Question 1

In nonprofit organizations,

Accepted Answer

A)  development of a marketing strategy should focus on the general public. 
B)  the direct consumers of the product are the client public. 
C)  target markets are defined much more easily. 
D)  the techniques used by for-profit organizations to define target markets cannot be applied. 
E)  goods are marketed more often than ideas or services. 
A)  development of a marketing strategy should focus on the general public. 
B)  the direct consumers of the product are the client public. 
C)  target markets are defined much more easily. 
D)  the techniques used by for-profit organizations to define target markets cannot be applied. 
E)  goods are marketed more often than ideas or services.

Question 2

Government has no control over service prices charged.

Accepted Answer

A) True 
 B)False

Question 3

Goods can be defined in terms of their physical attributes,but services cannot because they are intangible.

Accepted Answer

A) True 
 B)False

Question 4

Demand-based pricing most closely relates to the ____ of services.

Accepted Answer

A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  customer contact aspect 
E)  inseparability 
A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  customer contact aspect 
E)  inseparability

Question 5

An advantage of heterogeneity is that services can be customized.

Accepted Answer

A) True 
 B)False

Question 6

Services have three evaluation attributes: search qualities,experience qualities,and ____ qualities.

Accepted Answer

A)  credence 
B)  value 
C)  perishable 
D)  marketability 
E)  credibility 
A)  credence 
B)  value 
C)  perishable 
D)  marketability 
E)  credibility

Question 7

Nonprofit organizations that do not serve and adapt to the needs and wants of their target public may fail.

Accepted Answer

A) True 
 B)False

Question 8

One of the best ways to better understand customer needs and expectations is to ask contact employees.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following countries was the world's first service economy?

Accepted Answer

A)  England 
B)  United States 
C)  Sweden 
D)  Canada 
E)  Germany 
A)  England 
B)  United States 
C)  Sweden 
D)  Canada 
E)  Germany

Question 10

Credence qualities are attributes,such as taste,satisfaction,or pleasure,which can be assessed only during the purchase and consumption of a service.

Accepted Answer

A) True 
 B)False

Question 11

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price,it is trying to solve the services marketing problem of

Accepted Answer

A)  inseparability. 
B)  intangibility. 
C)  customer contact. 
D)  off-peak demand. 
E)  heterogeneity. 
A)  inseparability. 
B)  intangibility. 
C)  customer contact. 
D)  off-peak demand. 
E)  heterogeneity.

Question 12

High-contact services are very expensive to deliver because they are equipment-intensive.

Accepted Answer

A) True 
 B)False

Question 13

The necessary interaction between service provider and customer that allows a service to be delivered is called

Accepted Answer

A)  customer contact. 
B)  service exchange. 
C)  marketing. 
D)  relationship marketing. 
E)  service contact. 
A)  customer contact. 
B)  service exchange. 
C)  marketing. 
D)  relationship marketing. 
E)  service contact.

Question 14

Pinpointing a target market should be done only after the selection of a marketing mix.

Accepted Answer

A) True 
 B)False

Question 15

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers.In addition to consumers,an important secondary audience for these ads is (are)

Accepted Answer

A)  the FAA. 
B)  airline competitors. 
C)  bus line customers. 
D)  American Airlines employees. 
E)  American Airlines shareholders. 
A)  the FAA. 
B)  airline competitors. 
C)  bus line customers. 
D)  American Airlines employees. 
E)  American Airlines shareholders.

Question 16

Which of the following service providers would typically call their customers "clients"?

Accepted Answer

A)  High school teachers 
B)  Waiters 
C)  Lawyers 
D)  Dry cleaners 
E)  Nurses 
A)  High school teachers 
B)  Waiters 
C)  Lawyers 
D)  Dry cleaners 
E)  Nurses

Question 17

Because practically all marketers provide some services,____ typically do not exist in today's business environment.

Accepted Answer

A)  pure goods 
B)  pure services 
C)  customer services 
D)  service products 
E)  tangible-dominant products 
A)  pure goods 
B)  pure services 
C)  customer services 
D)  service products 
E)  tangible-dominant products

Question 18

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following factors have contributed the least to the growth of services in the U.S.economy?

Accepted Answer

A)  Increased interest in travel and entertainment 
B)  Increased number of women in the workforce 
C)  Increased proportion of older people in the United States 
D)  Increased interest of Americans in fitness and recreation 
E)  Increased number of high-tech goods 
A)  Increased interest in travel and entertainment 
B)  Increased number of women in the workforce 
C)  Increased proportion of older people in the United States 
D)  Increased interest of Americans in fitness and recreation 
E)  Increased number of high-tech goods

Question 20

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service,special boarding rights,and extra customer service.

Accepted Answer

A)  primary; secondary 
B)  core; supplementary 
C)  bundled; extra 
D)  complementary; main 
E)  major; minor 
A)  primary; secondary 
B)  core; supplementary 
C)  bundled; extra 
D)  complementary; main 
E)  major; minor

Exam 12: Services Marketing

In nonprofit organizations,

Government has no control over service prices charged.

Goods can be defined in terms of their physical attributes,but services cannot because they are intangible.

Demand-based pricing most closely relates to the ____ of services.

An advantage of heterogeneity is that services can be customized.

Services have three evaluation attributes: search qualities,experience qualities,and ____ qualities.

Nonprofit organizations that do not serve and adapt to the needs and wants of their target public may fail.

One of the best ways to better understand customer needs and expectations is to ask contact employees.

Which of the following countries was the world's first service economy?

Credence qualities are attributes,such as taste,satisfaction,or pleasure,which can be assessed only during the purchase and consumption of a service.

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price,it is trying to solve the services marketing problem of

High-contact services are very expensive to deliver because they are equipment-intensive.

The necessary interaction between service provider and customer that allows a service to be delivered is called

Pinpointing a target market should be done only after the selection of a marketing mix.

American Airlines runs a series of television commercials that show its personnel going out of their way to help customers.In addition to consumers,an important secondary audience for these ads is (are)

Which of the following service providers would typically call their customers "clients"?

Because practically all marketers provide some services,____ typically do not exist in today's business environment.

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

Which of the following factors have contributed the least to the growth of services in the U.S.economy?

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service,special boarding rights,and extra customer service.

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

A first class airline ticket offers a service of transportation as well as services of drink and food service,special boarding rights,and extra customer service.