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Multiple Choice Quiz
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1
Which of the following is NOT a risk incurred by describing services in words alone?
A)oversimplification
B)incompleteness
C)subjectivity
D)biased interpretation
E)transformation
2
In order to have a greater likelihood of ultimate success, a new service development system should be:
A)subjective
B)precise
C)autonomous
D)opinion-driven
E)philosophical
3
The augmentation of an existing service line is a:
A)major innovation
B)new service for the currently served market
C)service line extension
D)service improvement
E)service franchise
4
During which stage of the new-service development process are demand analysis, revenue projections, cost analyses, and operational feasibility assessed?
A)commercialization
B)business analysis
C)market testing
D)service development and evaluation
E)postintroduction evaluation
5
At the _____ stage of the new service development process, the new service is made available to a limited number of its potential customers.
A)commercialization
B)business analysis
C)market testing
D)service development and evaluation
E)postintroduction evaluation
6
The final stage of the new service development process is:
A)commercialization
B)market research
C)postintroduction evaluation
D)fine tuning of the positioning strategy
E)business strategy development
7
In a service blueprint, the line of visibility separates:
A)customer actions from onstage contact employee actions
B)backstage contact employee actions from support processes
C)onstage contact employee actions from backstage contact employee actions
D)onstage contact employee actions from support processes
E)customer actions from backstage contact employee actions
8
New-service success depends on:
A)market-driven, customer-focused new-product processes
B)the integration of the service within existing processes
C)the emphasis on planning for and executing the new service process
D)strong external and internal marketing communications
E)all of the above





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