Exam 11: Services Marketing

Susan and Tullia are both buying back-to-school clothes for their children at a neighborhood thrift shop. Tullia has an income of $20,000, while Susan's income is less than $12,000. The thrift store will charge Tullia less for her children's clothes than it will charge Susan. What pricing strategy does this exemplify?

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. Its _____ strategy is based on occupation, geography, and benefits desired.

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. This example illustrates the _____ of services.

The store where Tracy purchased her computer has technicians available who, at no charge, can make minor repairs, upgrade computer memory, and install modems on her computer, etc. on her laptop computer. The repair technicians offer customers a:

A car repair shop attempts to differentiate itself from the other repair shops in town by cleaning the customer's car inside and out for free before it is returned. The cleaning of the car is an example of a(n):

In which of the following situations is it impossible to separate the service from its creator-seller?

What do musicians, magicians, manicurists, and travel agents have in common?

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they were ever taken hostage. Its promotional strategy uses the testimonies of previous customers who have successfully used the techniques they learned at the Spokane center. What type of promotional strategy is being used?

Measuring marketing performance for a nonprofit organization is done simply by looking at its revenues.

Have you ever gone into McDonald's to order a drink and got stuck in line behind someone special ordering 23 meals? This slow service ruined the service experience. McDonald's is planning on installing self-serve ordering devices in its store to help its order takers and to deal with the _____ characteristic of service.

In terms of the promotion mix, the bike enthusiast who speaks at Rotary Clubs to get donations for bike trails to be built along abandoned railroad tracks is engaged in:

The Greater Chicago Food Depository is a food bank that provides free food for 300,000 poor Chicagoans daily. The Chicago Bears that show up weekly as volunteers to help sort more than 50,000 pounds of fruits and vegetables received daily are called its:

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. -Kakade has implemented _____ by only finding matches for Indian immigrants.

A single visit to Stone Mountain State Park costs $3.00. A season pass, which allows you unlimited visits to the park, costs $10 and can be used for 12 months. If Jake makes 10 visits to the park, each visit only costs him $1 if he has the pass. This reduction in price is a form of a:

In its ad, Ponte Vedra Inn and Club uses pictures of its golf courses, its luxury suites, its gorgeous grounds, and its sunny beaches. The resort uses _____ to show the benefits of visiting this resort and as a basis for its promotional strategy.

The U.S. Olympics uses five intertwined circles in all of its promotions to indicate the peaceful coming together of athletes from five different continents. This creation of a service brand is facilitated by:

When Sevan and her family visited the soldiers' graves at Gettysburg, they became part of the National Parks Service's target market called:

Tree removal services, dog grooming establishments, and automatic transmission repair services all provide services that are affected by _____, the fact that services cannot be isolated from their creator- seller.

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

In the pricing of for-profit services,: