Exam 13: Services Marketing

Attributes which are assessed only during the consumption of a service are called

The response that a nonprofit organization desires from its target market or public may be a change in values, financial contributions, or the donation of services.

The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called

Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____.

Julianne is planning her upcoming wedding later this year. She has made a list of all the expenses which will be required for the wedding she has planned. Which of the following is not one of the service products associated with Julianne's wedding?

Customers are the ultimate judges of good service quality.

When a customer takes part in the production of a service, other customers can affect the outcome of the service.

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

Which of the following is the best example of a high-contact service?

Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

Children with muscular dystrophy who receive treatments developed through research programs funded by MDA represent ____ for this charitable organization.

Scenario 13.2 Use the following to answer the questions. Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. -Refer to Scenario 13.2. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service.

According to the text, the direct consumers of a nonprofit organization's ideas or services are called its ____ public.

Training of employees is less important for high-contact services than it is for low-contact services.

Service activities are time-dependent, meaning that the service must be provided at a point in time when customers want to use it. This point in time is also known as

Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

The concept of opportunity cost is important in determining the price paid by an individual for a nonprofit product.

In general, differences between goods and services are determined by the