Question 1

Which of the following is not a service product?

Accepted Answer

A) Justin Bieber concert 
B) Flight on Southwest Airlines 
C) A 100 percent service satisfaction guarantee 
D) Overnight stay at Holiday Inn Express 
E) Dry cleaning of a suit 
A) Justin Bieber concert 
B) Flight on Southwest Airlines 
C) A 100 percent service satisfaction guarantee 
D) Overnight stay at Holiday Inn Express 
E) Dry cleaning of a suit

Question 2

What should marketers do to promote the consistency and reliability of their services most effectively?

Accepted Answer

A) Limit the number of employees in their organization 
B) Train employees and develop standard procedures for dealing with customers 
C) Encourage employees to be creative in solving customer issues and complaints 
D) Perform as much of the service as possible before the customer arrives 
E) Require employees to be shining, happy people all day long 
A) Limit the number of employees in their organization 
B) Train employees and develop standard procedures for dealing with customers 
C) Encourage employees to be creative in solving customer issues and complaints 
D) Perform as much of the service as possible before the customer arrives 
E) Require employees to be shining, happy people all day long

Question 3

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Accepted Answer

A) heterogeneity 
B) unpredictability 
C) inseparability 
D) intangibility 
E) perishability 
A) heterogeneity 
B) unpredictability 
C) inseparability 
D) intangibility 
E) perishability

Question 4

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

Accepted Answer

A) True 
 B)False

Question 5

A small private college in Tennessee paid a large sum of money to a marketing firm to study the college's current marketing strategy and help develop new strategies for attracting students. The college is having a difficult time evaluating the effectiveness of the marketing firm's work because this type of service has many

Accepted Answer

A) search qualities. 
B) undefined parameters. 
C) credence qualities. 
D) experience qualities. 
E) unknown results. 
A) search qualities. 
B) undefined parameters. 
C) credence qualities. 
D) experience qualities. 
E) unknown results.

Question 6

Any service provider that offers time-sensitive services receives most of its revenue during

Accepted Answer

A) peak demand. 
B) heavy use time. 
C) the off-season. 
D) preferred demand. 
E) customer contact time. 
A) peak demand. 
B) heavy use time. 
C) the off-season. 
D) preferred demand. 
E) customer contact time.

Question 7

There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and

Accepted Answer

A) credibility. 
B) experience within industry. 
C) responsibility. 
D) employee empathy. 
E) product knowledge. 
A) credibility. 
B) experience within industry. 
C) responsibility. 
D) employee empathy. 
E) product knowledge.

Question 8

Surveys, focus groups, and customer comment cards are all methods used by service companies to

Accepted Answer

A) understand customer needs and expectations. 
B) set service quality specifications. 
C) establish guidelines for employee performance. 
D) manage service expectations. 
E) control service intangibility. 
A) understand customer needs and expectations. 
B) set service quality specifications. 
C) establish guidelines for employee performance. 
D) manage service expectations. 
E) control service intangibility.

Question 9

Which of the following factors have contributed the least to the growth of services in the U.S. economy?

Accepted Answer

A) Increased interest in travel and entertainment 
B) Increased number of women in the workforce 
C) Increased proportion of older people in the United States 
D) Increased interest of Americans in fitness and recreation 
E) Increased number of high-tech goods 
A) Increased interest in travel and entertainment 
B) Increased number of women in the workforce 
C) Increased proportion of older people in the United States 
D) Increased interest of Americans in fitness and recreation 
E) Increased number of high-tech goods

Question 10

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Accepted Answer

A) the success of its business. 
B) the intangibility of its service. 
C) the tastes of its management. 
D) the inseparability of its agents and customers. 
E) the quality of its services. 
A) the success of its business. 
B) the intangibility of its service. 
C) the tastes of its management. 
D) the inseparability of its agents and customers. 
E) the quality of its services.

Question 11

Describe how nonprofit marketing differs from for-profit marketing.

Accepted Answer

The answer of Describe how nonprofit marketing differs from for-profit...

Question 12

Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

Accepted Answer

A) True 
 B)False

Question 13

What are the three primary ways that marketers deliver services?

Accepted Answer

A) Over the phone, online, or in-person 
B) Continuously, periodically, or on demand 
C) At the customer's home, in-person, or by telecommunications 
D) Through service centers, delivery vehicles, or the mail 
E) Service facilities, customer's home, or from a distance 
A) Over the phone, online, or in-person 
B) Continuously, periodically, or on demand 
C) At the customer's home, in-person, or by telecommunications 
D) Through service centers, delivery vehicles, or the mail 
E) Service facilities, customer's home, or from a distance

Question 14

Any human or mechanical effort that adds value to a product is called

Accepted Answer

A) a service. 
B) an intangible. 
C) overhead. 
D) customer service. 
E) service marketing. 
A) a service. 
B) an intangible. 
C) overhead. 
D) customer service. 
E) service marketing.

Question 15

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

Accepted Answer

A) Customers often use price as an indicator of quality, and Safe wants to be seen as a low-quality provider. 
B) This type of advertising makes insurance more tangible to the customer. 
C) Safe wants to reassure customers that they provide the highest level of service quality available. 
D) Because market conditions limit prices on auto insurance, Safe uses this approach to gain customers. 
E) For some services, customers look for the low-cost provider, which is what Safe claims to be. 
A) Customers often use price as an indicator of quality, and Safe wants to be seen as a low-quality provider. 
B) This type of advertising makes insurance more tangible to the customer. 
C) Safe wants to reassure customers that they provide the highest level of service quality available. 
D) Because market conditions limit prices on auto insurance, Safe uses this approach to gain customers. 
E) For some services, customers look for the low-cost provider, which is what Safe claims to be.

Question 16

Carlos is speaking to his brother about the interaction he had today with one of his clients. Since he is referring to his customer as a client, Carlos is most likely a(an)___

Accepted Answer

A) Funeral director 
B) House painter 
C) Masseur 
D) Dry cleaner 
E) Auto repairman 
A) Funeral director 
B) House painter 
C) Masseur 
D) Dry cleaner 
E) Auto repairman

Question 17

In service marketing, the most important link to the customer is

Accepted Answer

A) effective advertising. 
B) good word-of-mouth communication. 
C) well-trained contact employees. 
D) the tangible aspects of the service. 
E) exceptional service quality. 
A) effective advertising. 
B) good word-of-mouth communication. 
C) well-trained contact employees. 
D) the tangible aspects of the service. 
E) exceptional service quality.

Question 18

Tutors, attorneys, and consultants are most likely to price their services based on ____, while auto repair, hair stylists, and house painters are likely to price their services based on ___.

Accepted Answer

A) functions performed; time 
B) time; functions performed 
C) objectives accomplished; time 
D) demand; objectives accomplished 
E) time; demand-based pricing. 
A) functions performed; time 
B) time; functions performed 
C) objectives accomplished; time 
D) demand; objectives accomplished 
E) time; demand-based pricing.

Question 19

The marketing mix strategy of a nonprofit organization should be developed to restrict alternatives.

Accepted Answer

A) True 
 B)False

Question 20

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

A) customize their services to meet unique individual needs. 
B) hold down the cost of providing services to customers. 
C) create standardized packages that will appeal to many customers. 
D) offer the same service as all of their competitors. 
E) develop relationship marketing with their customers. 
A) customize their services to meet unique individual needs. 
B) hold down the cost of providing services to customers. 
C) create standardized packages that will appeal to many customers. 
D) offer the same service as all of their competitors. 
E) develop relationship marketing with their customers.

Which of the following is not a service product?

What should marketers do to promote the consistency and reliability of their services most effectively?

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

Any service provider that offers time-sensitive services receives most of its revenue during

There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and

Surveys, focus groups, and customer comment cards are all methods used by service companies to

Which of the following factors have contributed the least to the growth of services in the U.S. economy?

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Describe how nonprofit marketing differs from for-profit marketing.

Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

What are the three primary ways that marketers deliver services?

Any human or mechanical effort that adds value to a product is called

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

Carlos is speaking to his brother about the interaction he had today with one of his clients. Since he is referring to his customer as a client, Carlos is most likely a(an)___

In service marketing, the most important link to the customer is

Tutors, attorneys, and consultants are most likely to price their services based on __, while auto repair, hair stylists, and house painters are likely to price their services based on _.

The marketing mix strategy of a nonprofit organization should be developed to restrict alternatives.

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 13: Services Marketing

Which of the following is not a service product?

What should marketers do to promote the consistency and reliability of their services most effectively?

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

Any service provider that offers time-sensitive services receives most of its revenue during

There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and

Surveys, focus groups, and customer comment cards are all methods used by service companies to

Which of the following factors have contributed the least to the growth of services in the U.S. economy?

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Describe how nonprofit marketing differs from for-profit marketing.

Marketing attempts only to provide a body of knowledge and concepts to help further an organization's goals.

What are the three primary ways that marketers deliver services?

Any human or mechanical effort that adds value to a product is called

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

Carlos is speaking to his brother about the interaction he had today with one of his clients. Since he is referring to his customer as a client, Carlos is most likely a(an)___

In service marketing, the most important link to the customer is

Tutors, attorneys, and consultants are most likely to price their services based on ____, while auto repair, hair stylists, and house painters are likely to price their services based on ___.

The marketing mix strategy of a nonprofit organization should be developed to restrict alternatives.

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Tutors, attorneys, and consultants are most likely to price their services based on __, while auto repair, hair stylists, and house painters are likely to price their services based on _.