Services Marketing: Hoorcollege 1 Quiz

CleanerNewYork avatar
CleanerNewYork
·

Start Quiz

Study Flashcards

31 Questions

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

Insufficient marketing research

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

Insufficient marketing research

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

Bad communication between contact employees and managers

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

Insufficient relationship focus

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

Unsystematic new service development process

Which characteristic of services makes it difficult for marketing?

Intangibility

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

Unsystematic new service development process

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

Standardization of operations

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

Heterogeneity

What contributes to the communication gap in services marketing?

Overpromising

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

Heterogeneity

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

Inappropriate Physical Evidence and servicescape

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

'Vague, undefined service designs'

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

'Absence of customer-driven standards'

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

'Difficult to standardize and quality control'

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

Tangibility

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

Training and selection of employees

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

Implementing just-in-time inventory management

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

Focusing on tangible cues and creating a great company image

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

Lack of tangible cues

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

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

Mental stimulus processing

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

Experience-Credence

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

Determining the minimum value for each attribute

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

People processing

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

Heterogeneity

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

Possession processing

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

Rank-ordering attributes on importance

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

Mental stimulus processing

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

Experience-Credence

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

Choosing option based on rank-ordered attributes

Test your understanding of the key factors leading to GAP 1 in services marketing, including inadequate marketing research orientation and not knowing what customers expect. This quiz is based on the content covered in Hoorcollege 1 on Service Conceptualization.

Make Your Own Quizzes and Flashcards

Convert your notes into interactive study material.

Get started for free

More Quizzes Like This

Services Marketing Management Quiz
5 questions
Services Marketing Quiz
10 questions
COPY: Marketing des Services Publics
30 questions
Use Quizgecko on...
Browser
Browser