Marketing chapter 13 practice questions

appliance repairmen

Client-based relationships are least likely to be developed by

Perishability

Demand-based pricing most closely relates to the ____ of services.

direct from the provider to customer

The marketing channels for services are usually

Inseparability and level of customer contact

Which of the following contributes to the challenges of supply and demand management?

tennis racket

Which of the following is NOT a service product?

dinner at olive garden

Which of the following services falls closest to the middle of the tangibility continuum?

credence qualities

A small private college in Alabama paid a significant 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

client; general

A university's student body would be considered its ____ public; parents, alumni, and trustees would be included as its ____ public.

complaints and reviews

Analyzing __________ can help a firm identify patterns that may indicate the need for corrective action or suggest market opportunities that can be exploited.

​it allows you to customize your services to match the specific needs of individual customers

As the owner of a services business, you are constantly challenged to maintain consistent quality in your services. This heterogeneity is both a challenge and an opportunity. The opportunity arises because __________________.

demand-based pricing

During periods of high demand, Uber pricing will often go up, a practice it terms "surge pricing." On the other hand, when times are slow, the prices of rides will often go down. This is to encourage passengers to use Uber during periods of slow demand. This pricing strategy is an example of

degree of tangibility

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

social marketing

Mikhail works on developing press releases for a nonprofit organization looking for new ways to encourage recycling among consumers and businesses. Mikhail is engaging in

word-of-mouth communications

Sarah 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 Sarah's work, so Sarah redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business

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

that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again for that specific concert

Sonequa is a concert promoter who works for singer Beyoncé. She works very hard to make sure most of Beyoncé's concerts are sold out because she understands the concept of perishability, which means

understand customer needs and expectations

Surveys, focus groups, and customer comment cards are all methods used by service companies to

search

Tatiana 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

human labor

The more ____ involved with delivering a service, the greater the degree of heterogeneity

Train employees and develop standard procedures for dealing with customers

What should marketers do to promote the consistency and reliability of their services most effectively?

High-contact services are less expensive to deliver because they are typically equipment based.

Which of the following statements about customer contact in services marketing is false?

customers

Who judges service quality

service-dominant products; good-dominant products

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

employee performance

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