Question 1

Which of the following is the most important factor that influences 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 2

Chelsea runs a stock market consultancy firm. The firm advises its clients on where to invest and how to earn maximum profits. Given this information, Chelsea provides _____ through the consultancy firm.

Accepted Answer

A) service 
B) value 
C) branding 
D) profits 
A) service 
B) value 
C) branding 
D) profits

Question 3

Which of the following is a difference between profit organizations and nonprofit organizations?

Accepted Answer

A) Profit organizations focus on profit and sales maximization, whereas nonprofit organizations seek to redistribute income. 
B) Profit organizations use public service advertisements for promotion, whereas nonprofit organizations use commercial advertisements for promotion. 
C) Profit organizations market complex behaviors or ideas, whereas nonprofit organizations market tangible goods. 
D) Profit organizations adopt undifferentiated segmentation strategies, whereas nonprofit organizations adopt differentiated segmentation strategies. 
A) Profit organizations focus on profit and sales maximization, whereas nonprofit organizations seek to redistribute income. 
B) Profit organizations use public service advertisements for promotion, whereas nonprofit organizations use commercial advertisements for promotion. 
C) Profit organizations market complex behaviors or ideas, whereas nonprofit organizations market tangible goods. 
D) Profit organizations adopt undifferentiated segmentation strategies, whereas nonprofit organizations adopt differentiated segmentation strategies.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Employees who like their jobs and are satisfied with the firm they work for are more likely to deliver superior service to customers.

Accepted Answer

A) True 
 B)False

Question 6

A difference between people-processing services and possession-processing services is that possession-processing services:

Accepted Answer

A) use technology directed at a customer's assets. 
B) focus more on customers and not on their physical possessions. 
C) do not require customers to enter the service factory. 
D) focus more on training employees on employee-customer interactions. 
A) use technology directed at a customer's assets. 
B) focus more on customers and not on their physical possessions. 
C) do not require customers to enter the service factory. 
D) focus more on training employees on employee-customer interactions.

Question 7

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

Accepted Answer

Answers will vary. The international mar

Question 8

Explain the factors that should be emphasized when deciding distribution strategies for service organizations.

Accepted Answer

Answers will vary. Distribution strategi

Question 9

In the context of promotion strategies, which of the following is an example of engaging in postpurchase communication?

Accepted Answer

A) An airline hiring an actor to act in a series of commercials endorsing its services 
B) An insurance company using an umbrella as its logo to convey that its customers are well-protected 
C) A chartered accountant firm offering a 20 percent discount to customers who avail its services in January 
D) A hotel sending an e-mail survey to its guests asking them to rate the quality of service that they received 
A) An airline hiring an actor to act in a series of commercials endorsing its services 
B) An insurance company using an umbrella as its logo to convey that its customers are well-protected 
C) A chartered accountant firm offering a 20 percent discount to customers who avail its services in January 
D) A hotel sending an e-mail survey to its guests asking them to rate the quality of service that they received

Question 10

Which of the following strategies will help service organizations overcome perishability of services?

Accepted Answer

A) Increasing the credence qualities of services 
B) Providing training to employees 
C) Improving the standard of services 
D) Finding ways to synchronize supply and demand 
A) Increasing the credence qualities of services 
B) Providing training to employees 
C) Improving the standard of services 
D) Finding ways to synchronize supply and demand

Question 11

Patronage-oriented pricing seeks to match supply and demand by varying prices.

Accepted Answer

A) True 
 B)False

Question 12

A limitation of revenue-oriented pricing is that:

Accepted Answer

A) it does not focus on maximizing the surplus of income over costs. 
B) it cannot be used by manufacturing companies. 
C) determining costs can be difficult for many services. 
D) the profit goals of a company are not taken into account. 
A) it does not focus on maximizing the surplus of income over costs. 
B) it cannot be used by manufacturing companies. 
C) determining costs can be difficult for many services. 
D) the profit goals of a company are not taken into account.

Question 13

Each part of a firm's service mix should make a different contribution to achieving its goals.

Accepted Answer

A) True 
 B)False

Question 14

At the _____ of relationship marketing, a firm uses pricing incentives to encourage customers to continue doing business with it.

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 15

In the context of service quality, which of the following statements is true of reliability?

Accepted Answer

A) It involves being caring and paying individualized attention to customers. 
B) It involves providing prompt service to customers. 
C) It is performing the service right the first time. 
D) It refers to the knowledge and courtesy of employees. 
A) It involves being caring and paying individualized attention to customers. 
B) It involves providing prompt service to customers. 
C) It is performing the service right the first time. 
D) It refers to the knowledge and courtesy of employees.

Question 16

Unlike a commercial advertiser, the sponsor of a public service advertisement pays for the time and space.

Accepted Answer

A) True 
 B)False

Question 17

In the context of evaluating service quality, _____ refers to the knowledge and courtesy of employees and their ability to convey trust.

Accepted Answer

A) heterogeneity 
B) responsiveness 
C) assurance 
D) tangibility 
A) heterogeneity 
B) responsiveness 
C) assurance 
D) tangibility

Question 18

Tele Tales, a radio and television broadcasting company, allots two hours of its combined air time to promoting cautionary messages about tobacco and alcohol abuse. Tele Tales does not receive any sponsorship for running these advertisements. In this context, Tele Tales is most likely engaging in a sales promotion activity.

Accepted Answer

A) True 
 B)False

Question 19

An online money transfer company that allows consumers to send money directly to bank accounts in several countries around the world is an example of a service firm.

Accepted Answer

A) True 
 B)False

Question 20

Patronage-oriented pricing tries to maximize the number of services used by a consumer.

Accepted Answer

A) True 
 B)False

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

Chelsea runs a stock market consultancy firm. The firm advises its clients on where to invest and how to earn maximum profits. Given this information, Chelsea provides _____ through the consultancy firm.

Which of the following is a difference between profit organizations and nonprofit organizations?

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

Employees who like their jobs and are satisfied with the firm they work for are more likely to deliver superior service to customers.

A difference between people-processing services and possession-processing services is that possession-processing services:

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

Explain the factors that should be emphasized when deciding distribution strategies for service organizations.

In the context of promotion strategies, which of the following is an example of engaging in postpurchase communication?

Which of the following strategies will help service organizations overcome perishability of services?

Patronage-oriented pricing seeks to match supply and demand by varying prices.

A limitation of revenue-oriented pricing is that:

Each part of a firm's service mix should make a different contribution to achieving its goals.

At the _____ of relationship marketing, a firm uses pricing incentives to encourage customers to continue doing business with it.

In the context of service quality, which of the following statements is true of reliability?

Unlike a commercial advertiser, the sponsor of a public service advertisement pays for the time and space.

In the context of evaluating service quality, _____ refers to the knowledge and courtesy of employees and their ability to convey trust.

An online money transfer company that allows consumers to send money directly to bank accounts in several countries around the world is an example of a service firm.

Patronage-oriented pricing tries to maximize the number of services used by a consumer.

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

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

Chelsea runs a stock market consultancy firm. The firm advises its clients on where to invest and how to earn maximum profits. Given this information, Chelsea provides _____ through the consultancy firm.

Which of the following is a difference between profit organizations and nonprofit organizations?

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

Employees who like their jobs and are satisfied with the firm they work for are more likely to deliver superior service to customers.

A difference between people-processing services and possession-processing services is that possession-processing services:

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

Explain the factors that should be emphasized when deciding distribution strategies for service organizations.

In the context of promotion strategies, which of the following is an example of engaging in postpurchase communication?

Which of the following strategies will help service organizations overcome perishability of services?

Patronage-oriented pricing seeks to match supply and demand by varying prices.

A limitation of revenue-oriented pricing is that:

Each part of a firm's service mix should make a different contribution to achieving its goals.

At the _____ of relationship marketing, a firm uses pricing incentives to encourage customers to continue doing business with it.

In the context of service quality, which of the following statements is true of reliability?

Unlike a commercial advertiser, the sponsor of a public service advertisement pays for the time and space.

In the context of evaluating service quality, _____ refers to the knowledge and courtesy of employees and their ability to convey trust.

An online money transfer company that allows consumers to send money directly to bank accounts in several countries around the world is an example of a service firm.

Patronage-oriented pricing tries to maximize the number of services used by a consumer.

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