命题(B)的标准答案

密2011-2012-2学期第1页共6页西南财经大学天府学院试卷(B卷)考试科目：运营管理Ⅱ年级层次教学班姓名：学号：记分表试题号一二三四五六总分考分阅卷人注意：1.本次考试为闭卷考试，考试时间120分钟。2.严禁使用文具之外的任何工具。3.请将答案依次写在专用答题纸上。4.全卷共四部分，满分为100分。PartⅠ.True(T)orFalse(F)Questions(10points)1.Socialservicesincludedrycleaning,tourism,domesticservices.(F)2.The“brainsurgeon”situationischaracterizedbyahighdegreeofcustomizationandalowlevelofcustomerinteraction.(T)3.Jobprocessesgenerallyhavemoreveritiesthanbatchprocesses.(T)4.Whendefiningtheserviceconcept,itisnotnecessarytokeepconsistencybetweenthefront-andback-officeelementsoftheservicesystem.(F)5.Yieldmanagementistheprocessofallocatingtherighttypeofcapacitytotherighttypeofcustomerattherightpricesoastomaximizerevenueoryield.(T)6.QFDcantranslatecustomerneedsandpreferencesintooperationalgoalsforthefirm.(T)7.Capacitycanbedefinedastheabilitytohold,receive,store,oraccommodate.(T)8.Unoccupiedtimefeelsshorterthanoccupiedtime.(F)9.ApplyingtheJITphilosophyleadtounnecessaryinventories.(F)10.Thephysicalsettinginfluencesthecustomer’s‘ultimatesatisfaction’withtheservice.(T)PartⅡ.SingleChoice(20points)1.Whichdecisionisanswertothequestion‘Howtousecapacity’?(B)A.Capacityplanning;B.Capacityscheduling;C.Demandmanagement;D.Waitingmanagement2．Economistsliketodivideourindustriesintothreeorsometimesevenfourbroadsectors.Whichisasynonymfortheservicesector?(C)A.Theprimarysector;B.Thesecondarysector;C.Thetertiarysector;D.quaternary3．Oilrefiningprocessbelongstothe(D)A.MassserviceB.ServiceshopC.ProfessionalserviceD.Continuousprocess4．‘JOBhotelwishestoopenanewstore.Basedonthefollowingsubjectivecriteria,whereshouldthenewstorebelocated?(C)scoreFactorWeightABCDmarkets3567810密2011-2012-2学期第2页共6页Employeepreference157434Landandconstructioncosts258593suppler105832Expresswayaccessibility153957A.AB.BC.CD.D5．InMaister’sframework:(B)combinesthelowdegreeofcustomerinteractionwithalowdegreeofcustomization.A.NurseB.PharmacistC.BrainSurgeonD.Psychotherapist6．(B)isperhapslessrational,butnolesseffectiveininfluencingathecustomer’sbehaviour.A.AcognitiveresponseB.AnemotionalresponseC.AphysiologicalresponseD.Apsychologicalresponse7．Inasupermarket,thedemandforsugarisnot(directly)dependentonthedemandforanyotheritem.Thisdemanditemis(B).A.DependentdemanditemB.IndependentdemanditemC.Pseudo-dependentdemanditemD.Pseudo-independentdemanditem8．Whichdoesnotbelongtothespatiallayoutandprocessintheanswersbelow?(C)A.machineryB.equipmentC.artefactD.furniture9．Serviceblueprintingisananalyticaltoolforprocessdesignandmapping.Onthechart,front-andback-officeactivitiesareseparatedinthisapproachby(A),indicatingwherethecustomerintervenesintheservicedeliveryprocess.A.Alineofvisibility;B.Potentialfailpoints;C.Decisionpoints;D.Standardexecutiontimes10．Whichonedoesnotbelongtothesourceoftheheterogeneityofserviceintheanswersbelow?(D)A.theserviceprovider;B.thecustomer;C.thesurrounding;D.thetime;PartⅢ.ShortAnswerQuestions(30points)1.Howtounderstandtheprocessre-engineering?Howtoimplementprocessre-engineering?(10pints)Processre-engineeringisthefundamentalrethinkingandradicalredesignofbusinessprocessestobringaboutdramaticimprovementsinperformance.ImplementationprocessRealizationRequirementsRethinkRedesignRetoolRe-evaluate2.Whatarethecharacteristicsofservice?(10points)密2011-2012-2学期第3页共6页Intangibility;Simultaneity;Heterogeneity;perishability3.Whatarethedifferencesbetweenthemanufacturingandtheservices.(10point)ManufacturingTangibleproductProductcanbeinventoriedLowcustomercontactLongerresponsetimeCapitalintensiveServicesIntangibleproductProductcannotbeinventoriedHighcustomercontactShortresponsetimeLaborintensivePartⅣ.Questions(40points)1.IntheSt.Luke’shospitalthereare4liftsforvisitors.Whiletheaveragecapacityofthe4liftsissufficienttotransportthevisitorsduringtheday,visitorshavetowait4minutesontheaveragetogetinthelift.Thevalueofwaitingforthevisitoris0.35Euro/minuteInstallingafifthliftwouldreducethewaitingtimeto2minutes.Knowingthattheyearlydepreciationandoperationalcostsofa5thliftis30,000Euroandknowingthatthereareabout70,000visitorsayear,wouldyourecommendthehospitaltoinstallthefifthlift?Installingasixthwillreducewaitingtimeto1minute,andhasthesamedepreciationandoperationalcost.Wouldyousuggestedthehospitaltoinstallthesixthlift?（10points）a=30000€;b=0.35euro/minute△w=2minutes;N=70000300000.214270000awNeuro/minute,b=0.35euro/minuter0.214euro/minutethehospitalshouldinstallthefifthliftwhenexpandtothesixthlifta=30000€;b=0.35euro/minute△w=1minutes;N=70000300000.42861*70000awNeuro/minuteb=0.35euro/minuter0.4286euro/minute,Thehospitalshouldnotconsiderexpansion密2011-2012-2学期第4页共6页2.SouthwestairlinehasscheduledaflightbetweenLosAngelesandLondononeaparticularday.Theplanehasacapacityof300seats.Theairlineknowsthattherearetwocategoriesofcustomersinterestedinthistrip.CategoryA:thepriceis$1000,thecostis$100.Theaveragedemandis175passengersonaday,andthestandarddeviationis50passengers.CategoryB:thepriceis$500,thecostis$80.Theaveragedemandis150passengersonaday,andthestandarddeviationis25passengers.Thedemandisnormallydistributed.HowmuchcapacityshouldSouthwesta