Question 1

In a nonprofit organization,the direct consumers of the product are called donor publics and indirect consumers are called client publics.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The continuum of tangibility goes from ____ on one end to ____ on the other end.

Accepted Answer

A)  service-dominant products; good-dominant products 
B)  pure products; pure services 
C)  rational products; irrational products 
D)  mostly service goods; mostly product goods 
E)  easy to see; not easy to see 
A)  service-dominant products; good-dominant products 
B)  pure products; pure services 
C)  rational products; irrational products 
D)  mostly service goods; mostly product goods 
E)  easy to see; not easy to see

Question 4

Which is the most typical distribution channel used in nonprofit organizations?

Accepted Answer

A)  Nonprofit organization,intermediary,client 
B)  Nonprofit organization,client 
C)  Nonprofit organization,middleman,client 
D)  Nonprofit organization,government,client 
E)  Government,nonprofit organization,client 
A)  Nonprofit organization,intermediary,client 
B)  Nonprofit organization,client 
C)  Nonprofit organization,middleman,client 
D)  Nonprofit organization,government,client 
E)  Government,nonprofit organization,client

Question 5

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

Accepted Answer

The answer of How can a service marketer smooth the...

Question 6

Distribution of services is often more direct,even if the customer must go to the service provider's facilities.

Accepted Answer

A) True 
 B)False

Question 7

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Accepted Answer

A)  Benefit loss 
B)  Opportunity cost 
C)  Privileged cost 
D)  Selection cost 
E)  Exchange loss 
A)  Benefit loss 
B)  Opportunity cost 
C)  Privileged cost 
D)  Selection cost 
E)  Exchange loss

Question 8

Most products possess a certain degree of intangibility.

Accepted Answer

A) True 
 B)False

Question 9

The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called

Accepted Answer

A)  reliability. 
B)  responsiveness. 
C)  empathy. 
D)  tangibles. 
E)  assurance. 
A)  reliability. 
B)  responsiveness. 
C)  empathy. 
D)  tangibles. 
E)  assurance.

Question 10

The marketing channels for services are usually

Accepted Answer

A)  complex and multifaceted. 
B)  characterized by two to three intermediaries. 
C)  dependent on the geographical location of the consumer. 
D)  determined by the customer. 
E)  direct from provider to customer. 
A)  complex and multifaceted. 
B)  characterized by two to three intermediaries. 
C)  dependent on the geographical location of the consumer. 
D)  determined by the customer. 
E)  direct from provider to customer.

Question 11

Offering pet owners who recommend Prize Pet Grooming to a friend $10 off their next grooming bill is a program designed primarily to

Accepted Answer

A)  increase perceptions of service quality. 
B)  elevate expectations. 
C)  encourage word-of-mouth communication. 
D)  standardize the service offering. 
E)  increase advertising effectiveness. 
A)  increase perceptions of service quality. 
B)  elevate expectations. 
C)  encourage word-of-mouth communication. 
D)  standardize the service offering. 
E)  increase advertising effectiveness.

Question 12

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

Accepted Answer

A)  search qualities. 
B)  undefined parameters. 
C)  credence qualities. 
D)  experience qualities. 
E)  unknown results. 
A)  search qualities. 
B)  undefined parameters. 
C)  credence qualities. 
D)  experience qualities. 
E)  unknown results.

Question 13

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

Accepted Answer

A) True 
 B)False

Question 14

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial.This aspect of the dentist's product is called ____ quality.

Accepted Answer

A)  search 
B)  experience 
C)  credence 
D)  tangible 
E)  separable 
A)  search 
B)  experience 
C)  credence 
D)  tangible 
E)  separable

Question 15

Nonprofit organizations usually have more diverse groups to serve than do for-profit organizations.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

The answer of What specific marketing problems are experienced by...

Question 17

Consumers look closely at service quality when comparing competing services because

Accepted Answer

A)  they perceive all services to be essentially the same. 
B)  they typically have very few services from which to select. 
C)  all services are priced about the same. 
D)  quality is the only relevant service characteristic. 
E)  services are very difficult to evaluate. 
A)  they perceive all services to be essentially the same. 
B)  they typically have very few services from which to select. 
C)  all services are priced about the same. 
D)  quality is the only relevant service characteristic. 
E)  services are very difficult to evaluate.

Question 18

Any human or mechanical effort that adds value to a product is called

Accepted Answer

A)  a service. 
B)  an intangible. 
C)  overhead. 
D)  customer service. 
E)  service marketing. 
A)  a service. 
B)  an intangible. 
C)  overhead. 
D)  customer service. 
E)  service marketing.

Question 19

Services can involve both human and mechanical efforts.

Accepted Answer

A) True 
 B)False

Question 20

Lauren is a concert promoter who works for pop star Justin Timberlake.She works very hard to make sure most of Justin's concerts are sold out because she understands the concept of perishability,which means

Accepted Answer

A)  because the concert is not tangible,customers will have a difficult time judging its quality in advance. 
B)  the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. 
C)  a high level of interaction will exist between the customers and the musicians,which makes the customers' presence necessary. 
D)  that if the tickets are not sold,seats will remain empty and they can never be sold to anyone again. 
E)  that each concert is different and customers will miss a unique experience if they are not present at the concert. 
A)  because the concert is not tangible,customers will have a difficult time judging its quality in advance. 
B)  the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. 
C)  a high level of interaction will exist between the customers and the musicians,which makes the customers' presence necessary. 
D)  that if the tickets are not sold,seats will remain empty and they can never be sold to anyone again. 
E)  that each concert is different and customers will miss a unique experience if they are not present at the concert.

Exam 12: Services Marketing

In a nonprofit organization,the direct consumers of the product are called donor publics and indirect consumers are called client publics.

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

The continuum of tangibility goes from ____ on one end to ____ on the other end.

Which is the most typical distribution channel used in nonprofit organizations?

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

Distribution of services is often more direct,even if the customer must go to the service provider's facilities.

____ is the value of the benefit that is given up by selecting one alternative rather than another.

Most products possess a certain degree of intangibility.

The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called

The marketing channels for services are usually

Offering pet owners who recommend Prize Pet Grooming to a friend $10 off their next grooming bill is a program designed primarily to

Attributes that customers may be unable to evaluate even after the purchase and consumption of the service are called experience qualities.

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial.This aspect of the dentist's product is called ____ quality.

Nonprofit organizations usually have more diverse groups to serve than do for-profit organizations.

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

Consumers look closely at service quality when comparing competing services because

Any human or mechanical effort that adds value to a product is called

Services can involve both human and mechanical efforts.

Lauren is a concert promoter who works for pop star Justin Timberlake.She works very hard to make sure most of Justin's concerts are sold out because she understands the concept of perishability,which means

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters

The continuum of tangibility goes from on one end to on the other end.