Exam 13: Services Marketing

Training of employees is less important for high-contact services than it is for low-contact services.

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

An important difference between for-profit and nonprofit marketing is that

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

Saresh owns the Change-ezz, a salon specializing in the unique hair needs of minority populations. Recently, Saresh has been trying to improve the quality of service received by his customers. However, he has experienced difficulty in finding ways to standardize and control the salon's quality of service. Saresh's problem illustrates which of the following unique features of service?

Which of the following statements about customer contact in services marketing is false?

Select the true statement about nonprofit marketing.

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

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

Client-based relationships are least likely to be developed by

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Which of the following best defines nonprofit marketing?

An advantage of heterogeneity is that services can be customized.

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

As the owner of a services business, you are constantly challenged to maintain consistent quality in your services. This heterogeneity is both a challenge and an opportunity. The opportunity arises because __________________.

During periods of high demand, Uber pricing will often go up. This has been termed "surge pricing." On the other hand, when times are slow, the prices of rides will often go down. This is to encourage passengers to use Uber during periods of slow demand. This pricing strategy is an example of

One of the best ways to better understand customer needs and expectations is to ask contact employees.

Frank went on a tour of NASA headquarters. All guests of the tour were asked to turn off their cell phones. However, sometime during the tour Frank noticed someone off to the side loudly talking on the cell phone. Frank is annoyed, not only because the man disobeyed directions but also because his rude conduct was impacting everyone else's enjoyment. He felt that everyone, including the tour attendees, has the shared responsibility to be courteous to others and the tour guide. This problem is a challenge involving

Client-based relationships are most likely to be developed by

Personal selling is one noticeable marketing activity used to gain acceptance of a social idea or to solicit donations.