Republic of the Philippines

President Ramon Magsaysay State University

(Formerly Ramon Magsaysay Technological University)
Iba, Zambales
COLLEGE OF ACCOUNTANCY AND BUSINESS ADMINISTRATION
Final Examination

SERVICE MARKETING

Name: ___________________________________________ Score: ______________________

Year & Section: ___________________________________ Date: _______________________

I. MULTIPLE CHOICE.
Direction: Read carefully each question/statement and write the letter of the correct answer on the space
provided. Any form of erasure is considered wrong. Follow the direction.
Chapter 8
_____ 1. One of the challenges of service innovation and design is oversimplification which
means___________.
a. people tend to omit details or elements of the service with which they are not familiar.
b. words are simply inadequate to describe a whole complex service system.
c. any one person describing a service in words will be biased by personal experience and degree
exposure to the service.
d. no two people will define responsiveness, quick, or flexible in exactly the same way.

_____ 2. _____________ creates such a dramatic change in processes, products, or services that they transform
existing markets or industries, or create new ones.
a. new services c. radical innovation
b. start-up business d. service line extension

_____ 3. It is the process of creating, developing and communicating ideas which are abstract, concrete or
visual.
a. idea generation c. service concept development and evaluation
b. business analysis d. business strategy development or review

_____ 4. A technique or tool for simultaneously depicting the service process, the points of customer contacts
and the evidence of service from the customer’s point of view.
a. service recording c. service printing
b. service mapping d. service blueprinting

_____ 5. This section covers the internal services, steps and interactions that take place to support the contact
employees in delivering the service.
a. physical evidence c. backstage
b. support processes d. on stage

_____ 6. Which of the following is the first step on service blue printing?
a. Add evidence of service at each customer action step
b. Identify the customer or customer segment
c. Map the process from the customer’s point of view
d. Identify the process to be printed

_____ 7. If you are in the process of creating, developing and communicating ideas which are abstract, concrete
or visual you are generating _________________.
a. service c. ideas
b. money d. images
_____ 8. The specific new service strategy and specific new service ideas must fit within the larger strategic
___________ and __________ of the organization.
a. mission and vision c. goals and objectives
b. policy and principle d. plan and development

_____ 9. It is when the activities that the contact employee performs that are visible to the customers.
a. support processes c. on stage
b. backstage d. physical evidence

_____10. This section covers the internal services, steps and interactions that take place to support the contact
employees in delivering the service.
a. support processes c. on stage
b. backstage d. physical evidence
_____11. An action that covers the steps, choices, activities and interactions that the customer performs in the
process of purchasing, experiencing and evaluating the service.
a. management action c. employee action
b. customer action d. supplier action
_____12. Blueprinting is essential to the following EXCEPT for
a. family c. operation
b. service marketer d. human resource
_____13. _______________is a framework of agreements to which all relevant parties in an industry or
organization must adhere to ensure that all processes associated with the creation of a good or
performance of a service are performed within set guidelines.
a. quality assurance c. standardization
b. organizational structure d. customization
_____14. ______________ usually refers to some level of adaptation or tailoring of the process to the individual
customer.
a. quality assurance c. standardization
b. organizational structure d. customization
_____15. These are established to reach internal company goals for productivity, efficiency, cost, or technical
quality.
a. customer defined standards c. company defined standards
b. employee defined standards d. supplier defined standards
_____16. These are operational standards based on pivotal (key) customer requirements, visible to and
measured by customers.
a. customer defined standards c. company defined standards
b. employee defined standards d. supplier defined standards
_____17. A type of customer defined standards that provide direction, guidance, and feedback to employees in
ways to achieve customer satisfaction and can be quantified by measuring customer perception and
beliefs.
a. flexible standard c. hard standard
b. soft standard d. none of these
_____18. These are things that can be counted, timed, or observed through audits (time, numbers of events)
a. flexible standard c. hard standard
b. soft standard d. none of these
_____19. Which of the following is the first step on the general process for setting customer-defined service
standards?
a. set hard or soft standard
b. translate customer expectation into behaviors/action
c. select behaviors/action for standards
d. identifying existing or desired service encounter
_____20. Which of the following is the last step on the general process for setting customer-defined service
standards?
a. track measures against standards c. establish measures and target levels
b. develop feedback mechanisms d. provide feedback about performance to employees
_____21. It refers to the environment in which the service is delivered and where the firm and customer interact
and any tangible components that facilitate performance or communication of the service.
 a. interior c. backstage
b.exterior d. physical evidence
_____22. A type of behavior that include all positive behaviors that might be directed at a particular place, such
as desire to stay, explore, work, and affiliate.
a. avoidance behavior c. approach behavior
b. aggression behavior d. all of the above
_____23. It refers to the actual physical environment where the service is performed, delivered and consumed. It
is also the place where the firm and customer interact.
a. front desk c. servicescape
b. landscape d. building
_____24. Signs displayed on the exterior and interior of a structure are examples of ________.
a. implicit communicators c. spatial layout
b. explicit communicators d. ambience
_____25. It includes background characteristics of the environment such as temperature, lighting, noise, music,
and scent.
a. spatial layout c. functionality
b. ambience d. interior design
_____26. It refers to the ability of the same items to facilitate performance and the accomplishment of goals.
a. spatial layout c. functionality
b. ambience d. interior design
_____27. It refers to the ways in which machinery, equipment, and furnishings are arranged, the size and shape
of those items, and the space relationships among them.
a. spatial layout c. functionality
b. ambience d. interior design
_____28. Social behaviors such as small group interaction, friendship formation, participation, aggression,
withdrawal, and helping have all been shown to be influenced by _____________.
a. physiological condition c. community condition
b. family setting condition d. environment condition
_____29. A culture where an appreciation for good service exist and where giving to good service to internal
as well as ultimate, external customers is considered a natural way of life and one of the most
important norms by everyone in the organization.
a. industry c. organization
b. service d. production
_____30. An element of service marketing which refers to the way a company communicates with employees.
a. internal c. interacting
b. external d. none of these
_____31. It includes all promotional efforts aimed at customers to promote the benefits of the company and its
products and services.
a. internal c. interacting
b. external d. none of these
_____32. Provide a critical link between the external customer environment and the internal operations of the
organization.
a. customer c. supplier
b. manager d. boundary spanner
_____33. It refer to the labor that goes beyond physical or mental skills.
a. physical labor c. emotional labor
b. external labor d. none of these
_____34. The following are benefits of the electronic channels of service except:
a. low cost c. quick customer
b. wide distribution d. none of these
_____35. This plan describes the out-of-control situation, possible causes, how to check each cause and the
result of your check.
a. strategic plan c. empowerment strategy
b. control strategy d. partnering strategy
_____36. It is essential to guide an organisation to make robust choices on its investment in collaboration.
a. strategic plan c. empowerment strategy
b. control strategy d. partnering strategy
_____37. Which of the following is/are the nature of the constraints on the capacity
a. time c. facilities
b. labor d. all of these
_____38. Which of the following is not a challenge and risk in using yield management
a. loss of competitive focus c. employee morale problems
b. customer alienation d. none of these
_____39. It is a strategy that carefully integrates all external and internal communication channels to present a
consistent message to customers
a. strategic plan c. empowerment strategy
b. integrated services communications d. partnering strategy
_____40. The following were approaches for managing internal marketing communication except for
a. create effective vertical communications c. create effective upward communication
b sell the brand inside the company d. none of these

II. ENUMERATION. Write legibly, enumerate the following

Challenges of Service Innovation and Design
46.
47.
48.
49.

Types of Customer-defined Service Standard

50.
51.
52.

Strategic Roles of the Servicescape

53.
54.
55.
56.

Types of Servicescapes Usage

57.
58.
59.
60.

Dimensions of Service Quality

61.
62.
63.
64.
65.

Strategies for Enhancing Customer Participation

66.
67.
68.

III. Draw and label the Service Marketing Triangle (10pts)

 Psalms 16:8
I know the Lord is always with me. I will not be shaken, for He is right beside me.

Prepared by:

JENNELYN R. ARTATES, MBA

Instructor

Reviewed By:

MICHELLE G. ACUAVERA, MBA

BSBA, Program Chair

Approved By:

FELICIDAD V. CUARTOCRUZ, MBA

CABA, Dean