Exam 12: Services Marketing

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. Actual experiences, though, are determined by

Services can be classified according to whether they are

Many commuters in New York install radio frequency identification (RFID) devices on their cars that can be read automatically as they approach a toll booth. This saves time, improves traffic flow, and means drivers don't need to keep exact change in their cars. It also offers New York authorities the opportunity to manage traffic flow by charging different toll amounts for different times of day, such as charging a higher toll for morning and afternoon rush hour periods. This pricing strategy is

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

As a dimension of service quality, the appearance of physical facilities, equipment, personnel, and communication materials is referred to as

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and help her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be experienced or seen before she buys it. Which characteristic of services is she concerned about?

An airline's load factor refers to

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

Which of these services has the lowest inventory carrying cost?

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Relationship marketing provides several benefits for service customers, including which of these?

Which of the following is considered a service?

Which of these statements about relationship marketing is most accurate?

Services can be classified by their method of delivery. Services such as management consulting, plumbing, and cleaning are considered

Service organizations must manage the availability of the offering, in part so that

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Shawn had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food. When he arrived at his destination, he was impressed with the menu posted outside the door and decided to go in. He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands. A waiter beautifully presented the food, the rice was the perfect texture and temperature, and the fish was fresh and delicious. Halfway thought the meal, he excused himself to go to the restroom. It was clean but the paper towel dispenser was empty. He returned to his table, finished his meal, and paid his check. The hostess said good-bye and asked him to return. Which of these statements is most accurate?

The first step a nonprofit organization should take to engage people with social media is to

Khai graduated from law school and took his mom to dinner after the ceremony. At the restaurant, the server filled their water glasses, checked on their table, and took care of their requests. Khai noted that the last time he was at this restaurant, the experience was much worse. This scenario illustrates the ________ of services.