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Exam 4: Developing Service Products: Core and Supplementary Elements

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Question 21

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Supplementary service innovations are the most common type of innovation.

A) True
B) False

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Question 22

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Which of the following is NOT one of Sun Microsystem's hardware and software support level?

A) Gold.
B) Platinum.
C) Aluminium.
D) Bronze.
E) Silver.

F) C) and E)
G) B) and E)

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Question 23

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Describe the four types of "exceptions" listed in the chapter.

The difference between a product and a service is that a product is a bundle of output while a service is a bundle of supplementary services.

Give an example of a consultation element.

To obtain full value from any good or service,customers need relevant information.

DHL offers customers the opportunity to track the movements of their packages,which have been assigned a unique identification number.This is an example of ____________.

Discuss the three factors that discriminate between successful and unsuccessful new financial services.

What are the components that the value proposition must address?

Provide an example of a major process innovation.

Branding can only be used at the company level for service businesses.

What are the branding alternatives for service firms?

At its simplest,____________ consists of immediate advice from a knowledgeable service person in response to the request: "What do you suggest?"

List three examples of order-taking elements in order entry.

Brand meaning has a stronger impact on brand equity than brand awareness.

Explain where Sun Microsystems falls on the spectrum of branding alternatives and discuss what their strategy involves.

Give two examples of enhancing services.

"Exceptions" involve supplementary services that fall outside the routine of normal service delivery.

What are the two roles of supplementary services?

Give two examples of facilitating services.