Question 1

Andrea has just opened a new service business called Paws n' Claws, which provides dog grooming and doggie day care. Andrea has done research about the role dogs play in today's culture, particularly for those people who do not have children. She knows that some of these people represent a target that is urban, professional, and who travel frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

Accepted Answer

A) high level of tangibility; customers. 
B) high level of inseparability; customers. 
C) high level of customer contact; clients 
D) low level of perishability; customers 
E) low level of intangibility; clients

Question 2

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Accepted Answer

A) distribution. 
B) tangible elements. 
C) management expectations. 
D) price. 
E) customer expectations.

Question 3

Supplementary services are the basic services that a customer expects to receive.

Accepted Answer

A) True 
 B)False

Question 4

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.

Accepted Answer

A) intangibility 
B) perishability 
C) heterogeneity 
D) inseparability 
E) customer service

Question 5

The U.S. economy is the world's first service economy.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

Accepted Answer

The answer of List and explain the six distinguishing characteristics...

Question 8

Personal selling is one noticeable marketing activity used to gain acceptance of a social idea or to solicit donations.

Accepted Answer

A) True 
 B)False

Question 9

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

Accepted Answer

A) Tangibility 
B) Intangibility 
C) Perishability 
D) Inseparability 
E) Heterogeneity

Question 10

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and

Accepted Answer

A) labor-intensiveness. 
B) orientation toward value. 
C) homogeneity. 
D) heterogeneity. 
E) specialization.

Question 11

Which of the following best defines nonprofit marketing?

Accepted Answer

A) Activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit or return on investment 
B) Marketing activities conducted by organizations other than business organizations 
C) Nonbusiness activities aimed at goals such as profit or return on investment 
D) Marketing activities aimed at getting the product to the retailers, through intermediaries 
E) The marketing activities conducted by individuals and organizations that are considered volunteer establishments

Question 12

In what ways do inseparability and intangibility affect the pricing of services?

Accepted Answer

The answer of In what ways do inseparability and intangibility...

Question 13

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services.

Accepted Answer

A) tangibility 
B) perishability 
C) inseparability 
D) customer contact 
E) heterogeneity

Question 14

Scenario 13.2
Use the following to answer the questions.
Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him.
-Refer to Scenario 13.2. When using an accountant to prepare her tax return, Kaycee really can't determine the level of the accountant's expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the ____ of a service.

Accepted Answer

A) search qualities 
B) product qualities 
C) service quality 
D) credence qualities 
E) experience qualities

Question 15

Distribution for nonprofit organizations is

Accepted Answer

A) unimportant because physical movement does not take place. 
B) not an important decision. 
C) coordinated by middlemen. 
D) inefficient rather than efficient. 
E) typically characterized by short channels.

Question 16

Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business.

Accepted Answer

A) service expectations 
B) word-of-mouth communication 
C) zones of tolerance 
D) customer perceptions 
E) experience qualities

Question 17

An important difference between for-profit and nonprofit marketing is that

Accepted Answer

A) there is no exchange in nonprofit marketing because the nonprofit organization receives something of value but does not give anything of value. 
B) marketing exists only in the for-profit organization. 
C) the goals of the nonprofit organization differ from the goals of the for-profit organization. 
D) a target market need not be determined in the nonprofit marketing scheme. 
E) there is no price in the marketing mix of the nonprofit organization.

Question 18

Saresh owns the Change-ezz, a salon specializing in the unique hair needs of minority populations. Recently, Saresh has been trying to improve the quality of service received by his customers. However, he has experienced difficulty in finding ways to standardize and control the salon's quality of service. Saresh's problem illustrates which of the following unique features of service?

Accepted Answer

A) Intangibility 
B) Inseparability 
C) Perishability 
D) Heterogeneity 
E) Marketability

Question 19

Intangible cues are used to provide customers with some assurance of service quality.

Accepted Answer

A) True 
 B)False

Question 20

An advantage of heterogeneity is that services can be customized.

Accepted Answer

A) True 
 B)False

Exam 13: Services Marketing

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Supplementary services are the basic services that a customer expects to receive.

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.

The U.S. economy is the world's first service economy.

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

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

Personal selling is one noticeable marketing activity used to gain acceptance of a social idea or to solicit donations.

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and

Which of the following best defines nonprofit marketing?

In what ways do inseparability and intangibility affect the pricing of services?

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services.

Distribution for nonprofit organizations is

An important difference between for-profit and nonprofit marketing is that

Intangible cues are used to provide customers with some assurance of service quality.

An advantage of heterogeneity is that services can be customized.