MKT 230 CH 13 Quiz

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

ability to use effective marketing activities

Who judges service quality

customers

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

degree of tangibility

The marketing channels for services are usually

direct from provider to customer

Flo, the spokesperson in progressive insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the _____ characteristic of services

intangibility

Service industries account for ______ of the gross domestic product of most developed nation

nearly three quaters

Demand based pricing most closely relates to the ______ of services

perishability

Because practically all markets provide some services, _______ typically do not exist in today's business environment

pure goods

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

service becomes less personalized

The continuum of tangibility goes from ______ on one end to _______ on the other end

service dominant products; good dominant products

All of the following are elements of the inseparability characteristics of services that

services are easy to standardize and control

A service is usually offered as party of a bundled package of services which a core service and one or more ____ services

supplementary

In most service industries, customer contact employees are

the lowest paid and least trained 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

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

heterogeneity

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

heterogeneity

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

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

Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employee until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _______ and those he uses during the trip are called __________

search; experience

What should marketers dot promote the consistency and reliability of their services most effectively

train employees and develop standard procedures for dealing with customers