Question 1

Which of the following is NOT a risk incurred by describing services in words alone?

Accepted Answer

A)   Oversimplification
B)   Incompleteness
C)   Subjectivity
D)   Biased interpretation
E)   TransformationF) A) and B)
G) C) and D) E

Question 2

A retail store manager instructed two new sales associates to greet customers quickly when they enter the store.On the first day the sales associates are working on the selling floor,one sales associate greets customers immediately after they enter the store,while the other associate greets customers after they have looked around for a minute or two.Which of the following risks incurred by describing services in words alone has led to the sales associates greeting customers at different time intervals?

Accepted Answer

A)   Overcautious
B)   Ostentation
C)   Objectivity
D)   Biased interpretation
E)   TransformationF) None of the above
G) All of the above

Question 3

When a day care center added an after-school program for first through third graders,it was an example of a service line extension.

Accepted Answer

A) True 
 B)False

Question 4

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

Accepted Answer

A) True 
 B)False

Question 5

During which stage of the service innovation and development process does a service firm produce a description of the service that represents its specific characteristics and features?

Accepted Answer

A)   Idea generation
B)   New services strategy development
C)   Service development and evaluation
D)   Market testing
E)   Service concept development and evaluationF) A) and D)
G) A) and E)

Question 6

In service blueprinting terms,_____ are those steps and activities that contact employees,like desk clerks and receptionists,perform that are visible to customers.

Accepted Answer

A)   Customer actions
B)   Onstage contact employee actions
C)   Backstage contact employee actions
D)   Support processes
E)   Audience actionsF) C) and D)
G) A) and C)

Question 7

Words alone are often more than adequate for describing services such as financial portfolio management.

Accepted Answer

A) True 
 B)False

Question 8

On the service blueprint,the line of visibility separates all contact employee actions that are visible to the customer from those that are not.

Accepted Answer

A) True 
 B)False

Question 9

When is a biased interpretation likely to occur during a discussion of a new restaurant?

Accepted Answer

A)   At the beginning of the conversation
B)   When one party uses nonverbal communications
C)   When one party uses words like nice and different to describe the restaurant
D)   Just prior to the conclusion of the conversation
E)   Whenever the conversation is disrupted by noiseF) A) and B)
G) All of the above

Question 10

When creating a blueprinting for a technology-delivered self service,a row labeled "onstage technology" can be added to the blueprint:

Accepted Answer

A)   Only in place of the onstage contact employee action row
B)   Only in addition to the onstage contact employee action row
C)   Either in place of or in addition to the onstage contact employee action row
D)   Above the physical evidence row
E)   Below the support process rowF) C) and D)
G) A) and E) C

Question 11

If the purpose of the service blueprint is to understand the integration of the various elements of the service process,the blueprint should be examined:

Accepted Answer

A)   As a whole picture of the service process
B)   Vertically
C)   From left to right only
D)   Horizontally
E)   From right to left onlyF) B) and E)
G) B) and D)

Question 12

The last step of building a service blueprint is to add the physical evidence of the service.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an important consideration for innovating or developing a new service?

Accepted Answer

A)   Involve only employees in the innovation process.
B)   Employ service and design thinking and techniques.
C)   Use only words to describe the service.
D)   Design elements of the service separately,rather than as parts of a whole.
E)   Involve only design experts in the innovation process.F) A) and C)
G) A) and B)

Question 14

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.

Accepted Answer

A) True 
 B)False

Question 15

In a Federal Express overnight delivery service blueprint,which of the following is an example of an onstage contact employee action?

Accepted Answer

A)   Package is flown to destination
B)   Federal Express driver picks up package from customer
C)   Federal Express driver drops off package at airport
D)   Customer prepares package for Federal Express driver
E)   Federal Express telephone service representative receives order from customerF) B) and C)
G) A) and E) B

Question 16

Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint.The repainting of the walls of the service provider is an example of a:

Accepted Answer

A)   Major innovation
B)   New service for the currently served market
C)   Service line extension
D)   Service improvement
E)   Style changeF) A) and C)
G) A) and B)

Question 17

The final stage of the new service development process is:

Accepted Answer

A)   Commercialization
B)   Market research
C)   Post introduction evaluation
D)   Fine tuning of the positioning strategy
E)   Business strategy developmentF) B) and D)
G) B) and C)

Question 18

When a guest staying at the Marriott Marquis in New York calls room service to order dinner,which of the following is an example of a backstage contact employee action?

Accepted Answer

A)   Marriott food service order clerk takes guest's order
B)   Guest receives meal from Marriott food delivery person
C)   Guest calls room service
D)   Marriott chef prepares meal
E)   Marriott food delivery person delivers meal to guestF) A) and B)
G) B) and E)

Question 19

After a service firm maps the service process from the customer's point of view,the next step in building a service blueprint is to:

Accepted Answer

A)   Draw the lines of interaction and visibility
B)   Link customer and contact person activity to needed support function
C)   Map the service process from the customer contact person's point of view
D)   Identify the physical evidence needed to support service quality
E)   Add evidence of service at each customer stepF) A) and E)
G) B) and E)

Question 20

An ad in a dental journal noted that if dentists would bulk buy a flowable composite used to build bridges and caps,the dentist purchasing the composite would receive Delta Air Lines Sky Miles to add to his or her existing Sky Miles.Both companies,the composite marketer and Delta,benefit from this offer.By allowing the composite marketer to offer free Sky Miles to customers,Delta Air Lines is further implementing its _____ growth strategy.

Accepted Answer

A)   Share building
B)   Market development
C)   Service development
D)   Diversification
E)   Market integrationF) B) and D)
G) B) and E)

Exam 8: Service Innovation and Design

Which of the following is NOT a risk incurred by describing services in words alone?

Correct Answer
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E

Correct Answer
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When a day care center added an after-school program for first through third graders,it was an example of a service line extension.

Correct Answer
verified

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

Correct Answer
verified

During which stage of the service innovation and development process does a service firm produce a description of the service that represents its specific characteristics and features?

Correct Answer
verified

In service blueprinting terms,_____ are those steps and activities that contact employees,like desk clerks and receptionists,perform that are visible to customers.

Correct Answer
verified

Words alone are often more than adequate for describing services such as financial portfolio management.

Correct Answer
verified

On the service blueprint,the line of visibility separates all contact employee actions that are visible to the customer from those that are not.

Correct Answer
verified

When is a biased interpretation likely to occur during a discussion of a new restaurant?

Correct Answer
verified

When creating a blueprinting for a technology-delivered self service,a row labeled "onstage technology" can be added to the blueprint:

Correct Answer
verified
C

If the purpose of the service blueprint is to understand the integration of the various elements of the service process,the blueprint should be examined:

Correct Answer
verified

The last step of building a service blueprint is to add the physical evidence of the service.

Correct Answer
verified

Which of the following is an important consideration for innovating or developing a new service?

Correct Answer
verified

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.

Correct Answer
verified

In a Federal Express overnight delivery service blueprint,which of the following is an example of an onstage contact employee action?

Correct Answer
verified
B

Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint.The repainting of the walls of the service provider is an example of a:

Correct Answer
verified

The final stage of the new service development process is:

Correct Answer
verified

When a guest staying at the Marriott Marquis in New York calls room service to order dinner,which of the following is an example of a backstage contact employee action?

Correct Answer
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After a service firm maps the service process from the customer's point of view,the next step in building a service blueprint is to:

Correct Answer
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Correct Answer
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Exam 8: Service Innovation and Design

Which of the following is NOT a risk incurred by describing services in words alone?

Correct AnswerverifiedE

Correct AnswerverifiedShow Answer

When a day care center added an after-school program for first through third graders,it was an example of a service line extension.

Correct AnswerverifiedShow Answer

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

Correct AnswerverifiedShow Answer

During which stage of the service innovation and development process does a service firm produce a description of the service that represents its specific characteristics and features?

Correct AnswerverifiedShow Answer

In service blueprinting terms,_____ are those steps and activities that contact employees,like desk clerks and receptionists,perform that are visible to customers.

Correct AnswerverifiedShow Answer

Words alone are often more than adequate for describing services such as financial portfolio management.

Correct AnswerverifiedShow Answer

On the service blueprint,the line of visibility separates all contact employee actions that are visible to the customer from those that are not.

Correct AnswerverifiedShow Answer

When is a biased interpretation likely to occur during a discussion of a new restaurant?

Correct AnswerverifiedShow Answer

When creating a blueprinting for a technology-delivered self service,a row labeled "onstage technology" can be added to the blueprint:

Correct AnswerverifiedC

If the purpose of the service blueprint is to understand the integration of the various elements of the service process,the blueprint should be examined:

Correct AnswerverifiedShow Answer

The last step of building a service blueprint is to add the physical evidence of the service.

Correct AnswerverifiedShow Answer

Which of the following is an important consideration for innovating or developing a new service?

Correct AnswerverifiedShow Answer

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.

Correct AnswerverifiedShow Answer

In a Federal Express overnight delivery service blueprint,which of the following is an example of an onstage contact employee action?

Correct AnswerverifiedB

Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint.The repainting of the walls of the service provider is an example of a:

Correct AnswerverifiedShow Answer

The final stage of the new service development process is:

Correct AnswerverifiedShow Answer

When a guest staying at the Marriott Marquis in New York calls room service to order dinner,which of the following is an example of a backstage contact employee action?

Correct AnswerverifiedShow Answer

After a service firm maps the service process from the customer's point of view,the next step in building a service blueprint is to:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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E

Correct Answer
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C

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B

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