Many Services-Marketing Experts Suggest That Creating and Delivering New Services

question 141

Multiple Choice

Many services-marketing experts suggest that creating and delivering new services is much more difficult than creating new tangible products and new services differ from product innovations in several important ways. Which of the following best illustrates these differences?

• A)most service companies focus on continuous innovation
• B)most service companies focus on creating only incremental improvements
• C)new services usually do not have a tangible product to carry a brand name
• D)the new-service development process is often easy for the service customer to observe

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Definitions:

Comparison Level

A standard that develops over time, allowing us to judge whether a new relationship is profitable or not.

Minimax Strategy

In relating to others, we try to minimise the costs and maximise the rewards that accrue.

Maternal Deprivation

A theory that suggests the lack of an attachment figure, especially a mother, during childhood, can lead to long-term cognitive, social, and emotional difficulties.

Spitz

The name of a psychologist, René Spitz, known for his research on the effects of deprivation of emotional nurturance on infants.