Question 1

Which of the following is the best example of a high-contact service?

Accepted Answer

A)  Appliance repair
B)  Newspaper delivery
C)  Dog training
D)  Interior decorating
E)  Plastic surgery

Question 2

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

A)  customize their services to meet unique individual needs.
B)  hold down the cost of providing services to customers.
C)  create standardized packages that will appeal to many customers.
D)  offer the same service as all of their competitors.
E)  develop relationship marketing with their customers.

Question 3

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

Accepted Answer

A)  emphasizing tangible cues in promoting the service.
B)  using word association.
C)  personalizing the selling of the service.
D)  utilizing publicity techniques to enhance the service.
E)  distributing the service directly through television.

Question 4

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

Accepted Answer

A) True 
 B)False

Question 5

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

Accepted Answer

Services have six basic characteristic...

Question 6

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price, distribution, and promotion.

Accepted Answer

A) True 
 B)False

Question 7

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

Accepted Answer

A)  search
B)  experience
C)  credence
D)  tangible
E)  separable

Question 8

How does the marketing mix (product, price, distribution, and promotion) differ in nonprofit marketing?

Accepted Answer

In developing the product, nonprofit org...

Question 9

Services ____________ factors for the customer to evaluate as compared to goods.​

Accepted Answer

A)  have the same number of
B)  have more
C)  have fewer
D)  more physical
E)  fewer intangible

Question 10

Select the true statement about nonprofit marketing.

Accepted Answer

A)  The chief beneficiaries of a nonprofit organization are the owners or stockholders.
B)  The planning of market strategies requires less refinement and coordination of goals in the nonprofit field than in the for-profit field.
C)  Major nonprofit marketers in the United States are social causes and charitable organizations.
D)  Marketing goals in nonprofit activities cannot be determined.
E)  All nonprofit organizations that have adopted the marketing concept have been successful.

Question 11

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 ___.

Accepted Answer

A)  high level of tangibility; customers
B)  high level of inseparability; customers
C)  high level of customer contact; clients
D)  low level of perishability; customers
E)  low level of intangibility; clients

Question 12

Which of the following best defines nonprofit marketing?

Accepted Answer

A)  Activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit or return on investment
B)  Marketing activities conducted by organizations other than business organizations
C)  Nonbusiness activities aimed at goals such as profit or return on investment
D)  Marketing activities aimed at getting the product to the retailers, through intermediaries
E)  The marketing activities conducted by individuals and organizations that are considered volunteer establishments

Question 13

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Accepted Answer

A)  distribution.
B)  tangible elements.
C)  management expectations.
D)  price.
E)  customer expectations.

Question 14

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Accepted Answer

A)  Benefit loss
B)  Opportunity cost
C)  Privileged cost
D)  Selection cost
E)  Exchange loss

Question 15

In most service industries, customer-contact employees are

Accepted Answer

A)  valued as the most important employees in the organization.
B)  the best trained employees in the organization.
C)  the lowest-paid and least-trained employees.
D)  well-trained but have high turnover rates.
E)  moderately paid personnel with high rates of turnover.

Question 16

You run a services business and you are constantly looking for ways to project an image of quality to your current and potential customers. You recognize there are very few tangible elements customers can view before making a services purchase. If you want to improve these elements of your business, then you should focus on improving _________________.​

Accepted Answer

A)  the search qualities of your services
B)  the experience qualities of your services
C)  the credence qualities of your services
D)  your facilities and your employees
E)  your prices and promotional activities

Question 17

Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  perishability
B)  intangibility
C)  heterogeneity
D)  customer contact aspect
E)  inseparability

Question 19

Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following services falls closest to the middle of the tangibility continuum?

Accepted Answer

A)  College education
B)  Dinner at the Olive Garden
C)  A new Ford Escape
D)  A custom built yacht
E)  A trip to Brazil

Exam 13: Services Marketing

Correct Answer
verified

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price, distribution, and promotion.

Correct Answer
verified

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

Correct Answer
verified

Services have six basic characteristic...
View Answer

Which of the following services falls closest to the middle of the tangibility continuum?

Correct Answer
verified

In most service industries, customer-contact employees are

Correct Answer
verified

Select the true statement about nonprofit marketing.

Correct Answer
verified

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Correct Answer
verified

How does the marketing mix (product, price, distribution, and promotion) differ in nonprofit marketing?

Correct Answer
verified
In developing the product, nonprofit org...
View Answer

Correct Answer
verified

Which of the following is the best example of a high-contact service?

Correct Answer
verified

Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

Correct Answer
verified

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

Correct Answer
verified

Services ____________ factors for the customer to evaluate as compared to goods.

Correct Answer
verified

Which of the following best defines nonprofit marketing?

Correct Answer
verified

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Correct Answer
verified

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

Correct Answer
verified

Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

Correct Answer
verified

Exam 13: Services Marketing

Correct AnswerverifiedShow Answer

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price, distribution, and promotion.

Correct AnswerverifiedShow Answer

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

Correct Answerverified​Services have six basic characteristic...View AnswerShow Answer

Which of the following services falls closest to the middle of the tangibility continuum?

Correct AnswerverifiedShow Answer

In most service industries, customer-contact employees are

Correct AnswerverifiedShow Answer

Select the true statement about nonprofit marketing.

Correct AnswerverifiedShow Answer

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Correct AnswerverifiedShow Answer

How does the marketing mix (product, price, distribution, and promotion) differ in nonprofit marketing?

Correct AnswerverifiedIn developing the product, nonprofit org...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following is the best example of a high-contact service?

Correct AnswerverifiedShow Answer

Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

Correct AnswerverifiedShow Answer

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

Correct AnswerverifiedShow Answer

Services ____________ factors for the customer to evaluate as compared to goods.​

Correct AnswerverifiedShow Answer

Which of the following best defines nonprofit marketing?

Correct AnswerverifiedShow Answer

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Correct AnswerverifiedShow Answer

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

Correct AnswerverifiedShow Answer

Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

Correct AnswerverifiedShow Answer

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Services have six basic characteristic...
View Answer

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In developing the product, nonprofit org...
View Answer

Correct Answer
verified

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Correct Answer
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Services ____________ factors for the customer to evaluate as compared to goods.

Correct Answer
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