Question 1

New-service success depends on:

Accepted Answer

A)   Market-driven, customer-focused new-product processes
B)   The integration of the service within existing processes
C)   The emphasis on planning for and executing the new service process
D)   Strong external and internal marketing communications
E)   All of the aboveF) A) and E)
G) None of the above

Question 2

What does a typical service blueprint depict?

Accepted Answer

The process of service deliver...

Question 3

Because a service in intangible, it is imperative for a new-service development system to have four basic characteristics. List them.

Accepted Answer

It must be objective...

Question 4

What kind of growth strategy is being used when a convenience store in a small rural town adds a deli sandwich section?

Accepted Answer

Service de...

Question 5

The fact services are intangible makes it imperative for any new service-development process to be precise, subjective, opinion-driven and methodological.

Accepted Answer

A) True 
 B)False

Question 6

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) B) and E)
G) B) and D)

Question 7

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 8

In a service blueprint, the line of internal interaction separates:

Accepted Answer

A)   Customer actions from onstage contact employee actions
B)   Backstage contact employee actions from support processes
C)   Onstage contact employee actions from backstage contact employee actions
D)   Onstage contact employee actions from support processes
E)   Customer actions from backstage contact employee actionsF) B) and E)
G) A) and E)

Question 9

In order to have a greater likelihood for ultimate success, who should be involved in the new service development process?

Accepted Answer

A)   Contact employees and customers
B)   Suppliers, distributors and all employees
C)   All members of the internal and external environment except customers
D)   All internal and external people that will have any responsibility in its development, including focus group members
E)   Only internal members of the organization to prevent problems with competitive intelligenceF) A) and E)
G) B) and E)

Question 10

While at Six Flags over Georgia, Mitch had his picture taken with Tweetie Bird, one of the many Warner Brothers characters that tour the park. Which component of the service blueprint does the picture exemplify?

Accepted Answer

Onstage em...

Question 11

When creating a service blueprint, what step follows mapping the service process from the customer's point of view?

Accepted Answer

Mapping contact empl...

Question 12

During what stage of the new-service development process is empathetic design used?

Accepted Answer

The answer of During what stage of the new-service development...

Question 13

Success with new services is going to be determined by choosing the right projects and doing the projects right.

Accepted Answer

A) True 
 B)False

Question 14

A service blueprint depicts:

Accepted Answer

A)   The process of service delivery
B)   All stakeholders that will be affected by the service process
C)   The intangible elements of the service
D)   The relation of the service to the services marketing mix
E)   How the service dimensions will interact before, during and after the service processF) A) and B)
G) A) and C)

Question 15

When Madyson returned to her oncologist's office for a checkup. She was pleased to find the waiting room had been remodeled and it now contained a large aquarium. There was even a sign that said watching fish is an excellent stress reducer. Since Madyson did not feel nearly as anxious before going to the oncologist's examination room, she decided the addition of the swimming fish was a good:

Accepted Answer

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

Question 16

What are the four risks incurred when services are described in words alone?

Accepted Answer

Oversimplification, ...

Question 17

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 B)
G) All of the above

Question 18

When Jessie wanted to talk to a therapist to learn how she could improve her relationship with her mother, she went to HYPERLINK "http://www.here2listen.com/" www.here2listen.com, an online counseling service that charges $1 per minute of counseling. The therapist she communicated with online is an example of a(n) _____ in the service blueprints for the web site.
A. Customer action
B. Onstage contact employee action
C. Backstage contact employee action
D. Support process
E. Audience action

Accepted Answer

The answer of When Jessie wanted to talk to a...

Question 19

Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. This would be 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) D) and E)
G) A) and B)

Question 20

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

Accepted Answer

A) True 
 B)False

Exam 9: Service Innovation and Design

Success with new services is going to be determined by choosing the right projects and doing the projects right.

Correct Answer
verified

What does a typical service blueprint depict?

Correct Answer
verified
The process of service deliver...
View Answer

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

Correct Answer
verified

New-service success depends on:

Correct Answer
verified

Correct Answer
verified

In order to have a greater likelihood for ultimate success, who should be involved in the new service development process?

Correct Answer
verified

The fact services are intangible makes it imperative for any new service-development process to be precise, subjective, opinion-driven and methodological.

Correct Answer
verified

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

Correct Answer
verified

Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. This would be an example of a

Correct Answer
verified

When creating a service blueprint, what step follows mapping the service process from the customer's point of view?

Correct Answer
verified
Mapping contact empl...
View Answer

Correct Answer
verified

What are the four risks incurred when services are described in words alone?

Correct Answer
verified
Oversimplification, ...
View Answer

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

Correct Answer
verified

During what stage of the new-service development process is empathetic design used?

Correct Answer
verified

Because a service in intangible, it is imperative for a new-service development system to have four basic characteristics. List them.

Correct Answer
verified
It must be objective...
View Answer

In a service blueprint, the line of internal interaction separates:

Correct Answer
verified

While at Six Flags over Georgia, Mitch had his picture taken with Tweetie Bird, one of the many Warner Brothers characters that tour the park. Which component of the service blueprint does the picture exemplify?

Correct Answer
verified
Onstage em...
View Answer

What kind of growth strategy is being used when a convenience store in a small rural town adds a deli sandwich section?

Correct Answer
verified
Service de...
View Answer

A service blueprint depicts:

Correct Answer
verified

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
verified

Exam 9: Service Innovation and Design

Success with new services is going to be determined by choosing the right projects and doing the projects right.

Correct AnswerverifiedShow Answer

What does a typical service blueprint depict?

Correct AnswerverifiedThe process of service deliver...View AnswerShow Answer

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

Correct AnswerverifiedShow Answer

New-service success depends on:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In order to have a greater likelihood for ultimate success, who should be involved in the new service development process?

Correct AnswerverifiedShow Answer

The fact services are intangible makes it imperative for any new service-development process to be precise, subjective, opinion-driven and methodological.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. This would be an example of a

Correct AnswerverifiedShow Answer

When creating a service blueprint, what step follows mapping the service process from the customer's point of view?

Correct AnswerverifiedMapping contact empl...View AnswerShow Answer

Correct AnswerverifiedShow Answer

What are the four risks incurred when services are described in words alone?

Correct AnswerverifiedOversimplification, ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

During what stage of the new-service development process is empathetic design used?

Correct AnswerverifiedShow Answer

Because a service in intangible, it is imperative for a new-service development system to have four basic characteristics. List them.

Correct AnswerverifiedIt must be objective...View AnswerShow Answer

In a service blueprint, the line of internal interaction separates:

Correct AnswerverifiedShow Answer

While at Six Flags over Georgia, Mitch had his picture taken with Tweetie Bird, one of the many Warner Brothers characters that tour the park. Which component of the service blueprint does the picture exemplify?

Correct AnswerverifiedOnstage em...View AnswerShow Answer

What kind of growth strategy is being used when a convenience store in a small rural town adds a deli sandwich section?

Correct AnswerverifiedService de...View AnswerShow Answer

A service blueprint depicts:

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 Answer
verified

Correct Answer
verified
The process of service deliver...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Mapping contact empl...
View Answer

Correct Answer
verified

Correct Answer
verified
Oversimplification, ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
It must be objective...
View Answer

Correct Answer
verified

Correct Answer
verified
Onstage em...
View Answer

Correct Answer
verified
Service de...
View Answer

Correct Answer
verified

Correct Answer
verified