Designing and Managing Services习题及答案详解参考.doc

Chapter 13: Designing and Managing Services GENERAL CONCEPT QUESTIONS Multiple Choice 1. As companies find it harder and harder to differentiate their physical products, they turn to service differentiation. Companies seek to develop a reputation for ________, better and faster answering of inquiries, and quicker resolution of complaints. a. superior packaging b. superior “value” c. superior on-time delivery d. superior products e. superior customer service Answer: c Page: 401 Level of difficulty: Easy 2. Service industries are everywhere. They include government, private nonprofit, business sector, manufacturing sector, and the ________. a. insurance salespeople b. seasonal workers c. temporary workers d. retail sector e. none of the above Answer: d Page: 402 Level of difficulty: Easy 3. Manufacturers, distributors, and retailers can provide ________ services or simply excellent customer service to differentiate themselves. a. financial b. value-added c. sales d. marketing e. distribution Answer: b Page: 402 Level of difficulty: Easy 4. There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOT one of these five categories? a. Pure tangible good. b. Tangible good with accompanying services. c. Hybrid. d. Major service with accompanying minor goods and services. e. Major service with accompanying major goods. Answer: e Page: 403 Level of difficulty: Medium 5. Which of the following would be an example of a “hybrid” service? a. University b. Professor c. Restaurant d. Soap manufacturer e. Airline Answer: c Page: 403 Level of difficulty: Medium 6. Which of the following would be an example of a “pure service”? a. Insurance b. Airlines c. Car dealer d. Copier company e. None of the above Answer: a Page 404 Level of difficulty: Medium 7. Services vary as t