy Hour designed to manage?<br>

Correct!

• Intangibility

• Selected: Demand

• Supply

• Inseparability

Question 48

Who or what performs most of the activities in a self-service situation?

Correct!

• Employees

• Business owners

• Technology

• Selected: Customers

Question 49

Which of these statements regarding the implications of a customer’s wait before a service is correct?

Correct!

• Selected: The wait can impact the customer’s overall judgement about the quality of service they receive.

• The wait has no impact on the customer’s overall judgement about the quality of service they receive.

• If the wait is less than five minutes, it will be forgotten by the customer after the service is received.

• The wait will not impact the customer’s overall judgement about the quality of service if they receive a discount.

Question 50

Using part-time employees, asking customers to share facilities, extended hours of operations and allowing customers to self-serve are all ways to manage

Correct!

• perishability.

• demand.

• Selected: supply.

• people.

Result:

37/50