Exam 13: Services Marketing

Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _______ and those he uses during the trip are called _____.

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.

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

Consumers are ________________likely to tell other people about a bad customer service experience compared to a good one.​

What dimensions do customers use to evaluate service quality?

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

​Explain the role of "promises" and "trust" in the successful marketing of a service.

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

Zach has just opened Tri-State Partners and has the need for several business services from other companies. Which of the following is most likely to be considered a service product for Zach's business?

Service industries account for ____ of the gross domestic product of most developed nations.

Personal selling is one noticeable marketing activity used to gain acceptance of a social idea or to solicit donations.

The marketing channels for services are usually

Services are products that can be touched and felt.

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

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

What are the three primary ways that marketers deliver services?

Discuss the importance of services in the U.S. economy, and explain the growth of services in our economy.

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?

Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.

Scenario 13.2 Use the following to answer the questions.Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. -Refer to Scenario 13.2. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service.