Question 1

For which of the following services is perishability a problem?

Accepted Answer

A)  a hair salon 
B)  Ramada Hotel 
C)  a Goodyear Car Repair Center 
D)  a veterinarian 
E)  all of the above

Question 2

Kevin Peoples' company builds golf courses all over the world. An ad for his golf course construction company lists all of the various courses Peoples has built and gives the rating assigned to each by Golf Digest as well as comments about each by noted golfers who have played the course. This ad uses a(n) _____ strategy.

Accepted Answer

A)  visualization 
B)  collaboration 
C)  documentation 
D)  personification 
E)  association

Question 3

An ad for Analytix System, a database marketing company for the direct marketing industry, promotes the company as a "customer insight company." It shows the picture of an infant and lists what kind of demographic and psychographic information it will track as the infant matures. Analytic is using _____ in its promotion.

Accepted Answer

A)  visualization 
B)  collaboration 
C)  documentation 
D)  personification 
E)  association

Question 4

A pet-grooming center that adds to its product offering a boarding kennel for the convenience of vacationing pet owners is using a product line expansion strategy.

Accepted Answer

A) True 
 B)False

Question 5

The ads for Jacksonville, Florida, featuring scenes of children frolicking in the waves are using the strategy of association to promote its beaches to tourists.

Accepted Answer

A) True 
 B)False

Question 6

The use of a child's drawing of a rainbow in all the advertising done the Children's Healthcare Center of Atlanta is an example of the use of a physical representation strategy to overcome the problems associated with the heterogeneity of services.

Accepted Answer

A) True 
 B)False

Question 7

An afternoon tutoring program for high school students decided to eliminate its French classes because of low demand. The tutoring program engaged in:

Accepted Answer

A)  life cycle management. 
B)  product mix expansion. 
C)  trading up. 
D)  product line diversification. 
E)  product contraction.

Question 8

In order to create an effective brand image for a service, a services marketer could:

Accepted Answer

A)  use an association strategy. 
B)  tie a slogan to the brand. 
C)  use a physical representation strategy. 
D)  develop a total brand theme. 
E)  do any of the above.

Question 9

If it costs less per dog for a wash and a groom at Cedartown Grooming Gallery when Tom brings in five dogs at one time than it does when he brings in the dogs individually on separate days, it is an example of a functional discount.

Accepted Answer

A) True 
 B)False

Question 10

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.
-_____ occurs when Kakade interviews prospective mates and when interested singles fill out application forms on the Internet.

Accepted Answer

A)  A service encounter 
B)  Two-way promotion 
C)  Rationalization 
D)  Direct marketing 
E)  Out-of-home promotion

Question 11

Parishioners, patients, members, and students are all terms used to describe clients of nonprofit organizations.

Accepted Answer

A) True 
 B)False

Question 12

In a nonprofit organization, the most important physical distribution problem typically deals with:

Accepted Answer

A)  transportation. 
B)  inventory control. 
C)  location. 
D)  warehousing. 
E)  order processing.

Question 13

A full-page ad for Deutsche Bank lists all of the companies the bank has provided with equity financing in the 12-month period prior to when the ad was run. The list includes information on how many millions were loaned. In this ad, Deutsche Bank is using _____ to alleviate the problems associated with service intangibility.

Accepted Answer

A)  visualization 
B)  collaboration 
C)  documentation 
D)  personification 
E)  association

Question 14

A picture of a Mardi Gras parade float with people obviously enjoying themselves has been an effective promotional device for the Tourist Board in New Orleans. The photo helped the city overcome intangibility by using and showing how much fun Mardi Gras attendees have. The technique used was:

Accepted Answer

A)  visualization. 
B)  collaboration. 
C)  documentation. 
D)  physical representation. 
E)  association.

Question 15

According to the text, the two major target markets for nonprofit organizations are:

Accepted Answer

A)  contributor and participant markets. 
B)  provider and client markets. 
C)  recipients and clients. 
D)  customers and recipients. 
E)  present customers and potential customers.

Question 16

A dog-grooming establishment that offers a 20 percent discount in the winter when dogs need less grooming is trying to cope with the perishability characteristic of services.

Accepted Answer

A) True 
 B)False

Question 17

State and county fairs are an annual autumn event in most states. Attendance for such events has been gradually declining because people are tired of seeing the same events and rides every year. Fairs that add a series of concerts to the usual fair menu have engaged in:

Accepted Answer

A)  life cycle management. 
B)  brand mix expansion. 
C)  trading up. 
D)  product line diversification. 
E)  product contraction.

Question 18

Which of the following statements about promotional programs for services is True?

Accepted Answer

A)  While all forms of promotion are used extensively in services marketing, public relations activities are used most often. 
B)  Advertising by doctors and lawyers is illegal. 
C)  Service firms rarely use publicity in their promotional programs. 
D)  Personal selling plays more of a role in the sale of goods than in the sale of services. 
E)  None of the above statements about promotional programs for services is True.

Question 19

Bank One's introduction of an Internet retail bank, Wingspan, which provides all of the services customers expect of a bank but with increased time and place utility, is an example of a _____ strategy.

Accepted Answer

A)  life cycle management. 
B)  product mix expansion. 
C)  trading up. 
D)  product line alteration. 
E)  market aggregation.

Question 20

Last week when Steven visited the Celebrity Club in Chicago, he found the entertainment not up to what he had experienced the first time he visited the blues club in December 2002. During his December visited, he got to see the "Queen of Blues" Koko Taylor perform. On his last visit, there was a B. King imitator performing. This is an example of the _____ of services.

Accepted Answer

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

Exam 11: Services Marketing

For which of the following services is perishability a problem?

A pet-grooming center that adds to its product offering a boarding kennel for the convenience of vacationing pet owners is using a product line expansion strategy.

The ads for Jacksonville, Florida, featuring scenes of children frolicking in the waves are using the strategy of association to promote its beaches to tourists.

The use of a child's drawing of a rainbow in all the advertising done the Children's Healthcare Center of Atlanta is an example of the use of a physical representation strategy to overcome the problems associated with the heterogeneity of services.

An afternoon tutoring program for high school students decided to eliminate its French classes because of low demand. The tutoring program engaged in:

In order to create an effective brand image for a service, a services marketer could:

If it costs less per dog for a wash and a groom at Cedartown Grooming Gallery when Tom brings in five dogs at one time than it does when he brings in the dogs individually on separate days, it is an example of a functional discount.

Parishioners, patients, members, and students are all terms used to describe clients of nonprofit organizations.

In a nonprofit organization, the most important physical distribution problem typically deals with:

A picture of a Mardi Gras parade float with people obviously enjoying themselves has been an effective promotional device for the Tourist Board in New Orleans. The photo helped the city overcome intangibility by using and showing how much fun Mardi Gras attendees have. The technique used was:

According to the text, the two major target markets for nonprofit organizations are:

A dog-grooming establishment that offers a 20 percent discount in the winter when dogs need less grooming is trying to cope with the perishability characteristic of services.

State and county fairs are an annual autumn event in most states. Attendance for such events has been gradually declining because people are tired of seeing the same events and rides every year. Fairs that add a series of concerts to the usual fair menu have engaged in:

Which of the following statements about promotional programs for services is True?

Bank One's introduction of an Internet retail bank, Wingspan, which provides all of the services customers expect of a bank but with increased time and place utility, is an example of a _____ strategy.