Exam 13: Services Marketing

Jack and Amy are purchasing their first home and have certain expectations for the mortgage company with which they are working.After a long series of "unexplainable" delays,Jack and Amy become very frustrated and decide to stay in their apartment at least another year.The mortgage company failed to provide service within Jack and Amy's

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Which of the following is the best example of a high-contact service?

Which of the following is similar for both for-profit and nonprofit marketing?

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.

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

Client-based relationships are most likely to be developed by

Scenario 13.1 Use the following to answer the questions. The YMCA in mid-town Atlanta has recently upgraded its facilities,including building a new Olympic-sized swimming pool and children's playground.All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm,360 days a year.The children's playground is accessible for members only,and is a fenced and secured area.During the weekdays,children under the age of 12 can engage in supervised activities at the playground,for no extra fee.Additionally,there are swimming classes for children of all ages,which is also covered by the monthly membership fee.The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all day,however,the midtown "Y" is busier during the early morning and early evenings.At a recent meeting,Maya Sinclair,its manager,shared her concerns about getting more people into the "Y" at other times of the day.She asked for ideas from her staff about how to do this.She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%.This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. -Refer to Scenario 13.1.The fact that the "Y" is open from 6:00 am until 11:00 pm refers to the ____ element of its marketing mix.

Government has no control over service prices charged.

Select the true statement regarding nonprofit marketing.

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

If Best Western bundles its rooms with services such as free local phone calls,cable television,wireless Internet access,and complimentary breakfast,these services are known as ____ services.

Any service provider that offers time-sensitive services receives most of its revenue during

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

Pinpointing a target market should be done only after the selection of a marketing mix.

Distribution for nonprofit organizations is

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 HR Block and Jackson Hewitt.Since Kaycee had 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 accounts 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 using an accountant to prepare her tax return,Kaycee really can't determine the level of the accountant's expertise,or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received.This is an example of the ____ of a service.

An important difference between for-profit and nonprofit marketing is that

Service providers must adjust their behavior to buyer expectations to improve quality.

Which of the following statements about customer contact in services marketing is false?