Exam 13: Services Marketing

The two levels of expectations that consumers generally have about services are

The intangibility aspect of a service means that

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day,week,or year.

What dimensions do customers use to evaluate service quality?

Service quality is defined by compliance with a set of specifications.

An advantage of heterogeneity is that services can be customized.

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 Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area,she was most likely using ____ qualities to evaluate the accountant service.

Which of the following issues is least important in nonprofit marketing?

Nonprofit organizations deal with ideas and services more often than with goods.

Customers are the ultimate judges of good service quality.

Lashawna is a concert promoter who works for singer Kanye West.She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability,which means

Select a familiar nonprofit organization,and describe its target market and marketing mix.

In service marketing,the most important link to the customer is

Zach has just opened Tri-State Partners and has the need for several business services from other companies.Which of the following is most likely to be considered a service product for Zach's business?

The growth of business services is largely attributed to

How does the promotion of services differ from the promotion of goods?

Sales promotion activities of a nonprofit organization may consist of special events such as fund-raising campaigns,telethons,contests,and entertainment.

Service industries account for ____ of the gross domestic product of most developed nations.

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.Martin,one of the staff members at the YMCA,suggested that the "Y" offer discounted memberships to senior citizens over the age of 65;however,they could only use the facility between the hours of 9:00 am and 4:00 pm.Martin's plan is most likely addressing the issue with ____,and relates to the ____ characteristic of services.

A hairstylist that gives good haircuts in the morning but tends to give haircuts of lesser quality in the afternoon is suffering from the challenges associated with intangibility.