Using Personal Information Sources for Promotion Strategies: Video Testimonials at Holiday Resorts
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Which of the following is an example of a promotion strategy that uses personal information sources?
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A holiday resort uses video testimonials of its customers in its advertisements.
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_____ describes services that use technology or brainpower directed at a consumer's assets.
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Information processing
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While pricing services, operations-oriented pricing seeks to:
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match supply and demand by varying prices.
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Diana went to a store to buy a new pair of sunglasses. Before buying, she assessed the color and appeal of the pair she liked. This is an example of a(n) _____.
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search quality
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Which of the following statements is true of an organization's service mix?
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It represents a set of opportunities, risks, and challenges for each service organization.
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_____ refers to the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed.
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Intangibility
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Which of the following strategies should be adopted by a firm to practice patronage-oriented pricing?
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It should offer 50 percent discount to students who use the firm's services.
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Mellissa booked a room at the Lumburne Group of Hotels. During her stay, she was pleased with the ambience of the hotel. Her room was painted in vibrant colors, and the walls were decorated with beautiful paintings. In this scenario, the Lumburne Group of Hotels is promoting its intangible services by:
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creating a strong organizational image.
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A bundled price strategy may be preferable when:
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customers dislike having to pay extra for every part of a service.
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A difference between goods and services is that services:
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cannot be touched or seen like goods.
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Which of the following is a reason for difficulty in evaluation of services?
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Services tend to exhibit fewer search qualities than goods.
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In the context of the gap model of service quality, the gap between what a company provides and what a customer is told the company provides occurs due to:
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misleading or deceptive advertising campaigns promising more than the firm can deliver.
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Which of the following statements is true of revenue-oriented pricing?
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It focuses on maximizing the surplus of income over costs.
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Which of the following most clearly reveals the relationship between a target market strategy and distribution strategy?
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Location of a service
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To succeed in the global marketplace, service firms must first:
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determine the nature of their core product
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Chill & Grill, a restobar in New York, is facing stiff competition from its competitors. To maintain its existing customer base and to stimulate positive word-of-mouth communication among present and prospective customers, it has come up with a promotional video that features Chill & Grill's real customers sharing their individual opinions about the restobar. In this scenario, Chill & Grill is using the promotion strategy of:
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using personal information sources.
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A _____ is defined as the result of applying human or mechanical efforts to people or objects.
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service
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George believes that internal marketing is important for a goods manufacturing firm. However, Erick believes that internal marketing is more critical for a service firm than a goods firm. In this case, Erick's belief is most likely to be true because:
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employees in service firms deliver the brand promise directly to customers.
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A service firm can create a strong organizational image by:
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managing the physical environment of the service facility.
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_____ refers to services directed at people's minds.
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Mental stimulus processing
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A _____ encourages customer loyalty through intimate knowledge of individual customers (often referred to as customer intimacy) and the development of one-to-one solutions to fit customers' needs.
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customization approach
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_____ is the ability to perform a service dependably, accurately, and consistently.
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Reliability
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The service offering can be viewed as a bundle of activities that includes the _____, which is the most basic benefit the customer is buying.
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core service
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Which of the following statements is true of a service?
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It involves a deed, a performance, or an effort that cannot be physically possessed.
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____ is a price strategy that involves varying the price of a service with different market segments' ability to pay.
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Patronage-oriented pricing
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Joseph hired the services of Flexi Cabs, a taxi service in Florida, to travel from the airport to his apartment. An hour after he reached his destination, Joseph received a text message from Flexi Cabs thanking him for using its services and asking him to rate its services on a scale of ten. In this scenario, Flexi Cabs uses the promotion strategy of:
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engaging in postpurchase communication.
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Which of the following statements is true of distribution strategies of service organizations? .
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Intensity of distribution depends on the image desired by an organization
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Susan goes to Magnira Spa to get a massage and asks for the best masseur in the spa. She knows that her experience depends on the quality of the masseur. Which of the following characteristics of service can be observed in this scenario?
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Inseparability
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A key factor influencing the selection of a service provider is:
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convenience
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Which of the following is a difference between public service advertisements (PSAs) and commercial advertisements?
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Unlike commercial advertisements, PSAs promote a program of a federal, state, or local government.
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Which of the following is a difference between customized services and standardized services?
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Unlike customized services, standardized services are more efficient and economical.
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Which of the following statements is true of distribution strategies of service organizations?
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Intensity of distribution depends on the image desired by an organization
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To succeed in a global marketplace, a non-profit service organization should: .
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consider each country's cultural, technological, and political environment while designing the marketing mix
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A _____ is defined as the result of applying human or mechanical efforts to people or objects.
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service
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A pricing objective of a nonprofit organization is:
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to either partially or fully defray costs.
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The practice of treating employees as customers and developing systems and benefits that satisfy their needs is called _____.
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internal marketing
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Which of the following statements defines a supplementary service?
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It is a service that supports or enhances a core service.
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Which of the following is a reason for difficulty in evaluation of services?
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Services tend to exhibit fewer search qualities than goods.
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Samantha runs a training center where she trains and educates college students on professional psychology. In the context of product strategy, Samantha offers services that fall under the category of _____.
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mental stimulus processing
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Which of the following statements is true of patronage-oriented pricing?
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It tries to maximize the number of customers using a service.
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Miranda runs a nursing home in Fargo, North Dakota. She has a staff of twenty members who strive to provide the best care to their patients. In the context of service as a process, Miranda's services can be categorized under _____.
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people processing
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Unlike private sector service-organizations, nonprofit organizations:
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offer weak or indirect benefits in an exchange relationship.
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A key factor influencing the selection of a service provider is:
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convenience.
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In the context of relationship marketing, which of the following statements is true of level 1 relationship marketing?
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It uses pricing incentives to encourage customers to continue doing business with a firm.
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Xtreme Gym offers monthly subscriptions at different prices to students, working professionals, and senior citizens. It gives a discount to students, senior citizens, and people with high potential. This is done to increase the number of members joining the gym. In this scenario, Xtreme Gym is practicing _____.
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patronage-oriented pricing
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To succeed in a global marketplace, a non-profit service organization should:
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consider each country's cultural, technological, and political environment while designing the marketing mix.
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The gap model of service quality is defined as a model that:
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identifies areas that can cause problems in service delivery and influence customer evaluations of service quality
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Which of the following strategies should be adopted by a firm to practice patronage-oriented pricing?
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It should offer 50 percent discount to students who use the firm's services.
