Exam 12: Services Marketing

The level of interaction necessary between a customer and service provider in order to complete a service is called

Distribution for nonprofit organizations is

Which of the following issues is least important in nonprofit marketing?

Which of the following is not a service product?

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.What type of product is the children's playground at the "Y"?

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?

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

According to your text,one perspective from which to view services is as a ____ targeted at a(n)____.

Services are usually provided through the application of ____ directed at people or objects.

According to the text,the direct consumers of a nonprofit organization's ideas or services are called its ____ public.

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

____ marketing includes activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit.

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

Just Relax Massage Therapists have a large customer base although they do very little advertising.Their promotion strategy relies mostly on

Using appointments or reservations for scheduling delivery of services is an attempt to address the ____ characteristic of services.

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 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.

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

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

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?