Question 1

Which component of a service is the ability to perform the service dependably,accurately,and consistently?

Accepted Answer

A) Responsiveness 
B) Reliability 
C) Assurance 
D) Empathy 
E) Tangibles

Question 2

A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.

Accepted Answer

A) search quality 
B) intangible attribute 
C) experience quality 
D) credence quality 
E) heterogeneity feature

Question 3

Most nonprofit organizations perform all of the following marketing activities EXCEPT:

Accepted Answer

A) identify the customers they wish to serve or attract 
B) develop,manage,and eliminate programs and services 
C) decide on prices to charge 
D) schedule events or programs 
E) Most nonprofit organizations perform all of the above.

Question 4

A service cannot be touched,seen,tasted,heard,or felt in the same manner in which goods can be sensed and,therefore,is referred to as being:

Accepted Answer

A) impervious. 
B) extraneous. 
C) synergistic. 
D) perishable. 
E) intangible.

Question 5

Which of the following services is an example of mental stimulus processing?

Accepted Answer

A) Taxi cab service 
B) Insurance 
C) A professional tennis match 
D) Veterinarian care 
E) A haircut

Question 6

Boutique Hotels
In an industry where guests are tired of cookie-cutter hotels,some consumers are looking for personalized service,which can be found in boutique hotels.Boutique hotels cater to their guests' sense of their personal image as being discriminating,more sophisticated,and more hip.Frequently,these guests don't want to be where the crowds are.This is a small but growing market niche.There are no generally recognized rules for boutique hotels,but they tend to be small and service oriented,with high-style decor and top-notch restaurants.Employees are called cast members.Amenities include cordless phones,DVR players hooked up to HD televisions,Aveda brand bath and hair products,and down comforters and pillows.
-Refer to Boutique Hotels.Since boutique hotels are typically independently owned and/or part of small chains,people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided.In other words,the services provided by boutique hotels tend to be relatively high in:

Accepted Answer

A) instability 
B) inseparability 
C) intangibility 
D) heterogeneity 
E) perishability

Question 7

Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site.Canyons' "You'll-Love-It-Or-It's-Free-Guarantee" provides consumers which of the following service quality aspects?

Accepted Answer

A) Tangibility 
B) Responsiveness 
C) Sympathy 
D) Responsibility 
E) Reliability

Question 8

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

Accepted Answer

The answer of Services have four unique characteristics that distinguish...

Question 9

Which service quality component is the knowledge and courtesy of employees and their ability to convey trust?

Accepted Answer

A) Reliability 
B) Responsiveness 
C) Assurance 
D) Empathy 
E) Tangibles

Question 10

The basic difference between selling a healthcare service at MinuteClinic and selling a Band-Aid at the drugstore is that healthcare services are ________ performances.

Accepted Answer

A) tangible 
B) intangible 
C) responsive 
D) standardized 
E) operations oriented

Question 11

Discuss the three product-related distinctions between business and nonprofit organizations.

Accepted Answer

The answer of Discuss the three product-related distinctions between business...

Question 12

In many nonprofit situations,the consumer is not charged a tangible price yet must absorb time costs,embarrassment costs,or effort costs.These costs are called the organization's:

Accepted Answer

A) liquidity fees 
B) financial costs 
C) fiscal prices 
D) nonfinancial prices 
E) retained earnings

Question 13

If a customer expects to wait three hours for an auto repair but the repair is finished just one hour later,the customer's evaluation of service quality will be high.However,a two day wait would result in a lower evaluation.The two day wait would illustrate a gap between:

Accepted Answer

A) service quality specifications and the service that is actually provided. 
B) the service customers receive and the service they want. 
C) what the company provides and what the customer is told it provides. 
D) what customers want and what management thinks customers want. 
E) what management thinks customers want and the quality specifications management develops to provide it.

Question 14

The Ritzy Canine
The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels.The lobby features a crystal chandelier,brocade-patterned wallpaper,gold-framed mirrors,and antique chairs.Room service and salon service are available as well as exercise facilities.There is also a masseuse on staff.The Ritzy Canine is a high-end doggy "hotel" and "spa" where dogs are the only guests,and they are lavishly cared for.The $175-a-night Windsor Suite even has a DVD player.Without such extras,a one-day visit will cost $40 to $50,depending on the size of the dog.
-Refer to The Ritzy Canine.Before leaving a dog at The Ritzy Canine,its owner would more than likely inspect the facilities and use _____ qualities to evaluate the establishment.

Accepted Answer

A) experience 
B) credence 
C) investigative 
D) search 
E) standardized

Question 15

The Ritzy Canine
The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels.The lobby features a crystal chandelier,brocade-patterned wallpaper,gold-framed mirrors,and antique chairs.Room service and salon service are available as well as exercise facilities.There is also a masseuse on staff.The Ritzy Canine is a high-end doggy "hotel" and "spa" where dogs are the only guests,and they are lavishly cared for.The $175-a-night Windsor Suite even has a DVD player.Without such extras,a one-day visit will cost $40 to $50,depending on the size of the dog.
-Refer to The Ritzy Canine.What type of promotion strategy would you expect The Ritzy Canine to use?

Accepted Answer

A) Engaging in postpurchase research 
B) Forging prepurchase commitments 
C) Using motivational behavior 
D) Creating a strong organizational image 
E) Using outsourced information sources

Question 16

All of the following are types of service processing that can occur EXCEPT:

Accepted Answer

A) people processing. 
B) product processing. 
C) possession processing. 
D) information processing. 
E) mental stimulus processing.

Question 17

Grizzly Watching
Have you ever wanted to spend your vacation up close and personal with a grizzly bear? Great Bear Nature Tours is one of the many lodges that provide such a service.Great Bear,located in British Columbia,is actually a lodge built on a floating barge.The lodge can handle up to ten guests in what the Wall Street Journal calls rustic but upscale accommodations in double rooms that begin at a rate of $1,418 per night,including bear-watching tours.Although bear hunting still brings tourists to Canada,bear watching is a growing attraction.On a bear-watching tour,the guide,who is often unarmed,will take you close enough to get a good view of a grizzly in the wild.In fact,one of the favorite tours allows you to watch bears swipe at salmon as they swim upstream to spawning grounds.While bear watching sounds dangerous,bear attacks are not common.However,just to be careful,many tour guides carry pepper spray.Tour guides say they are able to keep tour members safe by watching the bears and reading their body movements.
-Refer to Grizzly Watching.The bear-watching vacation experience can vary greatly depending on many factors,including the lodge itself and the tour guide.For example,lodging can run from a "rustic" room with little more than a bed to a plush room with all the modern amenities.This is an example of the _____ characteristic of services.

Accepted Answer

A) intangible. 
B) inseparable. 
C) heterogeneous. 
D) perishable. 
E) homogeneous.

Question 18

Evaluating the quality of medical services at MinuteClinic may be difficult for a patient before or after being treated because services tend to exhibit fewer ________ qualities.

Accepted Answer

A) intangible 
B) search 
C) experience 
D) credence 
E) standardized

Question 19

Compare and contrast search quality,experience quality,and credence quality.Describe their significance for the marketing of services.

Accepted Answer

The answer of Compare and contrast search quality,experience quality,and credence...

Question 20

Relationship marketing can be practiced at three levels,with each level adding a new kind of bond with the customer.Name and describe each of these levels,using a legal service to illustrate each level.

Accepted Answer

The answer of Relationship marketing can be practiced at three...

Exam 12: Services and Nonprofit Organization Marketing