Chapter 13 -- Services Marketing
___________ marketing includes activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit
Non-Profit
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 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
In general, differences between goods and services are determined by the
degree of tangibility
Because of a service's ___________, standardization and quality are difficult to control
heterogeneity
Machinery such as ATMs and online customer services can reduce the ______ that comes from increased contact with human employees.
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
Services are usually provided through the application of _______ directed at people or objects.
human or mechanical efforts
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
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
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
inseperability
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
Service industries account for ____ of the gross domestic product of most developed nations.
nearly three quarters
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
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
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 otherthan 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
Client-based relationships are least likely to be developed by
towing services