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Title Name Amity Solved Assignment MBA 4th Sem for Service Operation Management
University AMITY
Service Type Assignment
Course MBA
Semister Semester-IV-Operation Cource: MBA
Short Name or Subject Code Service Operation Management
Commerce line item Type Semester-IV-Operation Cource: MBA
Product Assignment of MBA Semester-IV-Operation (AMITY)

Solved Assignment


  Questions :-

 Assignment- A


1 .

Discuss about nature and role of services in economy.

 

2 .

Discuss the reasons of growth of service sector.

 

3 .

What do you think are the main reasons for including the element of ‘People’ in the marketing mix for services?

 

4 .

What are two kinds of physical evidence? Discuss.

 

5 .

What are the various product strategies available to a service firm? What are the implications of each?

 

6 .

What are the problems with the Product Lifecycle?

 

7 .

Discuss the factors in determining layout and design.

 

8 .

Discuss about Human Factor in Services .

 

 

 

 

                                                                                            Assignment - B

 

Please give your answer in at least 25 words and press save and continue button.

 

1.

Describe forecasting demand for services. 
 

Save and Continue

2.

Discuss Inventory Management for improved service delivery. 
 

Save and Continue

3.

List the service attributes required by companies to improve their competitive capabilities by using service inventory. 
 

 

 

 

 

         Assignment – C

Question No.  1

Marks - 10


The .................. proposition is essentially the business proposition, but seen from both the business and the customer/user perspective.

 

Options

 
   

 merchandising

 

 service 

 

 management function  

 

 logistics function

 

 

Question No.  2

Marks - 10


................ is a customer-oriented feature with service response based on customer input, one-to-one solutions to customers´ requirements, direct online communications with customer and customer service centers that are intended to help customers solve their issues.

 

Options

 
   

 DRM

 

CRM

 

MRM 

 

 CPRM

 

 

Question No.  3

Marks - 10


The .................... deals with issue of treatment of customers in sense reduce wait time and improvement of service.

 

Options

 
   

inventory and distribution channels.

 

Displays

 

Warehouses 

 

 queue management

 

 

Question No.  4

Marks - 10


Focusing on the ...................... provides a distinct and novel way to think about service management.

 

Options

 
   

Merchandising

 

Supply chain

 

Customer loyalty 

 

 push-pull boundary

 

 

Question No.  5

Marks - 10


       ................ allows each additional item in service inventory to increase the variety of offerings exponentially.

 

Options

 
   

brand-name specialty retailer

 

Modularity

 

Investment 

 

 Merchandise quality

 

 

Question No.  6

Marks - 10


.................... inventory also lowers costs by fulfilling the basic roles of inventory.

 

Options

 
   

 Service

 

Merchandise

 

business intelligence software 

 

 SKUs

 

 

Question No.  7

Marks - 10


................. is a significant factor in determining the kind of fixtures to be used by a retailer since it provides him with a unique selling proposition.

 

Options

 
   

Buying

 

push-pull boundary

 

Level of competition

 

Cataloguing

Question No.  8

Marks - 10


CRM applications also help firms manage ..................... more effectively across the stages of relationship initiation, maintenance, and termination.

 

Options

 
   

World

 

Economy

 

customer relationships

 

 Environment

 
 

 

Question No.  9

Marks - 10


      .......................... can occur in single, batch or bulk, arrival as distribution of time, arrival in finite population or infinite population.

 

Options

 
   

Money

 

Sales Promotion

 

Customer arrival 

 

 Multiple software programs

 

 

Question No.  10

Marks - 10


........................ looks at available resources for customer service, queue structure to avail the service and preemption of service.

 

Options

 
   

Multi-channel retailing

 

Cataloguing

 

Service Mechanism 

 

 Space Management

 

 

Question No.  11

Marks - 10


According to McCarthy, the elements of ................. are 4Ps - product, price, place (i.e. distribution) and promotion.

 

Options

 
   

 marketing mix

 

Customer loyalty

 

Instant gratification  

 

Merchandising

 

 

Question No.  12

Marks - 10


The ..................... in advertisement would substantially simplify the task of professionals since the persuasion process would be found proactive.

 

Options

 
   

 Meeting manager requirements

 

sensitivity

 

creativity 

 

life expectancy

Question No.  13

Marks - 10


      ................... are also unique in service industries and typically public relations take a front seat, while advertising is more of ‘corporate advertising’.

 

Options

 
   

inventory and distribution channels.

 

Promotional issues

 

Instant gratification  

 

 market basket analysis

 
 

 

 

Question No.  14

Marks - 10


.................... can use six basic elements, namely, product scope, market scope, value, timing, identification of the beneficiary and protection against competition.

 

Options

 
   

Merchandising

 

service provider

 

Customer loyalty 

 

Breakage

 

 

Question No.  15

Marks - 10


 The ................ hear the responsibility of advertising locally at micro level.

 

Options

 
   

retailer

 

executives

 

Customer 

 

 Shopkeeper

 

 

Question No.  16

Marks - 10


The ..................... plays a very important role in marketing a service; therefore, managing word-of-mouth publicity is important.

 

Options

 
   

Inventory

 

Retail loyalty programs

 

business intelligence software  

 

public opinion

Question No.  17

Marks - 10


.................... is an area which requires utmost managerial attention.

 

Options

 
   

Staff motivation

 

Promotion

 

Consumers 

 

 Premiums

 
 

 

Question No.  18

Marks - 10


............................... greatly influences the perception of a service brand.

 

Options

 
   

Multiple software programs

 

Sales Promotion

 

Consumer participation 

 

 Buying

 

 

Question No.  19

Marks - 10


................. are frequently used to give an element of tangibility.

 

Options

 
   

 Premiums

 

Sales Promotion

 

Characters and themes 

 

 Multiple software programs

 

 

Question No.  20

Marks - 10


.................. helps in making the message more attractive and enhancing its impact.  

 

Options

 
   

Multi-channel retailing

 

Characters and themes

 

Testing the effectiveness 

 

 Creativity

 

 

Question No.  21

Marks - 10


....................... are defined by the input provided for the process, the process itself, and the output generated from the process.

 

Options

 
   

A critical retail function

 

business intelligence

 

A critical management function  

 

 Business processes

 

 

Question No.  22

Marks - 10


The ................. represents a majority of the economic output of many developed economies, so there are good economic to reasons improve service-based processes.

 

Options

 
   

 services sector

 

 sports sector

 

 business sector  

 

 retail sector

 

 

Question No.  23

Marks - 10


      ......................... is a customer focused approach to service innovation and improvement.

 

Options

 
   

inventory and distribution channels.

 

Service blueprinting

 

Warehouses 

 

 Storage

 

 

Question No.  24

Marks - 10


.................... is the demand for a service from customer when they want something.

 

Options

 
   

Value demand

 

Supply chain

 

Failure demand 

 

 market basket analysis

 

 

Question No.  25

Marks - 10


 ....................... is a demand that only exists because the initial demand was not satisfied properly.

 

Options

 
   

brand-name specialty retailer

 

Value demand

 

  Investment

 

  Failure demand

 

 

Question No.  26

Marks - 10


A ....................... is one of the most cost effective ways of achieving a certain degree of process standardization.

 

Options

 
   

Inventory

 

process manual

 

business intelligence software 

 

 Supply chain

 

 

Question No.  27

Marks - 10


.................. seems to be regarded as a cure-all for services, and even whole countries and economies (such as Europe), to return to the so-called "growth track."

 

Options

 
   

 Buying

 

Scanning

 

tracking

 

Innovation

 

 

Question No.  28

Marks - 10


................... are dynamic and perishable in nature and this can often lead to instances of idle capacity or opportunity loss.

 

Options

 
   

Inventory

 

Services

 

A critical retail function 

 

 Investment

 

 

 

Question No.  29

Marks - 10


...................... makes it difficult to retrieve information in a timely manner and to perform analysis of the data.

 

Options

 
   

Money

 

Sales Promotion

 

Storage

 

Multiple software programs

 

 

Question No.  30

Marks - 10


The service sector of the economy constitutes ................ of the world’s total GDP and employs 40% of global labour force.

 

Options

 
   

62%

 

78%

 

45% 

 

 23%

 

 

               

Question No.  31

Marks - 10


The ................... is composed of the four P’s: product, price, place (distribution) and promotion.

 

Options

 
   

 A critical retail function

 

 business intelligence

 

 critical management function  

 

 traditional marketing mix

 

 

Question No.  32

Marks - 10


............... in services refers to the actual procedures, mechanisms, and flow of activities by which the service is delivered- the service delivery and operating systems.

 

Options

 
   

 Spam

 

Brick and Mortar

 

Process

 

 Business Relationships

 

 

Question No.  33

Marks - 10


..................... can be used to build strong association in the customers’ minds and service can be differentiated from the competitor’s similar offering.

 

Options

 
   

drawback

 

Supply chain

 

Physical evidence 

 

 Storage

 

 

Question No.  34

Marks - 10


The ......................  includes all of the tangible representations of the service such as, brochures, letterhead, business cards, report format, signage, equipment, etc.

 

Options

 
   

Merchandising

 

Physical evidence

 

Customer loyalty 

 

 Internet technology

 

 

 

Question No.  35

Marks - 10


 .................. refers to all human actors who play a part in service delivery and thus influence the buyer’s perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment.

 

Options

 
   

Outsourcing

 

People

 

Investment 

 

 Merchandise quality

 

 

Question No.  36

Marks - 10


.................... is very important concept in services, which refers to the physical presence of the customer in the system.

 

Options

 
   

Customer contact

 

Outsourcing

 

Physical evidence  

 

 Technical support

 

 

Question No.  37

Marks - 10


            .......................... has a vital role in services, because of the large number of service businesses which involve personal interaction between the service provider and the customer, and service being provided by a person, not a machine.

 

Options

 
   

 Personal selling

 

Customer contact

 

Physical evidence 

 

 Technical support

 

 

Question No.  38

Marks - 10


The .................... element of the services marketing mix forms a vital role in communicating the positioning of the service to customers.

 

Options

 
   

promotion

 

Personal selling

 

Technical support

 

 Investment

 

 

Question No.  39

Marks - 10


........................ , refers to the seamless integration of the various sales and service channels provided by the retailer to the customer.

 

Options

 
   

Money

 

Sales Promotion

 

Integrated Multi-channel Retailing (IMCR) 

 

 Multiple software programs

 

 

Question No.  40

Marks - 10


................. is any kind of paid, non-personal method of promotion by an identified organisation or individual.

 

Options

 
   

Advertising

 

Cataloguing

 

Storage 

 

Strategising

 
  Answers :-

 

Assignment- A

1 .Discuss about nature and role of services in economy. 

Answer:

The world economy is increasingly characterized as a service economy. This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. In fact, the growth of the service sector has long been considered as an indicator of a country´s economic progress. Economic history tells us that all developing nations have invariably experienced a shift from agriculture to industry and then to the service sector as the mainstay of the economy. This shift has also brought about a change in the definition of goods and services themselves.

Service organizations vary widely in size. At one end of the scale are huge international corporations operating in such industries as airlines, banking, insurance, telecommunications, and hotels. At the other end of the scale are a vast array of locally owned and operated small businesses, such as restaurants, laundries, optometrists, beauty parlors, and numerous business-to-business services.

The service sector is going through revolutionary change, which dramatically affects the way in which we live and work. New services are continually being launched to satisfy our existing needs and to meet needs that we did not even know we had. Nearly fifty years ago, when the first electronic file sharing system was created, few people likely anticipated the future demand for online banking, website hosting, or email providers. Today, many of us feel we can´t do without them. Similar transformations are occurring in business-to-business markets.

The Role of the Service Economy in Development

As of 2008, services constituted over 50% of GDP in low income countries. As their economies continue to develop, the importance of the service sector continues to grow. For instance, services accounted for 47% of economic growth in sub-Saharan Africa over the period 2000–2005, while industry only contributed 37% and agriculture only 16% in that same period. This means that recent economic growth in Africa relied as much on services as on natural resources or textiles, despite many of those countries benefiting from trade preferences in primary and secondary goods.

As a result of these changes, people are leaving the agricultural sector to find work in the service economy. This job creation is particularly useful as often it provides employment for unskilled workers in the tourism and retail sectors, which benefits the poor and represents an overall net increase in employment. The service economy in developing countries is most often made up of the following industries: financial services, tourism, distribution, health, and education.

 

 

2 .Discuss the reasons of growth of service sector.

Answer:

The service industry is rapidly growing, with companies recognizing the benefits of outsourcing activities that are not part of their core business. Figures from the Bureau of Labor Statistics indicate that U.S. employment in professional and technical services increased by 245,000 between March 2010 and June 2011. Companies are also recognizing how professional services such as consultancy, training or marketing can help them improve their business performance. That´s good news for small businesses that provide these types of services, and also for the larger companies that use their services.        

Trends

According to the World Bank, the demand for services is on the rise with increases in income, as people are becoming less concerned about material needs. In the consumer sector, this leads to increasing demand for services such as health, education and entertainment. In business, companies recognize that many activities can be handled more efficiently by a service provider. Outsourcing services allows a business to concentrate on the activities that are critical to its success. These are called core activities, and they include sales and marketing, accounting, technology, quality, product and service delivery, management, human resources, finance and product development.

Change

Outsourcing services is also important if a business is undergoing change. According to the consultancy firm Accenture, rapidly changing market conditions put companies under pressure to reduce costs and adapt quickly. Outsourcing can go beyond cost savings -- it can improve cash flow and accelerate growth.

Strategic

Services can help a business improve efficiency and achieve its strategic business objectives. For example, consultancy services can help a company focus on critical areas for growth. Training services, for example, help companies develop their workforce skills as a competitive advantage.

Project

Another factor in the growth of the service sector is the continuing complexity of business, according to the Bureau of Labor Statistics. Firms that offer advisory services are helping small businesses to deal with legislative changes, emerging technologies and marketing challenges by giving them access to skills and knowledge that they do not have in-house.

Marketing

The service sector is benefiting from improved marketing as service firms communicate their message more efficiently. Building understanding of the benefits of professional services is critical to the growth of the sector. According to the Rain Group, service firms can improve their performance by positioning themselves effectively and explaining their service benefits to customers.

 

 

3 .What do you think are the main reasons for including the element of ‘People’ in the marketing mix for services?

Answer:

People is one of the elements of service marketing mix. People define a service. If you have an IT company, your software engineers define you. If you have a restaurant, your chef and service staff defines you. If you are into banking, employees in your branch and their behavior towards customers defines you. In case of service marketing, people can make or break an organization. Thus many companies nowadays are involved into specially getting their staff trained in interpersonal skills and customer service with a focus towards customer satisfaction. In fact many companies have to undergo accreditation to show that their staff is better than the rest. Definitely a USP in case of services.

People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it. Most of us can think of a situation where the personal service offered by individuals has made or tainted a tour, vacation or restaurant meal. Remember, people buy from people that they like, so the attitude, skills and appearance of all staff need to be first class. People have an important role in service delivery, they are relied upon to deliver and maintain transactional marketing and people play an important part in the customer relationship.           

There are different kinds of salesperson. There is the product delivery salesperson. His or her main task is to deliver the product, and selling is of less importance e.g. fast food, or mail. The second type is the order taker, and these may be either ‘internal’ or ‘external.’ The internal sales person would take an order by telephone, e-mail or over a counter. The external sales person would be working in the field. In both cases little selling is done.

The next sort of sales person is the missionary. Here, as with those missionaries that promote faith, the salesperson builds goodwill with customers with the longer-term aim of generating orders. Again, actually closing the sale is not of great importance at this early stage. The forth type is the technical salesperson, e.g. a technical sales engineer. Their in-depth knowledge supports them as they advise customers on the best purchase for their needs. Finally, there are creative sellers. Creative sellers work to persuade buyers to give them an order. This is tough selling, and tends to offer the biggest incentives. The skill is identifying the needs of a customer and persuading them that they need to satisfy their previously unidentified need by giving an order.

Customer Service

Many products, services and experiences are supported by customer services teams. Customer services provide expertise (e.g. on the selection of financial services), technical support (e.g. offering advice on IT and software) and coordinate the customer interface (e.g. controlling service engineers, or communicating with a salesman). The disposition and attitude of such people is vitally important to a company. The way in which a complaint is handled can mean the difference between retaining or losing a customer, or improving or ruining a company’s reputation. Today, customer service can be face-to-face, over the telephone or using the Internet. People tend to buy from people that they like, and so effective customer service is vital. Customer services can add value by offering customers technical support, expertise and advice

People deliver services in all sorts of settings. It is an important element of the services marketing mix. If you go to an organized event such as the Olympics then everything about the experience is underpinned by people. Behind-the-scenes there are project managers and chefs, maitre d’ and accountants. The people deliver the service and this is the same for restaurants, hairdressers and auto mechanics.

Training.

All customer facing personnel need to be trained and developed to maintain a high quality of personal service. Training should begin as soon as the individual starts working for an organization during an induction. The induction will involve the person in the organization’s culture for the first time, as well as briefing him or her on day-to-day policies and procedures. At this very early stage the training needs of the individual are identified. A training and development plan is constructed for the individual which sets out personal goals that can be linked into future appraisals. In practice most training is either ‘on-the-job’ or ‘off-the-job.’ On-the-job training involves training whilst the job is being performed e.g. training of bar staff. Off-the-job training sees learning taking place at a college, training center or conference facility. Attention needs to be paid to Continuing Professional Development (CPD) where employees see their professional learning as a lifelong process of training and development.

 

 

 

Assignment - B

 

Please give your answer in at least 25 words and press save and continue button.

  1. Describe forecasting demand for services.

Answer:

Demand forecasting is the art and science of forecasting customer demand to drive holistic execution of such demand by corporate supply chain and business management. Demand forecasting involves techniques including both informal methods, such as educated guesses, and quantitative methods, such as the use of historical sales data and statistical techniques or current data from test markets. Demand forecasting may be used in production planning, inventory management, and at times in assessing future capacity requirements, or in making decisions on whether to enter a new market

Demand forecasting is predicting future demand for the product. In other words it refers to the prediction of probable demand for a product or a service on the basis of the past events and prevailing trends in the present.

Few businesses really understand what drives their markets, their industries, or their brands. Without this understanding, it’s almost impossible to predict the future, explain the past, or develop the best plan for the future. Typically, Decision Analyst approaches demand forecasting at the industry level first and recommends including as much historical data as possible (up to 50 years or more, if available). What are the fundamental drivers of the growth of an industry? For example, the rise in the percentage of women formally employed in the workforce has been one of the main drivers of growth in the restaurant industry over the past 40 years, but that variable is approaching a limit—so future growth in the restaurant industry might slow. As another example, one of the major factors in the rapid growth of world population over the past 100 years has been the increasing supply and falling real cost of food. But food is an energy intensive industry, and the real costs of food are highly likely to rise over the next 50 years, which probably will constrain world population growth (along with other limits).

In developing a demand forecast for an industry, Decision Analyst creates an analytical database consisting of some measures of industry growth over the past 20 years, 30 years, 40 years or longer (revenue in constant dollars, employment, or unit output, etc.). This is the dependent variable, the thing we are trying to predict. Then relevant economic data from the same time periods are assembled and integrated into the database. The economic data are usually expressed in constant dollars and represent all of the independent variables—the things that might explain or predict the dependent variable, industry growth (or decline). Generally, multiple regression and time-series analyses are the workhorses of demand forecasting and analysis, but other statistical methods are also used by Decision Analyst, such as input-output analyses.

The great value of demand forecasting is an enhanced ability for a company to see into and understand the future, and to make optimal decisions to guide its own destiny.

 

  1. Discuss Inventory Management for improved service delivery.

Answer:

In recent years, the practice of pushing product by building inventory in anticipation of demand has fallen out of favor. Many companies have shifted to a“pull” environment, in which they build product only in response to actual demand. These firms have moved the “push-pull boundary” — the point at which a supply chain switches from building to forecast to reacting to demand — away from their end customers. By decreasing the amount of work completed before actual demand is known, firms avoid costly mismatches in supply and demand. For example, Dell Inc. has assumed and maintained a leadership position in the personal computer industry in no small part by setting its push-pull boundary to offer customers greater customization.

Given that repositioning the push-pull boundary has paid huge dividends for many product-based firms, it is only natural to wonder what kind of promise this approach holds for service firms. On the surface, the answer seems to be very little. A basic tenet of service management is that services cannot be inventoried; without inventory, the location of the push-pull boundary seems to have little relevance. Yet this view relies on an extremely narrow definition of inventory as finished product waiting for customers. In practice, inventory also serves as a way to store work; because the work has been stored, customers don’t have to wait for it to be performed. In a service setting, then, the placement of the push-pull boundary defines the portion of the work that has been performed and stored before the customer arrives. We call this work “service inventory.”

Service inventory includes all process steps that are completed prior to the customer’s arrival. As with physical inventories, service inventories allow firms to buffer their resources from the variability of demand and reap benefits from economies of scale while also providing customers with faster response times. Having service inventory also facilitates using the customer as a resource and offers the potential for automating the process. By using the correct form of service inventory, companies can offer better quality, faster response times and more competitive pricing

 

 

  1. List the service attributes required by companies to improve their competitive capabilities by using service inventory.

Answer:

Service inventory needs to be viewed in the context of how firms compete and create value for customers. Every service represents a bundle of attributes — quality, speed, customization and price — produced through a set of processes. Customers elect to buy from a service provider only if the attributes of its offering are more attractive than the available alternatives.

Quality

Consumers value various aspects of service quality, but in many cases transactional conformance — being able to get a well-defined service reliably and accurately — is the No. 1 concern. In this case, moving the push-pull boundary toward the market and increasing service inventory tends to increase service quality. An investor looking to rebalance his or her portfolio or sell stock, for example, places an extremely high value on transactional conformance. The investor wants reliable, accurate information about how best to make the adjustments, and service inventory provides an effective mechanism for satisfying this objective. Boston-based Fidelity Investments has reacted to this need by developing service inventory in the form of Web-based tools that allow investors to perform a variety of analyses.

Transactional conformance is also critical for purchasing airline tickets, making hotel reservations and seeking technical support. It is not surprising that firms have moved such transactions to centralized call centers and Web sites. A call center agent can work through a script to answer a customer’s question or can direct the customer to a Web-based “Frequently Asked Questions” page that presents the answer online. In either case, companies rely on service inventory to optimize the quality of the transaction and the experience.

Speed

Service inventory can shorten service turnaround time by reducing the amount of work required once customers enter the process. For example, a customer picking up laundered shirts and a suit from the dry cleaners frequently must wait for an employee to locate the items. Obviously, it would be faster for the customer if the cleaner consolidated orders in advance. This is what Zoots, a chain of dry cleaners based in Newton, Massachusetts, does. The company even takes the idea one step further; it puts the customer’s items in a secure locker (accessible 24 hours a day) and bills a preapproved credit card. Zoots has reduced the pull portion of the pickup process to a minimum. The customer spends less time in the store and is free to pick up dry cleaning at any time. No matter when customers show up, Zoots is able to achieve a higher level of staff utilization because employees are able to work at a steady rate.

Beyond trimming the amount of work done in the pull phase, moving the push-pull boundary can shorten waiting times by making it economical to use large amounts of inexpensive capacity. If the more difficult work is completed before a customer arrives, the required skill level for frontline workers can be reduced. Since lower-skilled labor generally costs less, firms thus can afford to deploy more capacity.

 

The goal of developing service inventory is not necessarily to simplify the service so that it can be delivered by less skilled resources. Its goal often is to save customers time by making front-line workers more productive and flexible. For example, in a financial service call center, one agent properly supported by service inventory can sell a variety of complex products and handle a range of transactions. By increasing resource flexibility, service inventory can allow customers to receive a full range of services without having to endure a series of frustrating handoffs.

Customization

Whereas inventory generally tends to constrain customer choice, well-designed service inventory can be used to offer greater variety and customization quickly, at relatively low cost. Service inventory enhances customization by allowing general capacity to deliver specific results or by giving customers increased information and control. JW Marriott Hotels and Resorts’ “At Your Service” program is an example of the former. The program keeps track of individual guest preferences and complaints. If a guest prefers feather to foam pillows, it is noted in the database, and the feather pillow will be on the bed the next time that guest checks into a Marriott hotel. Through this program, Marriott is building up its service inventory and using the inventory to customize its offerings. Marriott can take what would otherwise be a generic hotel room and tailor it to the traveler’s individual taste.

Firms can use service inventory to increase customization by giving customers more information and control.

Price

Moving the push-pull boundary in the direction of end users can offer significant cost savings, giving service providers greater pricing flexibility. The savings can flow from simply using less expensive resources and developing self-service options. Alternatively, service inventory can enhance the productivity and flexibility of frontline workers. Operating a technical support help desk, for example, is less costly if user problems are handled quickly and correctly the first time.

Determining the Right Level of Service Inventory

The ideal location of the push-pull boundary depends on the specific characteristics of the particular market and the cost of creating service inventory. The market characteristics determine the likelihood that service inventory will actually be used; the cost influences how risky it is to build service inventory. As with product inventory, building service inventory is more attractive when there is a greater chance that it will actually be used or when the cost of building it is low.

One market characteristic favoring high levels of service inventory is when customized service can be delivered through the application of a common process. Automated teller machines at banks, self-service check-in at airports and eBay auctions are good examples; the process is standardized, but the transaction details differ. In each case, a standardized process allows for the building of service inventory. This, in turn, facilitates self-service by the customer, quickly and at low cost. By concentrating on what is common across the various service requests, the firms can build service inventories with the knowledge that they will, in fact, be used.

Controlling Access to Increase the Value of Service Inventory

Once a firm has created service inventory, it is important to encourage as many customers as possible to use it. For example, having a check-in kiosk provides little value to an airline if most passengers continue to wait in line for customer service representatives. Some firms have responded to this challenge by forcing customers to access service inventory before placing demands on more expensive resources. For example, American Airlines usually allows domestic passengers to access its counter personnel only after they have used a self-service check-in terminal. In other settings, firms have built-in profiles for identifying complex transactions that cannot be handled using service inventory. For example, lenders might develop automated rules to create three groups of loan requests — accept, reject and further processing. Only the requests that require further processing find their way to a person.

 

Assignment – C

Question No.  1         

The .................. proposition is essentially the business proposition, but seen from both the business and the customer/user perspective.  

Options          

  1. merchandising
  2. service
  3. management function
  4. logistics function

Ans: service

 

Question No.  2         

................ is a customer-oriented feature with service response based on customer input, one-to-one solutions to customers´ requirements, direct online communications with customer and customer service centers that are intended to help customers solve their issues.        

Options          

  1. DRM
  2. CRM
  3. MRM
  4. CPRM

Ans: CRM

 

 

Question No.  3         

The.................... Deals with issue of treatment of customers in sense reduce wait time and improvement of service.           

Options                      

  1. Inventory and distribution channels.
  2. Displays
  3. Warehouses
  4. queue management

Ans: queue management

 

 

Question No.  4         

Focusing on the ...................... provides a distinct and novel way to think about service management.           

Options                      

  1. Merchandising
  2. Supply chain
  3. Customer loyalty
  4. push-pull boundary

Ans: push-pull boundary

 

Question No.  5         

................ allows each additional item in service inventory to increase the variety of offerings exponentially.           

Options                      

  1. brand-name specialty retailer
  2. Modularity
  3. Investment
  4. Merchandise quality

Ans: Modularity

 

 

Question No.  6         

.................... inventory also lowers costs by fulfilling the basic roles of inventory.         

Options                      

  1. Service
  2. Merchandise
  3. business intelligence software
  4. SKUs

Ans: Service

 

 

Question No.  7         

................. is a significant factor in determining the kind of fixtures to be used by a retailer since it provides him with a unique selling proposition.        

Options                      

  1. Buying
  2. push-pull boundary
  3. Level of competition
  4. Cataloguing

Ans: Level of competition

 

 

Question No.  8         

CRM applications also help firms manage ..................... more effectively across the stages of relationship initiation, maintenance, and termination.  

Options          

  1. World
  2. Economy
  3. customer relationships
  4. Environment

Ans: customer relationships

 

 

Question No.  9         

 .......................... can occur in single, batch or bulk, arrival as distribution of time, arrival in finite population or infinite population.          

Options                      

  1. Money
  2. Sales Promotion
  3. Customer arrival
  4. Multiple software programs

Ans: customer relationships

 

Question No.  10       

........................ looks at available resources for customer service, queue structure to avail the service and preemption of service.          

Options                      

  1. Multi-channel retailing
  2. Cataloguing
  3. Service Mechanism
  4. Space Management

Ans: Service Mechanism

 

Question No.  11       

According to McCarthy, the elements of .................are 4Ps - product, price, place (i.e. distribution) and promotion.    

Options          

  1. marketing mix
  2. Customer loyalty
  3. Instant gratification
  4. Merchandising
  5. Ans: marketing mix

 

Question No.  12       

The ..................... in advertisement would substantially simplify the task of professionals since the persuasion process would be found proactive

Options                      

  1. Meeting manager requirements
  2. sensitivity
  3. creativity
  4. life expectancy

Ans: creativity

 

 

Question No.  13       

 ................... are also unique in service industries and typically public relations take a front seat, while advertising is more of ‘corporate advertising’.      

Options          

  1. Inventory and distribution channels.
  2. Promotional issues
  3. Instant gratification
  4. market basket analysis

Ans: Inventory and distribution channels

 

 

Question No.  14       

.................... can use six basic elements, namely, product scope, market scope, value, timing, identification of the beneficiary and protection against competition.         

Options                      

  1. Merchandising
  2. service provider
  3. Customer loyalty
  4. Breakage
  5. Ans: service provider

 

 

 

Question No.  15       

 The ................ hear the responsibility of advertising locally at micro level.       

Options          

  1. retailer
  2. executives
  3. Customer
  4. Shopkeeper

Ans: executives

 

 

Question No.  16       

The ..................... plays a very important role in marketing a service; therefore, managing word-of-mouth publicity is important.          

Options          

  1. Inventory
  2. Retail loyalty programs
  3. business intelligence software
  4. public opinion

Ans: public opinion

 

 

Question No.  17       

.................... is an area which requires utmost managerial attention.      

Options                      

  1. Staff motivation
  2. Promotion
  3. Consumers
  4. Premiums

Ans: Consumers

 

 

Question No.  18       

............................... greatly influences the perception of a service brand.

Options          

  1. Multiple software programs
  2. Sales Promotion
  3. Consumer participation
  4. Buying

Ans: Consumer participation

 

 

 

Question No.  19       

................. are frequently used to give an element of tangibility. 

Options          

  1. Premiums
  2. Sales Promotion
  3. Characters and themes
  4. Multiple software programs

Ans: Sales Promotion

 

Question No.  20       

.................. helps in making the message more attractive and enhancing its impact.     

Options                      

  1. Multi-channel retailing
  2. Characters and themes
  3. Testing the effectiveness
  4. Creativity

Ans: Creativity

 

 

 

Question No.  21       

....................... are defined by the input provided for the process, the process itself, and the output generated from the process.      

Options                      

  1. A critical retail function
  2. business intelligence
  3. A critical management function
  4. Business processes

Ans: Business processes

 

 

Question No.  22       

The .................represents a majority of the economic output of many developed economies, so there are good economic to reasons improve service-based processes.     

Options                      

  1. services sector
  2. sports sector
  3. business sector
  4. retail sector

Ans: services sector

 

 

 

Question No.  23       

......................... is a customer focused approach to service innovation and improvement.        

Options                      

  1. Inventory and distribution channels.
  2. Service blueprinting
  3. Warehouses
  4. Storage

Ans: Service blueprinting

 

Question No.  24       

.................... is the demand for a service from customer when they want something.    

Options                      

  1. Value demand
  2. Supply chain
  3. Failure demand
  4. market basket analysis
  5. Ans: Supply chain

 

 

Question No.  25       

 ....................... is a demand that only exists because the initial demand was not satisfied properly.     

Options                      

  1. brand-name specialty retailer
  2. Value demand
  3. Investment
  4. Failure demand
  5. Ans: Failure demand

 

 

 

Question No.  26

A .......................is one of the most cost effective ways of achieving a certain degree of process standardization.           

Options          

  1. Inventory
  2. process manual
  3. business intelligence software
  4. Supply chain
  5. Ans: Supply chain

 

 

Question No.  27       

.................. seems to be regarded as a cure-all for services, and even whole countries and economies (such as Europe), to return to the so-called "growth track."         

Options          

  1. Buying
  2. Scanning
  3. tracking
  4. Innovation
  5. Ans: Innovation

 

 

Question No.  28       

................... are dynamic and perishable in nature and this can often lead to instances of idle capacity or opportunity loss.        Solved by www.solvezone.in ; Warning: not for reselling

Options          

  1. Inventory
  2. Services
  3. A critical retail function
  4. Investment

Ans: Services

 

 

Question No.  29       

...................... makes it difficult to retrieve information in a timely manner and to perform analysis of the data.           

Options                      

  1. Money
  2. Sales Promotion
  3. Storage
  4. Multiple software programs

Ans: Multiple software programs

 

 

Question No.  30       

The service sector of the economy constitutes ................ of the world’s total GDP and employs 40% of global labour force. 

Options                      

  1. 62%
  2. 78%
  3. 45%
  4. 23%

Ans: 45%

 

 

Question No.  31       

The ................... is composed of the four P’s: product, price, place (distribution) and promotion.      

Options                      

  1. A critical retail function
  2. business intelligence
  3. critical management function
  4. traditional marketing mix

Ans: traditional marketing mix

 

 

Question No.  32       

............... in services refers to the actual procedures, mechanisms, and flow of activities by which the service is delivered- the service delivery and operating systems.

Options                      

  1. Spam
  2. Brick and Mortar
  3. Process
  4. Business Relationships

Ans: Process

 

 

 

Question No.  33       

..................... can be used to build strong association in the customers’ minds and service can be differentiated from the competitor’s similar offering.      

Options                      

  1. drawback
  2. Supply chain
  3. Physical evidence
  4. Storage

Ans: Physical evidence

 

 

Question No.  34       

The ......................  includes all of the tangible representations of the service such as, brochures, letterhead, business cards, report format, signage, equipment, etc.   

Options                      

  1. Merchandising
  2. Physical evidence
  3. Customer loyalty
  4. Internet technology

Ans: Physical evidence

 

 

Question No.  35       

 .................. refers to all human actors who play a part in service delivery and thus influence the buyer’s perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment.  

Options                      

  1. Outsourcing
  2. People
  3. Investment
  4. Merchandise quality

Ans: People

 

 

Question No.  36       

.................... is very important concept in services, which refers to the physical presence of the customer in the system.           

Options                      

  1. Customer contact
  2. Outsourcing
  3. Physical evidence
  4. Technical support

Ans: Customer contact

 

Question No.  37       

.......................... has a vital role in services, because of the large number of service businesses which involve personal interaction between the service provider and the customer, and service being provided by a person, not a machine

Options                      

  1. Personal selling
  2. Customer contact
  3. Physical evidence
  4. Technical support

Ans: Personal selling

 

 

Question No.  38       

The ....................element of the services marketing mix forms a vital role in communicating the positioning of the service to customers.      

Options                      

  1. promotion
  2. Personal selling
  3. Technical support
  4. Investment

Ans: promotion

 

 

Question No.  39       

........................ , refers to the seamless integration of the various sales and service channels provided by the retailer to the customer.        Solved by www.solvezone.in ; Warning: not for reselling

Options          

  1. Money
  2. Sales Promotion
  3. Integrated Multi-channel Retailing (IMCR)
  4. Multiple software programs

Ans: Integrated Multi-channel Retailing (IMCR)

 

 

 

Question No.  40       

................. is any kind of paid, non-personal method of promotion by an identified organization or individual.           

Options                      

  1. Advertising
  2. Cataloguing
  3. Storage
  4. Strategizing

Ans: Advertising

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