Exam 13: Services Marketing

The intangibility aspect of a service means that

Lily had to get braces for her crooked teeth. She picked out the color bands she liked best, and her orthodontist put the braces on. For several days afterward, Lily's mouth was sore. She was not sure if this was normal or not. She figures that different people probably have different experiences. Despite not knowing, she has a lot of faith in her orthodontist as he has a great reputation and has never steered her wrong before. Lily was able to evaluate the bands used for her braces using ____________ qualities. She evaluates the doctor's expertise and service based on _____________ qualities.

Scenario 13.2 Use the following to answer the questions. Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular H&R Block and Jackson Hewitt. Since Kaycee has a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accountants who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition, and Kaycee felt better about its accountant, so she decided on him. Refer to Scenario 13.2. When using an accountant to prepare her tax return, Kaycee really can't determine the level of the accountant's expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the ____ of a service.

Government has no control over service prices charged.

The fact the services cannot be inventoried and then sold at a later date is called

Which of the following is not a service product?

The U.S. economy is now referred to as a(n)____________.

When service companies change high-contact services into low-contact services, the

Demand-based pricing relies on information concerning peak demand times and off-peak demand times.

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 travels frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

Which of the following statements is true about customer services?

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

What are the three primary ways that marketers deliver services?

Tina, a waitress at the Riverfront Grill, is angry that a customer complained that his soup was cold because of her slow service. Riverfront owner Max Griffin reminds her that she must focus on service quality as defined by

Suppose Pizza Hut discounts its pizzas on Tuesday evening because demand is slow. This pricing strategy is known as low demand pricing.

A church's marketing objective could be to inform the public about its doctrine and convince people to become members.

Sam just bought a new phone. However, almost immediately he started experiencing glitches. Sam called the phone company's helpline. He was surprised to find that the helpline was entirely automated. The automated helpline described some common problems that customers might experience and provided instructions on what to do. Sam followed the instructions and his phone started working correctly. Although Sam was happy that the problem was fixed, he was frustrated that the entire process was automated. Sam would prefer to have a higher degree of ____________________ when he calls in to ask for help.

Services are products that can be touched and felt.

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 employees 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 _____.

Both production and consumption of services occur at the same time.