Exam 13: Services Marketing

High-contact services are very expensive to deliver because they are equipment-intensive.

Many services have aspects that consumers may never be able to evaluate,even years after the purchase and consumption of the service.These attributes are called

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price,distribution,and promotion.

Intangible cues are used to provide customers with some assurance of service quality.

Demand-based pricing most closely relates to the ____ of services.

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service,special boarding rights,and extra customer service.

The concept of opportunity cost is important in determining the price paid by an individual for a nonprofit product.

Saresh owns the Change-ezz,a salon specializing in the unique hair needs of minority populations.Recently,Saresh has been trying to improve the quality of service received by his customers.However,he has experienced difficulty in finding ways to standardize and control the salon's quality of service.Saresh's problem illustrates which of the following unique features of service?

When Prize Pet Grooming offers pet owners who recommend the business to a friend $10 off their next grooming bill,it is a program designed primarily to

Most products possess a certain degree of intangibility.

Nonprofit organizations usually have more diverse groups to serve than do for-profit organizations.

Jason Robinson,a dentist,finds that he is not bringing in enough revenue to cover his expenses.He would like to schedule more patients,but he finds that in almost every time slot,he is seeing an existing patient.Jason's difficulty in expanding his practice involves the aspect of service called

Financial price-an exact dollar amount-may or may not be charged for a nonprofit product.

According to your text,one perspective from which to view services is as a ____ targeted at a(n)____.

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 children who take swimming lessons must be in attendance at the pool during the time of their appointment.The need for the child to be in attendance in order to receive the lesson is an example of the ____ feature of a service,while the need for them to be there at the time of their appointment,represents the ____ feature.

One of the best ways to better understand customer needs and expectations is to ask contact employees.

In nonprofit organizations,

Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

Troy is a service provider for a low-contact type of service.Which of the services below is Troy most likely to provide?