Bộ 2 - Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án
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Câu 1:
Which characteristic of services refers to the fact that services cannot be seen, tasted, felt, or smelled before they are purchased?
💡 Lời giải chi tiết:
According to the fundamental principles of service marketing, intangibility is the core trait that prevents customers from physically sensing a service before the transaction occurs. Kết luận Lý giải: Intangibility
Câu 2:
In the 7Ps of service marketing, which element includes the employees who deliver the service and interact with customers?
💡 Lời giải chi tiết:
The 'People' element in the extended marketing mix specifically refers to all human actors who play a part in service delivery and thus influence the buyer's perceptions. Kết luận Lý giải: People
Câu 3:
Which concept describes the range of service performance that a customer finds acceptable, located between desired and adequate service levels?
💡 Lời giải chi tiết:
In service quality theory, the 'Zone of Tolerance' represents the extent to which customers are willing to accept variations in service delivery. Kết luận Lý giải: Zone of Tolerance
Câu 4:
hotel room that remains unsold for a night represents which service characteristic, as the revenue opportunity is lost forever?
💡 Lời giải chi tiết:
Perishability refers to the fact that service capacity cannot be stored for sale in the future, making unused capacity a lost revenue opportunity. Kết luận Lý giải: Perishability
Câu 5:
According to the Gaps Model of Service Quality, Gap 1 (The Knowledge Gap) occurs when there is a difference between:
💡 Lời giải chi tiết:
The Knowledge Gap arises when management does not accurately perceive what customers actually expect from the service. Kết luận Lý giải: Customer expectations and management perceptions of those expectations
Câu 6:
Which dimension of the SERVQUAL scale measures the 'ability to perform the promised service dependably and accurately'?
💡 Lời giải chi tiết:
Reliability is defined as the most important dimension of service quality, reflecting the firm's consistency in meeting its promises. Kết luận Lý giải: Reliability
Câu 7:
In service marketing, 'Physical Evidence' is used by customers as a proxy for quality primarily because of which service characteristic?
💡 Lời giải chi tiết:
Because services are intangible, customers often look for tangible cues or physical evidence to evaluate the potential quality of the service. Kết luận Lý giải: Intangibility
Câu 8:
What is the primary goal of 'Internal Marketing' within a service organization?
💡 Lời giải chi tiết:
Internal marketing focuses on treating employees as customers to ensure they are capable and motivated to provide excellent external service. Kết luận Lý giải: To motivate and align employees to deliver high-quality service to customers
Câu 9:
Which term describes the situation where a customer is more satisfied after a service failure is successfully resolved than if the failure had never occurred?
💡 Lời giải chi tiết:
The Service Recovery Paradox is a well-documented phenomenon where effective resolution of a problem leads to higher loyalty than a flaw-free experience. Kết luận Lý giải: Service Recovery Paradox
Câu 10:
In the 'Flower of Service' model, which of the following is considered a 'Facilitating' service rather than an 'Enhancing' service?
💡 Lời giải chi tiết:
Facilitating services like billing and information are required for service delivery, while enhancing services like hospitality add value. Kết luận Lý giải: Billing
Câu 11:
'Service Blueprint' is a visual tool primarily used to map out:
💡 Lời giải chi tiết:
Service blueprinting is a technique used to design and analyze service processes by documenting the flow of activities and interactions. Kết luận Lý giải: The service process from both the customer's and the organization's perspective
Câu 12:
Which type of service qualities are those that the customer can only evaluate during or after the consumption process, such as a haircut or a vacation?
💡 Lời giải chi tiết:
Experience qualities are attributes that can be assessed only after purchase or during consumption, distinguishing them from search or credence qualities. Kết luận Lý giải: Experience qualities
Câu 13:
When a service provider uses 'Dynamic Pricing' to adjust rates based on real-time demand, they are primarily addressing which challenge?
💡 Lời giải chi tiết:
Dynamic pricing helps manage demand to match fixed supply capacity, which is essential because service capacity is perishable and cannot be stored. Kết luận Lý giải: Perishability
Câu 14:
Which 'P' of the service marketing mix involves the flow of activities, number of steps, and level of customer involvement in the service delivery?
💡 Lời giải chi tiết:
The 'Process' element refers to the actual procedures, mechanisms, and flow of activities by which the service is delivered. Kết luận Lý giải: Process
Câu 15:
The 'Servicescape' refers to the physical environment where the service is delivered. Which of the following is an 'ambient condition' in a servicescape?
💡 Lời giải chi tiết:
Ambient conditions are background characteristics of the environment, such as lighting, noise, and scent, that affect the five senses. Kết luận Lý giải: Background music and temperature
Câu 16:
Which service characteristic implies that the customer is often physically present during the production of the service and may even participate in it?
💡 Lời giải chi tiết:
Inseparability refers to the simultaneous production and consumption of a service, often requiring the customer's presence. Kết luận Lý giải: Inseparability
Câu 17:
Which term refers to the labor required by service employees to manage their emotions and expressions to meet organizational expectations during interactions?
💡 Lời giải chi tiết:
Emotional labor is the process by which employees regulate their feelings to create a specific facial and bodily display as part of their job. Kết luận Lý giải: Emotional labor
Câu 18:
The 'Communications Gap' (Gap 4) in the Gaps Model is often caused by:
💡 Lời giải chi tiết:
Gap 4 occurs when the service promised by marketing communications does not match the service actually delivered. Kết luận Lý giải: Over-promising in advertisements or sales pitches
Câu 19:
Which of these is a 'Credence Quality' that is difficult for a consumer to evaluate even after the service has been performed?
💡 Lời giải chi tiết:
Credence qualities are attributes that consumers may find impossible to evaluate confidently even after purchase because they lack specialized knowledge. Kết luận Lý giải: The technical accuracy of a complex legal advice
Câu 20:
When a airline offers frequent flyer miles to encourage repeat business, it is primarily using which marketing strategy?
💡 Lời giải chi tiết:
Relationship marketing aims to build long-term loyalty and repeat business through rewards and personalized communication. Kết luận Lý giải: Relationship Marketing
Câu 21:
The 'Line of Visibility' in a service blueprint separates:
💡 Lời giải chi tiết:
The line of visibility distinguishes between actions that are visible to the customer and those that happen behind the scenes. Kết luận Lý giải: Front-stage activities from back-stage activities
Câu 22:
Which service characteristic leads to the challenge that no two service experiences are exactly the same, even if provided by the same person?
💡 Lời giải chi tiết:
Heterogeneity (or variability) means that service quality depends on who provides it, when, where, and how, making consistency difficult. Kết luận Lý giải: Heterogeneity
Câu 23:
In the SERVQUAL model, 'Empathy' refers to the:
💡 Lời giải chi tiết:
Empathy is the dimension that captures how well a service provider understands and cares for the specific needs of its customers. Kết luận Lý giải: Caring, individualized attention the firm provides its customers
Câu 24:
What is 'Co-creation' in the context of service marketing?
💡 Lời giải chi tiết:
Co-creation emphasizes that service value is often produced through the collaboration and active participation of the customer. Kết luận Lý giải: The active involvement of customers in creating and delivering the service value
Câu 25:
Which pricing strategy involves charging different prices for the same service at different times to maximize revenue from fixed capacity?
💡 Lời giải chi tiết:
Yield management is a variable pricing strategy used to maximize revenue from a fixed, time-limited resource like airline seats. Kết luận Lý giải: Yield Management pricing
