MKTG7504 Mid-semester eam - Practice test FINAL 25-03-24
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Apr 24, 2024
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MKTG7504 Service Strategy Mid-Semester exam Practice test, Semester 1, 2024 Multiple Choice Questions – 25 Marks Instructions Examination Duration: 70 minutes
Exam Conditions:
This is a School Examination
This is an Open-Book Examination
This is an online exam that will be available on Blackboard. Please make sure to click the "Submit" button once you finish the exam. If you experience any interruptions to your examination, please collect evidence of the interruption (e.g. photographs, screenshots or emails). If you experience any issues during the examination, contact the Library AskUs service for advice as soon as practicable: Chat: support.my.uq.edu.au/app/chat/chat_launch_lib Phone: +61 7 3506 2615 Email: examsupport@library.uq.edu.au You should also ask for an email documenting the advice provided so you can provide this to the course coordinator immediately at: j.weerawardena@business.uq.edu.au You must answer all questions. Each question is worth I mark for a total of 25 marks. (1) The leading US automaker, General Motors adds greater value to its range of luxury cars through satellite-based services that are delivered with a network of service providers. For example, in case of a medical emergency the driver’s health service providers, ambulance services will be contacted while hospital staff will have ready access to his/her medical history info. With these added services, GM has been able differentiate these cars from those of competitors. This is an example of (select the most appropriate answer); A. Customer relationship management B. Service infusion C. Servitization D. Delivery of services with a network of providers (2) 2A tax accountant may provide a different service experience to two different customers on the same day depending on their individual needs and personalities and on whether she is meeting with them when she is fresh in the morning or tired at the end of the day. This is an example of service _____________. A. Versatility B. Heterogeneity C. Simultaneous production and consumption
D. Perishability E. Intangibility (3) Which of the following is NOT a source of customer expectations? A. Word-of-mouth communications B. Advertising C. Sales promises D. Target market (4) The Oaks at Ojai is an award-winning destination spa in California. Two thirds of The Oaks’ guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas. Just before heading home, each guest is asked to complete a questionnaire and provide feedback about his or her experience. Questions are specific and management meets weekly to review and discuss the improvements suggested by guests. Each guest who completed a questionnaire receives a letter of thanks with a promise to follow up on any issues mentioned. By conducting research and focusing on customer relationships, The Oaks is closing provider _________ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4 (5) Once Adele had carried her dry cleaning to the car, she took a minute to see if the cleaners had removed the stain from her wool skirt. The stain was still there, so Adele took the skirt back inside to the cleaner. When Adele showed the stained skirt to the cleaner employee, she shrugged and said, “I guess you want us to reclean the skirt?” Adele responded, “Yes, please”. The employee took the skirt, gave Adele a dirty look and began sorting some items on the counter. The employee did not treat Adele with: A. Functional fairness B. Procedural fairness C. Interactional fairness D. Service equity E. Situational fairness (6) FedEx developed a 12-item statistical Service Quality Indicator to measure customer satisfaction and service quality. The index is comprised of customer-
defined performance standards such as number of missed pick-ups, number of lost packages, and number of late deliveries. Each of the performance standards is weighted based on the relative importance of each standard to customers. By developing a Service Quality Indicator that incorporates customer-defined performance standards, FedEx is closing provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3
D. Gap 4 (7) EuropeAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped and found itself able to resume business. Its board of directors announced the company would resume flying within the next two years if it could prove the airline could regain at least 75 percent of its lost customers. It decided to allot $50,000 to determine the probability that its former customers would fly on the airline again and what methods requiring little or no money could be used to increase that probability. Which of the following two methods are low-cost research methods EuropeAir could use to reach its research objectives? A. Critical incident studies and lost customer research B. Future expectations research and lost customer research C. Complaint solicitation and service expectation meetings and reviews D. Customer panels and complaint solicitation (8) Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing. A. Transactional B. Developmental C. Relationship D. Acquisition (9) As a teenager, Louis spent his summers as a lifeguard. When he and his children went to swim at a public swimming pool, he noticed its lifeguards seemed to spend all of their time flirting with each other and not watching for swimmers in distress as Louis had been taught to do. Because of his __________, Louis had his children pack up their belongings and leave the pool. A. Augmented service expectation B. Personal service philosophy C. Derived service expectation D. Situational factors (10) _______ is the level of service that customers believe they are likely to get during an impending transaction or exchange. A. Adequate service B. Desired service C. Predicted service D. Forecasted intensity
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