服務(wù)營銷英語題庫及答案

一、單項選擇題（總共10題，每題2分）1.Whichofthefollowingisakeycharacteristicofservicemarketing?A.TangibilityB.PerishabilityC.InventoryD.StandardizationAnswer:B.Perishability2.Theconceptof"customerrelationshipmanagement"(CRM)inservicemarketingprimarilyfocuseson:A.IncreasingproductvarietyB.EnhancingcustomerinteractionandretentionC.ReducingmarketingcostsD.ImprovingproductqualityAnswer:B.Enhancingcustomerinteractionandretention3.Inservicemarketing,the"service-profitchain"suggeststhat:A.HigherservicequalityleadstohighercustomersatisfactionB.HighercustomersatisfactionleadstohighercustomerloyaltyC.HighercustomerloyaltyleadstohigherprofitabilityD.AlloftheaboveAnswer:D.Alloftheabove4.Whichofthefollowingisanexampleofaservicemarketingmix?A.Product,Price,Place,PromotionB.Product,Price,Place,People,Process,PhysicalEvidenceC.Product,Price,Place,Promotion,PeopleD.Product,Price,Place,Promotion,ProcessAnswer:B.Product,Price,Place,People,Process,PhysicalEvidence5.The"servicequalitymodel"developedbyParasuraman,Zeithaml,andBerry(SERVQUAL)includes:A.Reliability,Responsiveness,Assurance,Empathy,TangiblesB.Quality,Price,Service,Satisfaction,LoyaltyC.Product,Price,Place,Promotion,PeopleD.Efficiency,Effectiveness,Satisfaction,LoyaltyAnswer:A.Reliability,Responsiveness,Assurance,Empathy,Tangibles6.Inservicemarketing,the"customersatisfaction"isbestdefinedas:A.Thedegreetowhichacustomer'sexpectationsaremetorexceededB.ThenumberofcustomerswhoreturnforrepeatbusinessC.ThepricecustomersarewillingtopayforaserviceD.ThelevelofcustomerloyaltytoabrandAnswer:A.Thedegreetowhichacustomer'sexpectationsaremetorexceeded7.The"servicerecovery"processinservicemarketinginvolves:A.AddressingcustomercomplaintsandresolvingissuesB.IncreasingservicequalitytomeetcustomerexpectationsC.ReducingservicecoststoimproveprofitabilityD.EnhancingcustomersatisfactionthroughadditionalpromotionsAnswer:A.Addressingcustomercomplaintsandresolvingissues8.Whichofthefollowingisakeychallengeinservicemarketing?A.HighproductvisibilityB.IntangiblenatureofservicesC.EasyinventorymanagementD.StandardizedservicedeliveryAnswer:B.Intangiblenatureofservices9.The"servicemarketingstrategy"shouldfocuson:A.IncreasingproductvarietyandinnovationB.EnhancingcustomerexperienceandsatisfactionC.ReducingmarketingcostsandexpensesD.ImprovingproductqualityandfeaturesAnswer:B.Enhancingcustomerexperienceandsatisfaction10.The"servicemarketingcommunication"involves:A.UsingtraditionaladvertisingmethodsonlyB.UtilizingdigitalmarketingandsocialmediaC.FocusingonproductfeaturesandspecificationsD.IgnoringcustomerfeedbackandreviewsAnswer:B.Utilizingdigitalmarketingandsocialmedia二、多項選擇題（總共10題，每題2分）1.Whichofthefollowingarekeycharacteristicsofservicesinservicemarketing?A.IntangibilityB.InseparabilityC.PerishabilityD.VariabilityE.InventoryAnswer:A,B,C,D2.The"service-profitchain"inservicemarketingincludes:A.CustomersatisfactionB.CustomerloyaltyC.EmployeesatisfactionD.EmployeeretentionE.FirmprofitabilityAnswer:A,B,C,D,E3.Whichofthefollowingarecomponentsoftheservicemarketingmix?A.ProductB.PriceC.PlaceD.PromotionE.PeopleF.ProcessG.PhysicalEvidenceAnswer:A,B,C,D,E,F,G4.The"SERVQUAL"modelincludes:A.ReliabilityB.ResponsivenessC.AssuranceD.EmpathyE.TangiblesAnswer:A,B,C,D,E5.Whichofthefollowingarekeyfactorsincustomersatisfactioninservicemarketing?A.ServicequalityB.CustomerexpectationsC.ServicedeliveryD.CustomerrelationshipsE.PriceAnswer:A,B,C,D,E6.The"servicerecovery"processinvolves:A.IdentifyingcustomercomplaintsB.AddressingcustomerissuesC.ResolvingcustomerproblemsD.EnhancingcustomersatisfactionE.PreventingfutureissuesAnswer:A,B,C,D,E7.Whichofthefollowingarechallengesinservicemarketing?A.IntangibilityofservicesB.InseparabilityofserviceproductionandconsumptionC.PerishabilityofservicesD.VariabilityinservicequalityE.InventorymanagementAnswer:A,B,C,D,E8.The"servicemarketingstrategy"shouldinclude:A.UnderstandingcustomerneedsB.EnhancingcustomerexperienceC.ImprovingservicequalityD.BuildingcustomerrelationshipsE.UtilizingmarketingcommunicationsAnswer:A,B,C,D,E9.Whichofthefollowingarecomponentsofservicemarketingcommunication?A.AdvertisingB.PublicrelationsC.SalespromotionD.DirectmarketingE.DigitalmarketingAnswer:A,B,C,D,E10.The"customerrelationshipmanagement"(CRM)inservicemarketinginvolves:A.CollectingcustomerdataB.AnalyzingcustomerbehaviorC.PersonalizingcustomerinteractionsD.EnhancingcustomerloyaltyE.ImprovingcustomersatisfactionAnswer:A,B,C,D,E三、判斷題（總共10題，每題2分）1.Servicemarketingisprimarilyfocusedonthesaleoftangibleproducts.Answer:False2.Theintangiblenatureofservicesmakesthemeasiertomanageinservicemarketing.Answer:False3.The"service-profitchain"suggeststhathigheremployeesatisfactionleadstohighercustomersatisfaction.Answer:True4.The"SERVQUAL"modelincludesfivedimensionsofservicequality.Answer:True5.Customersatisfactionissolelydeterminedbythepriceofaservice.Answer:False6.Servicerecoveryisonlynecessarywhenservicequalityispoor.Answer:False7.Thevariabilityinservicequalityisamajorchallengeinservicemarketing.Answer:True8.Theservicemarketingmixissimilartothemarketingmixforproducts.Answer:False9.Digitalmarketingisnotanimportantcomponentofservicemarketingcommunication.Answer:False10.Customerrelationshipmanagement(CRM)isnotessentialinservicemarketing.Answer:False四、簡答題（總共4題，每題5分）1.Whatarethekeycharacteristicsofservicesinservicemarketing?Answer:Thekeycharacteristicsofservicesinservicemarketingincludeintangibility,inseparability,perishability,variability,andlackofownership.Intangibilityreferstothefactthatservicescannotbeseenortouchedbeforetheyarepurchased.Inseparabilitymeansthatservicesareproducedandconsumedsimultaneously,andperishabilityindicatesthatservicescannotbestoredforlateruse.Variabilityarisesfromthefactthatservicequalitycandifferdependingonwhoprovidestheserviceandwhenitisprovided.Thelackofownershipmeansthatcustomersdonothavecontrolovertheserviceonceitisprovided.2.Explaintheconceptofthe"service-profitchain"inservicemarketing.Answer:The"service-profitchain"inservicemarketingisaconceptthatsuggestsadirectlinkbetweenemployeesatisfaction,customersatisfaction,andfirmprofitability.Itpositsthatwhenemployeesaresatisfiedandmotivated,theyaremorelikelytoprovidehigh-qualityservice,whichleadstoincreasedcustomersatisfaction.Satisfiedcustomers,inturn,aremorelikelytobeloyalandtomakerepeatpurchases,resultinginhigherfirmprofitability.Therefore,organizationsshouldfocusonemployeesatisfactionasakeydriverofcustomersatisfactionandprofitability.3.Whatarethecomponentsoftheservicemarketingmix?Answer:Theservicemarketingmix,alsoknownastheextendedmarketingmix,includessevenkeycomponents:Product,Price,Place,Promotion,People,Process,andPhysicalEvidence.Productreferstotheserviceoffering,includingitsfeaturesandbenefits.Priceinvolvesthepricingstrategyfortheservice.Placereferstothedistributionchannelsthroughwhichtheserviceisdelivered.Promotionincludesthemarketingcommunicationsusedtopromotetheservice.Peoplereferstotheemployeeswhodelivertheserviceandtheirinteractionswithcustomers.Processreferstotheproceduresandsystemsusedtodelivertheservice.PhysicalEvidenceincludesthetangibleelementsthatcommunicatethequalityoftheservice,suchasfacilities,equipment,andsignage.4.Whatistheroleofcustomerrelationshipmanagement(CRM)inservicemarketing?Answer:Customerrelationshipmanagement(CRM)playsacrucialroleinservicemarketingbyhelpingorganizationsmanageandanalyzecustomerinteractionsanddatathroughoutthecustomerlifecycle.TheprimarygoalofCRMistoimprovecustomersatisfactionandloyaltybyprovidingpersonalizedandtargetedmarketing,bettercustomerservice,andmoreeffectivecommunication.CRMsystemsenableorganizationstocollectandanalyzecustomerdata,trackcustomerbehavior,andidentifyopportunitiesforcross-sellingandupselling.Bybuildingstrongcustomerrelationships,organizationscanenhancecustomerretention,increaseprofitability,andgainacompetitiveadvantageinthemarketplace.五、討論題（總共4題，每題5分）1.Discussthechallengesofmanagingtheintangibilityofservicesinservicemarketing.Answer:Managingtheintangibilityofservicesinservicemarketingpresentsseveralchallenges.Sinceservicescannotbeseenortouchedbeforetheyarepurchased,customersmayhavedifficultyassessingthequalityandvalueoftheservice.Thiscanleadtouncertaintyandhesitationinmakingapurchasedecision.Toovercomethischallenge,organizationsneedtofocusoncreatingandcommunicatingtangiblecuesthatconveythequalityandvalueoftheirservices.Thiscanbedonethroughbranding,marketingcommunications,andthedesignofphysicalevidencesuchasfacilities,equipment,andsignage.Additionally,organizationscanprovidedemonstrations,samples,ortrialperiodstoallowcustomerstoexperiencetheservicebeforemakingacommitment.Byaddressingtheintangibilityissue,organizationscanbuildtrustandconfidenceamongcustomers,leadingtoincreasedsalesandcustomersatisfaction.2.Discusstheimportanceofservicequalityinservicemarketing.Answer:Servicequalityisacriticalfactorinservicemarketingasitdirectlyimpactscustomersatisfaction,loyalty,andprofitability.Highservicequalityleadstopositivecustomerexperiences,whichcanresultinrepeatbusiness,positiveword-of-mouthreferrals,andincreasedcustomerloyalty.Customerswhoaresatisfiedwiththequalityofaservicearemorelikelytorecommendittoothers,therebygeneratingnewcustomersfortheorganization.Additionally,highservicequalitycandifferentiateanorganizationfromitscompetitors,givingitacompetitiveadvantageinthemarketplace.Toachievehighservicequality,organizationsneedtofocusonmeetingorexceedingcustomerexpectationsbyprovidingreliable,responsive,andempatheticservice.Theyshouldalsocontinuouslymonitorandimproveservicequalitythroughcustomerfeedback,employeetraining,andprocessimprovements.Byprioritizingservicequality,organizationscanbuildstrongcustomerrelationships,enhancetheirbrandreputation,andachievelong-termsuccessinservicemarketing.3.Discusstheroleofcustomerrelationshipmanagement(CRM)inenhancingcustomersatisfactioninservicemarketing.Answer:Customerrelationshipmanagement(CRM)playsavitalroleinenhancingcustomersatisfactioninservicemarketing.CRMsystemsenableorganizationstocollectandanalyzecustomerdata,trackcustomerinteractions,andpersonalizecustomerexperiences.Byunderstandingcustomerneeds,preferences,andbehaviors,organizationscantailortheirservicestomeetindividualcustomerrequirements,leadingtohighercustomersatisfaction.CRMalsofacilitateseffectivecommunicationwithcustomers,allowingorganizationstoprovidetimelyandrelevantinformation,addresscustomerconcerns,andbuildstrongrelationships.Additionally,CRMsystemsenableorganizationstoident