| True | False |
11. The size of the service sector is increasing in almost all countries around the world.
12. To develop a customer-driven services marketing strategy,The customer analysis is typically done first and this includes an examination of overall market characteristics, followed by an in-depth exploration of customer needs and related customer characteristics and behaviors.
13. Service consumption can be divided into four main stages. They are the prepurchase, pre evaluation, service encounter, and post-encounter stages.
14 Psychographic segmentation has become more popular as it reflects people’s lifestyles, attitudes, and aspirations.
15. During and after consumption, if performance perceptions are worse than expected, it is called negative disconfirmation.
16. Expectations are formed during the search and decision-making process, through a customer’s search and evaluation of information and alternatives.
17. Once a firm’s customers have been segmented, the firm has to assess the attractiveness of each segment, and decide which segment(s) would most likely be interested in its service, and focus on how to serve them well. This is called Market Positioning.
18. Servuction System is part of the service organization’s physical environment visible to and experienced by customer
19 During the service encounter stage, the customer initiates, experiences, and consumes the service.
20 When developing strategies to market manufactured goods, marketers usually address four basic strategic elements: product, price, place (or distribution), and promotion (or communication).