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