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