question

Services are usually provided through the application of _______ directed at people or objects.

answer

human or mechanical efforts

question

In general, differences between goods and services are determined by their

answer

degree of tangibility.

question

Any human or mechanical effort that adds value to a product is called

answer

customer service.

question

Which of the following is not a service product?

answer

A 100 percent service satisfaction guarantee

question

Service industries account for ____ of the gross domestic product of most developed nations.

answer

nearly three-quarters

question

Which of the following countries was the world's first service economy?

answer

United States

question

Which of the following products associated with weddings is most likely to be considered a service?

answer

String quartet music

question

Which of the following factors have contributed the least to the growth of services in the U.S. economy?

answer

Increased number of high-tech goods

question

The growth of business services is largely attributed to

answer

increases in the complexity and competitiveness of business environments.

question

Which of the following is most likely to be considered a business service?

answer

Consulting

question

According to your text, one perspective from which to view services is as a ______ targeted at a(n) ________.

answer

performance; audience

question

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and

answer

heterogeneity.

question

The intangibility aspect of a service means that

answer

consumers may have a problem evaluating service offerings.

question

The continuum of tangibility goes from _____ on one end to _____ on the other end.

answer

service-dominant products; good-dominant products

question

Which of the following services falls closest to the middle of the tangibility continuum?

answer

Dinner at the Olive Garden

question

Because practically all marketers provide some services, ___________ typically do not exist in today's business environment.

answer

pure goods

question

Hair stylists find it challenging to market their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services?

answer

Inseparability

question

Personal trainers cannot complete their work without their clients present because of the _______ feature of services.

answer

inseparability

question

Jason Robinson, a dentist, finds that he is not bringing in enough revenue to cover his expenses. He would like to schedule more patients, but he finds that in almost every time slot, he is seeing an existing patient. Jim's difficulty in expanding his practice involves the aspect of service called

answer

inseparability.

question

All of the following are elements of the inseparability characteristic of services except that

answer

services are easy to standardize and control.

question

The fact the services cannot be inventoried and then sold at a later date is called

answer

perishability.

question

Kathy Adkins, owner of Adkins Styling Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty slots from earlier in the week were available on this Saturday afternoon. Her thoughts deal with the ___________ characteristic of services.

answer

perishability

question

Marketers of services must deal with the challenges of balancing supply and demand and planning for peak and off-peak times. What characteristic of services creates these challenges?

answer

Perishability

question

Lauren is a concert promoter who works for pop star Justin Timberlake. She works very hard to make sure most of Justin's concerts are sold out because she understands the concept of perishability, which means

answer

that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again.

question

The more __________ involved with delivering a service, the greater the degree of heterogeneity.

answer

human labor

question

Because of a service's ___________, standardization and quality are difficult to control.

answer

heterogeneity

question

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ______ of services.

answer

heterogeneity

question

The owner of the Lords and Ladies hair salon has difficulty in standardizing and controlling the quality of service that the customers in his salon receive. This problem illustrates which of the following unique features of service?

answer

Heterogeneity

question

What should marketers do to promote the consistency and reliability of their services most

answer

Train employees and develop standard procedures for dealing with customers

question

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

answer

Heterogeneity

question

Machinery such as ATMs and online customer services can reduce the ______ that comes from increased contact with human employees.

answer

heterogeneity

question

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

answer

Heterogeneity

question

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as

answer

client-based relationships.

question

The main characteristic of a ___________ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

answer

client-based relationship

question

Client-based relationships are least likely to be developed by

answer

towing services.

question

Which of the following service providers would typically call their customers "clients"?

answer

Lawyers

question

Client-based relationships are most likely to be developed by

answer

doctors.

question

When service companies change high-contact services into low-contact services, the

answer

service becomes less personalized.

question

The necessary interaction between service provider and customer that allows a service to be delivered is called

answer

customer contact.

question

Which of the following is a low-contact service?

answer

Website design

question

The level of interaction necessary between a customer and service provider in order to complete a service is called

answer

customer contact.

question

Which of the following is the best example of a high-contact service?

answer

Plastic surgery

question

Which of the following statements about customer contact in services marketing is false?

answer

High-contact services are less expensive to deliver because they are typically equipment-based.

question

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ___________ services.

answer

supplementary

question

A service is usually offered as part of a bundled package of services with a core service and one or more ________ services.

answer

supplementary

question

A first class airline ticket offers a ____ service of transportation as well as _______ services of drink and food service, special boarding rights, and extra customer service.

answer

core; supplementary

question

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?

answer

Heterogeneity

question

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

answer

customize their services to meet unique individual needs.

question

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

answer

intangibility.

question

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ______ aspect of services.

answer

intangibility

question

Clean, sharp looking employees with appropriate uniforms help assure customers about service quality and therefore address the _____ of services.

answer

intangibility

question

If a nonsmoker dines in a restaurant without a no-smoking section, then the overall quality of service experienced by the nonsmoking customer probably declines. This is an example of which of the following service characteristics?

answer

Inseparability

question

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

answer

promise too much and cause customer expectations beyond what they can deliver.

question

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the _______ aspect of services.

answer

inseparability

question

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

answer

emphasizing tangible cues in promoting the service.

question

What are the three primary ways that marketers deliver services?

answer

Service facilities, customer's home, or from a distance

question

The marketing channels for services are usually

answer

direct from provider to customer.

question

Using appointments or reservations for scheduling delivery of services is an attempt to address the ___________ characteristic of services.

answer

perishability

question

By installing ATMs, banks have increased production capacity and reduced the number of personnel. This results in a decrease in

answer

customer contact.

question

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

answer

price.

question

Symbols such as the Travellers' Financial Services umbrella are designed to help customers overcome the ________ of services.

answer

intangibility

question

Transamerica's pyramid-shaped building in San Francisco is used to symbolize strength, security, and reliability. This type of promotion is designed to address the ___________ characteristic of services.

answer

intangibility

question

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

answer

word of mouth.

question

This type of communication is important in service promotion because of heterogeneity and the intangibility of services.

answer

Word of mouth

question

An American West Airlines flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix. This is an example of what kind of service pricing?

answer

Demand-based

question

Piano teachers, tutors, attorneys, and consultants are most likely to price their services based on

answer

time.

question

Demand-based pricing most closely relates to the _____ of services.

answer

perishability

question

Service activities are time-dependent, meaning that the service must be provided at a point in time when customers want to use it. This point in time is also known as

answer

peak demand.

question

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

answer

demand-based pricing.

question

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of

answer

off-peak demand.

question

Any service provider that offers time-sensitive services receives most of its revenue during

answer

peak demand.

question

Which of the following service providers are most likely to use demand-based pricing?

answer

Cruise ships

question

Which of the following service providers are most likely to bundle-price their services?

answer

Cable television companies

question

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

answer

For some services, customers look for the low-cost provider, which is what Safe claims to be.

question

___________ quality is defined as customers' perception of how well a service meets or exceeds their expectations.

answer

Service

question

Who judges service quality?

answer

Customers

question

Consumers look closely at service quality when comparing competing services because

answer

services are very difficult to evaluate.

question

Tina, a waitress at the Riverfront Grill, is angry that a customer complained that his soup was cold because of her slow service. Riverfront owner Max Griffin reminds her that she must focus on service quality as defined by

answer

the customer's perceptions.

question

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many _____ qualities.

answer

search

question

As Stan and Anna Walicki meet with the account representative at Landmark Bank, they are shown a sample of what their monthly statement will look like. Providing such sample documents allows Landmark to add tangibility to which of the following service qualities?

answer

Search

question

Services have three evaluation attributes: search qualities, experience qualities, and ___________ qualities.

answer

credence

question

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

answer

credence qualities.

question

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ___________ quality.

answer

credence

question

A small private college in Tennessee paid a large sum of money to a marketing firm to study the college's current marketing strategy and help develop new strategies for attracting students. The college is having a difficult time evaluating the effectiveness of the marketing firm's work because this type of service has many

answer

credence qualities.

question

There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and

answer

employee empathy.

question

Of the five dimensions of service quality, the most important is

answer

reliability.

question

Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication. The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance. In other words, potential customers are most concerned about

answer

tangibles.

question

The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called

answer

responsiveness.

question

Surveys, focus groups, and customer comment cards are all methods used by service companies to

answer

understand customer needs and expectations.

question

Jack and Amy Douglas are purchasing their first home and have certain expectations for the mortgage company with which they are working. After a long series of "unexplainable" delays, Jack and Amy become very frustrated and decide to stay in their apartment at least another year. The mortgage company failed to provide service within Jack and Amy's

answer

zone of tolerance.

question

The two levels of expectations that consumers generally have about services are

answer

acceptable and desired.

question

In service marketing, the most important link to the customer is

answer

well-trained contact employees.

question

In most service industries, customer-contact employees are

answer

the lowest-paid and least-trained employees.

question

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers. In addition to consumers, an important secondary audience for these ads is (are)

answer

American Airlines employees.

question

Offering pet owners who recommend Prize Pet Grooming to a friend $10 off their next grooming bill is a program designed primarily to

answer

encourage word-of-mouth communication.

question

Janet sets up her new interior decorating business and advertises her expertise in high quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Janet's work, so Janet redoes the job at her own expense because she knows how powerful _____ is (are) for services and wants to stay in business.

answer

word-of-mouth communication

question

___________ marketing includes activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit.

answer

Nonprofit

question

Which of the following issues is least important in nonprofit marketing?

answer

Profits

question

Which of the following best defines nonprofit marketing?

answer

Activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit or return on investment

question

An important difference between for-profit and nonprofit marketing is that

answer

the goals of the nonprofit organization differ from the goals of the for-profit organization.

question

Which of the following is similar for both for-profit and nonprofit marketing?

answer

Ability to use effective marketing activities

question

Select the true statement about nonprofit marketing.

answer

Major nonprofit marketers in the United States are social causes and charitable organizations.

question

In nonprofit marketing, a group of individuals that has an interest in or concern about an organization, a product, or a social cause is called a(n)

answer

target public.

question

Select the true statement regarding nonprofit marketing.

answer

Segmentation techniques used to identify target markets in for-profit businesses are also applicable to reaching nonprofit target markets.

question

In nonprofit organizations,

answer

the direct consumers of the product are the client public.

question

A university's student body would be considered its ___________ public, and parents, alumni, and trustees would be included as its ___________ public.

answer

client; general

question

According to the text, the direct consumers of a nonprofit organization's ideas or services are called its _________ public.

answer

client

question

Which is the most typical distribution channel used in nonprofit organizations?

answer

Nonprofit organization, client

question

Distribution for nonprofit organizations is

answer

typically characterized by short channels.

question

___________ is the value of the benefit that is given up by selecting one alternative rather than another.

answer

Opportunity cost

question

The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all year, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. What type of product is the children's playground at the "Y"?

answer

The playground is a consumer service product.

question

The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all year, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. The fact that the "Y" is open from 6:00 am until 11:00 pm refers to the __________ element of its marketing mix.

answer

distribution

question

The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all year, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. The children who take swimming lessons must be in attendance at the pool during the time of their appointment. The need for the child to be in attendance in order to receive the lesson is an example of the ______ feature of a service, while the need for them to be there at the time of their appointment, represents the _______ feature.

answer

inseparability; perishability

question

The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all year, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. Kyle Jackson, one of the staff members at the YMCA, suggested that the "Y" offer discounted memberships to senior citizens over the age of 65; however, they could only use the facility between the hours of 9:00 am and 4:00 pm. Kyle's plan is most likely addressing the issue with ______, and relates to the ______ characteristic of services.

answer

off-peak demand; perishability

question

Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. Which of the following types of pricing will the accountant most likely use when charging for the service?

answer

demand-based pricing

question

Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. When Kaycee visited the accountants' offices and used the look of the surroundings, as well as the office furniture condition in her evaluation of the service business, she was most likely using the elements of the ________ dimension of service quality.

answer

tangibles

question

Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. When using an accountant to prepare her tax return, Kaycee really can't determine the level of the accountant's expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the _________ of a service.

answer

credence qualities

question

Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using _________ qualities to evaluate the accountant service.

answer

search

question

True/False: Services are products that can be touched and felt.

answer

False

question

True/False: The U.S. economy is the world's first service economy.

answer

True

question

True/False: Services can involve both human and mechanical efforts.

answer

True

question

True/False: Most products possess a certain degree of intangibility.

answer

True

question

True/False: Service industries account for less than 50 percent of the U.S. gross domestic product.

answer

False

question

True/False: Goods can be defined in terms of their physical attributes, but services cannot because they are intangible.

answer

True

question

True/False: The education a student gets is an example of the intangibility of services.

answer

True

question

True/False: Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

answer

False

question

True/False: Both production and consumption of services occur at the same time.

answer

True

question

True/False: Because of inseparability of the consumption and production of services, customers are often present when a service is produced.

answer

True

question

True/False: Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

answer

True

question

True/False: Services are highly perishable and cannot be inventoried for future use.

answer

True

question

True/False: Because of service perishability, it is difficult to price services in a manner that smoothes fluctuations in demand.

answer

False

question

True/False: There is no way to combat the supply-demand problem associated with the perishability of services.

answer

False

question

True/False: An advantage of heterogeneity is that services can be customized.

answer

True

question

True/False: Because most services are people-based, they are susceptible to heterogeneity, or variation in demand over time.

answer

False

question

True/False: A hairstylist that gives good haircuts in the morning but tends to give haircuts of lesser quality in the afternoon is suffering from the challenges associated with intangibility.

answer

False

question

True/False: Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

answer

True

question

True/False: The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

answer

True

question

True/False: High-contact services are very expensive to deliver because they are equipment-intensive.

answer

False

question

True/False: Training of employees is less important for high-contact services than it is for low-contact services.

answer

False

question

True/False: Supplementary services are the basic services that a customer expects to receive.

answer

False

question

True/False: The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

answer

True

question

True/False: Intangible cues are used to provide customers with some assurance of service quality.

answer

False

question

True/False: When a customer takes part in the production of a service, other customers can affect the outcome of the service.

answer

True

question

True/False: Distribution of services is often more direct, even if the customer must go to the service provider's facilities.

answer

True

question

True/False: Intangibility of services creates promotional challenges because it is difficult to display a service in a store and to demonstrate the quality of a service.

answer

True

question

True/False: Due to increased customers' desires for personalization, service providers are using bigger sales forces.

answer

False

question

True/False: Advertisements for services use tangible cues to help customers understand the intangible attributes associated with a particular service.

answer

True

question

True/False: Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

answer

True

question

True/False: Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

answer

True

question

True/False: Demand-based pricing relies on information concerning peak demand times and off-peak demand times.

answer

True

question

True/False: Demand-based pricing means lower prices during times of lower demand and higher prices during times of higher demand.

answer

True

question

True/False: Customers seldom rely on the price-quality associations.

answer

False

question

True/False: The intangible nature of services often leads customers to use prices as a measuring tool for quality.

answer

True

question

True/False: Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

answer

False

question

True/False: State and local government regulations do not affect the pricing of services.

answer

False

question

True/False: Government has no control over service prices charged.

answer

False

question

True/False: Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.

answer

False

question

True/False: Customers are the ultimate judges of good service quality.

answer

True

question

True/False: Service quality is defined by compliance with a set of specifications.

answer

False

question

True/False: Service providers must adjust their behavior to buyer expectations to improve quality.

answer

True

question

True/False: Tangible attributes such as color, style, size, feel, or fit that can be evaluated prior to purchase are known as search qualities.

answer

True

question

True/False: Credence qualities are attributes, such as taste, satisfaction, or pleasure, which can be assessed only during the purchase and consumption of a service.

answer

False

question

True/False: Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

answer

False

question

True/False: Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

answer

False

question

True/False: One of the best ways to better understand customer needs and expectations is to ask contact employees.

answer

True

question

True/False: Customer-oriented measures of employee performance may be a better basis of evaluation and rewards.

answer

True

question

True/False: Although nonprofit goals differ from for-profit goals, certain business marketing concepts can be adopted to enhance nonprofit operations.

answer

True

question

True/False: Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

answer

True

question

True/False: Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

answer

True

question

True/False: A nonprofit organization may exist in an environment in which its goals are opposed by some members of society.

answer

True

question

True/False: Marketing as a field of study does not attempt to make value judgments about what a nonprofit organization's goals should be.

answer

True

question

True/False: A church's marketing objective could be to inform the public about its doctrine and convince people to become members.

answer

True

question

True/False: Selecting a marketing mix is the first step in developing any nonprofit marketing strategy.

answer

False

question

True/False: Pinpointing a target market should be done only after the selection of a marketing mix.

answer

False

question

True/False: Nonprofit organizations that do not serve and adapt to the needs and wants of their target public may fail.

answer

True

question

True/False: Nonprofit organizations usually have more diverse groups to serve than do for-profit organizations.

answer

True

question

True/False: Segmentation concepts and techniques used to segment and identify target markets are not applicable to reaching nonprofit target markets.

answer

False

question

True/False: The response that a nonprofit organization desires from its target market or public may be a change in values, financial contributions, or the donation of services.

answer

True

question

True/False: The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price, distribution, and promotion.

answer

False

question

True/False: The marketing mix strategy of a nonprofit organization should be developed to restrict alternatives.

answer

True

question

True/False: In a nonprofit organization, the direct consumers of the product are called donor publics and indirect consumers are called client publics.

answer

False

question

True/False: Nonprofit organizations deal with ideas and services more often than with goods.

answer

True

question

True/False: Selecting a convenient location is important to the distribution of a nonprofit service.

answer

True

question

True/False: Personal selling is one noticeable marketing activity used to gain acceptance of a social idea or to solicit donations.

answer

True

question

True/False: Sales promotion activities of a nonprofit organization may consist of special events such as fund-raising campaigns, telethons, contests, and entertainment.

answer

True

question

True/False: Financial price an exact dollar amount may or may not be charged for a nonprofit product.

answer

True

question

True/False: The concept of opportunity cost is important in determining the price paid by an individual for a nonprofit product.

answer

True

MKTG 351: Test 3 Review – Chapter 13 – Flashcards

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