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Test Bank ― Chapter 4 Page 1
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Chapter 4
Developing Service Products: Core and Supplementary Elements
GENERAL CONTENT
Multiple Choice Questions
1. ____________ is not a facilitating service.
a. Information
b. Order taking
c. Marketing theories
d. Billing
e. Payment
2. ____________ supply the central, problem-solving benefit that customers seek.
a. Core products
b. Supplementary services
c. Delivery processes
d. Sustaining processes
3. ____________ augment the core product, both facilitating its use and enhancing its
value and appeal.
a. Core products
b. Supplementary services
c. Delivery processes
d. Sustaining processes
e. Conditional services
4. The order-taking process should be ____________, ____________, and
____________ so that customers do not waste time and endure unnecessary mental
physical effort.
a. short; curt; abrupt
b. simple; slow; effortful
c. short; sweet; ineffective
d. powerful; simple; abrupt
e. polite; fast; accurate
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
5. ____________ represent a special type of order taking that entitles customers to a
specific unit of service.
a. Suggestions
b. Reservations
c. Trackers
d. Repossessions
e. Contracts
6. At its simplest, ____________ consists of immediate advice from a knowledgeable
service person in response to the request: “What do you suggest?”
a. billing
b. payment
c. consultation
d. hospitality
e. selling
7. Which of the following is NOT considered an example of a hospitality element?
a. Greeting
b. Toilets and washrooms
c. Advice
d. Food and beverages
e. Transport
8. A company’s ____________ helps to determine which supplementary services should
be included.
a. location
b. delivery system
c. key service representative
d. service atmosphere
e. market positioning strategy
9. Which of the following is NOT one of the ways to build strong brands?
a. Dare to be different from competitors.
b. Determining their fame by creating unique a competitive advantage.
c. Building a parent brand.
d. Fostering an emotional connection with the customers.
e. Having the service employees internalize the brand.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
10. Achieving success in new service development requires
a. market synergy.
b. strong interfunctional cooperation and coordination.
c. detailed and properly designed market research studies.
d. all of the listed choices.
e. none of the listed choices.
True/False
11. Information processing services tend to be the most demanding in terms of
supplementary elements.
12. The search for competitive advantage rarely centers on supplementary services.
13. Service marketers need to create a coherent offering in which each element is
compatible with the others and all are mutually reinforcing.
14. Core products are surrounded by supplementary elements from each of the eight
clusters of supplementary services.
15. To obtain full value from any good or service, customers need relevant information.
16. Hospitality represents a more subtle approach to consultation because it involves
helping customers better understand their situations.
17. “Exceptions” involve supplementary services that fall outside the routine of normal
service delivery.
18. Branding can only be used at the company level for service businesses.
19. Brand meaning has a stronger impact on brand equity than brand awareness.
20. Supplementary service innovations are the most common type of innovation.
Test Bank ― Chapter 4 Page 4
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Short Answer
21. What are the components that the value proposition must address?
22. List three examples of order-taking elements in order entry.
On-site order fulfillment.
23. Give two examples of billing elements.
24. Give an example of a consultation element.
25. Give an example of an exception.
A child needs to be met at the airport by a child minder from the hotel.
Test Bank ― Chapter 4 Page 5
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Essay
26. Describe the four types of “exceptions” listed in the chapter.
27. Discuss the three factors that discriminate between successful and unsuccessful new
financial services.
APPLICATION CONTENT
Multiple Choice Questions
28. 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
____________.
a. order-taking
b. safekeeping
c. information
d. consultation
e. exceptions
29. Customers who visit Giordano outlets are greeted with a cheerful “Hello” and
“Thank you” when they enter and leave the store. That is an example of
____________ .
a. consultation
b. hospitality
c. exceptions
d. courtesy
e. safekeeping
30. Which of the following is an example of a special request in advance of service
delivery?
a. Dietary requirements
b. Complaints
c. Warranties
d. Refunds
e. Suggestions
31. Singapore Airlines Raffles Class is an example of a(n) ____________.
a. branded house
b. endorsed brand
c. house of brands
d. sub-brand
e. clear strategy
32. 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.
True/False
33. For self-service payment, customers may make payment by inserting coins,
banknotes, tokens or cards into machines.
34. Giordano is well recognized for both their superior meals and attentive cabin crew.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
35. 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.
36. The term “branded house” is used to describe firms like Virgin Group that uses
distinct individual brand names to cover a range of diverse service offerings in
unrelated fields.
37. Crown Plaza hotels are part of the Intercontinental Hotel Group (IHG) but are
usually not identified as part of IHG to protect IHG’s exclusive image.
Short Answer
38. What are the two roles of supplementary services?
39. Give two examples of facilitating services.
40. Give two examples of enhancing services.
41. What are the branding alternatives for service firms?
42. Provide an example of a major process innovation.
Test Bank ― Chapter 4 Page 8
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Essay
43. Explain how the core product and supplementary services are integrated in the
context of an overnight hotel stay.
44. Discuss how multi-brand strategies can succeed and what the strategies should be
based on in the hotel industry.
45. Explain where Sun Microsystems falls on the spectrum of branding alternatives and
discuss what their strategy involves.
