Question 1

_____ 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 2

Describe the issues relating to target markets that are unique to nonprofit service organizations.

Accepted Answer

Answers will vary. Three issues relating

Question 3

A _____ is an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

Accepted Answer

A) public service advertisement 
B) commercial advertisement 
C) retail advertisement 
D) surrogate advertisement 
A) public service advertisement 
B) commercial advertisement 
C) retail advertisement 
D) surrogate advertisement

Question 4

_____ is defined as the inability of the production and consumption of a service to be detached.

Accepted Answer

A) Intangibility 
B) Heterogeneity 
C) Inseparability 
D) Perishability 
A) Intangibility 
B) Heterogeneity 
C) Inseparability 
D) Perishability

Question 5

At the _____ of relationship marketing, a firm uses financial and social bonds but offers value-added services that are not readily available from other firms.

Accepted Answer

A) financial level 
B) customization level 
C) structural level 
D) social level 
A) financial level 
B) customization level 
C) structural level 
D) social level

Question 6

The North Star Hotel, a luxury hotel, encourages its employees to develop strong, personal relationships with guests. It offers customized toiletries to its customers based on their preferences. It also has an entire floor dedicated to suites that have air purification systems. These value-added services make The North Star Hotel unique as these services are not available at other hotels. In this scenario, The North Star Hotel is at the _____ of relationship marketing.

Accepted Answer

A) financial level 
B) social level 
C) customization level 
D) structural level 
A) financial level 
B) social level 
C) customization level 
D) structural level

Question 7

Nonprofit organizations have the freedom to choose their target audience that helps them control their economies of scale and lower per-capita costs.

Accepted Answer

A) True 
 B)False

Question 8

For services that are composed of multiple elements, the issue is whether pricing should be based on a "bundle" of elements or whether each element should be priced separately.

Accepted Answer

A) True 
 B)False

Question 9

Rent and Drive is a car rental company. It prices its rentals based on operations-oriented pricing. In this scenario, Rent and Drive:

Accepted Answer

A) varies the prices according to the supply and demand of cars. 
B) maximizes the surplus of income over its costs. 
C) allows customers to negotiate price. 
D) varies prices for customers from different market segments. 
A) varies the prices according to the supply and demand of cars. 
B) maximizes the surplus of income over its costs. 
C) allows customers to negotiate price. 
D) varies prices for customers from different market segments.

Question 10

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

Accepted Answer

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

Question 11

Laelle Airlines, an international airlines company, has a service offering that includes a core service supported by supplementary services. Given this information, which of the following is most likely to be 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 its passengers 
C) Providing personalized toiletries including wet towels and sleep masks for all passengers 
D) Offering souvenirs to all passengers after their travel 
A) Providing plush seats with comfortable legroom for its passengers 
B) Offering three-course meals for its passengers 
C) Providing personalized toiletries including wet towels and sleep masks for all passengers 
D) Offering souvenirs to all passengers after their travel

Question 12

A(n) _____ is a characteristic that can be assessed only after use.

Accepted Answer

A) search quality 
B) credence quality 
C) experience quality 
D) intangible quality 
A) search quality 
B) credence quality 
C) experience quality 
D) intangible quality

Question 13

Describe the four promotion strategies that marketers use to promote services.

Accepted Answer

Answers will vary. Consumers and busines

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

Accepted Answer

A) can be positive or negative depending on the quality of service that was provided. 
B) can be closed by including misleading advertising campaigns promising more than the firm can deliver. 
C) is the result of management's ability to translate customers' needs into delivery systems within the firm. 
D) is the result of a lack of understanding or a misinterpretation of the customers' needs, wants, or desires. 
A) can be positive or negative depending on the quality of service that was provided. 
B) can be closed by including misleading advertising campaigns promising more than the firm can deliver. 
C) is the result of management's ability to translate customers' needs into delivery systems within the firm. 
D) is the result of a lack of understanding or a misinterpretation of the customers' needs, wants, or desires.

Question 16

Which of the following statements is true of the marketing strategies of nonprofit organizations?

Accepted Answer

A) They can measure their success or failure in strictly financial terms. 
B) They seek to make a profit for redistribution to owners or shareholders. 
C) The presence of a financial "bottom line" makes it easy for nonprofit managers to make decisions. 
D) Their focus is often on generating enough funds to cover expenses. 
A) They can measure their success or failure in strictly financial terms. 
B) They seek to make a profit for redistribution to owners or shareholders. 
C) The presence of a financial "bottom line" makes it easy for nonprofit managers to make decisions. 
D) Their focus is often on generating enough funds to cover expenses.

Question 17

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Accepted Answer

A) True 
 B)False

Question 18

Level 2 (social) relationship marketing is often more effective than level 1 (financial) relationship marketing.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements is true of a bundled price?

Accepted Answer

A) It is simpler for a firm to administer than pricing each element separately. 
B) It is preferable when consumers are willing to pay "extra" for every part of the service. 
C) It is a pricing strategy where customers pay only for the service elements they use. 
D) It is a pricing strategy that does not apply for services. 
A) It is simpler for a firm to administer than pricing each element separately. 
B) It is preferable when consumers are willing to pay "extra" for every part of the service. 
C) It is a pricing strategy where customers pay only for the service elements they use. 
D) It is a pricing strategy that does not apply for services.

Question 20

Which of the following statements is true of internal marketing?

Accepted Answer

A) Internal marketing is applicable only to the employees of goods manufacturers and not of service firms. 
B) The quality of a firm's employees is an important part of building long-term relationships with customers. 
C) Customers are treated as potential employees as they become the delivery vehicle of the purchased products. 
D) Different manufacturers exchange goods internally in an attempt to curb negative competitive spirit. 
A) Internal marketing is applicable only to the employees of goods manufacturers and not of service firms. 
B) The quality of a firm's employees is an important part of building long-term relationships with customers. 
C) Customers are treated as potential employees as they become the delivery vehicle of the purchased products. 
D) Different manufacturers exchange goods internally in an attempt to curb negative competitive spirit.

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

Describe the issues relating to target markets that are unique to nonprofit service organizations.

A _____ is an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

_____ is defined as the inability of the production and consumption of a service to be detached.

At the _____ of relationship marketing, a firm uses financial and social bonds but offers value-added services that are not readily available from other firms.

Nonprofit organizations have the freedom to choose their target audience that helps them control their economies of scale and lower per-capita costs.

For services that are composed of multiple elements, the issue is whether pricing should be based on a "bundle" of elements or whether each element should be priced separately.

Rent and Drive is a car rental company. It prices its rentals based on operations-oriented pricing. In this scenario, Rent and Drive:

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

Laelle Airlines, an international airlines company, has a service offering that includes a core service supported by supplementary services. Given this information, which of the following is most likely to be the core service provided by Laelle Airlines?

A(n) _____ is a characteristic that can be assessed only after use.

Describe the four promotion strategies that marketers use to promote services.

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

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

Which of the following statements is true of the marketing strategies of nonprofit organizations?

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Level 2 (social) relationship marketing is often more effective than level 1 (financial) relationship marketing.

Which of the following statements is true of a bundled price?

Which of the following statements is true of internal marketing?

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

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

Describe the issues relating to target markets that are unique to nonprofit service organizations.

A _____ is an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

_____ is defined as the inability of the production and consumption of a service to be detached.

At the _____ of relationship marketing, a firm uses financial and social bonds but offers value-added services that are not readily available from other firms.

Nonprofit organizations have the freedom to choose their target audience that helps them control their economies of scale and lower per-capita costs.

For services that are composed of multiple elements, the issue is whether pricing should be based on a "bundle" of elements or whether each element should be priced separately.

Rent and Drive is a car rental company. It prices its rentals based on operations-oriented pricing. In this scenario, Rent and Drive:

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

Laelle Airlines, an international airlines company, has a service offering that includes a core service supported by supplementary services. Given this information, which of the following is most likely to be the core service provided by Laelle Airlines?

A(n) _____ is a characteristic that can be assessed only after use.

Describe the four promotion strategies that marketers use to promote services.

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

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

Which of the following statements is true of the marketing strategies of nonprofit organizations?

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Level 2 (social) relationship marketing is often more effective than level 1 (financial) relationship marketing.

Which of the following statements is true of a bundled price?

Which of the following statements is true of internal marketing?

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