MKTG 409 Exam 2 CH 11
Which of the following is not a service product?
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 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
Which of the following service providers are most likely to use demand-based pricing?
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
Which of the following services falls closest to the middle of the tangibility continuum?
Dinner at the Olive Garden
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.
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
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.
Which of the following factors have contributed the least to the growth of services in the U.S. economy?
Increased number of high-tech goods
Which is the most typical distribution channel used in nonprofit organizations?
Nonprofit organization, client
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
What are the three primary ways that marketers deliver services?
Service facilities, customer's home, or from a distance
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
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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
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.
The intangibility aspect of a service means that
consumers may have a problem evaluating service offerings.
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
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.
Any human or mechanical effort that adds value to a product is called
customer service.
The heterogeneity characteristic of services provides marketers with tremendous opportunity to
customize their services to meet unique individual needs.
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 fact that the "Y" is open from 6:00 am until 11:00 pm refers to the __________ element of its marketing mix.
distribution
Client-based relationships are most likely to be developed by
doctors.
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.
Machinery such as ATMs and online customer services can reduce the ______ that comes from increased contact with human employees.
heterogeneity
The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ______ of services.
heterogeneity
Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and
heterogeneity.
The more __________ involved with delivering a service, the greater the degree of heterogeneity.
human labor
The growth of business services is largely attributed to
increases in the complexity and competitiveness of business environments.
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.
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
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
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 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.
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
off-peak demand.
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
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
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
Using appointments or reservations for scheduling delivery of services is an attempt to address the ___________ characteristic of services.
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.
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
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 characteristic of services except that
services are easy to standardize and control.
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
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.
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.
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.
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.
