Chapter 13 Marketing

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

Ability to use effective marketing activities

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 hep 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

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

credence qualities

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

customer contact

the marketing channels for services are usually

direct form provider to customer

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.

When Prize Pet Grooming offers pet owners who recommend the business to a friend $10 off their next grooming bill, it is a program designed primarily to

encourage word-of-mouth communication

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and

heterogeneity

Andrea has just opened a new service business called Paws n' Claws, which provides dog grooming and doggie day care. Andrea has done research about the role dogs play in today's culture, particularly for those people who do not have children. She knows that some of these people represent a target that is urban, professional, and who travel frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

high level of customer contact;clients

Jason Robinson, a dentist, finds that he is not bringing in enough revenue to cover his expenses. He would like to schedule more patients, but he finds that in almost every time slot, he is seeing an existing patient. Jason's difficulty in expanding his practice involves the aspect of service called

inseparability

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

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

intangibility

According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____.

performance;audience

When service companies change high-contact services into low-contact services, the

service becomes less personalized

Consumers look closely at service quality when comparing competing services because

services are very difficult to evaluate

Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than 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

appliance repairmen

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

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

website design

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

customer contact

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

customer service

T/F "High-contact services are less expensive to deliver because they are typically equipment-based."

false

Julianne is planning her upcoming wedding later this year. She has made a list of all the expenses that will be required for the wedding she has planned. Which of the following is not one of the service products associated with Julianne's wedding

flowers for the church

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

heterogeneity

Personal trainers cannot complete their work without their clients present because of the ____ feature of services.

inseparability

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

Carlos is speaking to his brother about the interaction he had today with one of his clients. Since he is referring to his customer as a client, Carlos is most likely a(an)___

masseur

____ 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

In nonprofit organizations,

the direct consumers of the product are the client public

In service marketing, the most important link to the customer is

well-trained contact employees

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

word of mouth

Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business.

word-of-mouth communication

Jack and Amy are purchasing their first home and have certain expectations for the mortgage company with which they are working. After a long series of "unexplainable" delays, Jack and Amy become very frustrated and decide to stay in their apartment at least another year. The mortgage company failed to provide service within Jack and Amy's

zone of tolerance

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

the application of human or mechanical efforts

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

Safe wants to reassure customers that they provide the highest level of service quality available

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

client

Many services based their success on building a group of satisfied customers who use the services on a regular basis over long period of time. This critical component of success is referred to as

client-based relationships

Demand-based pricing most closely relates to the ____ of services.

perishability

Kate, owner of K's Tanning Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty tanning beds from earlier in the week were available on this Saturday afternoon. Kate's problem deals with the ____ characteristic of services.

perishability

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.

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many ____ qualities.

search

An example of an emerging type of power shopping center might contain

service becomes less personalized

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

supplementary

An American West Airlines flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix. This is an example of what kind of service pricing?

demand based

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

What are the three primary ways that marketers deliver services?

Service facilities, customer's home, or from a distance

Zach has just opened Tri-State Partners and has the need for several business services from other companies. Which of the following is most likely to be considered a service product for Zach's business?

parking lot maintenance

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

The fact the services cannot be inventoried and then sold at a later date is called

perishability