Chapter 13 - MKT-101
Which of the following service providers are most likely to use demand-based pricing?
Cruise ships
Which of the following contributes to the challenges of supply and demand management?
Inseparability and level of customer contact
Which of the following is the best example of a high-contact service?
Plastic surgery
The two levels of expectations that consumers generally have about services are
acceptable and desired.
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.
High-contact services typically require that the
customer go to the production facility.
In general, differences between goods and services are determined by the
degree of tangibility.
Allstate Insurance uses a logo with a stylized pair of hands to communicate stability and security to consumers—"You're in good hands with Allstate." This is Allstate's attempt to help customers better understand its services by
emphasizing tangible cues in promoting the service.
There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and
employee empathy.
Because of a service's ____, standardization and quality are difficult to control.
heterogeneity
Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and
heterogeneity.
Symbols such as the Travelers' Insurance umbrella are designed to help customers overcome the ____ of services.
intangibility
A significant catalyst in the growth of consumer services has been ______, which has led to increased prosperity and interest in financial services, travel, entertainment, and personal care.
long-term economic growth
Some services are time sensitive, meaning that a significant number of customers desire the service around the same time. This point in time is called
peak demand.
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.
When service companies change high-contact services into low-contact services, the
service becomes less personalized.
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.
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.
Which of the following represents a supplementary service?
Room service
The four factors that affect a customer's evaluation of a service are the analysis of customer expectations, service quality specifications, management of service expectations, and
employee performance.
What are the three primary ways that marketers deliver services?
Service facilities, customer's home, or from a distance
The marketing channels for services are usually
direct from provider to customer.
Because practically all marketers provide some services, ____ typically do not exist in today's business environment.
pure goods
The continuum of tangibility goes from ____ on one end to ____ on the other end.
service-dominant products; good-dominant products