服务营销第八版英文教辅 Test Bank 10.docx

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1、Chapter 4: Developing Service Products and BrandsQUESTION BANKA. Multiple Choice QuestionsGENERAL CONTENT1. Service environments, also called, relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites.a. service

2、 planesb. servicescapesc. service boxesd. service vaults2. The field of studies how people respond to specific environments.a. organizational behaviorb. marketingc. environmental psychologyd. strategic management3. In environmental psychology the typical outcome variable is orof an environment.a. se

3、rvice; re-purchaseb. control; reproachc. control; avoidanced. approach; avoidance4. The two dimensions of Russelfs model of affect are anda. centrality; dominanceb. pleasure; arousalc. centrality; permanenced. fullness; looseness5. The complex a(n)process becomes, the more powerfulis its potential i

4、mpact on.a. more; affective; cognitionb. more; cognitive; affectc. less; cognitive; servicesd. less; cognitive; affect3. Keen observation of customers5 behavior. Feedback and ideas from frontline staff and customers. Photo audit. Field experiments. Blueprinting or flowcharting.APPLICATION CONTENT:4.

5、 The design of the building communicated several different kinds of messages to its audience. It is shaped like a ship and blends in with the environment of the river. The museum is a mixture of regular forms built in stone and curved forms made of titanium, and huge glass walls for natural light to

6、 penetrate through them to the museum. Because of the glass walls visitors inside the museum can see the surrounding hills. The titanium panels outside have been arranged to look like fish scales in keeping with the image of the Nervion River where it is situated. Outside the museum, a 43-foot-tall

7、shaped structure of a topiary terrier” (a breed of dog), made up of pots of fresh pansies (flowers) greets visitors. There is also a huge spider sculpture called “Maman” sculpted by Louise Bourgeoris, the twentieth-century leading sculptor, who was born in Paris but made New York her home. Even the

8、design of the galleries hints at what visitors can expect inside. The shapes of the galleries and the content of the galleries complement each other.5. The new Sheraton Hotel located in Jordan opened without clear signage that would guide guests from the ballrooms to the restrooms. Existing signs we

9、re etched in muted gold on dark marble pillars causing them not to stand out from the rest of the decor. Unfortunately, more obvious signs might not have been deemed appropriate because of the focus on elegant decor. There is certainly a trade-off that was made in this case.6. At the new airport lou

10、nge, a series of connected glass panels hung from the ceiling, where luggage would get entangled regularly, causing the panels to shake and disconnect. The designers did not consider the extent of foot traffic through the area when laying out this servicescape.6. If a service environment is inherent

11、ly, one should avoid increasing levels, as this would move customers into the “distressed“ region of RusselPs model.a. pleasant; arousalb. pleasant; excitementc. pleasant; relaxationd. unpleasant; arousal7. Which of the following is NOT one of the dimensions of the service environment? a. Exterior f

12、acilities.b. General infrastructure.c. Store layout.d. Location.8. Which of the following is an ambient condition?a. Facility layout.b. Displays.c. Music.d. Price.9. Out of the following, which is NOT an ambient condition that irritates shoppers according to Alain dAstous?a. Store is too small.b. St

13、ore is not clean.c. Too hot inside the store or the shopping center.d. Bad smell in the store.10. Out of the following, which is NOT an environmental design condition that irritates shoppers according to Alain dAstous?a. Arrangement of store items is always the same.b. No mirror in the dressing room

14、.c. Unable to find what one needs.d. Store is too small.APPLICATION CONTENT11. According to Steve Broughton, the key to driving unwanted people away isa. classical music b. direct recourse c. indirect recourse d. segmentation12. Which of the following fragrances would you use to boost energy levels

15、and help customers feel happy and rejuvenated?a. Lemon.b. Black pepper.c. Lavender.d. Rose.to ensure that people feel good about the13. The Westin Hotels uses environment.a. scentb. colorc. musicd. spatial layout14. Which of the following is the best example of problems created by inappropriate colo

16、r usage?a. Blue chairs in Canada.b. Black bags in London.c. Yellow cars in Switzerland.d. Green buses in Israel.15. The term, used by Dennis Nickson and his colleagues, would most apply to sales associates at Victorias Secret or Calvin Klein.a. restricted laborb. value-added laborc. functional labor

17、d. aesthetic labor8. Tnie/False QuestionsGENERAL CONTENT1. Service consumers use service environment as an important quality proxy.2. Servicescapes help to shape the desired feelings and reactions in customers and employees.3. In practice, the large majority of service encounters are routine, involv

18、ing a high level of cognitive processing and little affect.4. Ambient conditions refer to those characteristics of the environment which pertain to our five senses.5. The use of orange is commonly associated with its ability to encourage verbal expression.6. Functionality refers to the floor plan, s

19、ize and shape of furnishings, counters, and potential machinery and equipment, and the ways in which they are arranged.7. Spatial layout refers to the ability of items to facilitate the performance of service transactions.8. Signs are frequently used to teach and reinforce behavioral rules in servic

20、e settings.9. The appearance of both service personnel and customers can reinforce or detract from the impression created by the service environment.10. Marketing communications attempt not to attract customers who will enhance the ambience with their presence because of potential legal ramification

21、s.APPLICATION CONTENT11. Due to competition from numerous casinos in other locations, Las Vegas has been trying to reposition itself from being an adult destination to a somewhat more wholesome family fun resort.12. According to the Mehrabian-Russell Stimulus-Response Model, people avoid crowded env

22、ironments because of the number of people rather than being deterred by the unpleasant feeling of crowding, people being in the way, or lacking perceived control.13. A spa environment should be designed with low arousal and high pleasantness.14. Fast music environments have shown to generate more re

23、venue and get customers to spend longer amounts of time in an environment than slow music environments.15. Staff acting as Cinderella, or seven dwarfs in Disney theme parks are part of the service environment.C. Short Answer OuestionsGENERAL CONTENT1. Elaborate on the four main purposes of service e

24、nvironment/52. What are the three important ways in which the service environment and its accompanying atmosphere impacts buyer behavior?3. What is the primary focus of the Mehrabian-Russell Stimulus-Response Model?4. What are the three stages of the Mehrabian-Russell Stimulus-Response Model?5. List

25、 the four key things that signs can be used for, in a servicescape.6. What is the most significant contribution of Bitners Servicescape Model?7. List the three ambient conditions discussed in the chapter.8. What is Spatial Layout?9. List the four tools that managers can use to guide their design of

26、the service process.APPLICATION CONTENT10. Describe how movie theaters in the United States are responding to falling attendance.11. Discuss how the United Kingdom uses music to discourage jaycustomers in the subway system.12. Describe one of the two examples from the book that show a link between s

27、cent and increased spending.13. Which aspect of crafting in the service environment is considered in a community center that designs classrooms in a U-shaped manner to facilitate bringing people together?14. List the five guidelines for parking design described in the chapter.D. Essay OuestionsGENER

28、AL CONTENT1. Describe the challenge inherent in using signs, symbols, and artifacts in a servicescape, and discuss when this task is particularly important.2. Describe what is meant by a holistic view of a service environment, and provide examples.3. Discuss the tools used to guide servicescape desi

29、gn.APPLICATION CONTENT4. Describe how Spains Guggenheim Museum in Bilbao designs its servicescape to attract visitors.5. Describe the design flaws of the Sheraton Hotel in Jordan.6. Describe the design flaws of the new airport lounge in a major Asian city.ANSWER KEYA. MULTIPLE CHOICE QUESTIONSGENERA

30、L CONTENT:1-b, 2-c, 3-d, 4-b, 5-b, 6-d, 7-d, 8-c, 9-a, 10-aAPPLICATION CONTENT:11-a 12-a, 13al4-d, 15-dB. TRUE/FALSEGENERAL CONCEPT:1-T, 2-T, 3-F, 4-T, 5-T, 6-F, 7-F, 8-T, 9-T, 10-FAPPLICATION CONTENT:11-T, 12-F, 13-T, 14-F, 15-TC. SHORT ANSWER QUESTIONSGENERAL CONTENT:1.(1) Shape customers It shows

31、 that feelings or affect are central to how we respond to environmental stimuli to which we are exposed. The three stages are environmental stimuli, affect, and response. Labels, giving directions, communicating the service script, and behavioral rules. An important contribution of Bitners model is

32、the inclusion of employee responses to the service environment. Music, scent, colors. Spatial layout refers to the floor plan, size and shape of furnishings, counters, and potential machinery and equipment, and the ways in which these are arranged. experiences and behaviors.(2) Signal quality and po

33、sition, differentiate and strengthen the brand.(3) Core component of the value proposition.(4) Facilitate the service encounter and enhance both service quality and productivity.2. As a message-creating medium, an attention-creating medium, and an affect-creating medium.9. Careful observation, feedb

34、ack and ideas from frontline staff and customers, field experiments, and blueprinting.APPLICATION CONTENT:10. Several upstart boutique chains have buildings with different theme and have lavishly decorated bars and restaurants, and supervised playrooms for children.11. Their strategy is to play clas

35、sical music that is apparently painful to vandals and loiterers9 ears.12. Gamblers had put in more quarters in slot machines when a Vegas casino was scented with a pleasant artificial smell. (People were willing to pay around $10 more for Nike sneakers when they tried them on, in a floral scented ro

36、om).13. Spatial layout.14. Provide friendly warnings, keep paint fresh, provide safety lighting, provide maternity parking, and help customers remember where they parked their vehicle.D. ESSAY QUESTIONSGENERAL CONTENT:1. The challenge for servicescape designers is to clearly guide customers through

37、the process of service delivery and teach the service process in as intuitive a manner as possible. This task is particularly important where there are high proportions of new or infrequent customers and/or a high degree of self-service. Customers become disoriented and frustrated when they cannot d

38、erive clear signals from a servicescape.2. Designers must consider the total service experience when designing servicescapes. Consumer response is based on a reaction to the total service experience, not individual aspects of the service. For example, a beautifully stained hardwood floor is not perfect flooring if it does not match its surroundings. The service may be attempting to generate a deliberately grungy look as in the case of some teen clothing stores, and a high-class floor would look out of place.