MKTG 409 Chapter 13 Pride

If a company wants to improve the consistency and reliability of its services, which of the following strategies is most effective? Establish standard procedures and train employees. Increase the pay of those employees that interact with customers. Reorganize the operations so fewer employees interact with customers. Punish employees for providing unsatisfactory performance. Hire employees with more direct experience.

Establish standard procedures and train employees.

Which is the most typical distribution channel used in nonprofit organizations? Nonprofit organization, government, client Nonprofit organization, middleman, client Government, nonprofit organization, client Nonprofit organization, client Nonprofit organization, intermediary, client

Nonprofit organization, client

Which of the following is a way that a movie theater can address the issues of perishability of services? Update the selection of movies being played more frequently. Offer discounted matinee rates to movies shown early in the afternoon. Hire more ushers to help moviegoers find their seats faster. Add additional concession stands to be more convenient for the customers. Provide increased training to the theater's staff.

Offer discounted matinee rates to movies shown early in the afternoon.

Geico advertises that you can save 15% or more on auto insurance by switching to Geico. Which of the following best describes Geico's approach? Geico's claim lets customers know that they can expect greater levels of customer contact compared to competitors. Since many customers see auto insurance providers as similar in quality, Geico is claiming to be lower in price. Geico is advertising a lower price than the competitors because customers see price as an indicator of quality. By mentioning price in their advertising, Geico is able to overcome issues associated with heterogeneity. Offering a low price allows Geico to focus on offering auto insurance that is higher in quality than the competition.

Since many customers see auto insurance providers as similar in quality, Geico is claiming to be lower in price

Which of the following is not a service product? A taxi cab ride Technical support for a computer The planning of a wedding by a wedding planner Getting a haircut A college basketball game

Technical support for a computer

Which of the following statements about nonprofit marketing is true? Trustees and board members of nonprofit organizations have experience evaluating advertising. The basic aim of a nonprofit organization is to obtain a desired response from a target market. It is illegal for nonprofit organizations to try to influence government officials in their efforts. Nonprofit marketers need to stay away from controversy in order to spread their messages. There are no differences for marketers in a nonprofit organization versus a for-profit business.

The basic aim of a nonprofit organization is to obtain a desired response from a target market.

Which of the following statements about customer contact in services marketing is true? Switching from a low-contact service to a high-contact service is a good way to decrease variability in quality. To improve quality and ensure good customer contact, employee training programs are important. If a customer is satisfied with a service, that leads to a satisfied service employee. Low-contact services are more expensive to deliver because of the cost of human labor. Customer satisfaction is not greatly influenced by service employees.

To improve quality and ensure good customer contact, employee training programs are important.

Paul is a service provider for a low-contact type of service. Paul is most likely which of the following? a real estate agent a flight attendant a surgeon a dry cleaner a hairdresser

a dry cleaner

Peak demand is when a service provider that offers a time-sensitive service receives most of its revenue. more competitors enter the market and attract new customers. customers are willing to pay a higher price because of the quality of the service provided. every customer wants to purchase a service at the exact same time. customers' satisfaction is the greatest.

a service provider that offers a time-sensitive service receives most of its revenue

Tiffany is attending college paid for by a scholarship from Society of Women Engineers, a nonprofit educational organization that tries to establish engineering as a desirable career option for women. Tiffany is a member of their general publics. recipient publics. student publics. client publics. scholarship publics.

client publics

Service companies typically hope that customers are extremely satisfied with the service they provide. That way, the satisfied customers will use the service repeatedly over time. This service feature is known as _____. repeat customers service partnerships regular clientele customer satisfaction client-based relationships

client-based relationships

For the Special Olympics, the athletes competing would be considered its _____ publics, while the athletes' parents, the coaches, and donors would be included in its _____ publics. client; general direct; indirect member; support primary; secondary target; target

client; general

All of the following are elements of the perishability characteristic of services, except that demand for services can fluctuate over time. there can be unused service capacity. unused service capacity cannot be stored for future use. consumption and production are simultaneous. services have a capacity limit.

consumption and production are simultaneous.

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service. complementary; main bundled; extra major; minor core; supplementary primary; secondary

core; supplementary

Many people do not go to see their doctor to get a physical exam because they do not know whether getting a physical exam is worthwhile. This aspect of a physical exam is called _____ quality. credence experience intangible search unknown

credence

The quality provided by a service company is judged by its competitors. marketing team. senior management. investors. customers.

customers

For a service, credence qualities are attributes that customers may be unable to evaluate even after purchase and consumption can be assessed during purchase and consumption customers are likely to tell their friends and family about are tangible and can be evaluated prior to purchase and consumption have a positive impact on a customer's level of satisfaction with the service

customers may be unable to evaluate even after purchase and consumption

A flight on American Airlines for Thanksgiving weekend will cost more than a ticket on the same flight earlier in November. This is an example of what kind of service pricing? demand-based a la carte bundled time-based supply-based

demand-based

Service industries account for less than 50 percent of the U.S. gross domestic product. True False

false

Service quality is defined by compliance with a set of specifications. True False

false

Lindsey has been a troop leader of the Girl Scouts, a nonprofit youth organization for girls, for several years. In her position, she leads the troop members through meetings, activities, and outings. Lindsey is a member of the Girl Scouts' ________________. general publics supervisor publics leader publics administrator publics client publics

general publics

Compared with goods marketers, service providers are more likely to promote training and certification of personnel, availability, price, and celebrity endorsements. their brand name. guarantees. variety. quality.

guarantees

Jody believes she is always smiling and friendly during her job as a waitress, which made her surprised to hear that results of a customer survey said she was serious and unapproachable. Her boss reminded her that she has to focus on service quality as defined by the employee handbook her customers' perceptions. the owner of the restaurant. the restaurant manager. the restaurant's waiters and waitresses.

her customers' perceptions

Brian asks his friend Gordon for recommendations for a pediatrician for his children. Gordon tells him that KidsHealth is a great practice if he can get Dr. Fusco assigned to his children. Gordon's recommendation addresses which of the following service features? heterogeneity perishability intangibility consistency inseparability

heterogeneity

Companies replacing in-person services with automated services such as banks using ATMs and online banking, grocery stores using self-checkout lanes, and airlines using self-check-in kiosks reduce the _____ that comes from contact with human employees. consistency inseparability heterogeneity perishability intangibility

heterogeneity

Hannah runs a housekeeping company that has two dozen housekeepers on staff. As part of their employment, Hannah has all of her housekeeping attend a two-day training seminar every year. The training seminar helps address problems associated with customer contact. intangibility. perishability. heterogeneity. inseparability

heterogeneity

Kaitlynn is the owner of a local fast-food hamburger chain. She recently saw a magazine article featuring a new machine that could cook and assemble burgers without needing employees to handle the burgers. She is thinking of purchasing the new machine since it would help address problems associated with ______________. heterogeneity inseparability client-based relationships intangibility perishability

heterogeneity

Nicky works in the marketing department for a chain of high-end salons and is updating its marketing campaign. She is hoping to make the chain's service more tangible to potential customers, so she is planning on featuring images of the service areas and the hairdressers that work at the salon. quotes of long-term customers who enjoy visiting the salons. a new slogan that talks about the value received by going to the salon. a menu of services and the price of each service. the salon's brand name as the main focus of the campaign.

images of the service areas and the hairdressers that work at the salon.

The level of intangibility of a service results in employees having to undergo training programs to minimize differences in performance. means that manufacturers have to plan for fluctuations in demand based on the day of the week, time or day, or season. means that any unused service capacity cannot be stored for future use. forces customers to often be present during the production of a service and cannot take the service home. increases the importance of brand image when a customer is deciding which provider to purchase.

increases the importance of brand image when a customer is deciding which provider to purchase.

A restaurant hangs a sign on the front window that states, "No shoes, no shirt, no service." The restaurant is trying to positively influence the _____ aspect of services. inseparability heterogeneity perishability intangibility customer

inseparability

Doug had tickets to attend a Broadway play with his family. When they arrived at the theater, they were disappointed to find out that the star of the show was unable to perform and that the understudy would be performing the lead role instead. This is an issue regarding the _____ quality of services. inseparability intangibility heterogeneity customer contact perishability

inseparability

It is difficult for surgeons to standardize each type of surgery performed because the patient must be present and involved in the surgery. Because of differences in bodies, each surgery will be somewhat different. This illustrates which of the following unique features of services? client-based relationships perishability heterogeneity intangibility inseparability

inseperability

The bull logo used by Merrill Lynch is used to symbolize strength and confidence in the company's service offerings. In promoting the company, the bull is designed to address the _____ characteristic of services. heterogeneity assurance perishability inseparability intangibility

intangibility

Each of the following is a method that can be used by service companies to understand customer needs and expectations except surveys. market segmentation. employee opinions. focus groups. comment cards.

market segmentation

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? coffeepot for employees computer software uniforms parking lot maintenance housecleaning

parking lot maintenance

A service has six basic characteristics, that is, intangibility, inseparability of production and consumption, heterogeneity, client-based relationships, customer contact, and customizability. labor dominance. perishability. value of labor. customer service.

perishability

Andrea, a pediatrician, had several patients call on Thursday afternoon to schedule last-minute appointments because their children were sick. Earlier in the week, however, she had several cancellations. She wishes some of the appointment times from earlier in the week were available on Thursday or Friday. Andrea's problem deals with the ____ characteristic of services. inseparability intangibility perishability timing heterogeneity

perishability

If a restaurant tries to attract diners to eat dinner at the restaurant from Monday to Thursday by offering half-price appetizers on those days, it is trying to solve the marketing problem of perishability. inseparability. heterogeneity. intangibility. customer contact.

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. search perishability inseparability heterogeneity credence

perishability

Which of the following is the best example of a high-contact service? personal training a flight attendant tax accounting auto repair mail carrier

personal training

Client-based relationships are most likely to be developed by psychiatrists. bank tellers. bus drivers. house painters. mechanics.

psychiatrists

Which of the following service providers is most likely to use demand-based pricing? piano teacher carpet cleaner resort hotel counselor nail salon

resort hotel`

Anthony is a manager at an auto dealership. One of his jobs is to perform an annual evaluation of each salesperson at the dealership. In the past, the evaluation had been primarily based on sales volume. To improve the evaluations, he wants to include customer-oriented measures of performance. Which of the following would be the best example of a customer-oriented measure of performance? conformance with the dress code results from a training session length of time employed satisfaction of people buying cars number of customers approached

satisfaction of people buying cars

Dorothy recently purchased a piano and had no problem testing out the piano to listen to how it sound and felt. She is finding it more difficult to evaluate piano lessons. The piano was easy to evaluate because it had many _____ qualities. testable intangible search credence experience

search

Josh is trying to decide on a restaurant for dinner. He can look at different websites to evaluate restaurants based on their menu, prices, and décor, but will not be able to evaluate how the meal tastes or how friendly the staff is until he visits one. The attributes Josh is evaluating ahead of time are _____ attributes and those he will evaluate during dinner are _____ attributes. search; experience experience; credence experience; search credence; search search; credence

search; experience

Beau needed to have some electrical work done at his house. Before he hired an electrician, there were very few _____ qualities he could examine, so he looked at online reviews of electricians in the area. While the electrician was at his house, Beau was satisfied with the electrician's _____ qualities such as his professionalism, appearance, and timeliness. However, when the electrician was done, Beau was not qualified to evaluate his _____ qualities since he had limited knowledge on electrical work. search; experience; credence tangibles; reliability; belief preview; tangible; intangible search; personal; belief primary; secondary; tertiary

search; experience; credence

Anne is organizing a beach vacation for her family. Which of the following expenses for the trip is not a service product? Suntan lotion A hotel room Airplane tickets A snorkeling outing A rental car

suntan lotion

A tire installation company includes a car wash and a comfortable waiting room with complementary water and coffee in addition to its tire installations. These services are known as _____ services. supplementary core additional bundled complementary

supplementary

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 responsiveness empathy assurance reliability

tangibles

Hilton Hotels & Resorts often have elegant entrances that may include marble and other high-end features. This is done to indicate how successful Hilton is as a company. the taste of Hilton's management team. the quality of Hilton. the amount Hilton paid its architects and designers. the price Hilton will charge for a room.

the quality of Hilton

Tutors, attorneys, and consultants are most likely to price their services based on ____, while auto repair, hair stylists, and house painters are likely to price their services based on ___. demand; objectives accomplished objectives accomplished; time time; demand-based pricing. time; functions performed functions performed; time

time; functions performed

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies. True False

true

Services can involve both human and mechanical efforts. True False

true

Dr. Bullock, a dentist, has a large customer base and a full schedule for her practice, yet she does very little advertising. Her promotion strategy relies mostly on billboards. word-of-mouth. television commercials. her online blog. radio ads.

word of mouth