MKT 202 02

The zone between Desired Service and Adequate Service is __________

• Zone of acceptance

• Zone of satisfaction

• Zone of tolerance

• Zone of variation

• Zone of possibility

One example of Technical core in Servuction system in a hotel is _______

• The software to manage availability of room

• The music played in the lobby

• The lavender scent in the room

• The uniform of the staff

• The bill for customers

The Theator is a useful metaphor for understanding service encounter. In this metaphor, service facilities are considered as___________

• Scripts

• Roles

• Stage

• Actors

• Blue printings

Brand positioning can do all of the following except ____________.

• generate interest in a service

• create awareness for a service

• meet customers' needs for a service

• differentiate a service

• increase adoption of a service

Which of the following is NOT one of the four basic focus strategies?

• Service focused

• Unfocused

• Fully focused

• Refocused

• Market focused

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

• target class

• Class

• focal segment

• market segment

• target segment

A(n) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.

• general segment

• segmentation field

• target segment

• holistic segment

• mass customization

Which of the following is the best example of a determinant characteristic for airline travel?

• Oxygen masks

• Plane size

• Quality of food and drinks

• Having cocktail service

• Floatation devices

____________, refers to an explicit form of positioning strategy that is based upon offering several price-based classes of service concept, each based on packaging a distinct level of service performance across many attributes.

• Service tiering

• Service conscription

• Broad-basing

• Price-setting

• Matching

Market analysis addresses all of the following factors EXCEPT ____________.

• overall level of demand

• trend of demand

• government regulations

• geographic location of demand

• market analysis addresses all of the above factors