Exam 12: Services Marketing

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 year,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 12.1.The fact that the "Y" is open from 6:00 am until 11:00 pm refers to the ____ element of its marketing mix.

The two levels of expectations that consumers generally have about services are

Services have six basic characteristics: intangibility,inseparability of production and consumption,perishability,client-based relationships,customer contact,and

How do the target markets of nonprofit organizations differ from the target markets of for-profit organizations?

Piano teachers,tutors,attorneys,and consultants are most likely to price their services based on

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time.This critical component of success is referred to as

Customer-oriented measures of employee performance may be a better basis of evaluation and rewards.

Who judges service quality?

Because of inseparability of the consumption and production of services,customers are often present when a service is produced.

H&R Block,a major tax preparation firm,reported having a problem with its employees being inconsistent in the filing of returns.The firm is experiencing a problem with which of the following characteristics of the service offering?

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

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

The intangible nature of services often leads customers to use prices as a measuring tool for quality.

By installing ATMs,banks have increased production capacity and reduced the number of personnel.This results in a decrease in

Service quality is defined by compliance with a set of specifications.

Many services have aspects that consumers may never be able to evaluate,even years after the purchase and consumption of the service.These attributes are called

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 year,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 12.1.The children who take swimming lessons must be in attendance at the pool during the time of their appointment.The need for the child to be in attendance in order to receive the lesson is an example of the ____ feature of a service,while the need for them to be there at the time of their appointment,represents the ____ feature.

Clean,sharp looking employees with appropriate uniforms help assure customers about service quality and therefore address the ____ of services.

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car.She visits several places to judge their overall appearance,cleanliness,and organization and finally chooses a mechanic.Brittany was trying to overcome the ____ aspect of services.

If a nonsmoker dines in a restaurant without a no-smoking section,then the overall quality of service experienced by the nonsmoking customer probably declines.This is an example of which of the following service characteristics?