Question 1

Market segmentation strategies are useful tools for nonprofit organizations.

Accepted Answer

A) True 
 B)False

Question 2

Eric found an article on hunting in the Everglades National Park, a federally run nonprofit business, in his latest copy of Outdoor Life. The article is an example of:

Accepted Answer

A)  publicity. 
B)  personal communication. 
C)  a sales promotion. 
D)  public relations. 
E)  aggregate marketing. 
A)  publicity. 
B)  personal communication. 
C)  a sales promotion. 
D)  public relations. 
E)  aggregate marketing.

Question 3

What advice should you give the owner of a catering operation who not only has to abide by numerous state and local laws, but must also satisfy its clients by providing each with the same level of service and quality of food?

Accepted Answer

A)  Only use products with well-known brand names. 
B)  Limit its geographic service area. 
C)  Realize demand for catering is stable and don't worry about losing a client. 
D)  Sell directly to the ultimate consumer. 
E)  Maintain high standards of quality control. 
A)  Only use products with well-known brand names. 
B)  Limit its geographic service area. 
C)  Realize demand for catering is stable and don't worry about losing a client. 
D)  Sell directly to the ultimate consumer. 
E)  Maintain high standards of quality control.

Question 4

The stylized eagle that appears on all USPS vehicles, mailing boxes and envelopes, and communications is creating a service brand by:

Accepted Answer

A)  using a tangible object to represent the service. 
B)  tying a slogan to the service. 
C)  using a physical representation strategy. 
D)  developing a market aggregation strategy. 
E)  managing its service life cycle. 
A)  using a tangible object to represent the service. 
B)  tying a slogan to the service. 
C)  using a physical representation strategy. 
D)  developing a market aggregation strategy. 
E)  managing its service life cycle.

Question 5

In terms of the promotion mix, the minister who goes door-to-door asking parents to let their children attend his church's Sunday School is using:

Accepted Answer

A)  personal selling. 
B)  sales promotion. 
C)  public relations. 
D)  physical distribution. 
E)  a nonpersonal medium. 
A)  personal selling. 
B)  sales promotion. 
C)  public relations. 
D)  physical distribution. 
E)  a nonpersonal medium.

Question 6

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. When a computer technician visits a customer's home to install a fast-access network, the visit is an example of a:

Accepted Answer

A)  customer analysis. 
B)  shopping interaction. 
C)  situational interaction. 
D)  environmental response. 
E)  service encounter. 
A)  customer analysis. 
B)  shopping interaction. 
C)  situational interaction. 
D)  environmental response. 
E)  service encounter.

Question 7

The Greater Chicago Food Depository is a food bank that provides free food for 300,000 poor Chicagoans daily. The organization could use target-market analysis to:

Accepted Answer

A)  create a market aggregation. 
B)  avoid having to use demographic factors in its segmentation strategy. 
C)  eliminate its client market. 
D)  reduce dependency on its provider market. 
E)  do none of the above. 
A)  create a market aggregation. 
B)  avoid having to use demographic factors in its segmentation strategy. 
C)  eliminate its client market. 
D)  reduce dependency on its provider market. 
E)  do none of the above.

Question 8

The clients who receive a nonprofit organization's money or services might be called:

Accepted Answer

A)  its patients. 
B)  its parishioners. 
C)  its students. 
D)  its audiences. 
E)  any of the above. 
A)  its patients. 
B)  its parishioners. 
C)  its students. 
D)  its audiences. 
E)  any of the above.

Question 9

Physicians often charge patients for appointments they miss. The logic behind the billing is the _____ characteristics of services.

Accepted Answer

A)  intangibility and homogeneity 
B)  inseparability and perishability 
C)  standardization and flexibility 
D)  homogeneity and tangibility 
E)  heterogeneity perishability 
A)  intangibility and homogeneity 
B)  inseparability and perishability 
C)  standardization and flexibility 
D)  homogeneity and tangibility 
E)  heterogeneity perishability

Question 10

To reach potential customers in Japan, Scandinavian Airlines System can sell flight reservations through travel agencies. These agencies are types of:

Accepted Answer

A)  agent middlemen. 
B)  merchant wholesalers. 
C)  commission merchants. 
D)  international brokers. 
E)  international wholesalers. 
A)  agent middlemen. 
B)  merchant wholesalers. 
C)  commission merchants. 
D)  international brokers. 
E)  international wholesalers.

Question 11

Why do state colleges and universities have mascots?

Accepted Answer

A)  as a means of implementing an undifferentiated marketing strategy 
B)  as a means to enhance distribution strategies 
C)  as a means of facilitating product line expansion 
D)  as means of creating a brand image 
E)  as a means to deal with the homogeneity characteristic of services 
A)  as a means of implementing an undifferentiated marketing strategy 
B)  as a means to enhance distribution strategies 
C)  as a means of facilitating product line expansion 
D)  as means of creating a brand image 
E)  as a means to deal with the homogeneity characteristic of services

Question 12

Which of the following statements about price competition among service providers is True?

Accepted Answer

A)  Price competition seems to be increasing for professional services. 
B)  Price competition is particularly intense in service industries where the products are viewed as highly interchangeable. 
C)  Price is rarely mentioned when organizations are attempting to compete on other dimensions. 
D)  Price competition among service providers varies by industry. 
E)  All of the above statements about price competition among service providers are True. 
A)  Price competition seems to be increasing for professional services. 
B)  Price competition is particularly intense in service industries where the products are viewed as highly interchangeable. 
C)  Price is rarely mentioned when organizations are attempting to compete on other dimensions. 
D)  Price competition among service providers varies by industry. 
E)  All of the above statements about price competition among service providers are True.

Question 13

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. The fact not everyone will get the same benefits from the training illustrates the _____ characteristic of services.

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  standardization 
D)  homogeneity 
E)  heterogeneity 
A)  intangibility 
B)  inseparability 
C)  standardization 
D)  homogeneity 
E)  heterogeneity

Question 14

Jenny Craig Weight Loss Centers cannot promise the same weight loss results to everyone who signs up for its program because the results are largely controlled by the client rather than by Jenny Craig. This example illustrates the _____ characteristic of services.

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  standardization 
D)  homogeneity 
E)  heterogeneity 
A)  intangibility 
B)  inseparability 
C)  standardization 
D)  homogeneity 
E)  heterogeneity

Question 15

When setting the base price for services clients receive, such organizations as the Salvation Army:

Accepted Answer

A)  use cost-plus pricing. 
B)  are required by federal law to charge clients at least 120 percent of their variable costs. 
C)  charge enough to recoup all variable costs. 
D)  should include non-monetary costs to the client such as travel and waiting time. 
E)  are required by federal law to provide all services to clients free of charge. 
A)  use cost-plus pricing. 
B)  are required by federal law to charge clients at least 120 percent of their variable costs. 
C)  charge enough to recoup all variable costs. 
D)  should include non-monetary costs to the client such as travel and waiting time. 
E)  are required by federal law to provide all services to clients free of charge.

Question 16

Which of the following statements about the future of services marketing is True?

Accepted Answer

A)  No longer will technology change the way services are marketed. 
B)  The changing services environment has revealed that services are much more efficiently managed than . has been traditionally assumed. 
C)  Services can use customer complaints as one means to measure their performances. 
D)  The prospect for services to grow will disappear as demand for many services. 
E)  All of the above statements about the future of services marketing are True. 
A)  No longer will technology change the way services are marketed. 
B)  The changing services environment has revealed that services are much more efficiently managed than . has been traditionally assumed. 
C)  Services can use customer complaints as one means to measure their performances. 
D)  The prospect for services to grow will disappear as demand for many services. 
E)  All of the above statements about the future of services marketing are True.

Question 17

Laura Lago teaches weeklong gardening classes by showing students the basics of landscaping and plant selection. There is a tremendous amount of hands-on activity in her classes, which have long waiting lists during the growing season. During the winter months, there is little demand for her classes. During the winter months, Lago offers classes in container gardening and garden planning to:

Accepted Answer

A)  balance supply with fluctuating demand. 
B)  create an elastic demand for her classes. 
C)  take advantage of a direct channel of distribution. 
D)  avoid the problems associated with the heterogeneity of services. 
E)  make the service she offers less tangible. 
A)  balance supply with fluctuating demand. 
B)  create an elastic demand for her classes. 
C)  take advantage of a direct channel of distribution. 
D)  avoid the problems associated with the heterogeneity of services. 
E)  make the service she offers less tangible.

Question 18

The two types of nonbusiness service organizations are:

Accepted Answer

A)  supplementary service providers and primary service providers. 
B)  transaction services and support services. 
C)  facilitators and transactionalists. 
D)  not-for-profit service organizations and nonprofit organizations. 
E)  services that provide tangibles and services that do not provide tangibles. 
A)  supplementary service providers and primary service providers. 
B)  transaction services and support services. 
C)  facilitators and transactionalists. 
D)  not-for-profit service organizations and nonprofit organizations. 
E)  services that provide tangibles and services that do not provide tangibles.

Question 19

According to your text, which of the following is an example of a service?

Accepted Answer

A)  the dozen tomato plants you bought for the backyard 
B)  the tomato stakes you bought for your growing tomato plants 
C)  the jars you bought for canning tomato sauce 
D)  the package delivery company you used to send your relatives jars of tomato sauce 
E)  the rose bushes you will plant in your yard next summer 
A)  the dozen tomato plants you bought for the backyard 
B)  the tomato stakes you bought for your growing tomato plants 
C)  the jars you bought for canning tomato sauce 
D)  the package delivery company you used to send your relatives jars of tomato sauce 
E)  the rose bushes you will plant in your yard next summer

Question 20

Soothing Hands is a professional massage parlor. When its employees set up massage chairs in the lobbies of convention hotels and give free 10-minute stress-reduction massages, it is an example of:

Accepted Answer

A)  place-based media. 
B)  mass communication. 
C)  a sales promotion. 
D)  public relation. 
E)  aggregate marketing. 
A)  place-based media. 
B)  mass communication. 
C)  a sales promotion. 
D)  public relation. 
E)  aggregate marketing.

Market segmentation strategies are useful tools for nonprofit organizations.

Eric found an article on hunting in the Everglades National Park, a federally run nonprofit business, in his latest copy of Outdoor Life. The article is an example of:

What advice should you give the owner of a catering operation who not only has to abide by numerous state and local laws, but must also satisfy its clients by providing each with the same level of service and quality of food?

The stylized eagle that appears on all USPS vehicles, mailing boxes and envelopes, and communications is creating a service brand by:

In terms of the promotion mix, the minister who goes door-to-door asking parents to let their children attend his church's Sunday School is using:

The Greater Chicago Food Depository is a food bank that provides free food for 300,000 poor Chicagoans daily. The organization could use target-market analysis to:

The clients who receive a nonprofit organization's money or services might be called:

Physicians often charge patients for appointments they miss. The logic behind the billing is the _____ characteristics of services.

To reach potential customers in Japan, Scandinavian Airlines System can sell flight reservations through travel agencies. These agencies are types of:

Why do state colleges and universities have mascots?

Which of the following statements about price competition among service providers is True?

Jenny Craig Weight Loss Centers cannot promise the same weight loss results to everyone who signs up for its program because the results are largely controlled by the client rather than by Jenny Craig. This example illustrates the _____ characteristic of services.

When setting the base price for services clients receive, such organizations as the Salvation Army:

Which of the following statements about the future of services marketing is True?

The two types of nonbusiness service organizations are:

According to your text, which of the following is an example of a service?

Soothing Hands is a professional massage parlor. When its employees set up massage chairs in the lobbies of convention hotels and give free 10-minute stress-reduction massages, it is an example of:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 11: Services Marketing

Market segmentation strategies are useful tools for nonprofit organizations.

Eric found an article on hunting in the Everglades National Park, a federally run nonprofit business, in his latest copy of Outdoor Life. The article is an example of:

What advice should you give the owner of a catering operation who not only has to abide by numerous state and local laws, but must also satisfy its clients by providing each with the same level of service and quality of food?

The stylized eagle that appears on all USPS vehicles, mailing boxes and envelopes, and communications is creating a service brand by:

In terms of the promotion mix, the minister who goes door-to-door asking parents to let their children attend his church's Sunday School is using:

The Greater Chicago Food Depository is a food bank that provides free food for 300,000 poor Chicagoans daily. The organization could use target-market analysis to:

The clients who receive a nonprofit organization's money or services might be called:

Physicians often charge patients for appointments they miss. The logic behind the billing is the _____ characteristics of services.

To reach potential customers in Japan, Scandinavian Airlines System can sell flight reservations through travel agencies. These agencies are types of:

Why do state colleges and universities have mascots?

Which of the following statements about price competition among service providers is True?

Jenny Craig Weight Loss Centers cannot promise the same weight loss results to everyone who signs up for its program because the results are largely controlled by the client rather than by Jenny Craig. This example illustrates the _____ characteristic of services.

When setting the base price for services clients receive, such organizations as the Salvation Army:

Which of the following statements about the future of services marketing is True?

The two types of nonbusiness service organizations are:

According to your text, which of the following is an example of a service?

Soothing Hands is a professional massage parlor. When its employees set up massage chairs in the lobbies of convention hotels and give free 10-minute stress-reduction massages, it is an example of:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters