Question 1

Because services are perishable and cannot be stored,:

Accepted Answer

A)   the demand for services is stable.
B)   advertising is used to stimulate demand during slack times.
C)   pricing is simplified when demand is inelastic.
D)   they cannot be branded.
E)   a direct channel of distribution is always used. B

Question 2

Why have some professional service providers been reluctant to adopt the marketing concept?

Accepted Answer

A)   concern for service quality
B)   insufficient demand for services
C)   lack of federal guidelines
D)   failure to think of themselves as marketers
E)   desire to compensate for the intangibility of services D

Question 3

Which of the following is an example of a not-for-profit (N-F-P) services organization?

Accepted Answer

A)   Chi Omega social sorority
B)   Metropolitan Museum of Art
C)   First Presbyterian Church
D)   San Diego Zoo
E)   all of the above E

Question 4

The strategies and tactics used in the marketing of goods frequently are not appropriate for services marketing.

Accepted Answer

A) True 
 B)False

Question 5

Typically, the marketing activities performed by nonprofit organizations are not well-coordinated.

Accepted Answer

A) True 
 B)False

Question 6

Anyone seeking a mate knows it is challenge. Relatives that were once the source of introductions to potential spouses are often not available, especially for immigrants. Add to that the desire for certain visa status and--as in the Indian community--caste, and the pursuit of a spouse grows even more difficult. An estimated 80 percent of all marriages in India are arranged. In the United States the percentage of arranged marriages rate for natives of India drops to 40 percent. Even if the marriage is not arranged, many singles from India look for someone who understands their heritage, tradition, and language. So some Indians turn to matchmakers like Kahanda Kakade who operates Vivah Mela. She personally interviews individuals who have come to her to find a spouse, and she will visit families if asked.
-Regardless to how much information Kakade gathers about people she matches, some couples will prove incompatible and some couples will be perfect matches. This illustrates a problem with which service characteristic?

Accepted Answer

A)   intangibility
B)   perishability
C)   hetrogeneity
D)   consumability
E)   inseparability

Question 7

Since more weddings are in the spring and early summer, many wedding consultants find themselves with nothing to do during some months of the year. This example illustrates the _____ of services.

Accepted Answer

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

Question 8

A _____ is a type of nonbusiness service that has a profit goal because growth and continued existence depend on generating revenue in excess of its costs.

Accepted Answer

A)   nonprofit organization
B)   support service
C)   not-for-profit organization
D)   facilitating service
E)   transfer service

Question 9

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. The Spokane center's _____ are people like Bonnie Larsen, whose company sent her to work in the Middle East for six months.

Accepted Answer

A)   target market
B)   market analysis
C)   market aggregation
D)   product differentiation
E)   marketing research

Question 10

The term _____ _____ is used to describe a customer's interaction with any service employee or with any  tangible element such as a service provider's physical surroundings.

Accepted Answer

The answer of The term _____ _____ is used to...

Question 11

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. Would perishability be a problem for the Spokane center?

Accepted Answer

A)   no, because the service offered is tangible
B)   yes, because the opportunity for training is lost if the classes are not full
C)   yes, because every attendee has different individual goals
D)   no because attendees do not expect service standardization
E)   yes, because each instructor has been well-trained

Question 12

Until his death, actor Danny Thomas was closely connected with St. Jude's Children's Hospital. The man and the organization were united in their goal to help sick children. In terms of a promotional strategy, St. Jude's was using:

Accepted Answer

A)   visualization.
B)   collaboration.
C)   documentation.
D)   reflection.
E)   association.

Question 13

As a means of portraying the benefits to be derived from a service, documentation:

Accepted Answer

A)   tries to discount the intangibility of the service.
B)   uses color, music, and light to attract customers.
C)   connects the service with a tangible good or person.
D)   cites records of past performances.
E)   shows people benefiting from the service.

Question 14

AT&T uses a stylized globe in its ads to make clear that the organization provides modern, efficient service around the world. This is an example of how services use _____.

Accepted Answer

The answer of AT&T uses a stylized globe in its...

Question 15

Stone Mountain Park, which is operated by the State of Georgia, contains Stone Mountain (a Civil War monument), a restaurant, picnic areas, a steam train and other amusement rides. Stone Mountain Park is an example of a:

Accepted Answer

A)   nonprofit organization.
B)   support service.
C)   not-for-profit organization.
D)   facilitating service.
E)   transfer service.

Question 16

A one-time visit to the tanning beds at Summer's Glow Tanning Salon is $3. You can buy a yearlong pass, which will give you unlimited usage of the salon's tanning bed for $99. This is an example of a:

Accepted Answer

A)   quantity discount.
B)   seasonal discount.
C)   trade discount.
D)   functional discount.
E)   promotional allowance.

Question 17

Vanguard Entertainment is a talent agency that manages many acts that are commonly found performing at state fairs and amusement parks. When it launched Third Coast Entertainment to provide an outlet for Christian entertainers who were not being handled by Vanguard's representatives, it was an example of:

Accepted Answer

A)   physical representation.
B)   product line expansion.
C)   trading up.
D)   product differentiation.
E)   market aggregation.

Question 18

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever taken hostage. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. Learning how to protect one's self is the direct result of experience.. This example illustrates the _____ of services.

Accepted Answer

A)   intangibility
B)   inseparability
C)   standardization
D)   homogeneity
E)   heterogeneity

Question 19

Which of the following statements about price determination in nonprofit organizations is True?

Accepted Answer

A)   For most nonbusiness organizations, the pricing methods used by for-profit businesses are not appropriate to reach the provider market.
B)   There are no pricing considerations when a charitable organization deals with its client market.
C)   Nonprofit organizations use a more sophisticated process to determine price than profit-oriented businesses use.
D)   All services offered by nonprofit organizations are free.
E)   Pricing is more important in nonprofit marketing than in profit-oriented marketing.

Question 20

The first step in the development of a marketing program for a nonprofit business is to develop a mission statement.

Accepted Answer

A) True 
 B)False

Exam 11: Services Marketing

Because services are perishable and cannot be stored,:

Why have some professional service providers been reluctant to adopt the marketing concept?

Which of the following is an example of a not-for-profit (N-F-P) services organization?

The strategies and tactics used in the marketing of goods frequently are not appropriate for services marketing.

Typically, the marketing activities performed by nonprofit organizations are not well-coordinated.

Since more weddings are in the spring and early summer, many wedding consultants find themselves with nothing to do during some months of the year. This example illustrates the _____ of services.

A _____ is a type of nonbusiness service that has a profit goal because growth and continued existence depend on generating revenue in excess of its costs.

The term _ _ is used to describe a customer's interaction with any service employee or with any tangible element such as a service provider's physical surroundings.

Until his death, actor Danny Thomas was closely connected with St. Jude's Children's Hospital. The man and the organization were united in their goal to help sick children. In terms of a promotional strategy, St. Jude's was using:

As a means of portraying the benefits to be derived from a service, documentation:

AT&T uses a stylized globe in its ads to make clear that the organization provides modern, efficient service around the world. This is an example of how services use _____.

Stone Mountain Park, which is operated by the State of Georgia, contains Stone Mountain (a Civil War monument) , a restaurant, picnic areas, a steam train and other amusement rides. Stone Mountain Park is an example of a:

A one-time visit to the tanning beds at Summer's Glow Tanning Salon is $3. You can buy a yearlong pass, which will give you unlimited usage of the salon's tanning bed for $99. This is an example of a:

Which of the following statements about price determination in nonprofit organizations is True?

The first step in the development of a marketing program for a nonprofit business is to develop a mission statement.