Question 1

Recently,many nonprofit organizations such as the American Red Cross

Accepted Answer

A) have found marketing practices to be counterproductive. 
B) began using marketing activities to improve profits. 
C) could not afford marketing activities. 
D) thought that marketing activities would create excess demand. 
E) have used marketing to develop advertising and other promotional campaigns. 
A) have found marketing practices to be counterproductive. 
B) began using marketing activities to improve profits. 
C) could not afford marketing activities. 
D) thought that marketing activities would create excess demand. 
E) have used marketing to develop advertising and other promotional campaigns.

Question 2

A situation that occurs when a service provider is available but there is no demand is referred to as

Accepted Answer

A) off-peak pricing. 
B) idle production capacity. 
C) static demand. 
D) capacity management. 
E) excess inventory. 
A) off-peak pricing. 
B) idle production capacity. 
C) static demand. 
D) capacity management. 
E) excess inventory.

Question 3

Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food.When he arrived at his destination,he was impressed with the menu posted outside the door and decided to go in.He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands.The food was beautifully presented,the rice was the perfect texture and temperature,and the fish was fresh and delicious.Halfway thought the meal,he excused himself to go to the restroom.It was clean,but the paper towel dispenser was empty.He returned to his table,finished his meal,and paid his check.The hostess said good-bye and asked him to return.The first point in his customer contact audit was

Accepted Answer

A) searching yellowpages.com. 
B) reading the menu on the door. 
C) being greeted by the hostess. 
D) being seated at his table. 
E) receiving his meal. 
A) searching yellowpages.com. 
B) reading the menu on the door. 
C) being greeted by the hostess. 
D) being seated at his table. 
E) receiving his meal.

Question 4

Beth is a well-liked primary care doctor.Her patients comment on her great listening skills and the gentle but firm way she gives them advice.She even relates personal stories to encourage them to improve their own health.Here,Beth exhibits which service quality dimension?

Accepted Answer

A) assurance 
B) tangibility 
C) empathy 
D) reliability 
E) credibility 
A) assurance 
B) tangibility 
C) empathy 
D) reliability 
E) credibility

Question 5

All of the following are true about the price element of services except which?

Accepted Answer

A) Price can be referred to in a variety of terms. 
B) Price can affect consumer perceptions of the service. 
C) Price can be kept consistent through the use of off-peak pricing. 
D) Price can be used in capacity management. 
E) Price can be used in services to imply a higher quality. 
A) Price can be referred to in a variety of terms. 
B) Price can affect consumer perceptions of the service. 
C) Price can be kept consistent through the use of off-peak pricing. 
D) Price can be used in capacity management. 
E) Price can be used in services to imply a higher quality.

Question 6

The actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as

Accepted Answer

A) process. 
B) procedure. 
C) productivity. 
D) protocol. 
E) plan. 
A) process. 
B) procedure. 
C) productivity. 
D) protocol. 
E) plan.

Question 7

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as a(n)

Accepted Answer

A) promotion. 
B) advertisement. 
C) press release. 
D) cooperative advertisement. 
E) public service announcement. 
A) promotion. 
B) advertisement. 
C) press release. 
D) cooperative advertisement. 
E) public service announcement.

Question 8

Which of the following statements about services is most accurate?

Accepted Answer

A) Whether tangible or intangible,the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
B) Although a major contributor to GDP nationally,services play only a minor role in GDP on a global scale. 
C) Exports of services is one of the few areas in which the United States has a trade surplus. 
D) Very few jobs in the United States are in the services sector. 
E) There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products. 
A) Whether tangible or intangible,the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
B) Although a major contributor to GDP nationally,services play only a minor role in GDP on a global scale. 
C) Exports of services is one of the few areas in which the United States has a trade surplus. 
D) Very few jobs in the United States are in the services sector. 
E) There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.

Question 9

Which generational cohort appreciates the opportunity to engage in collaborative consumption,also known as peer-to-peer sharing or the sharing economy?

Accepted Answer

A) Generation Y 
B) millennials 
C) baby boomers 
D) Generation Z 
E) Generation X 
A) Generation Y 
B) millennials 
C) baby boomers 
D) Generation Z 
E) Generation X

Question 10

How is inventory of services different from that of products?

Accepted Answer

A) Time is less important to customers of services than customers of products. 
B) Only service inventory can be reduced through more efficient movement of products. 
C) There are larger costs associated with the handling of service inventory. 
D) Unlike goods providers,the service provider is often unavailable when there is a demand for the service. 
E) Service inventory costs are related to idle production capacity rather than storage or perishability. 
A) Time is less important to customers of services than customers of products. 
B) Only service inventory can be reduced through more efficient movement of products. 
C) There are larger costs associated with the handling of service inventory. 
D) Unlike goods providers,the service provider is often unavailable when there is a demand for the service. 
E) Service inventory costs are related to idle production capacity rather than storage or perishability.

Question 11

The Susan G.Komen organization has used ________,in addition to its familiar walks and races,to raise more than $2 billion for breast cancer research.

Accepted Answer

A) social marketing 
B) private donations 
C) sales promotion campaigns 
D) green marketing programs 
E) sharing of resources 
A) social marketing 
B) private donations 
C) sales promotion campaigns 
D) green marketing programs 
E) sharing of resources

Question 12

Because services tend to be a(n)________ rather than an object,they are much more difficult for consumers to evaluate.

Accepted Answer

A) opportunity 
B) good 
C) risk 
D) decision 
E) performance 
A) opportunity 
B) good 
C) risk 
D) decision 
E) performance

Question 13

For Merrill Lynch,it is possible to minimize ________ by having its financial advisors compensated through commissions.

Accepted Answer

A) shrinkage 
B) seasonal absenteeism 
C) economic recessions 
D) derived demand 
E) inventory carrying costs 
A) shrinkage 
B) seasonal absenteeism 
C) economic recessions 
D) derived demand 
E) inventory carrying costs

Question 14

Alana operates a wedding preparation service that helps brides-to-be in the planning of their weddings.To maintain a quality image and a standardized offering,Alana provides extensive training for each of her employees.What unique aspect of services is Alana trying to address?

Accepted Answer

A) impressionability 
B) intangibility 
C) inconsistency 
D) inseparability 
E) uniqueness of the service 
A) impressionability 
B) intangibility 
C) inconsistency 
D) inseparability 
E) uniqueness of the service

Question 15

What type of organization is the U.S.Forest Service,which manages our national park system?

Accepted Answer

A) It is a privately-owned firm. 
B) It is a government-sponsored service. 
C) It is a good-dominate organization on the service continuum. 
D) It is an organization that does not experience idle production capacity. 
E) Capacity management is not an issue for this organization. 
A) It is a privately-owned firm. 
B) It is a government-sponsored service. 
C) It is a good-dominate organization on the service continuum. 
D) It is an organization that does not experience idle production capacity. 
E) Capacity management is not an issue for this organization.

Question 16

A local band performed on campus during a pre-graduation party.The students enjoyed the performance,and some of them were interested enough to buy tickets to see another show at a club downtown.But when they went to that concert,the quality of the performance was much poorer than they had heard and seen on campus.The students' disappointment was the direct result of which characteristic of services?

Accepted Answer

A) inconsistency 
B) impressionability 
C) intangibility 
D) invisibility 
E) uniqueness of the service 
A) inconsistency 
B) impressionability 
C) intangibility 
D) invisibility 
E) uniqueness of the service

Question 17

Which of the following is a government agency that provides a service?

Accepted Answer

A) March of Dimes 
B) American Red Cross 
C) Home Depot 
D) United States Postal Service 
E) Chase Bank 
A) March of Dimes 
B) American Red Cross 
C) Home Depot 
D) United States Postal Service 
E) Chase Bank

Question 18

An airline's load factor refers to

Accepted Answer

A) the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile. 
B) the percentage of empty seats on a plane compared to its total capacity. 
C) the percentage of available seats flown one mile occupied by a paying customer. 
D) the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows." 
E) the total of all paid seats plus all luggage overcharges and all purchased beverages,meals,and other amenities or additional services,per flight. 
A) the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile. 
B) the percentage of empty seats on a plane compared to its total capacity. 
C) the percentage of available seats flown one mile occupied by a paying customer. 
D) the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows." 
E) the total of all paid seats plus all luggage overcharges and all purchased beverages,meals,and other amenities or additional services,per flight.

Question 19

Service providers use tools such as ________,which consists of charging different prices for different times of the day or during different days of the week,to manage the variations in demand for their services.

Accepted Answer

A) scale pricing 
B) capacity pricing 
C) down-time pricing 
D) off-peak pricing 
E) fraction pricing 
A) scale pricing 
B) capacity pricing 
C) down-time pricing 
D) off-peak pricing 
E) fraction pricing

Question 20

Most services have a limited capacity due to the ________ of the service from the service provider and the perishable nature of the service.

Accepted Answer

A) inventory 
B) inconsistency 
C) intangibility 
D) information 
E) inseparability 
A) inventory 
B) inconsistency 
C) intangibility 
D) information 
E) inseparability

Exam 12: Services Marketing

Recently,many nonprofit organizations such as the American Red Cross

A situation that occurs when a service provider is available but there is no demand is referred to as

Beth is a well-liked primary care doctor.Her patients comment on her great listening skills and the gentle but firm way she gives them advice.She even relates personal stories to encourage them to improve their own health.Here,Beth exhibits which service quality dimension?

All of the following are true about the price element of services except which?

The actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as a(n)

Which of the following statements about services is most accurate?

Which generational cohort appreciates the opportunity to engage in collaborative consumption,also known as peer-to-peer sharing or the sharing economy?

How is inventory of services different from that of products?

The Susan G.Komen organization has used ________,in addition to its familiar walks and races,to raise more than $2 billion for breast cancer research.

Because services tend to be a(n)________ rather than an object,they are much more difficult for consumers to evaluate.

For Merrill Lynch,it is possible to minimize ________ by having its financial advisors compensated through commissions.

Alana operates a wedding preparation service that helps brides-to-be in the planning of their weddings.To maintain a quality image and a standardized offering,Alana provides extensive training for each of her employees.What unique aspect of services is Alana trying to address?

What type of organization is the U.S.Forest Service,which manages our national park system?

Which of the following is a government agency that provides a service?

An airline's load factor refers to

Service providers use tools such as ________,which consists of charging different prices for different times of the day or during different days of the week,to manage the variations in demand for their services.

Most services have a limited capacity due to the ________ of the service from the service provider and the perishable nature of the service.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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