服务营销精要英文pptimESMTBCh_4.pdf

33 Chapter 5 Distributing Service through Physical and Electronic Channels GENERAL CONTENT Multiple Choice Questions 1.When customers visit the service site,which factor/(s)must be considered in the design of the service?a.How expensive the service is.b.Convenience of the location.c.Operational hours.d.A&B only.e.B&C only.(e;Moderate;p.113)2._ is a key driver of channel choice.a.Risk reduction b.Convenience c.Colorful photos of the product d.Internet access e.Lower prices(b;Moderate;p.116)3.A truck stop is a good example of a _.a.centralized control center b.single-source facility c.k-minus strategy d.multi-purpose facility e.cash cow(d;Moderate;p.119)4.Which of the following is NOT one of the factors that encourage extended operating hours?a.Availability of employees to work during“social”hours.b.Economic pressure from consumers.c.Changes in laws.d.Economic incentives to improve the use of assets.e.Automated self-service facilities.(a;Moderate;p.120)5.The four interesting innovations for service delivery arising from the Internet are all of the following EXCEPT _.a.creation of websites as a delivery channel for information-based services b.DVDs that can store huge amounts of information 34 c.development of“smart”mobile phones linking users to the Internet wherever they are d.usage of voice recognition technology that allows customers to give information and request service by speaking into a microphone e.smart card containing a microchip acting as an electronic purse containing digital money(b;Moderate;p.121)6.All of the factors below are luring customers into virtual stores EXCEPT _.a.potential for better prices b.ease of search c.broader selection d.opportunities for networking e.24-hour service with prompt delivery(d;Moderate;p.124)7.Integrating mobile devices into the service delivery infrastructure can be used as a means to _ services,_ customers to opportunities or problems,and _ information in real time to ensure that it is continuously accurate and relevant.a.Access;alert;update b.Complement;alert;conceal c.Access;attract;conceal d.Access;guide;conceal e.Complement;guide;conceal(a;Moderate;p.124)8._ has become a popular way to expand delivery of an effective service concept,embracing all of the seven Ps,to multiple sites,without the level of investment capital that would be needed for rapid expansion of company-owned and managed sites.a.The Internet b.International trade c.Franchising d.Sole proprietorship e.Limited partnership(c;Easy;p.126)9.Franchisors usually seek to exercise control over all aspects of the service performance through tightly defined _.a.service standards b.procedures c.scripts d.physical presentations e.all of the above 35(e;Easy;p.126)10.A local presence may be necessary when exporting information-based services for which of the following reasons?a.Appeasing local citizens.b.Conducting secondary research.c.Building personal relationships.d.Bargaining for cheaper facilities.e.Restructuring out of date systems.(c;Moderate;p.129)True/False 11.Service delivery is shifting to arms length transactions for many services due to advances in telecommunications.(True;Easy;p.112)12.The convenience of service factory locations and operational schedules assumes great importance when a customer has to physically present throughout the service delivery or even just to initiate and terminate the transaction.(False;Moderate;p.113)13.In general,service providers are more likely to visit corporate customers at their premises than to visit individuals in their homes.(True;Moderate;p.113)14.Physical logistics services now find themselves competing with telecommunications services.This is a result of the instantaneous delivery capability of information-based products.(True;Moderate;p.116)15.All customers will eventually voluntarily shift from high-contact delivery environments to new electronic channels.(False;Moderate;p.116)16.The need for economies of scale often restricts choice of location for service facilities.(True;Moderate;p.118)17.A ministore is a single-site service business that involves creating an innovative service factory.(False;Moderate;p.118)36 18.Franchising is not an appealing strategy for growth-oriented service firms because franchisees tend to be less motivated and less concerned about quality than managers in company-owned stores.(False;Easy;p.126)19.An ongoing problem of franchising is that when franchisees gain experience,they may start to feel that they should not be paying the various fees to the franchisor.(True;Easy;p.127)20.People,possession,and information-based services have strikingly similar requirements on an international distribution strategy.(False;Moderate;p.127)Short Answer 21.List the six options for service delivery(three natures of interaction between the customer and service organization;two availabilities of service outlets)and provide an example of a service that falls into each category.Single Site Multiple Sites Customer goes to the service organization theater bus service Service organization comes to customer house painter mail delivery Arms length credit card telephone(Moderate;p.112)22.Describe arbitrage in the context of service provider pricing.Arbitrage in service refers to customers taking information or benefits from an expensive service and then placing an order with another,less-expensive service.(Challenging;p.116)23.Give an example of a service with a locational constraint.Ski resorts need to be in the mountains(beach resorts need to be at the beach).(Moderate;p.117)24.List the five factors that encourage extended operating hours.Economic pressure from consumers,changes in laws,economic incentives to improve the use of assets,availability of employees to work during“unsocial”hours,and automated self-service facilities.(Challenging;p.120)25.List two of the four service delivery innovations facilitated by technology that are described in the chapter.37 1)Development of“smart”mobile phones and PDAs,and Wi-Fi high-speed Internet,2)usage of voice recognition technology,3)creation of Web sites that provide information,take orders and deliver information,and 4)commercialization of smart cards containing microchips that store detailed customer information.(Moderate;p.121)Essay 26.Describe the three ways information-based services can be distributed internationally and give an example of each.Information-based services can be exported to a local service factory.Movies made in the United States are often shown in other countries.Customers can also be imported to receive information-based services,as in the case of universities.The other way information-based services can be distributed internationally is via telecommunications export and then local transformation.This is how major credit cards like Visa are able to offer customers financial services abroad.(Moderate;p.129)27.Discuss the impacts of the cost globalization driver on people processing,possession processing,and information-based processing service categories.People processing may be affected by cost because of variable labor rates in labor-intensive services.There would be a large difference in the cost of running a service in a third-world country versus a developed nation.Variable labor rates may also affect possession processing,as in automotive services.Skilled labor may be difficult to come by,as in Somalia,or may be abundant,as in Germany.Major cost elements of information-based services can be centralized and minor cost elements localized.(Challenging;p.119)APPLICATION CONTENT Multiple Choice Questions 28._ is an example of a service where the main mode of delivery is for the service provider to go to their customers.a.Banyan Tree Resorts b.Barnes and Nobles c.Royal Flying Doctor d.Starbuck e.Dunkin Donuts(c;Moderate;p.113)38 29.Elaborate statistical analysis,in the form of _,is sometimes used to aid decisions on where to locate supermarkets and similar large stores relative to prospective customers homes and workplaces.a.binary regression b.cluster analysis c.structural equation models d.gravity models e.predictive models(d;Challenging;p.113)30.Which one of the following methods is NOT a banking service that can be delivered remotely?a.Face-to-face.b.Internet.c.Mobile phone.d.Call centers.e.All of the above are bank service delivery methods.(a;Moderate;p.116)31.Firms like Dunkin Donuts and Subway sharing space with quick service restaurants is an example of a(n)_.a.single source market b.economy of scale c.ministore d.economy of scope e.multi-brand strategy(c;Moderate;p.118)32.Which of the following is an example of a franchised service firm?a.Saks b.Wal-Mart c.Barnes&Noble d.Starbucks e.Pier One Imports(a;Easy;p.126)True/False 33.Shanghais Maglev train helps to overcome the locational constraint of having the airport sited in a far away place.(True;Moderate;p.117)34.Taco-Bells K-Minus strategy is an example of an innovation in locating in multi-purpose facilities.39(False;Moderate;p.118)35.First Direct is an example of a bank with too many branches.(False;Moderate;p.123)36.First Direct describes itself as the largest virtual bank in the world.(True;Moderate;p.123)37.Yellow pages has come up with a global positioning service so that customers can click and download information to help them get from one place to another.(False;Moderate;p.125)Short Answer 38.Give an example of a firm where the service provider visits the customers.Compass Group,the largest food service organization in the United Kingdom and Ireland.(Moderate;p.113)39.What kind of service can DHL offer to its B2B and B2C clients?It can store and arrange for express delivery of spare parts for aircraft(B2B delivery).They can pick up defefctive cell phones from customers homes and return the repaired phone to the customer(B2C pick up and delivery).(Challenging;p.115)40.Give two examples of firms that locate themselves in multi-purpose facilities.1)Laundromats,toilets,ATMs internet access,restaurants and inexpensive hotels in at truck stops 2)Oil companies with small retail stores that sell car supplies,food,and household products.(Moderate,p.119)41.What are the three options for exporting people processing services?Export the service concept,import customers,or transport customers to new locations(Challenging;p.127)42.Give an example of a firm that imports customers to its service facility.Vail ski resort in Colorado(any specialist hospital).(Easy;p.128)40 Essay 43.Describe Aggrekos core business with specific reference to which of the six service delivery options they employ.Aggreko describes itself as“The world leader in temporary utility rental solutions.”They provide mobile generators,oil-free air compressors,and temperature control devices to businesses and governments around the globe.They would be categorized as“Service organization comes to customer”and“Multiple Sites”because they maintain 100 depots in 28 countries,while serving customers in 60 countries.(Moderate;p.114)44.Describe the key drivers of how consumers choose between personal,impersonal,and self-service channels.Complex and high-perceived risk services,people tend to rely on personal channels.Higher confidence and knowledge about a service and/or the channel are more likely to lead to use of impersonal and self-service channels.Customers who look for the instrumental aspects of a transaction prefer convenience that also leads to impersonal and service channels.Customers with social motives tend to use personal channels.The most convenient channel is also the most likely to be selected.(Challenging;p.116)45.How do service processes affect international market entry for people processing,possession processing and information-based service categories?For people processing services,the service provider needs to have a local geographic presence,stationing the necessary personnel,buildings,equipment,vehicles and supplies within reasonably easy reach of target customers.For possession-processing services,a local presence is required when the supplier must come to repair or maintain objects in a fixed location.This is regardless of whether customers drop off items at a service facility or personnel visit the customers site.For information-based services,this includes two categories,mental processing service and information processing services.They are the most interesting from the point of view of global strategy development.Data is transmitted or changed to create value.In theory,none of the information-based services require face-to-face contact with customers.(Challenging;p.129)