Services Marketing: Hoorcollege 1 Quiz

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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?

Insufficient relationship focus Signup and view all the answers

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

Unsystematic new service development process Signup and view all the answers

Which characteristic of services makes it difficult for marketing?

Intangibility Signup and view all the answers

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

Unsystematic new service development process Signup and view all the answers

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

Standardization of operations Signup and view all the answers

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

Heterogeneity Signup and view all the answers

What contributes to the communication gap in services marketing?

Overpromising Signup and view all the answers

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

Heterogeneity Signup and view all the answers

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

Inappropriate Physical Evidence and servicescape Signup and view all the answers

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

'Vague, undefined service designs' Signup and view all the answers

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

'Absence of customer-driven standards' Signup and view all the answers

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

'Difficult to standardize and quality control' Signup and view all the answers

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

Tangibility Signup and view all the answers

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

Training and selection of employees Signup and view all the answers

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

Implementing just-in-time inventory management Signup and view all the answers

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

Focusing on tangible cues and creating a great company image Signup and view all the answers

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

Lack of tangible cues 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?

Training and selection of employees Signup and view all the answers

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

Mental stimulus processing Signup and view all the answers

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

Experience-Credence Signup and view all the answers

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

Determining the minimum value for each attribute Signup and view all the answers

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

People processing Signup and view all the answers

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

Heterogeneity Signup and view all the answers

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

Possession processing Signup and view all the answers

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

Rank-ordering attributes on importance Signup and view all the answers

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

Mental stimulus processing Signup and view all the answers

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

Experience-Credence Signup and view all the answers

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

Choosing option based on rank-ordered attributes Signup and view all the answers

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?

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

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

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

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

Which characteristic of services makes it difficult for marketing?

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

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

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

What contributes to the communication gap in services marketing?

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

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

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

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

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

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

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

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

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

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

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?

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

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

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

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

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

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

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

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

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

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

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