Question 1

How do the target markets of nonprofit organizations differ from the target markets of for-profit organizations?

Accepted Answer

We must revise the concept of target mar

Question 2

Michael works on developing press releases for a nonprofit organization looking for new ways to encourage recycling among consumers and businesses. Michael is engaging in

Accepted Answer

A)  strategic marketing. 
B)  nonprofit-organization marketing. 
C)  social entrepreneurship. 
D)  social marketing. 
E)  client marketing. 
A)  strategic marketing. 
B)  nonprofit-organization marketing. 
C)  social entrepreneurship. 
D)  social marketing. 
E)  client marketing.

Question 3

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Accepted Answer

A)  time-based pricing. 
B)  off-peak demand. 
C)  demand-based pricing. 
D)  time dependence pricing. 
E)  bundled costing. 
A)  time-based pricing. 
B)  off-peak demand. 
C)  demand-based pricing. 
D)  time dependence pricing. 
E)  bundled costing.

Question 4

Surveys, focus groups, and customer comment cards are all methods used by service companies to

Accepted Answer

A)  understand customer needs and expectations. 
B)  set service quality specifications. 
C)  establish guidelines for employee performance. 
D)  manage service expectations. 
E)  control service intangibility. 
A)  understand customer needs and expectations. 
B)  set service quality specifications. 
C)  establish guidelines for employee performance. 
D)  manage service expectations. 
E)  control service intangibility.

Question 5

All services must be delivered either directly at the customer's home or at the service facility.

Accepted Answer

A) True 
 B)False

Question 6

Because practically all marketers provide some services, ____ typically do not exist in today's business environment.

Accepted Answer

A)  pure goods 
B)  pure services 
C)  customer services 
D)  service products 
E)  tangible-dominant products 
A)  pure goods 
B)  pure services 
C)  customer services 
D)  service products 
E)  tangible-dominant products

Question 7

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

Accepted Answer

Providers of time-sensitive services oft

Question 8

Services are highly perishable and cannot be inventoried for future use.

Accepted Answer

A) True 
 B)False

Question 9

Jonas is in charge of designing a promotion campaign for NetJets, a private jet service company that has a high level of service quality. In an effort to make the service more tangible to potential consumers, the ad Jonas is creating will feature

Accepted Answer

A)  pictures of the exterior and interior of the planes. 
B)  the price of leasing one of their jets for a week. 
C)  its brand name prominently. 
D)  images of destinations that can be reached via NetJets. 
E)  comments from satisfied customers. 
A)  pictures of the exterior and interior of the planes. 
B)  the price of leasing one of their jets for a week. 
C)  its brand name prominently. 
D)  images of destinations that can be reached via NetJets. 
E)  comments from satisfied customers.

Question 10

Consumers are ________________likely to tell other people about a bad customer service experience compared to a good one.

Accepted Answer

A)  equally 
B)  two times less 
C)  three times more 
D)  two times more 
E)  three times less 
A)  equally 
B)  two times less 
C)  three times more 
D)  two times more 
E)  three times less

Question 11

Demand-based pricing most closely relates to the ____ of services.

Accepted Answer

A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  customer contact aspect 
E)  inseparability 
A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  customer contact aspect 
E)  inseparability

Question 12

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 Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service.

Accepted Answer

A)  credence 
B)  search 
C)  product 
D)  service quality 
E)  assurance 
A)  credence 
B)  search 
C)  product 
D)  service quality 
E)  assurance

Question 13

Customers seldom rely on the price-quality associations.

Accepted Answer

A) True 
 B)False

Question 14

Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

Accepted Answer

A) True 
 B)False

Question 15

Nonprofit organizations that do not serve and adapt to the needs and wants of their target public may fail.

Accepted Answer

A) True 
 B)False

Question 16

In general, differences between goods and services are determined by the

Accepted Answer

A)  degree of labor intensiveness. 
B)  type of target market. 
C)  degree of tangibility. 
D)  type of provider. 
E)  degree of consumer contact. 
A)  degree of labor intensiveness. 
B)  type of target market. 
C)  degree of tangibility. 
D)  type of provider. 
E)  degree of consumer contact.

Question 17

High-contact services are very expensive to deliver because they are equipment-intensive.

Accepted Answer

A) True 
 B)False

Question 18

Selecting a marketing mix is the first step in developing any nonprofit marketing strategy.

Accepted Answer

A) True 
 B)False

Question 19

A university's student body would be considered its ____ public; parents, alumni, and trustees would be included as its ____ public.

Accepted Answer

A)  client; general 
B)  specialized; general 
C)  target; simple 
D)  general; client 
E)  target; market 
A)  client; general 
B)  specialized; general 
C)  target; simple 
D)  general; client 
E)  target; market

Question 20

All of the following are elements of the inseparability characteristic of services except that

Accepted Answer

A)  consumers are involved in production. 
B)  centralized mass production is difficult. 
C)  consumption and production are simultaneous. 
D)  many services cannot be performed without the customer being present. 
E)  services are easy to standardize and control. 
A)  consumers are involved in production. 
B)  centralized mass production is difficult. 
C)  consumption and production are simultaneous. 
D)  many services cannot be performed without the customer being present. 
E)  services are easy to standardize and control.

How do the target markets of nonprofit organizations differ from the target markets of for-profit organizations?

Michael works on developing press releases for a nonprofit organization looking for new ways to encourage recycling among consumers and businesses. Michael is engaging in

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Surveys, focus groups, and customer comment cards are all methods used by service companies to

All services must be delivered either directly at the customer's home or at the service facility.

Because practically all marketers provide some services, ____ typically do not exist in today's business environment.

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

Services are highly perishable and cannot be inventoried for future use.

Jonas is in charge of designing a promotion campaign for NetJets, a private jet service company that has a high level of service quality. In an effort to make the service more tangible to potential consumers, the ad Jonas is creating will feature

Consumers are ________________likely to tell other people about a bad customer service experience compared to a good one.

Demand-based pricing most closely relates to the ____ of services.

Customers seldom rely on the price-quality associations.

Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

Nonprofit organizations that do not serve and adapt to the needs and wants of their target public may fail.

In general, differences between goods and services are determined by the

High-contact services are very expensive to deliver because they are equipment-intensive.

Selecting a marketing mix is the first step in developing any nonprofit marketing strategy.

A university's student body would be considered its public; parents, alumni, and trustees would be included as its public.

All of the following are elements of the inseparability characteristic of services except that

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 13: Services Marketing

How do the target markets of nonprofit organizations differ from the target markets of for-profit organizations?

Michael works on developing press releases for a nonprofit organization looking for new ways to encourage recycling among consumers and businesses. Michael is engaging in

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Surveys, focus groups, and customer comment cards are all methods used by service companies to

All services must be delivered either directly at the customer's home or at the service facility.

Because practically all marketers provide some services, ____ typically do not exist in today's business environment.

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

Services are highly perishable and cannot be inventoried for future use.

Jonas is in charge of designing a promotion campaign for NetJets, a private jet service company that has a high level of service quality. In an effort to make the service more tangible to potential consumers, the ad Jonas is creating will feature

Consumers are ________________likely to tell other people about a bad customer service experience compared to a good one.

Demand-based pricing most closely relates to the ____ of services.

Customers seldom rely on the price-quality associations.

Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

Nonprofit organizations that do not serve and adapt to the needs and wants of their target public may fail.

In general, differences between goods and services are determined by the

High-contact services are very expensive to deliver because they are equipment-intensive.

Selecting a marketing mix is the first step in developing any nonprofit marketing strategy.

A university's student body would be considered its ____ public; parents, alumni, and trustees would be included as its ____ public.

All of the following are elements of the inseparability characteristic of services except that

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

A university's student body would be considered its public; parents, alumni, and trustees would be included as its public.