运营管理习题

运营管理Ⅱ

PartⅠ. True (T) or False (F)

1. Services cannot be stored. Once a service has been produced, it has to be consumed, otherwise it is of no use.( t )

2. When defining the service concept, it is not necessary to keep consistency between the front- and back-office elements of the service system. ( f )

3. The actions of frontline contact employees that occur as part of a face-to-face encounter are depicted as backstage contact employee actions. ( f )

4. Critical moments between the customer and the organization that determine customer satisfaction .( t )

5. The lower the degree of personal control, the less tolerance there is for waiting. ( t ) 6. The objective of MRP is to eliminate waste.( f )

7. All non-value-added activities have one thing in common: they all lead to inventories. ( f ) 8. More and more manufacturing firms subcontract the manufacturing component and also donot concentrate on the service activities downstream and upstream. ( f )

9. Gravity models are based on the premise that the probability that a given customer will

shop in a particular center becomes larger as the size of the store or shopping center grows and the distance or travel time to the store or center increases. ( f )

10. A yellow line in the front section of a bus makes it very clear that interaction between the

driver and the passenger should be strictly limited to functional conversation. ( t )

11.The transportation belongs to producer sevices ( t )

12 .A service concept is the mental picture that is held by customers,employees and shareholders about the service provided by the organization ( t )

13. The focus in manufacturing companies has been on making a good quality product. at the first stage.( f )

14. A classical form of customer service is after-sales service. ( t ) 15. Unoccupied time feels longer than occupied time. ( t )

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16.unExplained waits are less tolerable than explained waits. ( f )

17. “Customer actions” include all of the steps that customers take as part of the service delivery process. ( t )

18In a manufacturing environment, facilities management belongs in the domain of production or operating management and includes decisions such as plant location, process choice and design, automation, layout and task design. ( t )

19The back office consists of the activities which have to be performed while the customer is present. ( f )

20Transportation costs increase when the number of sites increases. On the other hand, the cost of building and operating facilities increases with the number of facilities. ( t )

Part Ⅱ

1. In Maister?s framework: ( c ) combines the high degree of customer interaction with a low degree of customization.

A. Nurse B. Pharmacist C. Brain Surgeon D. Psychotherapist

2． Services have four characteristics. ( ) means that realization of a service implies the presence of provider as well as customer. Production and comsumption are interwined. Customers participate in production.

A. Intangibility B. Simultaneity C. Heterogeneity D. Perishability 3. which one is the driving forces behind the growth of service ( d )

A. increasing incomes B. sociological and demographic changes C. the growing of producer services and technological developments D all above

4. There are three stages from goods to services. Which one does not belong to them? ( c )

A. offering a bundle of goods and services B. adding service C. offering merely goods D. offering merely services

5. The reason why the traditional boundaries between manufacturing and service campanies tend to flur is ( )

A. company donot set up customer information systems

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B. the appearance of the virtual factory

C. a trend which has been labelled servitization D.full service

6. Different types of service process will impact the management of service processes. Which one will not impact? ( b )

A. operations B. customer C. HRM D. marketing

7. A bundle of product service include three factors. Which one is not included? ( a )

A. physical good B. production C. dominant service D. hidden service 8. There is __________ between the value of a service to the customer and the efforts that customer is willing to make to purchase that service. ( )

A. a positive correlation B. a negative correlation C. no relationship

9. \organizations. ( )

A. personnel interact with customers B. the physical environment C. the service process D. none of he above

10. Which of the following is not true in the front office? ( d )

A. Personnel interact with customers can make a difference in customer satisfaction. B. The physical setting can be used to influence customer expectations. C. The service can be adapted to the particular customer needs. D. The operations manager has more freedom when designing the office.

11. Economists like to divide our industries into three or sometimes even four broad sectors. Which is a synonym for the service sector? C A) The primary sector; B) The secondary sector; C) The tertiary sector; D) quaternary

12. ?Services? therefore becomes a label covering a wide variety of business. Broadly speaking, there are four categories of services. Which one is not a business of services? D A) Government agencies; B) Manufacturing; C) Accounting; D) Tourism

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13. How can service firms implement a service concept?d

A) By segmenting markets; B) By targeting the various customer segments, and; C) By focusing the delivery system D) All of above

Depend on the following situation; answer the question form 1-5:

For a service station, they want to increase an additional equipment to increase efficiency. An additional equipment requires an investment of $100000, assume useful life to be 5 years. An operator must be hired to run the equipment and paid $15 per hour. Assume the additional equipment is operated from 8:00am to 10:00am and also from 5:00pm to 7:00pm in the whole year, and it works 5 days a week. Assume every month has 3.5 weeks. Because of it, the average waiting time per customer will drop from 45min to 15min or a gain of 30min, and will affect 20.5 customers per hour. If we assume that the value of waiting for the customer is $4.5 per hour. 14. What is the total cost of the whole year :d A. 12600 B. 15600 C. 2000 D.32600

15.How many customers are affected during the time considered? 17220 A. 17200 B. 17600 C. 21200 D.31600 16. What is the increased value for the customers: b A. 44600 B . 38745 C. 37765 D.19875

17. So is it worthwhile expanding the capacity to one more equipment? A A.YES B NO C. It can?t judge D. I don?t know

18. If we don?t know the cost of waiting for the customer is $4.5 per hour, we will use the formula to solve the question, where b means: A. Marginal cost of capacity expansion

B .Cost of waiting per time unit and per customer

C. The marginal reduction of average waiting time per customer

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D. Total number of customers whose average waiting time will be reduced over the time horizon considered

19The most important thing in retailing is _____c______. A. facilities B. layout C. location D. employees

20. The Walt Disney Corporation's top management has decided to open a new theme park in Europe. Where should EuroDisney be built? The following parameters should be taken into account except: b

A. transport infrastructure B. the languages C. government inducements D. the available space

Part Ⅲ. Short Answer Questions

1. HOW to segment markets?

group potential buyers into segments group products into categories

develop a market-product grid and estimate the size of markets select target markets

take marketing actions to reach target markets

2. Why is it that manufacturing companies are becoming increasingly interested in giving

their customers good service?

most customer just want more service and are no longer satisfied with the goods alone

offering a higher level of service than that of your competitors is a way of making your offering more attractive for your customers it can differentiate you from your competitors

3. How to understand the yield management?. What are the circumstances that yield

management can be applied?

Yield management is the process of allocating the right type of capacity to the right kind of customer at the right price so as to maximize revenue

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4. Explain the differences between services and goods

characteristics that distinguish service intangibility inseparability heterogeneity perishability

5. Which process type do hotel belong to? And how should you measure it?

6. When we design the servicescape for a company, what elements should be taken into consideration?

the success of a firm is driven by the customer benefit packages it -offers and how they address both order-qualifying and order-winning criteria

Part Ⅳ. Questions

1. In the St. Luke’s hospital there are 6 lifts for visitors. While the average capacity of the 6 lifts is

sufficient to transport the visitors during the day, visitors have to wait 6 minutes on the average to get in the lift. The value of waiting for the visitor is 0.25 Euro/minute. Installing a fifth lift would reduce the waiting time to 3 minutes. Knowing that the yearly depreciation and operational costs of a 7th lift is 30,000 Euro and knowing that there are about 50, 000 visitors a year, would you recommend the hospital to install the 7th lift? Installing a seventh will reduce waiting time to 1 minute, and has the same depreciation and operational cost. Would you suggested the hospital to install the 8th lift?

2. Spring Airlines has scheduled a flight between Shanghai and Kunming on a particular day. The plane has a capacity of 180 seats. The airline knows that there are two categories of customers interested in this trip. Category A: the price is ￥2091. The average demand is 65 passengers on a day, and the standard deviation is 25 passengers. Category B: the price is ￥660. The average demand is 150 passengers on a day, and the standard deviation is 25 passengers. The demand is normally distributed. How much capacity should Southwest airline set aside for Category B?.

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Standard normal distribution table x 0.0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0.0 0.500 0 0.504 0 0.508 0 0.512 0 0.516 0 0.519 9 0.523 9 0.527 9 0.531 9 0.1 0.539 8 0.543 8 0.547 8 0.551 7 0.555 7 0.559 6 0.563 6 0.567 5 0.571 4 0.2 0.579 3 0.583 2 0.587 1 0.591 0 0.594 8 0.598 7 0.602 6 0.606 4 0.610 3 0.3 0.617 9 0.621 7 0.625 5 0.629 3 0.633 1 0.636 8 0.640 4 0.644 3 0.648 0 0.4 0.655 4 0.659 1 0.662 8 0.666 4 0.670 0 0.673 6 0.677 2 0.680 8 0.684 4 0.5 0.691 5 0.695 0 0.698 5 0.701 9 0.705 4 0.708 8 0.712 3 0.715 7 0.719 0 0.6 0.725 7 0.729 1 0.732 4 0.735 7 0.738 9 0.742 2 0.745 4 0.748 6 0.751 7 0.7 0.758 0 0.761 1 0.764 2 0.767 3 0.770 3 0.773 4 0.776 4 0.779 4 0.782 3 0.8 0.788 1 0.791 0 0.793 9 0.796 7 0.799 5 0.802 3 0.805 1 0.807 8 0.810 6 0.9 0.815 9 0.818 6 0.821 2 0.823 8 0.826 4 0.828 9 0.835 5 0.834 0 0.836 5 1 0.841 3 0.843 8 0.846 1 0.848 5 0.850 8 0.853 1 0.855 4 0.857 7 0.859 9 1.1 0.864 3 0.866 5 0.868 6 0.870 8 0.872 9 0.874 9 0.877 0 0.879 0 0.881 0 1.2 0.884 9 0.886 9 0.888 8 0.890 7 0.892 5 0.894 4 0.896 2 0.898 0 0.899 7 1.3 0.903 2 0.904 9 0.906 6 0.908 2 0.909 9 0.911 5 0.913 1 0.914 7 0.916 2

3. The demand at that location is normally distributed with an average of 500 rooms per night and a standard deviation of 100.

(1)If on a particular day the hotel has to turn away a customer because it is fully booked, it loses the gross margin on the room of 81 euro(Cs is therefore 81 euro).

(2) if the hotel has one room unoccupied on a particular day, it has a cost which is equal to the depreciation of the capital invested in the room per day and the cost of the upkeeping of that room(cleaning, heating, etc.).This cost is estimated to be 19 euro(Co in this case is therefore 19 euro). How much is the optimal capacity? （10 points）(referring to the standard normal distribution table) 4.

You are thinking of opening a new store near a university campus, which you consider to be

your prime market. There are already three similar stores in the vicinity (A, C and E) and you have a choice of two possible sites(B and D). (Figher 1)

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the size of the facility A,B,C,D ,E are SA =800 square footage, SB =1000 square footage, SC =300 square footage, SD =1500 square footage; SE=2000 square footage.

the travel time (or distance) from the university campus（O） to A,B,C,D ,E are: TOA=2 minutes, TOB=3 minutes, TOC=1 minute, TOD=4 minutes; TOE=5 minutes. The effect of travel time or distance on the shopping likelihood for various types of facilities: bA= bB=bC=2; bD=bE=1.

If we assume that the university has 10 000 students, each spending an average of $400 a year on clothes, Which one would you choose?

E 900

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Figher 1 Location model according to Huff

5\\Draw a service blueprint of Luxury Hotel.

6. In the St. Luke?s hospital there are 4 lifts for visitors. While the average capacity of the 4 lifts is sufficient to transport the visitors during the day, visitors have to wait 4 minutes on the average to get in the lift. The value of waiting for the visitor is 0.35 Euro/minute. Installing a fifth lift would reduce the waiting time to 2 minutes. Knowing that the yearly depreciation and operational costs of a 5th lift is 30,000 Euro and knowing that there are about 70, 000 visitors a year, would you recommend the hospital to install the fifth lift?

7. The demand at that location is normally distributed with an average of 200 rooms per night and a standard deviation of 50.

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(1)If on a particular day the hotel has to turn away a customer because it is fully booked, it loses the gross margin on the room of 10 euro.

(2)If the hotel has one room unoccupied on a particular day, it has a cost which is equal to the depreciation of the capital invested in the room per day and the cost of the upkeeping of that room(cleaning, heating, etc.).This cost is estimated to be 5 euro.

How much is the optimal capacity? (Referring to the standard normal distribution table)

Standard normal distribution table

x 0.0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0.0 0.500 0 0.504 0 0.508 0 0.512 0 0.516 0 0.519 9 0.523 9 0.527 9 0.531 9 0.1 0.539 8 0.543 8 0.547 8 0.551 7 0.555 7 0.559 6 0.563 6 0.567 5 0.571 4 0.2 0.579 3 0.583 2 0.587 1 0.591 0 0.594 8 0.598 7 0.602 6 0.606 4 0.610 3 0.3 0.617 9 0.621 7 0.625 5 0.629 3 0.633 1 0.636 8 0.640 4 0.644 3 0.648 0 0.4 0.655 4 0.659 1 0.662 8 0.666 4 0.670 0 0.673 6 0.677 2 0.680 8 0.684 4 0.5 0.691 5 0.695 0 0.698 5 0.701 9 0.705 4 0.708 8 0.712 3 0.715 7 0.719 0 0.6 0.725 7 0.729 1 0.732 4 0.735 7 0.738 9 0.742 2 0.745 4 0.748 6 0.751 7 0.7 0.758 0 0.761 1 0.764 2 0.767 3 0.770 3 0.773 4 0.776 4 0.779 4 0.782 3 0.8 0.788 1 0.791 0 0.793 9 0.796 7 0.799 5 0.802 3 0.805 1 0.807 8 0.810 6 0.9 0.815 9 0.818 6 0.821 2 0.823 8 0.826 4 0.828 9 0.835 5 0.834 0 0.836 5 1 0.841 3 0.843 8 0.846 1 0.848 5 0.850 8 0.853 1 0.855 4 0.857 7 0.859 9 1.1 0.864 3 0.866 5 0.868 6 0.870 8 0.872 9 0.874 9 0.877 0 0.879 0 0.881 0 1.2 0.884 9 0.886 9 0.888 8 0.890 7 0.892 5 0.894 4 0.896 2 0.898 0 0.899 7 1.3 0.903 2 0.904 9 0.906 6 0.908 2 0.909 9 0.911 5 0.913 1 0.914 7 0.916 2

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