Exam 13: Services Marketing

Nonprofit organizations deal with ideas and services more often than with goods.

Sierra decided to try learning ballet. However, after a few weeks she realized she was the worst in the class. Sierra signed up for extra lessons with the instructor. After the lessons, the instructor kept telling Sierra that she was slowly improving. Yet it was hard for Sierra to evaluate whether she was really improving as she could not see a noticeable difference. These ballet lessons are hard to evaluate due to

Distribution of services is often more direct, even if the customer must go to the service provider's facilities.

When Prize Pet Grooming offers pet owners who recommend the business to a friend $10 off their next grooming bill, it is a program designed primarily to

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

Every year Vanessa participates in the Leukemia and Lymphoma Society's Team in Training event used to raise money for leukemia and lymphoma research. Vanessa does not know anyone personally with leukemia and lymphoma, but she loves participating in the event and raising money for a good cause. Vanessa is part of the Leukemia and Lymphoma Society's

Which of the following service providers are most likely to use demand-based pricing?

In service marketing, the most important link to the customer is

There is no way to combat the supply-demand problem associated with the perishability of services.

____ marketing includes activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit.

Intangibility of services creates promotional challenges because it is difficult to display a service in a store and to demonstrate the quality of a service.

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

What specific marketing problems are experienced by a provider of high-contact services that are not experienced by a provider of low-contact services?

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

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

State and local government regulations do not affect the pricing of services.

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.

According to the text, the direct consumers of a nonprofit organization's ideas or services are called its ____ public.

Which of the following countries was the world's first service economy?

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.