Exam 13: Services Marketing

You run a services business and you are constantly looking for ways to project an image of quality to your current and potential customers. You recognize there are very few tangible elements customers can view before making a services purchase. If you want to improve these elements of your business, then you should focus on improving _________________.

Which of the following services falls closest to the middle of the tangibility continuum?

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

Nonprofit organizations usually have more diverse groups to serve than do for-profit organizations.

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

Goods can be defined in terms of their physical attributes, but services cannot because they are intangible.

A nonprofit organization may exist in an environment in which its goals are opposed by some members of society.

Service quality guarantees are examples of customer services.

Demand-based pricing means lower prices during times of lower demand and higher prices during times of higher demand.

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. The accountant who Kaycee chose to prepare her taxes will most likely require her to schedule an appointment due to the ____ characteristic of the service. If Kaycee schedules an appointment during the month of February, the accountant will Most likely use ____ when charging for the service.

Although nonprofit goals differ from for-profit goals, certain business marketing concepts can be adopted to enhance nonprofit operations.

According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____.

In most developed countries, services account for the majority of gross domestic product.

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

In what ways do perishability and intangibility affect the pricing of services?

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

Donald saw an advertisement for a local gym on the television. During the ad, there were images of the gym, its equipment, and its staff. This ad was most likely designed with the goal of

Marketing as a field of study does not attempt to make value judgments about what a nonprofit organization's goals should be.