Exam 11: Services Marketing

Which of the following is the best example of a not-for-profit (N-F-P) services organization?

Which of the unique characteristics of a service has the greatest effect on the development of promotional strategies?

To a nonprofit organization, the contributors of money, labor, and materials to the organization are part of its _____ market.

The term _____ is used to describe a customer's interaction with any service employee or with any tangible element, such as a service's physical surroundings.

As in the marketing of goods, the first step in the marketing of services is to:

The Girl Scout who takes your order for cookies is engaged in personal selling.

When the U.S. Army promotes its "Army of One" theme in commercials on college football games, it is using which type of promotional strategy?

The Popular Culture Association ordinarily charges its members dues of $25 per year. However, the association waives dues for members who are currently unemployed, full-time students, or retired. This is an example of _____ pricing.

The Greater Chicago Food Depository is a food bank that provides free food for 300,000 poor Chicagoans daily. Those 300,000 poor Chicagoans are called its:

How do nonbusiness organizations evaluate their performances?

An ad for the AT&T True Rewards Member Benefit Card that lists a full page of businesses that accept the credit card is using documentation as the basis for its promotional strategy.

Caps for Kids is a nonprofit group that collects crocheted or knitted hats for children. So far, the organization has distributed 750,000 caps to children. These children are Caps for Kids' _____ market.

Dawn was pleasantly surprised when the FedEx driver knocked at her door early one morning to deliver a dress she had ordered from Talbot's retail catalogue. The interaction between Dawn and the FedEx driver when she signed for the package is an example of a:

One reason Julie and Alinga like to stop at Happy Face convenience stores when they are traveling is the clean restrooms. They have never been in one that wasn't spotless. A promotion that featured this cleanliness would be based on:

As a means of portraying the benefits to be derived from a service, visualization:

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. Learning how to protect one's self is the direct result of experience. People who are planning on moving to areas in which becoming a hostage is a real concern must travel to Spokane to receive the training. The _____ element of the marketing mix is most influenced by the obvious inseparability of this service.

The Red Cross pin you receive after giving 8 pints of blood is an example of a sales promotion.

As a result of layoffs in the technology industry, many trained computer professionals have found themselves unemployed and have formed third-party tech support companies like Geek to Go and GeekXpress to help ultimate consumers with computer installation and operating problems. Ultimate consumers are the services':

An ad for Meredith List Marketing, a company that rents names and addresses to direct marketers, identifies all of the magazines for which it has access to subscribers' lists. Meredith is using _____ in its promotion.

When Kewanee Health Club developed separate marketing programs for body builders, people who wanted to lose weight, and people who wanted to improve their stamina, the organization was using a _____ strategy.