服務(wù)營銷雙語試卷及答案

一、單項選擇題（總共10題，每題2分）1.Theconceptofservicemarketingisprimarilyconcernedwith:A.SellingproductsB.PromotinggoodsC.ManagingcustomerrelationshipsD.IncreasingmarketshareAnswer:C2.Inservicemarketing,theterm"intangibility"refersto:A.ThephysicalappearanceoftheserviceB.TheinabilitytotouchorfeeltheserviceC.ThecostofprovidingtheserviceD.ThecomplexityoftheserviceAnswer:B3.Theprocessofensuringthattheservicemeetscustomerexpectationsisknownas:A.ServicedeliveryB.ServicequalityC.ServicedesignD.ServicemarketingAnswer:B4.The"fourPs"ofservicemarketingincludeallexcept:A.ProductB.PriceC.PlaceD.PeopleAnswer:D5.Theconceptof"customersatisfaction"inservicemarketingisbestdescribedas:A.TheextenttowhichacustomerishappywiththeserviceB.ThenumberofcustomersaservicecanattractC.ThepriceoftheserviceD.ThequalityoftheserviceAnswer:A6.The"servicequalitymodel"developedbyParasuraman,Zeithaml,andBerryisknownas:A.SERVQUALB.KanoModelC.GapsModelD.CustomerSatisfactionIndexAnswer:A7.Inservicemarketing,theterm"customerrelationshipmanagement"(CRM)refersto:A.ManagingcustomercomplaintsB.ManagingcustomerinteractionsanddataC.ManagingservicedeliveryprocessesD.ManagingmarketingcampaignsAnswer:B8.The"servicedeliverysystem"inservicemarketingincludes:A.ThephysicalenvironmentB.ThetechnologyusedC.ThepersonnelinvolvedD.AlloftheaboveAnswer:D9.Theconceptof"servicerecovery"inservicemarketingrefersto:A.TheprocessoffixingserviceproblemsB.TheprocessofpreventingserviceproblemsC.TheprocessofimprovingservicequalityD.TheprocessofpromotingserviceAnswer:A10.The"servicemarketingmix"isalsoknownas:A.ThefourPsB.ThesevenPsC.ThefivePsD.ThesixPsAnswer:B二、多項選擇題（總共10題，每題2分）1.Whichofthefollowingarecharacteristicsofservicesinservicemarketing?A.IntangibilityB.InseparabilityC.PerishabilityD.HomogeneityAnswer:A,B,C2.Thekeyelementsofservicequalityinclude:A.ReliabilityB.AssuranceC.TangiblesD.EmpathyAnswer:A,B,C,D3.The"fourPs"ofservicemarketinginclude:A.ProductB.PriceC.PlaceD.PromotionAnswer:A,B,C,D4.The"sevenPs"ofservicemarketingincludeallexcept:A.ProductB.PriceC.PlaceD.PeopleE.ProcessF.PhysicalEvidenceG.PromotionAnswer:G5.Thefactorsthatinfluencecustomersatisfactioninservicemarketinginclude:A.ServicequalityB.CustomerexpectationsC.ServicedeliveryD.CustomerrelationshipsAnswer:A,B,C,D6.The"SERVQUAL"modelincludes:A.ReliabilityB.AssuranceC.TangiblesD.EmpathyE.ResponsivenessAnswer:A,B,C,D,E7.The"KanoModel"inservicemarketingcategorizescustomerneedsinto:A.Must-bequalitiesB.One-dimensionalqualitiesC.AttractivequalitiesD.IndifferentqualitiesAnswer:A,B,C,D8.The"GapsModel"inservicemarketingidentifies:A.ThegapbetweencustomerexpectationsandperceivedserviceB.ThegapbetweenservicequalityandcustomersatisfactionC.ThegapbetweenservicedeliveryandservicedesignD.ThegapbetweenmarketingpromisesandservicedeliveryAnswer:A,B,C,D9.The"customerrelationshipmanagement"(CRM)systeminservicemarketingincludes:A.CustomerdatamanagementB.CustomerinteractionmanagementC.CustomerservicemanagementD.CustomerretentionmanagementAnswer:A,B,C,D10.The"servicerecovery"processinservicemarketingincludes:A.IdentifyingserviceproblemsB.AddressingcustomercomplaintsC.ResolvingserviceissuesD.PreventingfutureserviceproblemsAnswer:A,B,C,D三、判斷題（總共10題，每題2分）1.Servicemarketingisprimarilyconcernedwithsellingproducts.Answer:False2.Theintangibilityofservicesmakesthemdifficulttomarket.Answer:True3.Servicequalityisthesameasservicedelivery.Answer:False4.The"fourPs"ofservicemarketingarethesameasthemarketingmixforproducts.Answer:False5.Customersatisfactionisthesameascustomerhappiness.Answer:True6.The"SERVQUAL"modelwasdevelopedbyParasuraman,Zeithaml,andBerry.Answer:True7.Customerrelationshipmanagement(CRM)isonlyconcernedwithmanagingcustomerinteractions.Answer:False8.Theservicedeliverysystemincludesthephysicalenvironment,technology,andpersonnel.Answer:True9.Servicerecoveryisthesameasserviceprevention.Answer:False10.The"sevenPs"ofservicemarketingincludealltheelementsofthemarketingmixforproducts.Answer:False四、簡答題（總共4題，每題5分）1.Whatarethekeycharacteristicsofservicesinservicemarketing?Answer:Thekeycharacteristicsofservicesinservicemarketingincludeintangibility,inseparability,perishability,andheterogeneity.Intangibilityreferstothefactthatservicescannotbeseen,touched,orfeltbeforetheyarepurchased.Inseparabilitymeansthatservicesareproducedandconsumedsimultaneously,andtheproviderandcustomerareofteninvolvedintheservicedeliveryprocess.Perishabilityindicatesthatservicescannotbestoredforlatersaleoruse,andifnotusedduringaspecificperiod,theyarelost.Heterogeneityreferstothevariabilityinservicequality,asitcandifferfromoneprovidertoanotherorevenfromoneservicedeliverytoanother.2.Whatarethekeyelementsofservicequality?Answer:Thekeyelementsofservicequality,oftenreferredtoastheSERVQUALmodel,includereliability,assurance,tangibles,empathy,andresponsiveness.Reliabilityreferstotheabilityoftheserviceprovidertoperformthepromisedservicedependablyandaccurately.Assuranceistheknowledgeandtrustacustomerhasintheserviceprovideranditsstaff.Tangiblesarethephysicalfacilities,equipment,personnel,andcommunicationmaterialsthatarepartoftheservicedelivery.Empathyisthecaring,individualizedattentiontheserviceproviderprovidestoitscustomers.Responsivenessisthewillingnessoftheserviceprovidertohelpcustomersandprovidepromptservice.3.Whatisthedifferencebetweenservicedeliveryandservicedesign?Answer:Servicedeliveryreferstotheprocessofprovidingtheservicetothecustomer,whichincludestheactualinteractionbetweentheserviceproviderandthecustomer,thephysicalenvironment,andthetechnologyused.Servicedesign,ontheother,referstotheplanningandcreationoftheservice,whichincludesdeterminingtheserviceoffering,theservicepackage,theservicedeliverysystem,andtheservicequalitystandards.Servicedesignfocusesonhowtheservicewillbedeliveredandthecustomerexperience,whileservicedeliveryistheactualimplementationofthedesignedservice.4.Whatistheimportanceofcustomerrelationshipmanagement(CRM)inservicemarketing?Answer:Customerrelationshipmanagement(CRM)iscrucialinservicemarketingasithelpsbusinessesmanageandanalyzecustomerinteractionsanddatathroughoutthecustomerlifecycle.CRMsystemsenablebusinessestobetterunderstandcustomerneeds,preferences,andbehaviors,whichcanleadtoimprovedcustomersatisfaction,loyalty,andretention.Byeffectivelymanagingcustomerrelationships,businessescanbuildstrongerconnectionswiththeircustomers,personalizetheirmarketingefforts,andprovidebettercustomerservice.CRMalsohelpsinidentifyingandresolvingcustomerissuespromptly,whichcanenhancetheoverallcustomerexperienceandcontributetothesuccessoftheservicemarketingstrategy.五、討論題（總共4題，每題5分）1.Discusstheimportanceofservicequalityinservicemarketing.Answer:Servicequalityisofparamountimportanceinservicemarketingasitdirectlyimpactscustomersatisfaction,loyalty,andtheoverallsuccessoftheservice.Highservicequalityleadstopositivecustomerexperiences,whichcanresultinrepeatbusiness,word-of-mouthreferrals,andincreasedmarketshare.Customersaremorelikelytochooseandremainloyaltoserviceproviderswhoconsistentlydeliverhigh-qualityservicesthatmeetorexceedtheirexpectations.Ontheotherhand,poorservicequalitycanleadtocustomerdissatisfaction,negativereviews,andlossofbusiness.Therefore,businessesmustfocusonunderstandingcustomerneeds,designinganddeliveringservicesthatmeetthoseneeds,andcontinuouslymonitoringandimprovingservicequalitytostaycompetitiveinthemarket.2.Discusstheroleoftechnologyinservicemarketing.Answer:Technologyplaysasignificantroleinservicemarketingbyenablingbusinessestodeliverservicesmoreefficiently,effectively,andpersonalized.Technologycanenhanceservicedeliverythroughvariousmeanssuchasonlineplatforms,mobileapplications,andself-serviceoptions,whichallowcustomerstoaccessanduseservicesconvenientlyandattheirownconvenience.Additionally,technologycanfacilitatecustomerrelationshipmanagementbyenablingbusinessestocollect,analyze,andutilizecustomerdatatobetterunderstandcustomerneeds,preferences,andbehaviors.Thisdatacanbeusedtopersonalizemarketingefforts,improvecustomerservice,anddeveloptargetedserviceofferings.Moreover,technologycanalsohelpinautomatingroutinetasks,streamliningserviceprocesses,andreducingcosts,whichcanleadtoincreasedoperationalefficiencyandprofitability.3.Discusstheconceptofcustomersatisfactioninservicemarketing.Answer:Customersatisfactioninservicemarketingreferstotheextenttowhichacustomerishappywiththeservicetheyhavereceived.Itisacrucialfactorthatinfluencescustomerloyalty,repeatbusiness,andpositiveword-of-mouthreferrals.Customersatisfactionisinfluencedbyvariousfactorssuchasservicequality,customerexpectations,servicedelivery,andcustomerrelationships.Whencustomersreceiveservicesthatmeetorexceedtheirexpectations,theyaremorelikelytobesatisfiedandloyaltotheserviceprovider.Ontheotherhand,iftheservicefallsshortofexpectations,customersmaybecomedissatisfiedandswitchtocompetitors.Therefore,businessesmustfocusonunderstandingcustomerneeds,deliveringhigh-qualityservices,managingcustomerexpectations,andbuildingstrongcustomerrelationshipstoensurecustomersatisfacti