MKT 202 03

An example of House of Brands is ____________

• Mobifone has lots of service package such as MobiGold, MobiQ, MobiStudent, etc...

• Mc Donald promotes their special item Big Mac

• Addidas opens their new store chain Addidas Neo

• GGG operates Kichikichi, Ashima, Sumo BBQ in Vietnam

• Disney uses the name for a wide range of services aiming at children

Creating E-banking channel to complement current banking service is__________

• Style change

• Service Improvement

• Supplementary service innovations

• Process line extensions

• Product line extension

Changing the color in restaurant is______________

• Service improvements

• Supplementary service innovations

• Major service innovations

• Major process innovations

• Style changes

A beach hotel starts to accept credit cards for payment, this is an example of __________

• Service improvements

• Supplementary service innovations

• Major service innovations

• Major process innovations

• Style changes

First Bus employees recently received their staff uniform. The blazer now includes a pocket on the inside so hold a mobile phone; an item given to all drivers to report emergencies or breakdown? The new blazer's development to service is classed as:

• Service improvements

• Supplementary service innovations

• Major service innovations

• Major process innovations

• Style changes

_______________ is a key driver of channel choice.

• Risk reduction

• Convenience

• Colorful photos of the product

• Internet access

• Lower prices

Which of the following is NOT one of the factors that encourage extended operating hours?

• Availability of employees to work during "social" hours.

• Economic pressure from consumers.

• Changes in laws.

• Economic incentives to improve the use of assets.

• Automated self-service facilities.

The four interesting innovations for service delivery arising from the Internet are all of the following EXCEPT _____________.

• creation of websites as a delivery channel for information-based services

• DVDs that can store huge amounts of information

• development of "smart" mobile phones linking users to the Internet wherever they are

• usage of voice recognition technology that allows customers to give information and request service by speaking into a microphone

• smart card containing a microchip acting as an electronic purse containing digital money

All of the factors below are luring customers into virtual stores EXCEPT ____________.

• potential for better prices

• ease of search

• broader selection

• opportunities for networking

• 24-hour service with prompt delivery

Integrating mobile devices into the service delivery infrastructure can be used as a means to ____________ services, ____________ customers to opportunities or problems, and ____________ information in real time to ensure that it is continuously accurate and relevant.

• Access; alert; update

• Complement; alert; conceal

• Access; attract; conceal

• Access; guide; conceal

• Complement; guide; conceal