Exam 13: Services Marketing

You run a services business and you are constantly looking for ways to project an image of quality to your current and potential customers. You recognize there are very few tangible elements customers can view before making a services purchase. If you want to improve these elements of your business, then you should focus on improving _________________.​

Andrea has just opened a new service business called Paws n' Claws, which provides dog grooming and doggie day care. Andrea has done research about the role dogs play in today's culture, particularly for those people who do not have children. She knows that some of these people represent a target that is urban, professional, and who travel frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

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

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price, distribution, and promotion.

Select the true statement about nonprofit marketing.

Which of the following services falls closest to the middle of the tangibility continuum?

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

Which of the following is the best example of a high-contact service?

How does the marketing mix (product, price, distribution, and promotion) differ in nonprofit marketing?

In most service industries, customer-contact employees are

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Demand-based pricing most closely relates to the ____ of services.

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

Services ____________ factors for the customer to evaluate as compared to goods.​

Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Which of the following best defines nonprofit marketing?