Service Marketing Chapter 3 Quiz
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Questions and Answers

Which type of distribution focuses on maximizing market coverage by supplying products in as many locations as possible?

  • Targeted Distribution
  • Exclusive Distribution
  • Intensive Distribution (correct)
  • Selective Distribution

    • Selective distribution ensures that products are only available in a limited number of outlets.

    True

    What is the primary role of intermediaries in service marketing?

  • To advertise services
  • To manufacture service products
  • To directly consume services
  • To facilitate the delivery of services (correct)

    • What is the role of logistics in service marketing?

    <p>To manage the physical distribution of services and ensure customer needs are met.</p> Signup and view all the answers

    Exclusive distribution means that a service is available at many outlets.

    <p>False</p> Signup and view all the answers

    What is the term used for service organisations that use two or more channels to reach one or more segments?

    <p>Multi-channels</p> Signup and view all the answers

    The process of managing raw materials and finished goods from point of origin to point of consumption is known as _______.

    <p>supply chain logistics</p> Signup and view all the answers

    Match the following logistics functions with their descriptions:

    <p>Transportation = Movement of tangible goods that accompany services Warehousing = Storage of materials until needed Purchasing = Acquisition of raw and finished goods Inventory Management = Monitoring stock levels and optimizing inventory</p> Signup and view all the answers

    In a franchised service delivery model, the relationship is established between the franchisor and the ______.

    <p>franchisee</p> Signup and view all the answers

    What is integrated logistics for services primarily focused on?

    <p>Anticipating customer needs and optimizing service networks</p> Signup and view all the answers

    Match the following channel types with their definitions:

    <p>Direct channels = Service delivered straight from provider to consumer Indirect channels = Service delivered through intermediaries Multi-channels = Multiple methods used to reach customers Exclusive distribution = Limited outlets for a specific service</p> Signup and view all the answers

    Which of the following best describes the concept of distribution channels?

    <p>The course taken in the transfer of the service</p> Signup and view all the answers

    Transportation only includes the movement of finished goods, not raw materials.

    <p>False</p> Signup and view all the answers

    What is the importance of anticipating customer needs in service logistics?

    <p>It allows businesses to allocate resources effectively and meet customer demands in a timely manner.</p> Signup and view all the answers

    Service wholesalers are examples of direct channels.

    <p>False</p> Signup and view all the answers

    What type of service delivery involves a franchisor stipulating the manner in which services are provided?

    <p>Franchised service delivery</p> Signup and view all the answers

    What is the primary focus of supply chain logistics?

    <p>Management of raw materials, in-process materials, and finished-goods inventories.</p> Signup and view all the answers

    Transportation is not a function of supply chain logistics.

    <p>False</p> Signup and view all the answers

    What does purchasing involve in the context of supply chain logistics?

    <p>Purchasing involves acquiring tangible goods needed to deliver services.</p> Signup and view all the answers

    The process of coordinating the non-material activities required to deliver services is known as _____ logistics.

    <p>service response</p> Signup and view all the answers

    Match the following logistical activities with their functions:

    <p>Information = Providing updates and details Order-taking = Recording customer orders Invoicing = Generating bills for services or goods Payment = Completing transactions for orders</p> Signup and view all the answers

    Which of the following does NOT represent a logistical activity?

    <p>Customer Satisfaction</p> Signup and view all the answers

    Warehousing refers to the management of in-process materials only.

    <p>False</p> Signup and view all the answers

    What key decisions must companies make as part of their distribution structure?

    <p>Service location decisions.</p> Signup and view all the answers

    What is the primary focus of distribution in service marketing?

    <p>Balancing supply and demand</p> Signup and view all the answers

    Exclusive distribution means that a service is available through many outlets.

    <p>False</p> Signup and view all the answers

    Define 'franchising' in the context of service marketing.

    <p>Franchising is a business model where a franchisor grants the license to a franchisee to operate a business under its brand and system.</p> Signup and view all the answers

    'Distribution objectives' play a critical role in the __________ process.

    <p>service delivery</p> Signup and view all the answers

    Match the types of distribution with their descriptions:

    <p>Exclusive Distribution = Limited outlets for a unique service Intensive Distribution = Widespread availability across multiple outlets Selective Distribution = Moderate outlets with specific criteria Intermediaries = Agents or intermediaries that assist in the distribution process</p> Signup and view all the answers

    Which of the following is NOT a learning outcome of the chapter?

    <p>Identify effective advertising strategies</p> Signup and view all the answers

    Logistics has no impact on the distribution process of services.

    <p>False</p> Signup and view all the answers

    What is the purpose of a distribution channel in service marketing?

    <p>A distribution channel serves to facilitate the delivery of services from providers to consumers, ensuring accessibility and efficiency.</p> Signup and view all the answers

    What is a key component of distribution for service organizations?

    <p>Service availability and accessibility</p> Signup and view all the answers

    Accessibility in service distribution refers to the number of locations available to customers.

    <p>False</p> Signup and view all the answers

    What are the two primary utilities that distribution adds to a service offering?

    <p>Time utility and place utility</p> Signup and view all the answers

    Distribution in a service context is often considered to be the __________ itself.

    <p>service</p> Signup and view all the answers

    What does the term 'coverage' refer to in the context of distribution objectives?

    <p>The number of locations in the distribution network</p> Signup and view all the answers

    A distribution strategy begins with determining how to deliver service and where it should take place.

    <p>True</p> Signup and view all the answers

    List one type of distribution coverage strategy.

    <p>Intensive, selective, or exclusive</p> Signup and view all the answers

    Match the following terms to their definitions:

    <p>Availability = The service is offered at times convenient for the customer Accessibility = The ease of conducting transactions with the service provider Intensive coverage = Maximizing the number of locations for distribution Exclusive coverage = Limiting the number of outlets for a product or service</p> Signup and view all the answers

    Study Notes

    Intermediaries and Channels

    • Intermediaries include agents, service wholesalers, and service retailers that facilitate the distribution of services.
    • Franchising involves a contract between a franchisor and franchisee, dictating the manner of service delivery expected of the franchisee.

    Distribution Channels

    • Distribution channels are the pathways through which services move from the supplier to the consumer.
    • Channel choice options:
      • Direct channels
      • Indirect channels
      • Multi-channels, which utilize multiple channels to reach different segments.

    Types of Distribution Strategies

    • Exclusive distribution: Limited distribution outlets to maintain brand prestige.
    • Selective distribution: Selectively choosing certain retailers to sell products.
    • Intensive distribution: Making the service available through as many outlets as possible for maximum exposure.

    Logistics and Supply Chain Management

    • Logistical activities in service distribution focus on efficiently managing the physical distribution, anticipating customer needs, and delivering services timely.
    • Supply chain functions include managing raw materials and inventory throughout the supply chain, encompassing transportation and warehousing.

    Service Response Logistics

    • Involves coordinating non-material activities crucial for delivering services effectively.
    • Key logistical activities include information management, order-taking, invoicing, and payment processing.

    Learning Objectives

    • Understand the concept of distribution within service management.
    • Recognize the balance between supply and demand through effective distribution strategies.
    • Differentiate between various distribution channels with examples.
    • Comprehend the role of intermediaries and the significance of franchising in service marketing.

    Nature of Distribution

    • The method of distribution often constitutes the service itself.
    • Service availability refers to the readiness of services for customers; accessibility denotes the ease of conducting transactions with providers.

    Importance of Distribution Objectives

    • Effective coverage in distribution networks is critical and can be categorized into intensive, selective, or exclusive strategies to align with business goals.

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    BEM120 2023 Chapter 8 Slides (PDF)

    Description

    Test your knowledge on intermediaries in service marketing as discussed in Chapter 3 of 'Grasping Service Marketing'. The quiz covers agents, wholesalers, retailers, and the relationships in franchising. Sharpen your understanding of these concepts to excel in service marketing.

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