Question 1

A(n)_____ is the result of applying human or mechanical efforts to people or objects.

Accepted Answer

A)  application processor 
B)  profit intermediary 
C)  tangible product 
D)  service 
E)  nonprofit organization

Question 2

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 3

If a benefit is indirect to the customer,the marketer may find a challenge in promoting a product with little:

Accepted Answer

A)  benefit complexity 
B)  feature charisma 
C)  benefit strength 
D)  personalization 
E)  benefit exchange

Question 4

Treating employees as customers and developing systems and benefits that satisfy their needs is known as _____ marketing.

Accepted Answer

A)  organizational quality 
B)  relationship 
C)  internal 
D)  job-faceted 
E)  job-satisfaction

Question 5

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 6

Nonprofit organizations may or may not require special facilities for distribution of their services.

Accepted Answer

A) True 
 B)False

Question 7

At the My M&M's Web site,customers can design their own versions of the famous candy.Customers choose from 25 M&M'S colors; write a message,add clip-art,or even a face to each M&M,and select specific packaging.This is an example of:

Accepted Answer

A)  a cooperative service. 
B)  mass customization. 
C)  aggregated standardization. 
D)  a market development strategy. 
E)  mental stimulus processing.

Question 8

Susan G.Komen for the Cure is the largest breast cancer organization in the United States.Komen's annual Race for the Cure series of 5K runs and fitness walks are organized to raise funds for the organization as well as to raise public awareness of the disease.Komen's Race for the Cure is an example of a _____ strategy.

Accepted Answer

A)  target market 
B)  distribution 
C)  product 
D)  promotion 
E)  direct marketing

Question 9

Karen has a gluten allergy,which means she is unable to eat certain foods.The chef at her favorite restaurant understands Karen's situation and is always happy to modify his recipes for her when she dines there.The chef is providing assurance to Karen.

Accepted Answer

A) True 
 B)False

Question 10

The Monroe Job Training for the Disabled program wants to notify the community about its upcoming rummage sale.As an experienced marketer and director of the program,you plan to visit several local radio and televisions stations to request:

Accepted Answer

A)  cooperative advertising 
B)  nonsponsored advertising 
C)  primary advertising 
D)  public service advertising 
E)  nonprofit advertising

Question 11

Greta,the owner of House Mouse Cleaning Services,must be physically present when she cleans a house or office.The need for her presence as the service is performed is an example of the intangibility of services.

Accepted Answer

A) True 
 B)False

Question 12

At which level of relationship marketing does the firm only use pricing incentives to encourage customers to continue doing business with it?

Accepted Answer

A)  Level 1 
B)  Level 2 
C)  Level 3 
D)  Level 4 
E)  Level 5

Question 13

After years of expansion,Starbucks recently closed 600 of its poorer performing stores.Many of the stores closed were near other Starbucks locations.In those areas,management felt that the company had too many outlets,which was boosting the company's cost unnecessarily.Decisions concerning the number of outlets are a part of the _____ strategy of service organizations.

Accepted Answer

A)  distribution 
B)  promotion 
C)  production 
D)  product 
E)  demand/supply

Question 14

A barber shop is an example of a service business.

Accepted Answer

A) True 
 B)False

Question 15

A nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit,market share,or return on investment.

Accepted Answer

A) True 
 B)False

Question 16

Determining costs can be extremely difficult for a service provider who has adopted a(n)_____ pricing objective and may limit the usefulness of the objective.

Accepted Answer

A)  market-share-oriented 
B)  operations-oriented 
C)  revenue-oriented 
D)  patronage-oriented 
E)  break-even

Question 17

Many nonprofit organizations are pressured or required to serve the maximum number of people by targeting the average user,which pressures them to adopt which type of targeting strategy?

Accepted Answer

A)  Niche 
B)  Undifferentiated 
C)  Multisegmented 
D)  Uniform 
E)  Unidimensional

Question 18

To improve its friendliness,the First National Bank hired Joy Taylor as a greeter.Joy's job is to sit at a desk near the front lobby and greet customers as they enter with a warm,friendly smile along with a "Good Morning" or "Good Afternoon." Unfortunately,Joy is also required to answer the bank's main telephone line.Since she spends most of her day on the telephone,Joy rarely gets to flash her smile or greet anyone who is entering the bank.In fact,Joy is on the phone so much that she doesn't really even seem friendly.This is an example of a gap between:

Accepted Answer

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

Question 19

James recently went to a new health clinic because he had a sore throat that wouldn't go away.He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans,a flannel shirt,and tennis shoes.The doctor and nurse took proper care of James,but it seemed strange to him that the doctor was dressed that way.Which component of service quality does this illustrate?

Accepted Answer

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

Question 20

A continuing problem for most Minor League Baseball (MiLB)teams is low attendance.Event and venue sponsors want to see fans in the stadiums,and the players appreciate fan support.Given this information,which pricing strategy would you recommend MiLB teams use?

Accepted Answer

A)  Operations-oriented pricing 
B)  Peak profitability pricing 
C)  Patronage-oriented pricing 
D)  Supply-demand pricing 
E)  Revenue-oriented pricing

Exam 23: Services and Nonprofit Organization Marketing

A(n) _____ is the result of applying human or mechanical efforts to people or objects.

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

If a benefit is indirect to the customer,the marketer may find a challenge in promoting a product with little:

Treating employees as customers and developing systems and benefits that satisfy their needs is known as _____ marketing.

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

Nonprofit organizations may or may not require special facilities for distribution of their services.

At the My M&M's Web site,customers can design their own versions of the famous candy.Customers choose from 25 M&M'S colors; write a message,add clip-art,or even a face to each M&M,and select specific packaging.This is an example of:

Karen has a gluten allergy,which means she is unable to eat certain foods.The chef at her favorite restaurant understands Karen's situation and is always happy to modify his recipes for her when she dines there.The chef is providing assurance to Karen.

The Monroe Job Training for the Disabled program wants to notify the community about its upcoming rummage sale.As an experienced marketer and director of the program,you plan to visit several local radio and televisions stations to request:

Greta,the owner of House Mouse Cleaning Services,must be physically present when she cleans a house or office.The need for her presence as the service is performed is an example of the intangibility of services.

At which level of relationship marketing does the firm only use pricing incentives to encourage customers to continue doing business with it?

A barber shop is an example of a service business.

A nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit,market share,or return on investment.

Determining costs can be extremely difficult for a service provider who has adopted a(n) _____ pricing objective and may limit the usefulness of the objective.

Many nonprofit organizations are pressured or required to serve the maximum number of people by targeting the average user,which pressures them to adopt which type of targeting strategy?

A continuing problem for most Minor League Baseball (MiLB) teams is low attendance.Event and venue sponsors want to see fans in the stadiums,and the players appreciate fan support.Given this information,which pricing strategy would you recommend MiLB teams use?