Exam 13: Services Marketing

Select a familiar nonprofit organization, and describe its target market and marketing mix.

Which of the following services falls closest to the middle of the tangibility continuum?

Customers seldom rely on the price-quality associations.

How do the target markets of nonprofit organizations differ from the target markets of for-profit organizations?

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many ____ qualities.

Goods can be defined in terms of their physical attributes, but services cannot because they are intangible.

Marketers of services must deal with the challenges of balancing supply and demand and planning for peak and off-peak times. What characteristic of services creates these challenges?

As Stan and Anna Walicki meet with the account representative at Landmark Bank, they are shown a sample of what their monthly statement will look like. Providing such sample documents allows Landmark to add tangibility to which of the following service qualities?

The growth of business services is largely attributed to

Tina, a waitress at the Riverfront Grill, is angry that a customer complained that his soup was cold because of her slow service. Riverfront owner Max Griffin reminds her that she must focus on service quality as defined by

If a nonsmoker dines in a restaurant without a no-smoking section, then the overall quality of service experienced by the nonsmoking customer probably declines. This is an example of which of the following service characteristics?

Services are products that can be touched and felt.

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

Demand-based pricing most closely relates to the ____ of services.

Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

A hairstylist that gives good haircuts in the morning but tends to give haircuts of lesser quality in the afternoon is suffering from the challenges associated with intangibility.

Service industries account for less than 50 percent of the U.S. gross domestic product.

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?

Jason Robinson, a dentist, finds that he is not bringing in enough revenue to cover his expenses. He would like to schedule more patients, but he finds that in almost every time slot, he is seeing an existing patient. Jason's difficulty in expanding his practice involves the aspect of service called