Exam 23: Services and Nonprofit Organization Marketing

The three categories of pricing objectives for services are:

Buying a car through eBay may result in a low price,but how do you know you will be getting a good car? One nice feature provided by eBay is the "feedback rating" that provides ratings and comments from people who have made purchases from that seller before.Which service quality component does the feedback rating address?

The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

Chesapeake Energy Corporation was recognized by Fortune Magazine as one of the top companies to work for.Fortune mentioned that Chesapeake Energy provides its employees many perks,including the opportunity to take free scuba-diving lessons in Chesapeake's on-site Olympic-size pool.This example illustrates relationship marketing in action.

All of the following are service components customers use to evaluate service quality EXCEPT:

Western Union is in the business of providing a medium for international money transfers.Through the services of Western Union,a Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico.The company is now planning to move into areas traditionally handled by banks,such as offering its customers checking accounts and loans.If it does follow through and provide these additional services,Western Union will exemplify _____ services.

Define core services and supplementary services.Give an example of each for the following services: a wedding consultant,a lawn-care service,and tutoring service.

Vera is designing a promotional strategy for a company that provides premium boarding services for pampered animals.Her promotions should use personal information sources and stress the tangible cues associated with the service.

Which of the following services is an example of mental stimulus processing?

A management consulting business stays in touch with its business customers through phone calls and greeting cards.It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys.This is an example of relationship marketing based on:

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

Because many services involve a process of continuous interaction between the service organization and the customer,_____ marketing is an important strategy.

If a customer expects to wait three hours for an auto repair but the repair is finished just one hour later,the customer's evaluation of service quality will be high.However,a two day wait would result in a lower evaluation.The two day wait would illustrate a gap between:

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?

Responsiveness is the service quality component most valued by customers.

U.S.service firms such as financial institutions and construction,engineering,and insurance companies will have a difficult time expanding to global markets because competing foreign firms possess many competitive advantages.

Which type of service processing uses technology or brainpower directed at customer's assets?

A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as _____ quality.

Boutique Hotels In an industry where guests are tired of cookie-cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels. Boutique hotels cater to their guests' sense of their personal image as being discriminating, more sophisticated, and more hip. Frequently, these guests don't want to be where the crowds are. This is a small but growing market niche. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Employees are called cast members. Amenities include cordless phones, DVR players hooked up to HD televisions, Aveda brand bath and hair products, and down comforters and pillows. -Refer to Boutique Hotels.To evaluate the quality provided by boutique hotels,customers can assess the quality only after staying.This is which quality characteristic?

Name and briefly define the three categories of pricing objectives for services.