Services Marketing: Hoorcollege 1 Quiz
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Questions and Answers

What is one of the key factors leading to GAP 1 in services marketing?

  • Lack of market segmentation
  • Insufficient marketing research (correct)
  • Focus on new customers instead of relationships
  • Te veel lagen tussen contact personeel en management

What is identified as a form of inadequate marketing research orientation leading to GAP 1?

  • Lack of market segmentation
  • Focus on new customers instead of relationships
  • Insufficient marketing research (correct)
  • Bad communication between contact employees and managers

What contributes to the lack of upward communication in services marketing, leading to GAP 1?

  • Bad communication between contact employees and managers (correct)
  • Inadequate use of market research
  • Lack of market segmentation
  • Insufficient relationship focus

Which factor contributes to GAP 1 by focusing on transactions rather than relationships?

<p>Insufficient relationship focus (C)</p> Signup and view all the answers

What is a key factor leading to GAP 2 in services marketing?

<p>Unsystematic new service development process (B)</p> Signup and view all the answers

Which characteristic of services makes it difficult for marketing?

<p>Intangibility (B)</p> Signup and view all the answers

What contributes to the absence of customer-driven standards in services marketing?

<p>Unsystematic new service development process (D)</p> Signup and view all the answers

What is identified as a challenge for managers in low interaction/customization services?

<p>Standardization of operations (A)</p> Signup and view all the answers

What is a common characteristic of services that poses challenges for marketing?

<p>Heterogeneity (A)</p> Signup and view all the answers

What contributes to the communication gap in services marketing?

<p>Overpromising (B)</p> Signup and view all the answers

What makes it difficult to standardize and control the quality of services?

<p>Heterogeneity (B)</p> Signup and view all the answers

What contributes to the ineffective management of customer expectations in services marketing?

<p>Inappropriate Physical Evidence and servicescape (A)</p> Signup and view all the answers

What is a key factor leading to GAP 3 in services marketing?

<p>'Vague, undefined service designs' (B)</p> Signup and view all the answers

What contributes to the problems with mass production in services marketing?

<p>'Absence of customer-driven standards' (A)</p> Signup and view all the answers

What is one of the most important differences between goods and services?

<p>'Difficult to standardize and quality control' (A)</p> Signup and view all the answers

What is one of the characteristics of services highlighted in the text?

<p>Tangibility (C)</p> Signup and view all the answers

How does the text suggest managing the simultaneous production and consumption characteristic of services?

<p>Training and selection of employees (C)</p> Signup and view all the answers

What is the recommended solution for dealing with the perishable nature of services, as mentioned in the text?

<p>Implementing just-in-time inventory management (A)</p> Signup and view all the answers

How does the text suggest addressing the challenge of low interaction/customization in services?

<p>Focusing on tangible cues and creating a great company image (B)</p> Signup and view all the answers

What contributes to the difficulty of standardizing and controlling the quality of services, according to the text?

<p>Lack of tangible cues (A)</p> Signup and view all the answers

What does the text recommend as a solution for managing customers and multi-site strategy to address the simultaneous production and consumption characteristic of services?

<p>Training and selection of employees (C)</p> Signup and view all the answers

In services marketing, which type of processing involves thoughts, memory, attitudes, and active vs. passive presence?

<p>Mental stimulus processing (D)</p> Signup and view all the answers

What is the structure of choice sets influenced by in services marketing?

<p>Experience-Credence (D)</p> Signup and view all the answers

What is the primary focus of the conjunctive choice heuristic in services marketing?

<p>Determining the minimum value for each attribute (B)</p> Signup and view all the answers

Which type of service processing involves public transport and health services?

<p>People processing (C)</p> Signup and view all the answers

What contributes to high risk in the orientation stage of service consumption in services marketing?

<p>Heterogeneity (D)</p> Signup and view all the answers

Which service processing involves separate consumption and production, such as freight transport and repair services?

<p>Possession processing (B)</p> Signup and view all the answers

What is the primary focus of the lexicographic choice heuristic in services marketing?

<p>Rank-ordering attributes on importance (C)</p> Signup and view all the answers

Which type of service processing involves education services, information services, and psychotherapy?

<p>Mental stimulus processing (B)</p> Signup and view all the answers

What contributes to high uncertainty in the structure of choice sets in services marketing?

<p>Experience-Credence (A)</p> Signup and view all the answers

What is the primary focus of the elimination by aspects choice heuristic in services marketing?

<p>Choosing option based on rank-ordered attributes (D)</p> Signup and view all the answers

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