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Exam 4: Developing the Service Concept: Core and Supplementary Elements

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Question 1

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Which of the following is NOT one of British Airways seven distinct air travel products?

A) Deluxe service First Class)
B) Club World Business Class)
C) Club Britain Business Class)
D) Club Europe Business Class)
E) Euro-Traveler Economy Class)

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C

Question 2

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Give two examples of billing elements.

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Periodic statements of account...

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Question 3

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The difference between a product and a service is that a product is a bundle of output while a service is a bundle of supplementary services.

Give two examples of facilitating services.

To obtain full value from any good or service, customers need relevant information.

The order-taking process should be ____________, ____________, and ____________ so that customers do not waste time and endure unnecessary mental physical effort.

Provide an example of a major process innovation.

Explain how the core product, supplementary services, and delivery processes are integrated in the context of an overnight hotel stay. e.g. luxury versus economy), scheduling how long the room is available), nature of the process in this case people processing), and the customer's role in consumption of the room. Supplementary services include things like parking, room service, reservations, and a breakfast buffet. Delivery of both the core and the supplementary services is provided electronically, via hotel employee, or by the customer. Phone use and pay TV are automatically billed to the room. Room service and check-in are provided by a hotel employee. Most breakfast buffets are self-service, requiring the customer to take action.

The delivery process surrounding the core product of an overnight hotel stay includes scheduling, nature of process, customer role and service level.

Service marketers need to create a coherent offering in which each element is compatible with the others and all are mutually reinforcing.

Singapore Airlines is well recognized for both their superior meals and attentive cabin crew.

The search for competitive advantage rarely centers on supplementary services.

Hospitality represents a more subtle approach to consultation because it involves helping customers better understand their situations.

What are the two roles of supplementary services?

Supplementary service innovations are the most common type of innovation.

At its simplest, ____________ consists of immediate advice from a knowledgeable service person in response to the request: "What do you suggest?"

____________ supply the central, problem-solving benefit that customers seek.

Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.

DHL offers customers the opportunity to track the movements of their packages, which have been assigned a unique identification number. This is an example of ____________.

List three examples of order-taking elements in order entry.