ch. 12 marketing
what percent of the US labor force is employed in service jobs?
80%
for a final consumer, an acceptable alternative to an owned-goods service is
DIY labor
which type of service most closely resembles a commodity?
a low value-added good
which statement concerning core and peripheral services is NOT correct?
a marketer has greater latitude in choosing among core services than among peripheral services
a service blueprint can be best defined as
a visual portrayal of the service process
an example of social marketing is an
advertising council promotion encouraging the general public to get a physical examination at least once a year
which statement about nonprofit marketing is NOT correct?
all nonprofit marketing objectives can be measured in financial terms
which of these is closest to a pure service on the goods/services continuum?
an accountant providing advice on an individual's tax return
in deregulates service industries such as banking, transportation, and communication, there is
an increasing recognition of the role of marketing in a firms' success or failure
an example of an owned-goods service is
appliance repair
a service firm can help consumers perceive its offerings in a more tangible manner by
associating intangible services with tangible objects
because of the perishability characteristic of services, which of these activities is the most important for service firms?
balancing supply and demand
exchanges in nonprofit marketing are most likely to be
both monetary and nonmonetary
the perishability attribute of services requires companies to
carefully match supply and demand for their services
according to research, which of these does NOT represent a major consumer service expectation?
cleanliness
the constituency which a nonprofit organization serves is its
clients
the typical nonproft organization has two constituencies:
clients and donors
human relations and interpersonal communications skills training is most important in services with
close service provider/customer contact
which of these is closest to a pure good on the goods/services continuum?
computer software designed to print out the appropriate tax returns
nonprofit organizations may have one of three alternative structures: government-affiliated, private, or
cooperative
the basic services that companies provide for their customers to be competitive are
core services
although peripheral services may increase a firm's level of investment, they may also enable that firm to
create and maintain a competitive advantage
service provider training in interpersonal skills is most important when
customer contact is high
rental goods, owned goods, and nongoods services are differentiated from one another on the basis of
degree of tangibility
the constituency from which a nonprofit organization receives resources is
donors
many profit-oriented art galleries feel that competition form museum sho[s is particularly unfair due to those shops'
exemption from sales taxes and their special postal rates
DIY consumers represent a threat for rented-goods and nongoods services.
false
a core service for a no-frills car rental chain may be viewed as a peripheral service by a full-service car rental chain.
false
a firm can differentiate a pure goods by locating it closer to a pure good dimension on the goods/services continuum.
false
a fundamental task of service marketers is to position their services less tangibly.
false
exchanges in nonprofit marketing are more likely to be economic than exchanges in profit-oriented marketing.
false
firms that add low value to goods are better able to gain a differential advantage than firms that add moderate or high value.
false
for a rental service, the value of such a service is often based on ownership, not experience.
false
germany is the leading service economy in the world
false
high variability in service quality is desired by chains and franchise operators.
false
in comparison with donors, clients are more interested with how efficiently a nonprofit organization is run.
false
in general, the more tangible a service, the less service marketing resembles goods marketing.
false
interpersonal skills are especially important when customer contact is low.
false
marketing assumes a lesser role in a firm when an industry becomes deregulated.
false
nonprofit marketing is much less prone to be involved with social programs than profit-oriented marketing.
false
nonprofit organizations cannot legally be organized under a cooperative form of ownership.
false
of the three basic types of services, rented-goods services are the least tangible
false
service reliability cannot be improved by setting higher-level standards and tying employee compensation to performance levels.
false
services generally account for 25% or less of the GDP in industrialized countries .
false
the USPS has narrowed it organizational mission to include the sale of envelopes, containers, packing material, and posters for stamp collectors.
false
the deregulation of the banking, transportation, and communications industries has had little effect on the role of marketing in these industries.
false
the goods/services continuum classifies all products as either pure goods or pure services.
false
the impact of seasonality is more severe for goods-based firms than for service based firms.
false
the inseparability of a service from a service provider facilitates service firms in opening branch outlets.
false
the inseparability of services makes it easier for service providers to establish branch locations.
false
the variability in service quality can only be reduced through the industrialization of services.
false
there is generally greater consistency among the peripheral services offered by directly competing marketers than among their core services.
false
together, core and peripheral services represent the basic services that companies provide for their customers.
false
typically, there is a high overlap between clients and donors for nonprofit organizations.
false
which statement concerning advertising by attorneys is correct?
for a little more than 30 years, attorneys have been permitted to advertise their services
in contrast with profit-oriented marketing, nonprofit marketing is more likely to be involved with
fostering a cause
goods and services can be categorized along a scale from pure goods to pure services using a
goods/services continuum
when a service firm decides to automate operations, it is involved with which of these concepts?
hard technologies
the goals of nonprofit organizations can be classified in terms of
health, education, welfare, and other
which of these is NOT a characteristic that differentiates services from goods?
high labor intensiveness
what environment is most difficult for a service provider due to the perishability of services?
highly seasonal demand
pre-planned systems and automation can be combined via _______ technologies by a services operator.
hybrid
social marketing is most likely to involve the marketing of
ideas
the high costs and low reliability of services can often be imporved by
industrializing services
a beauty parlor finds that a good hair stylist has a loyal following and can take a large proportion of his or her clients to a new location. this illustrates which characteristic of services?
inseparability
how well a repair is performed often depends on the specialized knowledge and judgement of the individual service provider. this refers to which service characteristic?
inseparability
it is often most difficult for service firms to develop chain organizations because of which service characteristic?
inseparability
which characteristic of services makes it difficult for a service provider to open an additional location?
inseparability
services CANNOT be displayed or inspected before purchase due to which characteristic?
intangibility
the Travelers Insurance Company's 'umbrella' corporate symbol is intended to reduce the effects of what service characteristic?
intangibility
because many services cannot be physically stores or packaged, they are said to be
intangible
which of the following best illustrates the purchase of a pure good?
interior decorator assistance in the purchase of home furnishings
the labor intensity involved with a service often increases is that service
is provided at the customer's home or place of business
as a consequence of a Supreme Court ruling a little more than 30 years ago,
lawyers and other service professionals have begun to extensively advertise in mass media
which of these is not a rented-goods service?
legal services which involve the preparation of a will for a retired school reacher
service firms have often lagged manufacturing firms in developing and enacting marketing plans because
many service providers have concentrated on their technical skills, not on their marketing ability.
in nonprofit marketing, prices charged by nonprofit organizations
may have no relation to the actual cost of value of these services
marketing activities conducted by organizations and individuals that operates in the public interest or to foster a cause involve
nonprofit marketing
which type of service is often very costly since it generally must be performed at the customer's premises?
owned-good service
which statement concerning the degree of tangibility of services is NOT correct?
performance on nongoods services can be judged before the service is completed
the supplementary services that companies provide for their customers are considered
peripheral services
'in the supermarket, the lettuce wilts; in the theater, the curtain rises.' this best refers to what characteristic of services?
perishability
highly seasonal service providers, such as airlines, accountants, and landscape gardeners, cannot shift their supply from periods of slow sales to periods of high sales level. this refers to which characteristic of services?
perishability
unused capacity cannot be stores and then shifted from a slow time period to a busy time period. this refers to which characteristic of services?
perishability
a politician's personal appearance to increase awareness for a new energy conservation program constitutes which element of the marketing mix?
promotion
service marketing is comprised of
rented goods, altered or maintained goods, and nongoods
which type of service involves the highest degree of tangibility?
rented-goods service
which of these is NOT an example of a peripheral service for a car-repair firm?
repairing cars at the promised price and at the promised time
a quick-oil-change retailer seeks to maintain its advertised 15-minute oil-change policy. to meet the promoted time, the firm developed a timetable. in the first part, a service representative asks the customer to park his car in a parking spot near a service bay - 10 seconds. in another segment, one attendant adds oil, while another vacuums the car's interior - 3 minutes. this map of the service exchange is called a
service blueprint
employee training, standardized procedures, and mechanization and automation are used by service firms to reduce
service variability
the data on service employment and expenditures are often underestimated because
services such as delivery and installation are recorded as goods marketing when undertaken by manufacturers
the use of marketing to increase the acceptability of social idea is referred to as
social marketing
pre-planned systems sold as one unit such as vacation packages (with air travel, car rental, and hotel accommodations) are substituted for individual services through
soft technologies
which form fo industrialization of services is LEAST capital intensive?
soft technologies
the perishability attribute of services means they CANNOT be
stored for future sale
which statement about objectives in nonprofit marketing is correct?
success or failure in nonprofit marketing cannot be measured only in financial terms
nonprofit marketing may be classified on the basis of ______, organization structure, goals, and constituency.
tangibility
in comparison with profit-oriented firms, a legal advantage of nonprofit organizations is their
tax-deductible contributions
the leading service economy is the world is
the US
which statement concerning the impact of services on the economy is correct?
the US is the leading service economy in the world
which of these statements about the USPS is NOT correct?
the USPS's commemorative stamp program is unprofitable
training in interpersonal skills is LEAST important for a service provider when
the degree of customer contact is low
a nonprofit mental health clinic generates finds by charging its clients on the basis of their ability to pay. this illustrates
the difficulty in measuring the success or failure of nonprofit organizations on the basis of financial objectives
which of these may be considered either a client/user or a donor by a nonprofit organization?
the general public
which of these statements about the marketing strategies of innovative colleges and universities is NOT correct?
the heightened use of marketing is largely confined to below-average quality colleges and universities
because IBM is classified as a manufacturer, the services it provides (such as dealer trading, delivery, and warranty repairs) are not recorded. this illustrates
the hidden service sector
many economists have argued that the true scope of the impact of services on the economy has been understated and the impact of goods has been overstated due to
the hidden service sector
an auto service firm has purchased new state-of-the-art equipment to diagnose a car's front end. the equipment prints out the car's performance, as well as the manufacturer's standard for the car. in addition, the system recommends new parts and services such as ball joints or wheel alignment. this system represents
the industrialization of services
which of these examples involves service marketing?
the leasing of a car on a four-year lease
the state legislature may require that over half of a public university's students reside within the state, while current students and faculty may want the school to attract students from all over the world without any residency restrictions. this illustrates that
the needs of donors and clients may not coincide
which of these is closest to being a pure service?
the use of a computer software bureau
which statement about durable goods is NOT correct?
the value of US-made nondurable goods exceeds that of durable goods.
which of these statements best describes a major competitive advantage for profit-oriented firms in contrast to nonprofit institutions?
they serve only the market segments they view as desirable
which of these is most likely to be a goal for a nonprofit organization?
to reduce labor costs by 12% by developing an effective senior citizen-based volunteer program
a donor to a nonprofit organization can be a volunteer.
true
a nonprofit marketing health care institution resembles a profit-oriented health care firm in that each marketer faces competition that provides a differing range of services, and that each must choose among the alternate consumer segments that exist.
true
a resort hotel can try to increase customer demand in slow periods by appealing to a new target market such as conventions.
true
a retailer can increase the value added to a product through peripheral services.
true
a service provider can attempt to match supply and demand through hiring part-time workers during peak periods.
true
a state university can be classified in terms of the following attributes: organization, government-affiliated, education goal, and client, as well as user constituencies.
true
a suitable goal for the League of Women Voters in seeking to increase the percent of the voting age public that actually votes is 'to increase the number of registered voters and to increase the percent of registers voters that vote.'
true
an attorney can industrialize his or her services by using word-processing software for contracts and wills, and by using computer-generates billing procedures.
true
both core and peripheral services can be used to move a pure good closer to a pure service on the goods/services continuum.
true
consumer expectations of service quality are based upon multidimensional attributes.
true
consumers with high expectations tend to be more critical of service quality than those with low expectations.
true
donors to a nonprofit organization typically include volunteers.
true
each location on the goods/services continuum may represent a distinct market segment opportunity.
true
exchanges in nonprofit organizations often take the form of votes or acceptance of an idea.
true
goals in nonprofit marketing are generally complex because success or failure cannot be measured in strictly financial terms.
true
in generating a service blueprint, a service provider must determine the proper sequence of service-related events, as well as note which events can be completed simultaneously.
true
nonprofit marketing can involve organizations, people, places, and ideas, as well as goods and services.
true
nonprofit marketing is conducted by organizations and/or individuals that operate in the public interest or to foster a cause and do not seek financial profits.
true
nonprofit organizations have at least two market segments: clients and donors.
true
overall nonprofit marketing goals can be divided into health, education, welfare, and other categories.
true
peripheral services can be used by a service marketer to appeal to a specialized market segment.
true
prices for owned-goods services must reflect the high costs of conducting the repair at the place of business or home of the customer.
true
private nonprofit organizations benefit from such legal advantages as tax-deductible contributions and exemptions from most sales and real-estate taxes.
true
products located in the middle of the goods/services continuum have both goods and services dimensions.
true
recycling, family planning, and energy conservation are examples of social marketing programs.
true
service marketing encompasses the rental of goods, the alteration or maintenance/repair of goods, and personal services.
true
social marketing relates to the use of marketing to increase the acceptability of social ideas.
true
the industrialization of services may increase the efficiency, as well as reduce the variability, in the production of a service.
true
the inseparability of services is a major factor in loyalty to a particular service provider.
true
the intangibility of many services can make both promotion and price decision making more difficult.
true
the true magnitude of services in the economy is understated due to services performed by goods-oriented firms being counted as goods in the computation of GDP.
true
when the League of Women Voters concentrates on unregistered voters during an enrollment drive and seeks funds from corporate foundations, it is addressing both donor and clients.
true
the use of machinery to perform automobile diagnostics, to properly calibrate a car during a tune-up, and to determine parts required in a front-end alignment is designed to reduce service
variability in quality
an example of a nonprofit hospital's donor is a
volunteer
