Question 1

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Accepted Answer

A) service relationship 
B) professional marketer 
C) high-contact service 
D) heterogeneous service 
E) client-based relationship 
A) service relationship 
B) professional marketer 
C) high-contact service 
D) heterogeneous service 
E) client-based relationship E

Question 2

Because of service perishability, it is difficult to price services in a manner that smoothes fluctuations in demand.

Accepted Answer

A) True 
 B)False  False

Question 3

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

Accepted Answer

A) Heterogeneity 
B) Intangibility 
C) Perishability 
D) Inseparability 
E) Homogeneity 
A) Heterogeneity 
B) Intangibility 
C) Perishability 
D) Inseparability 
E) Homogeneity A

Question 4

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

Accepted Answer

A) heterogeneity 
B) customer contact aspect 
C) intangibility 
D) inseparability 
E) perishability 
A) heterogeneity 
B) customer contact aspect 
C) intangibility 
D) inseparability 
E) perishability

Question 5

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

Accepted Answer

A) news stories. 
B) a webpage. 
C) word of mouth. 
D) newspaper ads. 
E) television ads. 
A) news stories. 
B) a webpage. 
C) word of mouth. 
D) newspaper ads. 
E) television ads.

Question 6

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

Accepted Answer

A) True 
 B)False

Question 7

In nonprofit organizations,

Accepted Answer

A) development of a marketing strategy should focus on the general public. 
B) the direct consumers of the product are the client public. 
C) target markets are defined much more easily. 
D) the techniques used by for-profit organizations to define target markets cannot be applied. 
E) goods are marketed more often than ideas or services. 
A) development of a marketing strategy should focus on the general public. 
B) the direct consumers of the product are the client public. 
C) target markets are defined much more easily. 
D) the techniques used by for-profit organizations to define target markets cannot be applied. 
E) goods are marketed more often than ideas or services.

Question 8

Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication. The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance. In other words, potential customers are most concerned about

Accepted Answer

A) reliability. 
B) assurance. 
C) responsiveness. 
D) tangibles. 
E) empathy. 
A) reliability. 
B) assurance. 
C) responsiveness. 
D) tangibles. 
E) empathy.

Question 9

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers. In addition to consumers, an important secondary audience for these ads is (are)

Accepted Answer

A) the FAA. 
B) airline competitors. 
C) bus line customers. 
D) American Airlines employees. 
E) American Airlines shareholders. 
A) the FAA. 
B) airline competitors. 
C) bus line customers. 
D) American Airlines employees. 
E) American Airlines shareholders.

Question 10

Nonprofit organizations deal with ideas and services more often than with goods.

Accepted Answer

A) True 
 B)False

Question 11

The education a student gets is an example of the intangibility of services.

Accepted Answer

A) True 
 B)False

Question 12

All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.

Accepted Answer

The answer of All services suffer from heterogeneity. Explain this...

Question 13

Services are usually provided through ____ directed at people or objects.

Accepted Answer

A) tangible and intangible products 
B) physical labor 
C) the application of human or mechanical efforts 
D) ideas and other intangible efforts 
E) knowledge and technology 
A) tangible and intangible products 
B) physical labor 
C) the application of human or mechanical efforts 
D) ideas and other intangible efforts 
E) knowledge and technology

Question 14

Zach has just opened Tri-State Partners and has the need for several business services from other companies. Which of the following is most likely to be considered a service product for Zach's business?

Accepted Answer

A) Housecleaning 
B) Parking lot maintenance 
C) Computer software 
D) Coffeepot for employees 
E) Uniforms 
A) Housecleaning 
B) Parking lot maintenance 
C) Computer software 
D) Coffeepot for employees 
E) Uniforms

Question 15

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

Accepted Answer

A) because the concert is not tangible, customers will have a difficult time judging its quality in advance. 
B) the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. 
C) a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. 
D) that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again. 
E) that each concert is different and customers will miss a unique experience if they are not present at the concert. 
A) because the concert is not tangible, customers will have a difficult time judging its quality in advance. 
B) the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. 
C) a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. 
D) that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again. 
E) that each concert is different and customers will miss a unique experience if they are not present at the concert.

Question 16

The intangibility aspect of a service means that

Accepted Answer

A) there is a lack of perceived quality compared to a tangible good. 
B) unused capacity cannot be stockpiled or inventoried for later use. 
C) consumers may have a problem evaluating service offerings. 
D) services are not produced at the same time they are consumed. 
E) services are not labor-intensive. 
A) there is a lack of perceived quality compared to a tangible good. 
B) unused capacity cannot be stockpiled or inventoried for later use. 
C) consumers may have a problem evaluating service offerings. 
D) services are not produced at the same time they are consumed. 
E) services are not labor-intensive.

Question 17

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

Accepted Answer

A) True 
 B)False

Question 18

Explain the role of promises and trust in the successful marketing of a service.

Accepted Answer

The answer of Explain the role of promises and trust...

Question 19

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

Accepted Answer

A) True 
 B)False

Question 20

Jack and Amy are purchasing their first home and have certain expectations for the mortgage company with which they are working. After a long series of "unexplainable" delays, Jack and Amy become very frustrated and decide to stay in their apartment at least another year. The mortgage company failed to provide service within Jack and Amy's

Accepted Answer

A) specifications. 
B) desired responsiveness. 
C) perceptions of quality. 
D) service acceptance. 
E) zone of tolerance. 
A) specifications. 
B) desired responsiveness. 
C) perceptions of quality. 
D) service acceptance. 
E) zone of tolerance.

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Because of service perishability, it is difficult to price services in a manner that smoothes fluctuations in demand.

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

In nonprofit organizations,

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers. In addition to consumers, an important secondary audience for these ads is (are)

Nonprofit organizations deal with ideas and services more often than with goods.

The education a student gets is an example of the intangibility of services.

All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.

Services are usually provided through ____ directed at people or objects.

Zach has just opened Tri-State Partners and has the need for several business services from other companies. Which of the following is most likely to be considered a service product for Zach's business?

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

The intangibility aspect of a service means that

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

Explain the role of promises and trust in the successful marketing of a service.

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 13: Services Marketing

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Because of service perishability, it is difficult to price services in a manner that smoothes fluctuations in demand.

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

In nonprofit organizations,

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers. In addition to consumers, an important secondary audience for these ads is (are)

Nonprofit organizations deal with ideas and services more often than with goods.

The education a student gets is an example of the intangibility of services.

All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.

Services are usually provided through ____ directed at people or objects.

Zach has just opened Tri-State Partners and has the need for several business services from other companies. Which of the following is most likely to be considered a service product for Zach's business?

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

The intangibility aspect of a service means that

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

Explain the role of promises and trust in the successful marketing of a service.

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters