Exam 11: Services Marketing

Anyone seeking a mate knows it is challenge. Relatives that were once the source of introductions to potential spouses are often not available, especially for immigrants. Add to that the desire for certain visa status and--as in the Indian community--caste, and the pursuit of a spouse grows even more difficult. An estimated 80 percent of all marriages in India are arranged. In the United States the percentage of arranged marriages rate for natives of India drops to 40 percent. Even if the marriage is not arranged, many singles from India look for someone who understands their heritage, tradition, and language. So some Indians turn to matchmakers like Kahanda Kakade who operates Vivah Mela. She personally interviews individuals who have come to her to find a spouse, and she will visit families if asked. -To deal with the fact her service is intangible, Kakade could:

When a veterinarian's office started to offer its customers an in-home grooming service, the vet was using the strategy of:

Which of the following statements about evaluation of the performance of a nonprofit organization is True?

The Sheraton Hotel chain is replacing its outdated shag carpeting and flowered bedspreads with pinstripes and sleigh beds. It will place library-like furnishings, ergonomically designed chairs, and two-line phones in all of its rooms. The goal is to restore its reputation for reliability and comfort and to avoid looking tacky and dated. By presenting these changes in its advertising, the hotel is using _____ in its promotional strategy.

The product offered by the Republican Party to its target market is political candidates.

According to your text, which of the following would be classified as a support or facilitating service?

Which of the following statements about distribution systems for nonprofit organizations is True?

The channels of distribution for most services are short and quite simple.

A _____ is a type of nonbusiness service that provides services but does not have a profit or surplus objective.

Accessline Communications is a company designed to make sure an Internet company does not expand beyond the capacity of its communication system. Not only does the company point out trouble areas, it also provides needed outsourcing help for internal and external communications. The company is trying to _____ by using the slogan "Call us at the first sign of success" in all of its advertising.

An individual who volunteers to sort through the 200 boxes of clothes donated to a homeless shelter is a member of which of the organization's target markets?

The structure of the channel of distribution used for most services:

Which of the following would be listed on the right side of the goods-service continuum as primarily a service?

A discrete ad for a marriage counselor in the Rome News-Tribune newspaper lists all of the degrees, awards, and honors the counselor has received. The counselor is using _____ as the basis for his promotional strategy.

Which element of the marketing mix is most affected by the fact that services are intangible?

When a hair salon operator installs a tanning bed in her place of business and starts offering the use of the bed as part of her services, she has used the strategy of:

If you look at your Discover card, you will see that the word Discover is colored so as to represent the image of a distant horizon. The "O" contains a stylized sun. The intended message is that Discover credit cards can make the discovery of new horizons possible. Which strategy is Discover using?

When BP and Amoco merged, the BP shield and the Amoco torch were replaced with a new green sun-like logo at BP Connect stores. BP hopes this new logo will enhance its corporate image as an environmentally friendly company through the use of:

The Hermitage, the former home of President Andrew Jackson, is open to visitors who want to see how the seventh president of the United States lived. If it were to create a special War of 1812 exhibit in honor of Jackson's heroism at the Battle of New Orleans, it would be using a strategy of:

Anyone seeking a mate knows it is challenge. Relatives that were once the source of introductions to potential spouses are often not available, especially for immigrants. Add to that the desire for certain visa status and--as in the Indian community--caste, and the pursuit of a spouse grows even more difficult. An estimated 80 percent of all marriages in India are arranged. In the United States the percentage of arranged marriages rate for natives of India drops to 40 percent. Even if the marriage is not arranged, many singles from India look for someone who understands their heritage, tradition, and language. So some Indians turn to matchmakers like Kahanda Kakade who operates Vivah Mela. She personally interviews individuals who have come to her to find a spouse, and she will visit families if asked. -By trying to match Indian immigrants with a potential mate who has similar heritage, tradition, and language, Kakade is engaged in: