Services-Marketing Experts Generally Agree That There Is a Hierarchy of New-Service

question 90

Multiple Choice

Services-marketing experts generally agree that there is a hierarchy of new-service categories that is somewhat similar to the continuous, dynamically continuous, and discontinuous innovation continuum for physical products. Many Canadian banks now offer their customers insurance offerings would be example of:

• A)process-line extensions
• B)service-line extensions
• C)major service innovations
• D)style changes

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Definitions:

Functioning

The action of working or operating in a proper or particular way.

Culture Change

The dynamic process through which the beliefs, values, norms, and practices of a particular group evolve over time.

Global Culture

The diffusion of a single culture throughout the world.

Cultural Hegemony

The dominance of one cultural group or its beliefs and values over others, leading to societal norms that marginalize alternative perspectives.