Tiếng Anh - Marketing dịch vụ (Services Marketing) - Trắc nghiệm
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Câu 1. Why might a market-focused strategy look attractive to a firm?
- A. The firm can charge premium prices and provides protection against would-be competitors
- B. The firm can sell multiple services to a single buyer
- C. The firm serves broad markets and provides a wide range of services
- D. The firm offers a largely standardized product to a broad customer base
Câu 2. What are the two dimensions that define the four basic focus strategies?
- A. Market focus and service focus
- B. Product focus and customer focus
- C. Operational focus and financial focus
- D. Strategic focus and tactical focus
Câu 3. Why might safety not be a determinant attribute when choosing an airline?
- A. Because all airlines are equally safe
- B. Because safety is not important to travelers
- C. Because travelers have several choices of carriers that are perceived as equally safe
- D. Because safety is not a service characteristic
Câu 4. Which of the following is an example of using facilities for longer periods to stretch capacity?
- A. A subway car allowing more standing passengers
- B. A restaurant offering a simpler menu at busy times
- C. A bank extending its opening hours during weekdays
- D. Staff working at high efficiency for short periods
Câu 5. Which method involves using psychology of waiting time to make waits less unpleasant?
- A. Not providing any information about how long the wait will be
- B. Tailoring the queuing system to different market segments
- C. Managing customers' behavior and their perceptions of the wait
- D. Installing a reservations system
Câu 6. All the tables in a restaurant can be two-seaters. When necessary, two tables can be combined to seat four, or three tables combined to seat six. This example is of ________.
- A. Creating flexible capacity
- B. Cross-training employees
- C. Using part-time employees
- D. Renting or sharing extra facilities and equipment
Câu 7. Which of the following is NOT an advantage of self-service technologies?
- A. Greater choice of products.
- B. Higher perceived level of customization.
- C. Convenience of location.
- D. Greater control over service delivery.
Câu 8. Which type of waiting line, often called a "snake," is commonly used in post offices and airport check-ins?
- A. Single-line, sequential stages
- B. Parallel lines to multiple servers
- C. Single line to multiple servers
- D. Designated lines
Câu 9. Why might a hospital emergency unit prioritize certain patients over others?
- A. Based on their insurance type
- B. Based on the urgency of their medical condition
- C. Based on their arrival time
- D. Based on their payment method
Câu 10. The service manager can use this tool to visualize the service delivery and identify fail points where failures are most likely to occur. Which type of tool is mentioned?
- A. The Fishbone diagram
- B. Blueprinting
- C. Flowcharting
- D. Pareto Analysis
Câu 11. ________ involves bringing the "voice of the customer" into the organization, focusing the organization on customer needs and customer satisfaction, and rallying the entire organization toward a service quality culture.
- A. Benchmarking of service quality and performance
- B. Customer-driven learning and improvements
- C. Creating a customer-oriented service culture
- D. Generating an organization-centered working environment
Câu 12. When is demand described as price elastic?
- A. When a change in price has little effect on sales
- B. When a small change in price has a big impact on sales
- C. When sales rise by the same percentage that price falls
- D. When sales fall by the same percentage that price rises
Câu 13. If a small change in price has a big impact on sales, demand for that product is said to be ________.
- A. Price elastic
- B. Market elastic
- C. Price inelastic
- D. Market inelastic
Câu 14. What is the purpose of bundling a service into a package according to revenue management practices?
- A. To highlight individual component costs
- B. To increase overall price transparency
- C. To hide the discounted price and avoid unfairness perceptions
- D. To make individual components cheaper
Câu 15. Which of the following scenarios best illustrates the use of intermediaries?
- A. A customer books a flight directly through an airline's website
- B. A customer buys a concert ticket from a ticket agent located in a nearby mall
- C. A customer pays for groceries at a supermarket
- D. A customer orders food delivery through a restaurant's app
Câu 16. Which services are MOST likely affected by price competition?
- A. Services that are highly personalized and customized
- B. Services with high switching costs
- C. Services with high time and location specificity
- D. Services that are highly undifferentiated
Câu 17. If a service environment is inherently ________, one should avoid increasing ________ levels, as this would move customers into the "distressed" region of Russell's model.
- A. pleasant; arousal
- B. pleasant; excitement
- C. pleasant; relaxation
- D. unpleasant; arousal
Câu 18. Of the following, which is NOT an ambient condition that irritates shoppers according to Alain d'Astous?
- A. Store is too small
- B. Store is not clean
- C. Too hot inside the store or the shopping center
- D. Music inside the store is too loud
Câu 19. Which type of service environment is likely to prioritize a relaxing and calm servicescape?
- A. Fast food restaurant
- B. Spa or wellness center
- C. Retail clothing store
- D. Call center
Câu 20. Numerous research studies have found that ________ increases arousal levels, which can then cause customers to increase the pace of various behaviors.
- A. Slow-tempo and high-volume music
- B. Slow-tempo and low-volume music
- C. Fast-tempo and high-volume music
- D. Fast-tempo and low-volume music
Câu 21. Ambient conditions refer to those characteristics of the environment that pertain to your five senses. Which of the following is NOT an example of ambient conditions?
- A. Furnishings
- B. Temperature
- C. Noise
- D. Music
Câu 22. What can be inferred about the relationship between economic development and the service sector?
- A. Economic development leads to a decrease in the service sector
- B. Economic development has no effect on the service sector
- C. Economic development leads to an increase in the service sector
- D. Economic development only affects the agricultural sector
Câu 23. Why might marketing practices from manufacturing companies not transfer well to service organizations?
- A. Services are more tangible than goods
- B. Services have characteristics like intangibility and perishability
- C. Services are produced and consumed separately
- D. Services have consistent quality
Câu 24. If a restaurant starts accepting payment via smartphone, which type of service innovation is it implementing?
- A. Major process innovations
- B. Supplementary service innovations
- C. Style changes
- D. Service improvements
Câu 25. If a hotel offers different packages such as "Standard", "Deluxe", and "Suite", each with different amenities and prices, what strategy is the hotel using?
- A. Service differentiation
- B. Service tiering
- C. Service branding
- D. Service packaging
… và còn 15 câu nữa. Bấm Vào thi phía trên để làm toàn bộ 40 câu và xem đáp án.
