Exam 13: Services Marketing

Because practically all marketers provide some services, ____ typically do not exist in today's business environment.

Service providers must adjust their behavior to buyer expectations to improve quality.

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

Client-based relationships are least likely to be developed by

Select the true statement regarding nonprofit marketing.

Which is the most typical distribution channel used in nonprofit organizations?

Segmentation concepts and techniques used to segment and identify target markets are not applicable to reaching nonprofit target markets.

Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

The intangible nature of services often leads customers to use prices as a measuring tool for quality.

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

Pinpointing a target market should be done only after the selection of a marketing mix.

Tangible attributes such as color, style, size, feel, or fit that can be evaluated prior to purchase are known as search qualities.

Services can involve both human and mechanical efforts.

There is no way to combat the supply-demand problem associated with the perishability of services.

State and local government regulations do not affect the pricing of services.

Credence qualities are attributes, such as taste, satisfaction, or pleasure, which can be assessed only during the purchase and consumption of a service.

Government has no control over service prices charged.

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. One of Maya's staff suggested that they offer senior citizens a free month of membership for every person they recommended to the "Y." This particular form of promotion would be designed to

Demand-based pricing relies on information concerning peak demand times and off-peak demand times.

Financial price-an exact dollar amount-may or may not be charged for a nonprofit product.