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MGT 103 Chapter 12 Exam Questions and Answers
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MGT 103 Chapter 12 Exam Questions and Answers
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MGT 103: Chapter 12 Exam Questionsand Answers
services - Answers -intangible activities or benefits that an organization provides to
satisfy consumers' needs in exchange for money or something else of value
Four I's of Services - Answers -intangibility, inconsistency, inseparability, inventory
intangibility - Answers -The characteristic that a service is not physical and cannot be
perceived by the senses
- marketers try to make them tangible or show the benefits of using the service
inconsistency - Answers -The quality of a service is inconsistent and dependent on the
people who provide it
- organizations attempt to reduce inconsistency through standardization and training
inseperability - Answers -the inability of the production and consumption of a service to
be separated; consumers must be present during the production
inventory - Answers -unused service capacity from one time period cannot be stored for
future use
- inventory cost of a service is the cost of paying the person used to provide the service
(+ resources)
idle production capacity - Answers -when the service provider is available but there is
no demand for the service
service continuum - Answers -the range of product-dominant to service-dominant
offerings
Classifying Services - Answers -(1) Delivered by People or Equipment
(2) Delivered by Business Firms (For-profit) or Nonprofit Organizations
(3) Delivered by Government Agencies
Successful service organizations - Answers -must:
(1) understand how the consumer makes a service purchase decision
(2) understand how the consumer evaluates quality
(3) determine how to present a differential advantage relative to competing offerings.
The Purchase Process - Answers -- search properties (can be searched, know prior to
purchase)
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