MKT 325 - Services Marketing - Spring 2013
Mid-Term Exam Questions (200 points)
Chapters 1-5
This is your list of questions from which the Mid-Term Exam Questions will drawn.
1. Describe the four broad categories of services (pages 15-18), and provide a good example of a service
“business” for each category.
2. On page 20 of the textbook, Table 1.2 describes eight common differences between services and
goods. Describe five of these, and mention a marketing implication for each or the five differences.
3. On page 37 of the textbook, Table 2.1 describes seven types of perceived risk in purchasing and using
services. Describe four of these, and mention an example of a consumer concern for each or the four
types of perceived risk.
4. Explain in detail how the “Zone of Tolerance” works. Then, explain why sometimes the zone is
relatively narrow, and sometimes the zone of tolerance can be very wide.
5. Chapter 3 discusses the concept of Important vs. Determinant attributes.
6. As mentioned in Chapter 3, “Positioning maps are great tools to visualize competitive positioning."
Explain briefly what “positioning map” is, and how might they be useful to a services marketer.
7. Pick five petals on the “Flower of Service”, and explain their importance in a "Visiting The Dentist"
service encounter.
8. What's probably more important, Facilitating Services, or Enhancing Services? Explain.
9. Explain in detail several ways that technology has impacted how many firms deliver and manage their
service offerings.
10. According to Chapter 5, "Many businesses are moving their customers to the online channel."
Explain what that means, and why it might be a good thing for both the business and the customers.
Give a concrete example of a business that has done this.
11. Even though some business are “moving their customers to the online channel,” many service
businesses need to have “bricks and-mortar” locations. Explain some key reasons why bricks-andmortar are necessary to best serve customers.
Key words from Chapters 1-5
Note: These key words will be provided to you when you take your Exam
People-processing services
Mental Stimulus processing services
Possession-processing services
Information processing services
Physical elements
Intangible elements
High-contact services
Low-contact services
Functional
Financial
Temporal
Physical
Psychological
Social
Sensory
Desired service
Adequate service
Predicted service
Front stage
Backstage
Market analysis
Internal corporate analysis
Competitor analysis
Position statement
Repositioning
Perceptual mapping
Core product
Supplementary services
Facilitating services
Billing
Consultation
Exceptions
Hospitality
Information
Order-taking
Payment
Safekeeping
Flower of service
Single site
Multiple sites
Self-service channels
Bricks-and-mortar
Locational constraints
Ministores
Multi-purpose facilities
Multichannel approach
Virtual stores
Franchising
Intermediary