MKTG 409- Chapter 13

Select the true statement about nonprofit marketing.

Major nonprofit marketers in the United States are social causes and charitable organizations.

Client-based relationships are most likely to be developed by

doctors

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-peaked demand

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

opportunity cost

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

In nonprofit organizations,

the direct consumers of the product are the client public.

Refer to Scenario 13.2. When using an accountant to prepare her tax return, Kaycee really can't determine the level of the accountant's expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the ____ of a service.

credence qualities

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

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.

intangibility

Tutors, attorneys, and consultants are most likely to price their services based on ____, while auto repair, hair stylists, and house painters are likely to price their services based on ___.

time; functions performed