Exam 12: Services Marketing

Attributes which are assessed only during the consumption of a service are called

Select the true statement about nonprofit marketing.

Demand-based pricing means lower prices during times of lower demand and higher prices during times of higher demand.

A church's marketing objective could be to inform the public about its doctrine and convince people to become members.

Service industries account for less than 50 percent of the U.S.gross domestic product.

Tina,a waitress at the Riverfront Grill,is angry that a customer complained that his soup was cold because of her slow service.Riverfront owner Max Griffin reminds her that she must focus on service quality as defined by

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

In what ways do inseparability and intangibility affect the pricing of services?

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.

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes.This is an example of

If Best Western bundles its rooms with services such as free local phone calls,cable television,wireless Internet access,and complimentary breakfast,these services are known as ____ services.

Hair stylists find it challenging to market their service because the customer must be involved in production (i.e.,the haircut).This illustrates which of the following unique features of services?

In service marketing,the most important link to the customer is

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

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

Marketing as a field of study does not attempt to make value judgments about what a nonprofit organization's goals should be.

When a customer takes part in the production of a service,other customers can affect the outcome of the service.

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 12.2.When using an accountant to prepare her tax return,Kaycee really can't determine the level of the accountant's expertise,or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received.This is an example of the ____ of a service.

Janet sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments.One of her first customers is extremely dissatisfied with Janet's work,so Janet redoes the job at her own expense because she knows how powerful ____ is (are)for services and wants to stay in business.