Exam 13: Services Marketing

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ____ services.

Because of a service's ____, standardization and quality are difficult to control.

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

Which of the following statements about customer contact in services marketing is false?

Service quality is defined by compliance with a set of specifications.

The necessary interaction between service provider and customer that allows a service to be delivered is called

When service companies change high-contact services into low-contact services, the

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

The continuum of tangibility goes from ____ on one end to ____ on the other end.

High-contact services are very expensive to deliver because they are equipment-intensive.

Due to increased customers' desires for personalization, service providers are using bigger sales forces.

Scenario 13.1 Use the following to answer the questions. The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new Olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all day, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. -Refer to Scenario 13.1. The children who take swimming lessons must be in attendance at the pool during the time of their appointment. The need for the child to be in attendance in order to receive the lesson is an example of the ____ feature of a service, while the need for them to be there at the time of their appointment, represents the ____ feature.

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of

Sales promotion activities of a nonprofit organization may consist of special events such as fund-raising campaigns, telethons, contests, and entertainment.

Explain how the characteristics of services affect the development and management of marketing mixes.

Selecting a convenient location is important to the distribution of a nonprofit service.

Service industries account for ____ of the gross domestic product of most developed nations.