Question 1

The new sharing economy consists of all of the following except which?

Accepted Answer

A) outsourcing small jobs in a local neighborhood 
B) helping people rent products,tools,and bicycles rather than purchase them 
C) renting extra space in a driveway 
D) peer-to-peer car-sharing 
E) selling theatre tickets for half off for day-of performances 
A) outsourcing small jobs in a local neighborhood 
B) helping people rent products,tools,and bicycles rather than purchase them 
C) renting extra space in a driveway 
D) peer-to-peer car-sharing 
E) selling theatre tickets for half off for day-of performances

Question 2

The use of brand names is especially important for services because of which unique characteristic of services?

Accepted Answer

A) inventory costs 
B) inseparability 
C) inconsistency 
D) invisibility 
E) intangibility 
A) inventory costs 
B) inseparability 
C) inconsistency 
D) invisibility 
E) intangibility

Question 3

According to the service continuum,which of the following offerings has the highest level of intangibility?

Accepted Answer

A) tailored suit 
B) advertising agency 
C) tutoring service 
D) fast-food restaurant 
E) salt 
A) tailored suit 
B) advertising agency 
C) tutoring service 
D) fast-food restaurant 
E) salt

Question 4

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Accepted Answer

A) process 
B) place 
C) physical environment 
D) productivity 
E) product 
A) process 
B) place 
C) physical environment 
D) productivity 
E) product

Question 5

Sterile Feral,Inc. ,is a nonprofit organization that catches wild or stray cats.It then neuters,vaccinates,and releases them.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help it

Accepted Answer

A) receive additional government funding. 
B) expand its business to stray dogs. 
C) maintain its nonprofit status. 
D) better serve its donors in order to achieve its goals. 
E) compete with other similar organizations. 
A) receive additional government funding. 
B) expand its business to stray dogs. 
C) maintain its nonprofit status. 
D) better serve its donors in order to achieve its goals. 
E) compete with other similar organizations.

Question 6

Outward Bound uses marketing to help achieve its goals.As a service,it can be classified as

Accepted Answer

A) a nonprofit organization. 
B) a for-profit organization. 
C) equipment-based. 
D) a business firm. 
E) a governmental agency. 
A) a nonprofit organization. 
B) a for-profit organization. 
C) equipment-based. 
D) a business firm. 
E) a governmental agency.

Question 7

The less-expensive matinee movie pricing offered on shows prior to 4 p.m.is an example of

Accepted Answer

A) price lining. 
B) price differentiation. 
C) off-peak pricing. 
D) bait-and-switch pricing. 
E) idle production pricing. 
A) price lining. 
B) price differentiation. 
C) off-peak pricing. 
D) bait-and-switch pricing. 
E) idle production pricing.

Question 8

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations;tangible products have ________ properties,whereas services have ________ properties.

Accepted Answer

A) consistent;inconsistent 
B) search;experience 
C) inconsistent;consistent 
D) experience;search 
E) gap;encounter 
A) consistent;inconsistent 
B) search;experience 
C) inconsistent;consistent 
D) experience;search 
E) gap;encounter

Question 9

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment.They know from experience that such public holidays usually have high rates of accidents.For the hospital's business office,the lower demand for the emergency room services means

Accepted Answer

A) a break in the service continuum. 
B) its services are no longer tangible. 
C) its services can be separated from the staff. 
D) the hospital has idle production capacity. 
E) an opportunity for gap analysis. 
A) a break in the service continuum. 
B) its services are no longer tangible. 
C) its services can be separated from the staff. 
D) the hospital has idle production capacity. 
E) an opportunity for gap analysis.

Question 10

With respect to social marketing,nonprofit organizations should do all of the following except which?

Accepted Answer

A) use social media that allow the use of digital photos,video,and gaming skills 
B) allow people to feel like they are doing something 
C) restrict the sharing of information,such as allowing people to share personal stories,due to privacy concerns 
D) have metrics to assess the effectiveness of its social media activities 
E) understand what motivates people to take up causes 
A) use social media that allow the use of digital photos,video,and gaming skills 
B) allow people to feel like they are doing something 
C) restrict the sharing of information,such as allowing people to share personal stories,due to privacy concerns 
D) have metrics to assess the effectiveness of its social media activities 
E) understand what motivates people to take up causes

Question 11

Consumers can easily evaluate shoes,jewelry,and skis before making a purchase so they have ________ properties.On the other hand,consumers can evaluate services such as restaurants,ski instructors,and tanning salons only during or after their purchase,meaning these products have ________ properties.

Accepted Answer

A) consistent;inconsistent 
B) search;experience 
C) inconsistent;consistent 
D) experience;search 
E) gap;encounter 
A) consistent;inconsistent 
B) search;experience 
C) inconsistent;consistent 
D) experience;search 
E) gap;encounter

Question 12

Service firms can manage their physical environment to influence customers' perceptions through

Accepted Answer

A) service delivery management. 
B) relationship management. 
C) customer experience management. 
D) exposure management. 
E) impression management. 
A) service delivery management. 
B) relationship management. 
C) customer experience management. 
D) exposure management. 
E) impression management.

Question 13

Identify and describe how the LA Galaxy uses the seven Ps of services marketing in its marketing program.

Accepted Answer

Each of the seven Ps of services marketi

Question 14

The entire sequence of steps in the service delivery process is known as

Accepted Answer

A) a service routine. 
B) customer access points. 
C) service path-analysis. 
D) a service encounter. 
E) the wheel of services. 
A) a service routine. 
B) customer access points. 
C) service path-analysis. 
D) a service encounter. 
E) the wheel of services.

Question 15

All of the following comprise the seven Ps of services marketing except which?

Accepted Answer

A) product 
B) process 
C) profitability 
D) people 
E) physical environment 
A) product 
B) process 
C) profitability 
D) people 
E) physical environment

Question 16

Based on marketing research with employees,customers,and hosts around the world,Airbnb developed its current strategy,which centers around

Accepted Answer

A) providing free one-night stays as a way to hook discount travelers. 
B) limiting travel destinations to those with enough entertainment venues to warrant subsequent visits. 
C) expanding its offerings to include shared transportation options for frequent travelers. 
D) hosts that do not simply offer their spaces as rentals but work hard to offer unique experiences. 
E) rapid expansion in rural areas that do not have traditional hotels. 
A) providing free one-night stays as a way to hook discount travelers. 
B) limiting travel destinations to those with enough entertainment venues to warrant subsequent visits. 
C) expanding its offerings to include shared transportation options for frequent travelers. 
D) hosts that do not simply offer their spaces as rentals but work hard to offer unique experiences. 
E) rapid expansion in rural areas that do not have traditional hotels.

Question 17

Capacity management refers to

Accepted Answer

A) integrating the service component of the marketing mix with efforts to influence consumer demand. 
B) when the service provider is available but there is no demand. 
C) charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. 
D) the practice of changing prices for services in real time in response to supply and demand conditions. 
E) the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent. 
A) integrating the service component of the marketing mix with efforts to influence consumer demand. 
B) when the service provider is available but there is no demand. 
C) charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. 
D) the practice of changing prices for services in real time in response to supply and demand conditions. 
E) the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.

Question 18

Tuition,charges,fares,fees,and rates are all terms

Accepted Answer

A) given to the tangible portion of the price of a service. 
B) that are interchangeable when identifying the price of a service. 
C) given to the intangible portion of the price of a service. 
D) given to describe the price of services. 
E) used in services to imply a higher quality product than the terms cost or price. 
A) given to the tangible portion of the price of a service. 
B) that are interchangeable when identifying the price of a service. 
C) given to the intangible portion of the price of a service. 
D) given to describe the price of services. 
E) used in services to imply a higher quality product than the terms cost or price.

Question 19

The range of offerings from the tangible to the intangible,or product-dominant to service-dominant,is referred to as the

Accepted Answer

A) service continuum. 
B) product continuum. 
C) tangibility line. 
D) inseparability span. 
E) customer contact audit. 
A) service continuum. 
B) product continuum. 
C) tangibility line. 
D) inseparability span. 
E) customer contact audit.

Question 20

A concierge company performs everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these tasks.The clients can evaluate the services provided

Accepted Answer

A) only before they are purchased. 
B) in the same fashion as tangible goods. 
C) more easily than evaluating tangible goods. 
D) before,during,and after they are purchased or consumed. 
E) only during consumption or after they are purchased. 
A) only before they are purchased. 
B) in the same fashion as tangible goods. 
C) more easily than evaluating tangible goods. 
D) before,during,and after they are purchased or consumed. 
E) only during consumption or after they are purchased.

Exam 12: Services Marketing

The new sharing economy consists of all of the following except which?

The use of brand names is especially important for services because of which unique characteristic of services?

According to the service continuum,which of the following offerings has the highest level of intangibility?

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Sterile Feral,Inc. ,is a nonprofit organization that catches wild or stray cats.It then neuters,vaccinates,and releases them.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help it

Outward Bound uses marketing to help achieve its goals.As a service,it can be classified as

The less-expensive matinee movie pricing offered on shows prior to 4 p.m.is an example of

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations;tangible products have ________ properties,whereas services have ________ properties.

With respect to social marketing,nonprofit organizations should do all of the following except which?

Service firms can manage their physical environment to influence customers' perceptions through

Identify and describe how the LA Galaxy uses the seven Ps of services marketing in its marketing program.

The entire sequence of steps in the service delivery process is known as

All of the following comprise the seven Ps of services marketing except which?

Based on marketing research with employees,customers,and hosts around the world,Airbnb developed its current strategy,which centers around

Capacity management refers to

Tuition,charges,fares,fees,and rates are all terms

The range of offerings from the tangible to the intangible,or product-dominant to service-dominant,is referred to as the

A concierge company performs everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these tasks.The clients can evaluate the services provided

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

Filters

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations;tangible products have properties,whereas services have properties.