Exam 13: Services Marketing

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

Service industries account for ____ of the gross domestic product of most developed nations.

Because most services are people based, they are susceptible to heterogeneity, or variation in demand over time.

Identify and discuss the four factors that affect the delivery of service quality. How can service marketers use these factors to their advantage?

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

Carlos is speaking to his brother about the interaction he had today with one of his clients. Since he is referring to his customer as a client, Carlos is most likely a(n)___.

You recently began working as the marketing director for a nonprofit organization. Prior to this role, you always worked in for-profit organizations. You immediately recognize that marketing in a nonprofit environment is dramatically different than marketing in a for-profit environment. Which of the following statements is true regarding the differences in marketing in a nonprofit versus a for-profit environment?

The education a student gets is an example of the intangibility of services.

Sales promotion activities of a nonprofit organization may consist of special events such as fund-raising campaigns, telethons, contests, and entertainment.

In most service industries, customer-contact employees are

Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.

Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

How does the promotion of services differ from the promotion of goods?

Hair stylists find it challenging to standardize their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services?

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services.

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?

Some services are time sensitive, meaning that a significant number of customers desire the service around the same time. This point in time is called

Personal trainers cannot complete their work without their clients present because of the ____ feature of services.

Advertisements for services use tangible cues to help customers understand the intangible attributes associated with a particular service.

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.