Question 1

A difference between goods and services is that goods:

Accepted Answer

A) ​have more search qualities. 
B) exhibit more credence qualities. 
C) can be assessed only after use. 
D) ​are intangible performances. 
A) ​have more search qualities. 
B) exhibit more credence qualities. 
C) can be assessed only after use. 
D) ​are intangible performances.

Question 2

According to the gap model of service quality,the gap between what customers want and what management thinks customers want results from:

Accepted Answer

A) ​a lack of understanding or a misrepresentation of the customers' needs, wants, or desires. 
B) management's inability to translate customers' needs into delivery systems within the firm. 
C) the inability of management and employees to do what should be done. 
D) ​misleading or deceptive advertising campaigns that promise more than what the firm can deliver. 
A) ​a lack of understanding or a misrepresentation of the customers' needs, wants, or desires. 
B) management's inability to translate customers' needs into delivery systems within the firm. 
C) the inability of management and employees to do what should be done. 
D) ​misleading or deceptive advertising campaigns that promise more than what the firm can deliver.

Question 3

In the context of service processes,_____ takes place when the service is directed at a customer.

Accepted Answer

A) ​information processing 
B) possession processing 
C) mental stimulus processing 
D) ​people processing 
A) ​information processing 
B) possession processing 
C) mental stimulus processing 
D) ​people processing

Question 4

Briefly explain what service firms must do to be successful in the global marketplace.

Accepted Answer

Answers will vary.The international mark

Question 5

_____ refers to the inability of services to be stored,warehoused,or inventoried.

Accepted Answer

A) ​Variability 
B) Reliability 
C) Heterogeneity 
D) ​Perishability 
A) ​Variability 
B) Reliability 
C) Heterogeneity 
D) ​Perishability

Question 6

Nonprofit organizations differ from profit organizations in that nonprofit organizations:

Accepted Answer

A) ​target the niche market segments that may be most profitable. 
B) compete with, rather than complement, the efforts of other organizations in the market. 
C) must often target those who are apathetic about or strongly opposed to receiving their services. 
D) ​give priority to developing those market segments that are most likely to respond to particular offerings. 
A) ​target the niche market segments that may be most profitable. 
B) compete with, rather than complement, the efforts of other organizations in the market. 
C) must often target those who are apathetic about or strongly opposed to receiving their services. 
D) ​give priority to developing those market segments that are most likely to respond to particular offerings.

Question 7

Which of the following is the most important factor influencing the distribution strategy of a time-dependent service provider?

Accepted Answer

A) ​Scheduling 
B) Tangible cues 
C) Price bundling 
D) ​Customization 
A) ​Scheduling 
B) Tangible cues 
C) Price bundling 
D) ​Customization

Question 8

A credence quality is a characteristic that can be easily assessed before purchase.

Accepted Answer

A) True 
 B)False

Question 9

Patronage-oriented pricing focuses on maximizing the surplus of income over costs.

Accepted Answer

A) True 
 B)False

Question 10

To close the gap between what a company provides and what the customer is told it provides,the company must:

Accepted Answer

A) ​ensure that employees have the skills and the proper tools to perform their jobs. 
B) create realistic customer expectations through honest, accurate communication. 
C) encourage teamwork and train employees so that they know what the management expects. 
D) ​stay attuned to customer wishes by researching customer needs and satisfaction. 
A) ​ensure that employees have the skills and the proper tools to perform their jobs. 
B) create realistic customer expectations through honest, accurate communication. 
C) encourage teamwork and train employees so that they know what the management expects. 
D) ​stay attuned to customer wishes by researching customer needs and satisfaction.

Question 11

Unlike goods,services:

Accepted Answer

A) ​are produced in a centralized location and consumed in decentralized locations. 
B) are tangible performances. 
C) are stored, warehoused, and inventoried. 
D) ​are more heterogeneous and less standardized and uniform. 
A) ​are produced in a centralized location and consumed in decentralized locations. 
B) are tangible performances. 
C) are stored, warehoused, and inventoried. 
D) ​are more heterogeneous and less standardized and uniform.

Question 12

The first step toward success in the global marketplace for a nonprofit service firm is to determine the nature of its core products.

Accepted Answer

A) True 
 B)False

Question 13

Laelle Airlines,an international airlines company,offers a variety of services to its customers.Given this information,which of the following is the core service provided by Laelle Airlines?

Accepted Answer

A) ​Providing plush seats with comfortable legroom for its passengers 
B) Offering three-course meals for the passengers who travel in the airlines 
C) Providing personalized toiletries, including wet towels and sleep masks, for all passengers 
D) ​Offering souvenirs to all the passengers after their travel 
A) ​Providing plush seats with comfortable legroom for its passengers 
B) Offering three-course meals for the passengers who travel in the airlines 
C) Providing personalized toiletries, including wet towels and sleep masks, for all passengers 
D) ​Offering souvenirs to all the passengers after their travel

Question 14

Marketers have more trouble promoting tangible goods than intangible services.

Accepted Answer

A) True 
 B)False

Question 15

Service quality is easier to define and measure than the quality of tangible goods.

Accepted Answer

A) True 
 B)False

A difference between goods and services is that goods:

According to the gap model of service quality,the gap between what customers want and what management thinks customers want results from:

In the context of service processes,_____ takes place when the service is directed at a customer.

Briefly explain what service firms must do to be successful in the global marketplace.

_____ refers to the inability of services to be stored,warehoused,or inventoried.

Nonprofit organizations differ from profit organizations in that nonprofit organizations:

Which of the following is the most important factor influencing the distribution strategy of a time-dependent service provider?

A credence quality is a characteristic that can be easily assessed before purchase.

Patronage-oriented pricing focuses on maximizing the surplus of income over costs.

To close the gap between what a company provides and what the customer is told it provides,the company must:

Unlike goods,services:

The first step toward success in the global marketplace for a nonprofit service firm is to determine the nature of its core products.

Laelle Airlines,an international airlines company,offers a variety of services to its customers.Given this information,which of the following is the core service provided by Laelle Airlines?

Marketers have more trouble promoting tangible goods than intangible services.

Service quality is easier to define and measure than the quality of tangible goods.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising, Public Relations and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 12: Services and Nonprofit Organization Marketing

A difference between goods and services is that goods:

According to the gap model of service quality,the gap between what customers want and what management thinks customers want results from:

In the context of service processes,_____ takes place when the service is directed at a customer.

Briefly explain what service firms must do to be successful in the global marketplace.

_____ refers to the inability of services to be stored,warehoused,or inventoried.

Nonprofit organizations differ from profit organizations in that nonprofit organizations:

Which of the following is the most important factor influencing the distribution strategy of a time-dependent service provider?

A credence quality is a characteristic that can be easily assessed before purchase.

Patronage-oriented pricing focuses on maximizing the surplus of income over costs.

To close the gap between what a company provides and what the customer is told it provides,the company must:

Unlike goods,services:

The first step toward success in the global marketplace for a nonprofit service firm is to determine the nature of its core products.

Laelle Airlines,an international airlines company,offers a variety of services to its customers.Given this information,which of the following is the core service provided by Laelle Airlines?

Marketers have more trouble promoting tangible goods than intangible services.

Service quality is easier to define and measure than the quality of tangible goods.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising, Public Relations and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters