Marketing Quiz 13

Which of the following service providers are most likely to use demand-based pricing?

Cruise ships

Which of the following is not a service product

A 100 percent service satisfaction guarantee

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers. In addition to consumers, an important secondary audience for these ads are

American Airlines employees

which of the following is most likely to be considered a business service

consulting

Any human or mechanical effort that adds value to a product is called

customer service

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

________ marketing includes activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit

nonprofit

Which is the most typical distribution channel used in nonprofit organizations

nonprofit organization; client

Which of the following is similar for both for-profit and nonprofit marketing

ability to use effective marketing activities

According to the text, the direct consumers of a nonprofit organization's ideas or services are called its _______ public

client

The intangibility aspect of a service means that

consumers may have a problem evaluating service offerings.

The necessary interaction between service provider and customer that allows a service to be delivered is called

customer contact

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

emphasizing tangible cues in promoting the service

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

heterogeneity

Services are usually provided through the application of ____ directed at people or objects.

human or mechanical efforts

The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all year, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. Refer to scenario 13.1 the children who take swimming lessons must be in attendance at the pool during the time of their appointment. the need for the child to be in attendance in order to receive the lesson is an example of the _________ feature of a service, while the need for them to be there at the time of their appointment, represents the _____ feature

inseparability; perishability

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

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-peak demand

Service activities are time-dependent , meaning that the service must be provided at a point in time when customerswant to use it. This point in time is also known as

peak demand

Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using _________ qualities to evaluate the accountant service.

tangibles