Exam 13: Services Marketing

When Prize Pet Grooming offers pet owners who recommend the business to a friend $10 off their next grooming bill, it is a program designed primarily to

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

The marketing channels for services are usually

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

Distribution of services is often more direct, even if the customer must go to the service provider's facilities.

Identify and discuss the four factors that affect the delivery of service quality. How can service marketers use these factors to their advantage?

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

What dimensions do customers use to evaluate service quality?

Which of the following countries was the world's first service economy?

In a nonprofit organization, the direct consumers of the product are called donor publics and indirect consumers are called client publics.

Services are highly perishable and cannot be inventoried for future use.

Client-based relationships are most likely to be developed by

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. Martin, one of the staff members at the YMCA, suggested that the "Y" offer discounted memberships to senior citizens over the age of 65; however, they could only use the facility between the hours of 9:00 am and 4:00 pm. Martin's plan is most likely addressing the issue with ____, and relates to the ____ characteristic of services.

Which of the following service providers are most likely to use demand-based pricing?

Discuss the importance of services in the U.S. economy, and explain the growth of services in our economy.

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price, distribution, and promotion.

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Using appointments or reservations for scheduling delivery of services is an attempt to address the ____ characteristic of services.

How does the marketing mix (product, price, distribution, and promotion) differ in nonprofit marketing?

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.