Question 1

Describe the characteristics of a service

Accepted Answer

.Intangibility - can't be seen, heard, felt, tasted or smell prior to purchase
. Inseparability - production and consumption occur simultaneously
. Variability - service isn't always the same, variable components
. Perishability - cannot be stored - time sensitive
.Dependent on target audience involvement - cooperative activities

Question 2

Good service organizations do not focus on individual transactions, they

Accepted Answer

A)  work on developing a strong volunteer system 
B)  build long-term relationships 
C)  expand their services 
D)  use differential pricing 
E)  work to increase audience involvement 
A)  work on developing a strong volunteer system 
B)  build long-term relationships 
C)  expand their services 
D)  use differential pricing 
E)  work to increase audience involvement B

Question 3

Describe the levels of the concept of a product

Accepted Answer

.Core product - satisfies wants and needs
.Tangible product - features, styling, quality, packaging and branding
.Augmented product - additional services and benefits

Question 4

A patient going to a psychiatrist for counseling cannot know the result before using the service because

Accepted Answer

A)  there is a product involved 
B)  it is intangible 
C)  it has secondary cues 
D)  all of the above 
E)  none of the above 
A)  there is a product involved 
B)  it is intangible 
C)  it has secondary cues 
D)  all of the above 
E)  none of the above

Question 5

A product mix can be described in terms of its

Accepted Answer

A)  length, height and line 
B)  response function 
C)  brands and features 
D)  length, width and depth 
E)  core, tangible and augmented levels 
A)  length, height and line 
B)  response function 
C)  brands and features 
D)  length, width and depth 
E)  core, tangible and augmented levels

Question 6

The advantage of branding a product is that it

Accepted Answer

A)  differentiates the product from those of competitors 
B)  makes the product more tangible 
C)  changes the core benefit offered 
D)  provide products with a distinctive look or feel 
E)  all of the above 
A)  differentiates the product from those of competitors 
B)  makes the product more tangible 
C)  changes the core benefit offered 
D)  provide products with a distinctive look or feel 
E)  all of the above

Question 7

Using operant resources effectively address which characteristic of services?

Accepted Answer

A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement 
A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement

Question 8

Describe the components of a marketing offer and their implications

Accepted Answer

.Products, services and the target audie

Question 9

A museum that provides wall posters, tape-recorded guides and tours is addressing which characteristic of services?

Accepted Answer

A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement 
A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement

Question 10

Describe the challenges in the design of service offerings

Accepted Answer

.Making the intangible tangible - repres

Question 11

If the target audience is to undertake the action desired by the marketer, the offer must

Accepted Answer

A)  eliminate all the negative consequences 
B)  provide a desired combination of positive and negative consequences in the form of a value proposition 
C)  maintain the status quo 
D)  provide products with the right attributes 
E)  provide a mix of products and services 
A)  eliminate all the negative consequences 
B)  provide a desired combination of positive and negative consequences in the form of a value proposition 
C)  maintain the status quo 
D)  provide products with the right attributes 
E)  provide a mix of products and services

Question 12

Undertaking strategies of differential pricing, reservation systems and charging for missed service appointments address which characteristic of services?

Accepted Answer

A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement 
A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement

Question 13

Undertaking strategies of suggestion boxes, complaint systems and customer surveys address which characteristic of services?

Accepted Answer

A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement 
A)  Intangibility 
B)  Inseparability 
C)  Variability 
D)  Perishability 
E)  Target audience involvement

Question 14

The three levels of the concept of a product are as follows:

Accepted Answer

A)  the product mix, product line and product item 
B)  the features, styling, packaging, and quality 
C)  the core product level, intangible product level and augmented product level 
D)  the core product level, tangible product level and augmented product level 
E)  the product level, the service level and the pure behavior level 
A)  the product mix, product line and product item 
B)  the features, styling, packaging, and quality 
C)  the core product level, intangible product level and augmented product level 
D)  the core product level, tangible product level and augmented product level 
E)  the product level, the service level and the pure behavior level

Question 15

The best way to avoid negative service encounters is through

Accepted Answer

A)  using volunteers 
B)  hiring experienced employees 
C)  internal marketing 
D)  providing quality products 
E)  having a target audience satisfaction program 
A)  using volunteers 
B)  hiring experienced employees 
C)  internal marketing 
D)  providing quality products 
E)  having a target audience satisfaction program

Describe the characteristics of a service

Good service organizations do not focus on individual transactions, they

Describe the levels of the concept of a product

A patient going to a psychiatrist for counseling cannot know the result before using the service because

A product mix can be described in terms of its

The advantage of branding a product is that it

Using operant resources effectively address which characteristic of services?

Describe the components of a marketing offer and their implications

A museum that provides wall posters, tape-recorded guides and tours is addressing which characteristic of services?

Describe the challenges in the design of service offerings

If the target audience is to undertake the action desired by the marketer, the offer must

Undertaking strategies of differential pricing, reservation systems and charging for missed service appointments address which characteristic of services?

Undertaking strategies of suggestion boxes, complaint systems and customer surveys address which characteristic of services?

The three levels of the concept of a product are as follows:

The best way to avoid negative service encounters is through

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters

Exam 8: Managing the Organizationâs Offerings

Describe the characteristics of a service

Good service organizations do not focus on individual transactions, they

Describe the levels of the concept of a product

A patient going to a psychiatrist for counseling cannot know the result before using the service because

A product mix can be described in terms of its

The advantage of branding a product is that it

Using operant resources effectively address which characteristic of services?

Describe the components of a marketing offer and their implications

A museum that provides wall posters, tape-recorded guides and tours is addressing which characteristic of services?

Describe the challenges in the design of service offerings

If the target audience is to undertake the action desired by the marketer, the offer must

Undertaking strategies of differential pricing, reservation systems and charging for missed service appointments address which characteristic of services?

Undertaking strategies of suggestion boxes, complaint systems and customer surveys address which characteristic of services?

The three levels of the concept of a product are as follows:

The best way to avoid negative service encounters is through

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters