Chapter 13 Marketing Final

Julianne is planning her upcoming wedding later this year. She has made a list of all the expenses which will be required for the wedding she has planned. Which of the following is not one of the service products associated with Julianne's wedding?

-string quartet -renting reception hall - flowers for the church -delivery of the wedding cake

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

Nonprofit

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

Opportunity cost

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

customer service

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

degree of tangibility

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

Kate, owner of K's Tanning Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty tanning beds from earlier in the week were available on this Saturday afternoon. Kate's problem deals with the ____ characteristic of services.

perishability

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

supplementary

Stephanie 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 Stephanie's work, so Stephanie 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