Exam 11: Services Marketing

Which of the following statements about services marketing is True?

According to your text, which of the following would NOT be providing a service?

Women who have been abused are the _____ market for Harmony House, a nonprofit organization that offers food, clothing, and shelter to women whose spouses have verbally or physically threatened them.

According to the definition of services in your text,:

The political candidate who goes through a neighborhood inviting voters to cast their vote for her is using the _____ _____ element of the promotion mix.

Nonbusiness organizations advertise to reach their provider market but not their client market.

The physical surroundings in the distribution of a service considerably influence a consumer's perception of that service and its creator-producer.

Everyone who waits tables at Outback Steakhouses is instructed to visit with customers as much and as often as possible. It is not unusual for your waitress or waiter to sit down at your table and start a conversation. The friendliness of the restaurant is promoted in its ads. The behavior of its food servers is a _____ of that service.

For non-profit marketers, which of the following is a useful segmentation variable to use when segmenting the resource provider market?

The greyhound that is associated with the Greyhound bus line exemplifies the use of an association strategy to establish a brand name.

The target market for nonprofit organizations that most closely relates to the customers of a business is called their:

When Thomas had knee surgery at the local county hospital, he became a member of the hospital's _____ market.

Promotion for a new cancer treatment center emphasizes the fact the center does not look like a sterile, impersonal hospital. Which promotional strategy does this exemplify?

If an amusement park wished to develop different promotional strategies for pre-teens, newlyweds, retired couples, and singles, it should use a ______ strategy.

Florafax Wire Service is a service used by florists. When someone in Dallas, Texas, calls a florist and orders flowers sent to his mother in Minot, North Dakota, the Dallas florist can submit the order to Florafax. For a small fee, Florafax will find a Minot florist to fill and deliver the order. Florafax uses a single perfect red rose in all of its ads indicating quality, freshness, and style. With its use of a single long-stem red rose, Florafax is using _____ to cope with the intangibility of its service.

Which of the following promotional strategies is the best one for a company attempting to overcome the problem that services are intangible?

Which of the following statements about service quality is True?

Many fast-food restaurants started with a very limited menu. As business grew, so did the number of items on the menu, which meant it became harder for the restaurants to manage _____, a characteristic of services.

The American Dental Association, the World Health Organization, and the World Wildlife Federation are all examples of not-for-profit services organizations.

In a recent advertising campaign, Merrill Lynch Financial Consultants specifically tailored its advertising to appeal to women business owners. In other words, Merrill Lynch implemented a _____ _____ strategy.