Trắc nghiệm Marketing dịch vụ Tiếng Anh online - Chương 11
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Câu 1:
According to the Service-Dominant Logic, what is the primary purpose of a service provider in the value creation process?
💡 Lời giải chi tiết:
Under Service-Dominant Logic, value is always co-created by the customer and provider, meaning the provider acts as a facilitator of value creation
Câu 2:
What is the core function of 'co-creation' in service marketing?
💡 Lời giải chi tiết:
Co-creation emphasizes that value is not just delivered but jointly created through the interaction between the service provider and the customer, which is known as joint involvement of customers and providers in creating value
Câu 3:
In the context of 'Service-Dominant Logic', what is the fundamental unit of exchange?
💡 Lời giải chi tiết:
The foundation of the Service-Dominant Logic framework is the proposition that service, defined as the application of competences, is the fundamental unit of exchange
Câu 4:
Which concept describes a customer's perception of value based on what they give versus what they get?
💡 Lời giải chi tiết:
A customer value proposition is the articulation of the balance between the benefits a customer receives and the sacrifices they make, which is recognized as a customer value proposition
Câu 5:
What is the primary characteristic of 'Value-in-use' compared to 'Value-in-exchange'?
💡 Lời giải chi tiết:
In modern service marketing, value is not inherent in the product but is realized by the customer during the consumption or usage process, referred to as value-in-use
Câu 6:
What does 'Service Ecosystem' refer to in service marketing?
💡 Lời giải chi tiết:
A service ecosystem is defined as a relatively self-contained, self-adjusting system of resource-integrating actors connected by institutional arrangements, known as a self-adjusting system of resource-integrating actors connected by institutional arrangements
Câu 7:
What is meant by 'Resource Integration' in the context of service systems?
💡 Lời giải chi tiết:
Resource integration refers to the process where actors combine various resources—whether public, private, or market-based—to create value, recognized as the combination of private, public, and market resources by actors
Câu 8:
Why is 'Institutional Arrangement' important for service ecosystems?
💡 Lời giải chi tiết:
Institutional arrangements act as the social and organizational norms that guide the behavior of actors within a system, described as the rules, norms, and meanings that facilitate coordination
Câu 9:
Which term describes the shift from 'goods-dominant' to 'service-dominant' logic?
💡 Lời giải chi tiết:
The transition in conceptualizing how value is created, from goods to services, is widely recognized in academic literature as a paradigm shift
Câu 10:
In service marketing, what does 'Operand Resources' typically refer to?
💡 Lời giải chi tiết:
Operand resources are defined as those that remain static until acted upon, such as physical objects or raw materials, which is the definition of resources that require action to be useful, such as raw materials
Câu 11:
What differentiates 'Operant Resources' from 'Operand Resources'?
💡 Lời giải chi tiết:
Operant resources are those that are capable of acting on other resources, such as human skills or technology, specifically characterized by being dynamic and acting upon other resources
Câu 12:
What is the role of 'Customer-to-Customer' interaction in modern service marketing?
💡 Lời giải chi tiết:
In contemporary service ecosystems, interactions between customers (peer-to-peer) have become a critical component that impacts value co-creation and customer experience
Câu 13:
How does technology contribute to the service ecosystem?
💡 Lời giải chi tiết:
Technology acts as a powerful enabler within service ecosystems by enhancing the integration of resources and connectivity
Câu 14:
What is the primary focus of 'Service Science'?
💡 Lời giải chi tiết:
Service science is an interdisciplinary field focused on the study of service systems, their dynamics, and value creation
Câu 15:
Which concept addresses the ability of a service system to adapt to changing environments?
💡 Lời giải chi tiết:
In the context of dynamic service ecosystems, the capacity to adapt and recover from disruptions is referred to as resilience
Câu 16:
What is the main goal of 'Service Branding' according to service-dominant logic?
💡 Lời giải chi tiết:
Branding in service-dominant logic is about creating a promise and ensuring the ecosystem supports the delivery of that promise to facilitate value co-creation
Câu 17:
Why is 'Intersubjectivity' relevant to service marketing?
💡 Lời giải chi tiết:
Intersubjectivity refers to the shared understanding and meanings developed between actors, which explains how actors share and interpret meanings for coordination
Câu 18:
What is 'Value Co-destruction'?
💡 Lời giải chi tiết:
Value co-destruction occurs when the interaction between actors leads to a decline in well-being or value, defined as a process where resource integration results in negative outcomes for actors
Câu 19:
What constitutes the 'Service System' interface?
💡 Lời giải chi tiết:
The interface in a service system is the critical point of contact where resource integration occurs between actors
Câu 20:
How does 'Value-in-context' influence marketing?
💡 Lời giải chi tiết:
Value-in-context means that the value an actor experiences is dependent on the specific situation or context, suggesting that value is subjective and dependent on specific circumstances
Câu 21:
What characterizes a 'Service-oriented' organizational culture?
💡 Lời giải chi tiết:
A service-oriented culture prioritizes understanding and supporting the customer's journey, emphasizing the customer's value realization process
Câu 22:
What is the significance of 'Service Platforms'?
💡 Lời giải chi tiết:
Service platforms function as facilitators that provide a modular framework for resource integration, enabling actors to interact more efficiently
Câu 23:
What is the relationship between 'Service Experience' and 'Value'?
💡 Lời giải chi tiết:
Service experience refers to the cognitive and emotional response of the customer during service usage, which is the process that drives value realization
Câu 24:
What does 'Service Logic' advocate in customer relationship management?
💡 Lời giải chi tiết:
Service logic shifts the focus from managing transactions to deepening long-term engagement to support value creation
Câu 25:
How does 'Network' theory apply to Service Marketing?
💡 Lời giải chi tiết:
Network theory is essential in service marketing as it helps explain how multi-actor ecosystems create value
