Exam 13: Services Marketing

Customers seldom rely on the price-quality associations.

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

A small private college in Tennessee paid a large sum of money to a marketing firm to study the college's current marketing strategy and help develop new strategies for attracting students. The college is having a difficult time evaluating the effectiveness of the marketing firm's work because this type of service has many

What specific marketing problems are experienced by a provider of high-contact services that are not experienced by a provider of low-contact services?

Selecting a convenient location is important to the distribution of a nonprofit service.

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

You recently began working as the marketing director for a nonprofit organization. Prior to this role, you always worked in for-profit organizations. You immediately recognize that marketing in a nonprofit environment is dramatically different than marketing in a for-profit environment. Which of the following statements is true regarding the differences in marketing in a nonprofit versus a for-profit environment?​

A hairstylist that gives good haircuts in the morning but tends to give haircuts of lesser quality in the afternoon is suffering from the challenges associated with intangibility.

The U.S. economy is the world's first service economy.

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.

Scenario 13.1 Use the following to answer the questions.The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new Olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work.Many of the YMCA locations are very busy all day, however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee.​ -Refer to Scenario 13.1. One of Maya's staff suggested that they offer senior citizens a free month of membership for every person they recommended to the "Y." This particular form of promotion would be designed to

How does the promotion of services differ from the promotion of goods?

Nonprofit organizations deal with ideas and services more often than with goods.

An US Airways flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty US Airways flight from Chicago to Phoenix. This is an example of what kind of service pricing?

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of

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 visited the accountants' offices and used the look of the surroundings, as well as the office furniture condition in her evaluation of the service business, she was most likely using the elements of the ____ dimension of service quality.

A nonprofit organization may exist in an environment in which its goals are opposed by some members of society.

Selecting a marketing mix is the first step in developing any nonprofit marketing strategy.

Intangibility of services creates promotional challenges because it is difficult to display a service in a store and to demonstrate the quality of a service.

Pinpointing a target market should be done only after the selection of a marketing mix.