Exam 12: Services Marketing

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

Client-based relationships are most likely to be developed by

State and local government regulations do not affect the pricing of services.

Demand-based pricing relies on information concerning peak demand times and off-peak demand times.

There is no way to combat the supply-demand problem associated with the perishability of services.

Jack and Amy Douglas are purchasing their first home and have certain expectations for the mortgage company with which they are working.After a long series of "unexplainable" delays,Jack and Amy become very frustrated and decide to stay in their apartment at least another year.The mortgage company failed to provide service within Jack and Amy's

Jason Robinson,a dentist,finds that he is not bringing in enough revenue to cover his expenses.He would like to schedule more patients,but he finds that in almost every time slot,he is seeing an existing patient.Jim's difficulty in expanding his practice involves the aspect of service called

Both production and consumption of services occur at the same time.

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

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.Kyle Jackson,one of the staff members at the YMCA,suggested that the "Y" offer discounted memberships to senior citizens over the age of 65; however,they could only use the facility between the hours of 9:00 am and 4:00 pm.Kyle's plan is most likely addressing the issue with ____,and relates to the ____ characteristic of services.

Transamerica's pyramid-shaped building in San Francisco is used to symbolize strength,security,and reliability.This type of promotion is designed to address the ____ characteristic of services.

Service marketers make promises to customers,suggesting that the customer place some degree of trust in the service provider.In this way,service marketers are trying to address the challenge of the service characteristic of

A university's student body would be considered its ____ public,and parents,alumni,and trustees would be included as its ____ public.

What dimensions do customers use to evaluate service quality?

Because of service perishability,it is difficult to price services in a manner that smoothes fluctuations in demand.

Which of the following products associated with weddings is most likely to be considered a service?

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

Supplementary services are the basic services that a customer expects to receive.

Services are highly perishable and cannot be inventoried for future use.

Customers seldom rely on the price-quality associations.