MKT 230 CH 13 Quiz
Which of the following is similar for both for-profit and nonprofit marketing
ability to use effective marketing activities
Who judges service quality
customers
In general, differences between goods and services are determined by the
degree of tangibility
The marketing channels for services are usually
direct from provider to customer
Flo, the spokesperson in progressive insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the _____ characteristic of services
intangibility
Service industries account for ______ of the gross domestic product of most developed nation
nearly three quaters
Demand based pricing most closely relates to the ______ of services
perishability
Because practically all markets provide some services, _______ typically do not exist in today's business environment
pure goods
When service companies change high-contact services into low contact services, the
service becomes less personalized
The continuum of tangibility goes from ______ on one end to _______ on the other end
service dominant products; good dominant products
All of the following are elements of the inseparability characteristics of services that
services are easy to standardize and control
A service is usually offered as party of a bundled package of services which a core service and one or more ____ services
supplementary
In most service industries, customer contact employees are
the lowest paid and least trained 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
Because of a service's _______, standardization and quality are difficult to control.
heterogeneity
Services have basic characteristics: Intangibility, inseparability of production and consumption, perishability, client based relationships, customer contact, and
heterogeneity
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
Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employee until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _______ and those he uses during the trip are called __________
search; experience
What should marketers dot promote the consistency and reliability of their services most effectively
train employees and develop standard procedures for dealing with customers