服务营销管理练习试题与参考答案解析
《服务营销管理》
一、填空题：
1．服务产品具有区别于实物产品的4个主要特点，具体包括【无形性、异质性、不可分性、易逝性（不可储存性）】。
2．服务质量区别于实物产品质量特点是【主观性、过程性、整体性】。
3．服务营销组合新增的三个营销要素是【人员，过程，有形提示】。
4．根据期望水平的高低可以将服务期望分为【理想服务，宽容服务，合格服务】三大类。
5．服务感知的内容一般包括【可靠性，反应性，保证性，移情性（关怀性），有形性】五个层面的服务质量。
6．顾客对服务的满意度取决于顾客对服务质量的【实际感知】与其【期望】之间的差距。
7．在服务质量差距模型中，存在着【五】种差距，其中，服务质量差距是指顾客对【服务期望】与【服务感知】的差距，差距4是指【服务承诺】与【服务实绩】之间的差距。
8．交易营销追求的是【短期】的一次性的利益，而关系营销追求的是【长期】的和可持续的利益。
9．关系营销的三种策略是【财务性】关系营销、【社交性】关系【结构性】关系营销。营销、．
10．服务标准化营销的内容包括【顾客期望调研，服务标准拟定，服务标准评估，服务标准实施】。
11．服务创新的类型有【全新型服务创新，替代型服务创新，延伸型服务创新，拓展型服务创新，改进型服务创新，包装型服务创新】。
12．服务蓝图在结构上由4个区域和【3】条界线组成。4个区
域是【顾客活动，前台活动，后台活动，支持性活动】。
13．将顾客活动区域与前台活动区域之间的分界线称为【交际线】；将前台活动区域与后台活动区域之间的分界线称为【能见度界线】。
14．服务内部营销的内容主要包括【人员招聘，人员发展、内部支持，留住人才】。
15．服务中间商主要有【特许服务商，服务代理商，服务经纪人】等。
16．服务机构管理中间商的策略可以有三种，包括【控制策略，授权策略，合作策略】。
17．服务时间调节包括【调整服务时间，建立预订系统，告示高峰时间，灵活的用工制度】以及全天候营销和假日营销。】18．服务承诺营销包括【服务承诺设计，服务承诺履行】。
二、单项选择题：
1．在服务营销中，服务产品质量难以实施标准化的主要原因源
于服务特性中的（ C ）。
A．无形性 B．不可储存性 C．差异性
D．不可分性
2．服务需求与服务企业生产能力难以匹配的主要原因是由服务的（ B ）造成的。
A．无形性 B．易逝性 C．差异性
D．不可分性
3．服务的最显著特点是具有无形性，它给服务营销带来的影响是（ B ）。
A．服务质量控制的难度较大 B．服务不容易向顾客展示或沟通
C．供求矛盾大 D．顾客参与服务过程4．在同一学期中，某大学的李教授和王教授分别承担着两个班的英语课的教学，但两个班学生的反应却大不相同，这是由于服务的（ B ）引起的。
A.无形性
B.差异性
C.不可储存性
D.不可分性
5．服务营销人员对顾客进行教育与管理的最主要原因是由服务的）引起的。 D （．
A．无形性 B．不可储存性 C．差异性
D．不可分性
6．服务机构或网点的建筑物、周围环境、内部装修等属于
（ B ）。
A．服务过程 B．服务的有形提示 C．服务的分销渠道 D．服务沟通
7．理想的服务是指（ D ）。
A．顾客心目中服务应达到和可达到的水平
B．顾客能接受但要求较一般、甚至较低的服务
C．顾客心目中介于期望服务与合格服务之间的服务
D．顾客心目中向往和渴望追求的较高水平的服务
8．按照规定，移动通信运营商应该向有需求的移动用户提供长途、漫游通话详细清单和本地通话清单的查询，但是由于工作繁杂，服务人员有时不能迅速地提供此项服务。这时，服务质量评价中的（ C ）就降低了。
A．可靠性 B．保证性 C．反应性
D．关怀性
9．在评价服务质量的五大标准中，服务的（ C ）是指服务机构具有能够胜任提供服务的能力和信用。
．保证性 C．反应性 B．可靠性A．
D．移情性
10．美国比恩邮购公司，为建立自己的特色，加强了一线服务人员的培训，并将服务部人员分为3组：一组专门接听顾客电话，一组专门处理顾客电话中的问题，另一组专门处理顾客信件，该公司这种做法的目的是为了增强服务的（ B ）。
A．保证性 B．反应性 C．可靠性
D．关怀性
11.在服务质量差距模型中，服务质量差距指的是（ C ）之间
的差距。
A．服务机构所了解的顾客期望与实际的顾客期望
B．服务机构对顾客的承诺与服务实绩
C．顾客对服务的期望与顾客对服务的感知
D．服务机构制定的服务标准与所了解的顾客期望
12. 在服务质量差距模型中，服务机构的服务执行与制定的服务
标准之间的差距属于（ C ）。
A．差距1 B．差距2 C．差距3 D．差距4
之间的差距。） A （指的是2差距在服务质量差距模型中，．13．
A．服务标准与服务感知 B．对顾客服务期望的了解与真
实顾客期望 C．服务实绩与服务标准
D．服务承诺与服务实绩
14．美国公司将电信服务过程确定为4个服务接触环节：销售、
安装、维修和账务。经调研发现顾客对不同服务环节的期望与要
求是不一样的，公司在确定了服务接触环节和相应的顾客期望后，
如果它能够按照顾客期望来拟定服务标准，将会缩小服务质量差
距模型中的（ B ）。
A．差距1 B．差距2 C．差距3
D．差距4
15．在服务交易结束后，服务机构通过打电话等手段询问顾客对服务的满意程度，这种调研的方法是（ A ）。
A．跟踪调研 B．事端调研 C．投诉调研D．关键顾客调研
16．中国电信推出800号业务，该服务项目按服务创新的分类属于（ D ）。
A．全新型创新服务 B．拓展型服务创新
C．改进型服务创新 D．延伸型服务创新
．根据服务创新的类型，服务机构在原有的服务种类里开发新17．
的服务品种，这属于（ B ）。
A．全新型创新服务 B．拓展型服务创新 C．改进型服务创新 D．替代型服务创新
18．服务创新的第一个步骤是（ B ）。
A．建立服务创新战略 B．了解机构的服务理念
C．产生新服务的构想 D．新服务的蓝图设计19．为顺应客户的生活和交费习惯，某通信公司将结算月和计费月（上月21日至当月20日）统一改为自然月（每月1日至月末最后一日）。在计费月改为自然月的同时，为进一步方便客户交
费，该通信公司将客户的交费期扩展为全月，向签约客户推出了“天天能交费”的服务措施。该通信公司的这两项新的服务举措属于（ C ）。
A．全新型创新服务 B．拓展型服务创新 C．改进型服务创新 D．替代型服务创新
20．区分顾客活动区域和前台活动区域之间的分界线是（ A ）。A．交际线 B. 能见度界线 C．内部交际线D．混合交际线
21．移动通信公司除自办营业厅外，还通过代办点发展用户，这种渠道类型属于（ B ）。
．经纪人 C．代理商 B．特许经营A．
D．电子渠道
22．区分前台活动区域和后台活动区域之间的分界线是（ D ）。A．交际线 B. 外部交际线 C．内部交际线
D．能见度界线
23．联邦快递公司采用了人工信息追踪系统，它能够在很短的时间里追踪并处理即时数据。从取件开始，到包裹到达签收为止，整个运送过程的每一个环节，高级追踪器都会自动记录下每次扫描的时间和数据，同时下载信息到系统。这样，当顾客打电话询问“我的邮包在哪里？”、“什么时间送到？”等问题时，服务人员可以借助系统描述邮包整个送递过程。在服务蓝图中，人
工信息追踪系统属于（ D ）。
A.顾客活动
B.前台活动
C.后台活动
D.支持性活动
24．美国西北航空公司在北京和上海推出“环宇里程优惠计划”，让经常搭乘其航班的中国乘客享受里程积累优惠，这种关系营销属于（ A ）。
A.财务性关系营销
B.社交性关系营销
C.结构性关系营销
D.定制性关系营销
25．联邦快递公司和公司在竞争中为了留住顾客，都试图为顾客这些系统可以储存地址和邮寄数据、免费提供各自的计算机系统，打印邮件标签以及帮助跟踪邮件。如果顾客与他们建立联系、使用这种系统，可以节省时间并能很好地跟踪邮件。联邦快递公司和公司采取的这种关系营销属于（ C ）。
A.财务性关系营销
B.社交性关系营销
C.结构性关系营销
D.定制性关系营销
26．将提供或转让服务特许权的服务机构称为（A ）。
A．特许方 B．接受方 C．特许转让
D．代理商
27．如果服务机构将中间商视为自己企业的延伸部分，则可能选择的策略是（ C ）。
A.授权策略
B.合作策略
C.控制策略
D.分离策略
28．服务机构设计的服务承诺应当是明确、不含糊、不容易引起误解，这体现了服务承诺设计的（ A ）特征。
A．明确性 B．利益性 C．规范性
D．可靠性
三、多项选择题：
1.服务产品有别于有形产品，其最显著的特点有（）。
．不可储存性 B．无形性A．
C．易变性 D．不可分性
2. 服务产品与有形产品相比，其不同之处主要体现在（）。A．服务产品不容易向顾客展示 B．服务产品更容易沟通交流
C．顾客在购买服务产品时难以评估其质量 D．服务易于实现标准化
3. 服务营销组合比传统的营销组合新增加的营销要素包括
（）。
A．服务过程 B．服务水平
C．人员 D．有形提示
4. 在服务营销的“7P”中，人员包括（）。
A．顾客 B．一线服务人员
C．服务环境中的其他顾客 D．一般公众
5．下列属于传统营销组合即4P组合的营销要素是（）。
A． B． C． D．
6. 下列属于通信企业服务有形提示的是（）。
A．前台营业员 B．通信交换设备 C．营业厅的装潢D．业务宣传册
7．在服务质量差距模型中，产生感知服务质量差距的原因有。）（．
A．企业未能进行详细的市场调查，对顾客的期望缺乏准确的了解
B．企业未选择正确的服务设计和标准 C．未能按服务质量标准提供服务
D．没有对服务进行分类
8．在服务质量差距模型中，产生沟通差距（即差距4）的原因有（）。
A．缺乏对顾客期望的有效管理 B．没有按照顾客期望来制定服务标准
C．服务实绩低于服务承诺 D．企业内部沟通不足致使营销承诺超过了执行服务标准的能力
9．在服务质量差距模型中，对管理认识差距（即差距1）管理的内容有（）。
A．进行市场调研 B．企业未能合理平衡供求C．进行市场细分 D．顾客不能恰当地扮演角色10．按顾客期望或要求拟定服务标准的具体内容有（）。
A．确定顾客期望或要求的重要程度 B．将笼统的期望转变为具体的标准．
C．按照顾客的期望拟定“硬”标准和“软”标准 D．评估和选择服务标准
11．由于服务具有无形性的特点，服务企业往往借助服务蓝图来解决服务过程中所遇到的困难，服务蓝图通过（）将服务蓝图的主要活动部分进行划分，以找出服务接触点，控制和改善服务质量。
A．交际线 B．内部交际线
C．外部交际线 D．能见度界线
12．服务蓝图的作用主要体现在服务蓝图（）。
A．是进行服务创新和改进的工具 B．有助于服务机构树立整体观念
C．有利于开展关系营销 D．有利于降低顾客购买服务产品的风险
13．下列关于服务蓝图描述正确的是（）。
A．服务蓝图由4个活动部分和3条分界线组成
B．区分后台活动与其他支持性活动的分界线是内部交际线C．区分顾客活动和企业前台活动之间的分界线是能见度界线D．区分顾客活动和企业前台活动之间的分界线是交际线14．对中间商进行管理的策略有（）。
．合作策略 C．协调策略 B控制策
略．A．
D．授权策略
15．企业在对服务人员进行招聘和培训时的正确做法是（）。A．招聘服务人员只考虑其服务能力的大小
B．招聘服务人员时要兼顾服务能力与服务兴趣
C．培训服务人员时既要注重操作技能的培训也要注重交际技能
的培训
D．服务培训应是全员的培训
16．在对服务时间进行调节时，可以采取的手段有（）。A．告知高峰时间 B．上门服务
C．建立预订系统 D．降价或提供优惠
17．服务地点调节的手段有（）。
A．灵活的用工制度 B．假日营销
C．多网点服务 D．上门服务
18．对于服务机构而言，实行关系营销的价值主要体现在（）。A．增加顾客的价值 B．增加服务机
构的收益
C．增强服务的可感知性 D．节约服务机
构的成本
19．服务承诺的作用体现在服务承诺有助于（）。
．调节服务期望 B．服务的有形化A．
．降低顾客的认知风 DC．加强顾客对服务质量的监督
险 20．对于服务机构而言，实行关系营销的价值主要体现
在。）（增加服务机． BA．增加顾客的价值构的收益节约服务机增强服务的可感知
性． D．C 构的成本
四、判断题：服务营销组合中的人员（）是指服务人员。1. 服务质量强调的是顾客感知的服务质量。2.
服务企业出现供求矛盾主要是由服务的易逝性决定的。3.
4. 理想的服务是指顾客心目中向往的较高水平的服务。
5. 宽容的服务是指顾客心目中能接受的最低水平的服务。询问服务的移情性是指服务企业能迅速应对顾客提出的要求、
6.
和及时、灵活地处理顾客的问题。服务的可靠性是指服务企业
在服务过程中能履行自己明示或7.
暗示的一切承诺。服务质量总差距是指顾客对服务质量在服务
质量差距模型中，8.
的期望与实际感知之间的差距。．
指的是服务承诺与服务实绩之差距在服务质量差距模型中，49. 间的差距。．服务调研程序与一般市场调研程序相比，增加了“设计服务10 评测的指标”这一步骤。．服务机构常常可以通过“神秘顾客”调研来进行服务质量的11 监控。．关系营销的主要目的是吸引和发展更多的新顾客。12．市场细分是关系营销的的一个主要要素，是实施关系营销的13基础。
．服务机构利用金钱利益建立和保持顾客关系的策略属于结构
14 型策略。
社交性关系营销是用结构性手段整合顾客并以此建立和保持15. 顾客关系。．顾客导向的服务标准是指服务机构根据生产率、成本、技术16 质量等运营目标所制定的服务标准。
．在拟定服务标准时，需要将顾客笼统的服务期望转变为具体
17 的服务标准。在原有服务种类里开发新的服务品种，这种创
新属于延伸型18.
服务创新。．
．区分顾客活动和前台活动的分界线能见度分界线。19在服务蓝图中，前台活动是指顾客能见到的一线服务活动。20.
20. 服务蓝图是进行服务改进和服务创新的工具。服务机构招聘服务人员时，不仅要考察应聘者的服务技能，21.
而且要考察应聘者的服务兴趣。√ 22．提供或转让服务特许权的服务机构称接受方。
．如果服务企业把特许加盟者看作是自己的延伸部分，则可能
23 选择授权策略。．一线服务人员直接参与服务，在顾客眼里，他们就是服务的24 化身。
服务企业可以通过服务时间调节来解决供给与需求的矛盾。25. √预示服务质量或服务效果的承诺是完全承诺。26. 在服务承诺中，
也有暗示的服务承诺。．27在服务承诺中不仅有明示的服务承诺，服务承诺营销的核心内容就是服务承诺的设计。28.
29. 服务环境包括服务建筑、设施、信息资料等都是服务的有形提示物。√
30．服务环境具有服务包装作用。
五、名词解释：
1．有形提示：P27是指服务过程中能被顾客直接感知和提示服
务信息的有形物。主要是指服务场所及其环境、服务设施、服务工具、服务用品等。
2．服务期望：P29 是指顾客心目中服务应达到和可达到的水平。3．合格的服务：P30是指顾客心目中能接受的最低水平的服务。
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2018年考研英语二真题与答案解析
2018年考研英语二真题及答案解析 Section I Use of English Directions： Read the following text. Choose the best word (s) for each numbered blank and mark A, B, C or D on the ANSWER SHEET. (10 points) why do people read negative Internet comments and do other things that will obviously be painful?Because humans have an inherent need to 1 uncertainty, according to a recent study in Psychological Science. The new research reveals that the need to know is so strong that people wiill 2 to satisfy their curiosity even when it is clear the answer will 3. In a series of four experiments, behavioral scientists at the University of Chicago and the Wisconsin School of Business tested students' willingness to 4 themselves to unpleasant stimuli in an effort to satisfy curiosity. For one 5 each participant was shown a pile of pens that the researcher claimed were from a previous experiment. The twist?Half of the pens would 6 an electric shock when clicked. Twenty-seven students were told which pens were electrified;another twe nty-seven were told only that some were electrified 7 left alone in the room, the students who did not know which ones would shock th em clicked more pens and incurred more shocks than the students who knew what would 8 .Subsequent experiments reproduced this effect wit h other stimuli, 9 the sound of fingernails on a chalkboard and pho tographs of disgusting insects. The drive to 10 is deeply rooted in humans,much the same as the ba sic drives for 11 or shelter,says Christopher Hsee of the University of Chicago. Curiosity is often considered a good instinct-it can 12 new scientific advances, for instance-but sometimes such 13 can back fire.The insight that curiosity can drive you to do 14 things is a profound one.Unhealthy curiosity is possible to 15 ,however. In a f inal experiment,participants who were encouraged to 16 how they would
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00015英语二试卷及答案 发布日期：2016-01-04 10:09 来源：未知阅读：6927 【字体：大中小】 本套单元测试共 10 题，共 100 分。答题得分：100 分 【题型：单选】【分数：10分】 [1] I should like to rent a house,modern,comfortable and ___ in a qiuet environment. 得分：10分 答： D A before all B first of all C after all D above all 【题型：单选】【分数：10分】 [2] His few personal belongings make it possible for him to move from place to place ___. 得分：10分 答： C A in ease B at ease C with ease D with easiness 【题型：单选】【分数：10分】 [3] Could you lend me some money? I'm very ______of cash at the moment. 得分：10分 答： B A need B short C scarce D empty 【题型：单选】【分数：10分】 [4] It ______ exactly thirty years since I graduated from college. 得分：10分 答： B A was B has been C will be D had been 【题型：单选】【分数：10分】 [5] He was completely ______ by her tale of hardship.
市场营销学课后案例分析
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2.注重牌品价值观念。绿色产品是非常赢得大家肯定的。 答案二1难题1.注重质量和价值，这样就需要更多的成本投入，企业利益下降。 2产品牌品价值风险更大，一单产品脱离绿色一词，产品出售减少，影响利益。 那些利益 1.客户对产品的满意度高，绿色产品是一种吸引人词。购买欲望就越大。市场面积就大。 2.绿色是一个无形的宣传手段，牌品价值就高了。市场就影响了。 3.产品绿色，客户使用感觉更安全，更实在。 P76徐斌在飞机研发的过程中遇到的外部环境因素有那些、？ 徐斌飞机假如要想走上市场会遇到那些机会和威胁 答案一 1.技术环境，徐斌缺少相关的知识，导致实验多次失败。 2.社会文化环境，父亲和妻子的反对，和朋友的不认可。 答案二机会1.市场=人口+购买力+购买欲望，飞机的生产成本少，卖价低。市场更大。 威胁1有关部门的反对，民航监管部门的不认可。
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考研英语二真题及答案解析修订版
考研英语二真题及答案 解析完整版 集团标准化办公室：[VV986T-J682P28-JP266L8-68PNN]
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(完整版)2018年英语二真题及答案
Section I Use of English Directions: Read the following text. Choose the best word (s) for each numbered blank and mark A, B, C or D on the ANSWER SHEET. (10 points) Why do people read negative Internet comments and do other things that will obviously be painful? Because humans have an inherent need to 1 uncertainty, according to a recent study in Psychological Science. The new research reveals that the need to know is so strong that people will 2 to satisfy their curiosity even when it is clear the answer will 3 . In a series of four experiments, behavioral scientists at the University of Chicago and the Wisconsin School of Business tested. Student’s willingness to 4 themselves to unpleasant stimuli in an effort to satisfy curiosity. For one 5 each participant was shown a pile of pens that the researcher claimed were from a previous experiment. The twist? Half of the pens would 6 an electric shock when clicked. Twenty-seven students were told which pens were electrified, another twenty-seven were told only that some were electrified 7 left alone in the room, the students who did not know which ones would shock them clicked more pens and incurred more shocks than the students who knew what would 8 subsequent experiments reproduced, this effect with other
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自考英语二考试试题及答案
自考英语二考试试题及答案
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2018年考研英语二试题与答案解析(完整版)
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