Marketing Chapter 13

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

encourage word-of-mouth communication.

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.

off-peak demand; perishability

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

peak demand

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

peak demand.

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

performance; audience

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

perishability

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

responsiveness

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

Cable television companies

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

Consulting

What are the three primary ways that marketers deliver services?

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

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

client-based relationships.

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.

core; supplementary

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

credence

Which of the following types of pricing will the accountant most likely use when charging for the service?

demand-based pricing

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

demand-based pricing.

The marketing channels for services are usually

direct from provider to customer.

Client-based relationships are most likely to be developed by

doctors

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

Heterogeneity

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

acceptable and desired.

The growth of business services is largely attributed to

increases in the complexity and competitiveness of business environments.

Attributes which are assessed only during the consumption of a service are called

tangibles

Which of the following is not a service product? a) Maroon 5 concert b) Flight on Southwest Airlines c) A 100 percent service satisfaction guarantee d) Overnight stay at Holiday Inn e) Dry cleaning of a suit

A 100 percent service satisfaction guarantee

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

Ability to use effective marketing activities

Which of the following service providers are most likely to use demand-based pricing? a) Dentists b) Lawyers c) Doctors d) Hair stylists e) Cruise ships

Cruise ships

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?

Demand-based

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

Dinner at the Olive Garden

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

Opportunity cost

Which of the following is the best example of a high-contact service? a) Appliance repair b) Newspaper delivery c) Dog training d) Interior decorating e) Plastic surgery

Plastic surgery

Which of the following issues is least important in nonprofit marketing? a) Distribution b) Exchange c) Profits d) Negotiation e) Persuasion

Profits

Select the true statement regarding nonprofit marketing.

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

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

String quartet music

The intangibility aspect of a service means that=

consumers may have a problem evaluating service offerings.

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

credence qualities.

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

customize their services to meet unique individual needs

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

degree of tangibility.

The fact that the "Y" is open from 6:00 am until 11:00 pm refers to the __________ element of its marketing mix.

distribution

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

employee empathy.

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.

experience qualities

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

heterogeneity

Production and consumption of services must simultaneously occur due to the _____ characteristic of services.

heterogeneity

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

heterogeneity

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

heterogeneity

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

inseparability

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.

intangibility

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

intangibility

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

intangibility

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.

intangibility

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

nearly three-quarters

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

time

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

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

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?

Inseparability

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?

Inseparability

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

Lawyers

Select the true statement about nonprofit marketing.

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

Which of the following is a low-contact service?

Website design

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

client

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

client-based relationship

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.

credence

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

credence qualities

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

customer contact

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

customer contact.

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

customer service.

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

human labor

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

pure goods

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.

search

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

service becomes less personalized.

All of the following are elements of the inseparability characteristic of services except that a) consumers are involved in production. b) centralized mass production is difficult. c) consumption and production are simultaneous. d) many services cannot be performed without the customer being present. e) services are easy to standardize and control.

services are easy to standardize and control.

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.

tangibles

Children with muscular dystrophy who receive treatments developed through research programs funded by MDA represent ___________ for this charitable organization.

target publics

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

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

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

the customer's perceptions.

In nonprofit organizations,

the direct consumers of the product are the client public.

Which of the following best defines nonprofit marketing?

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

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)

American Airlines employees.

Who judges service quality?

Customers

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

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

Which of the following factors have contributed the least to the growth of services in the U.S. economy? a) Increased interest in travel and entertainment b) Increased number of women in the workforce c) Increased proportion of older people in the United States d) Increased interest of Americans in fitness and recreation e) Increased number of high-tech goods

Increased number of high-tech goods

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

Nonprofit

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

Nonprofit organization, client

What type of product is the children's playground at the "Y"?

The playground is a consumer service product.

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

Train employees and develop standard procedures for dealing with customers

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

client; general

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

customer contact.

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

emphasizing tangible cues in promoting the service.

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?

heterogeneity

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

heterogeneity

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.

inseparability

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

inseparability

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

intangibility

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.

perishability

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?

perishability

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

perishability

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

perishability

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

price

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?

search

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.

search

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

service-dominant products; good-dominant products

Consumers look closely at service quality when comparing competing services because

services are very difficult to evaluate.

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

supplementary

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.

supplementary

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

tangibles

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

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

In most service industries, customer-contact employees are

the lowest-paid and least-trained employees.

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

the quality of its services.

Distribution for nonprofit organizations is

typically characterized by short channels.

Which of the following countries was the world's first service economy? a) England b) United States c) Sweden d) Canada e) Germany

United States

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

human or mechanical efforts

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.

inseparability; perishability

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

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

Client-based relationships are least likely to be developed by a) towing services. b) accountants. c) beauticians. d) orthodontists. e) psychiatrists.

towing services

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?

Heterogeneity

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?

Heterogeneity

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?

Heterogeneity

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

understand customer needs and expectations.

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

well-trained contact employees.

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

word of mouth.

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.

word-of-mouth communication

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

zone of tolerance.