Exam 13: Services Marketing

A church's marketing objective could be to inform the public about its doctrine and convince people to become members.

According to the text,the direct consumers of a nonprofit organization's ideas or services are called its ____ public.

Client-based relationships are least likely to be developed by

What should marketers do to promote the consistency and reliability of their services most effectively?

Hair stylists find it challenging to standardize their service because the customer must be involved in production (i.e. ,the haircut).This illustrates which of the following unique features of services?

Intangibility of services creates promotional challenges because it is difficult to display a service in a store and to demonstrate the quality of a service.

There are five elements that affect customers' perceptions of service quality.They are reliability,appearance of the tangibles,responsiveness,assurance,and

The more ____ involved with delivering a service,the greater the degree of heterogeneity.

Any human or mechanical effort that adds value to a product is called

Due to increased customers' desires for personalization,service providers are using bigger sales forces.

Julianne is planning her upcoming wedding later this year.She has made a list of all the expenses which will be required for the wedding she has planned.Which of the following is not one of the service products associated with Julianne's wedding?

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Who judges service quality?

Which of the following best defines nonprofit marketing?

Demand-based pricing relies on information concerning peak demand times and off-peak demand times.

Although it has a strong customer base,Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication.The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance.In other words,potential customers are most concerned about

H&R Block,a major tax preparation firm,reported having a problem with its employees being inconsistent in the filing of returns.The firm is experiencing a problem with which of the following characteristics of the service offering?

Antonio is planning a trip to Cancun for spring break.He will likely be able to evaluate the hotel's size,amenities offered,and prices by looking at information on its website.However,he won't be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel.The type of evaluation attributes Antonio is using before his trip are called _______ and those he uses during the trip are called _____.

In a nonprofit organization,the direct consumers of the product are called donor publics and indirect consumers are called client publics.

Tina,a waitress at the Riverfront Grill,is angry that a customer complained that his soup was cold because of her slow service.Riverfront owner Max Griffin reminds her that she must focus on service quality as defined by