Question 1

Which of the following is similar for both for-profit and nonprofit marketing?

Accepted Answer

A)  Emphasis on profit as a motive 
B)  Ability to use effective marketing activities 
C)  Concern for the entry of competitors into the field 
D)  Complexity of the typical distribution channels 
E)  Definition of target markets

Question 2

A nonprofit organization may exist in an environment in which its goals are opposed by some members of society.

Accepted Answer

A) True 
 B)False

Question 3

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 4

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 12.2.Which of the following types of pricing will the accountant most likely use when charging for the service?

Accepted Answer

A)  time-based pricing 
B)  off-peak demand 
C)  bundled pricing 
D)  demand-based pricing 
E)  customer contact pricing

Question 5

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is most likely to be considered a business service?

Accepted Answer

A)  Housecleaning 
B)  Consulting 
C)  Haircutting 
D)  Personal training 
E)  Alaskan cruise

Question 7

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 8

Although nonprofit goals differ from for-profit goals,certain business marketing concepts can be adopted to enhance nonprofit operations.

Accepted Answer

A) True 
 B)False

Question 9

Segmentation concepts and techniques used to segment and identify target markets are not applicable to reaching nonprofit target markets.

Accepted Answer

A) True 
 B)False

Question 10

Sales promotion activities of a nonprofit organization may consist of special events such as fund-raising campaigns,telethons,contests,and entertainment.

Accepted Answer

A) True 
 B)False

Question 11

The response that a nonprofit organization desires from its target market or public may be a change in values,financial contributions,or the donation of services.

Accepted Answer

A) True 
 B)False

Question 12

The concept of opportunity cost is important in determining the price paid by an individual for a nonprofit product.

Accepted Answer

A) True 
 B)False

Question 13

Select the true statement regarding nonprofit marketing.

Accepted Answer

A)  Nonprofit marketing strategy should be developed to offer unrestricted alternatives and distribution activities that help accomplish the organization's goals. 
B)  Segmentation techniques used to identify target markets in for-profit businesses are also applicable to reaching nonprofit target markets. 
C)  A nonprofit organization usually attempts to serve fewer market segments than a for-profit organization. 
D)  Selection of the target market is the only major strategy development task in nonprofit marketing. 
E)  The narrowest definition of price should be used in developing the marketing mix strategy.

Question 14

The owner of the Lords and Ladies hair salon has difficulty in standardizing and controlling the quality of service that the customers in his salon receive.This problem illustrates which of the following unique features of service?

Accepted Answer

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

Question 15

The intangibility aspect of a service means that

Accepted Answer

A)  there is a lack of perceived quality compared to a tangible good. 
B)  unused capacity cannot be stockpiled or inventoried for later use. 
C)  consumers may have a problem evaluating service offerings. 
D)  services are not produced at the same time they are consumed. 
E)  services are not labor-intensive.

Question 16

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 17

In an attempt to attract customers,service marketers often promise great results and satisfaction to customers,but marketers should be careful not to

Accepted Answer

A)  deliver on these promises and risk financial losses and the success of the company. 
B)  promise less than they can actually deliver and keep customers away. 
C)  make the appearance of their facilities consistent with their promises to customers. 
D)  promise too much and cause customer expectations beyond what they can deliver. 
E)  make the quality of their services too tangible in the eyes of the customer.

Question 18

Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

Accepted Answer

A) True 
 B)False

Question 19

Describe how nonprofit marketing differs from for-profit marketing.

Accepted Answer

The answer of Describe how nonprofit marketing differs from for-profit...

Question 20

What are the three primary ways that marketers deliver services?

Accepted Answer

A)  Over the phone,online,or in-person 
B)  Continuously,periodically,or on demand 
C)  At the customer's home,in-person,or by telecommunications 
D)  Through service centers,delivery vehicles,or the mail 
E)  Service facilities,customer's home,or from a distance

Exam 12: Services Marketing

Which of the following is similar for both for-profit and nonprofit marketing?

A nonprofit organization may exist in an environment in which its goals are opposed by some members of society.

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

Consumers tend to believe company-sponsored advertising more than word-of-mouth communication when gathering information on a service product.

Which of the following is most likely to be considered a business service?

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.

Although nonprofit goals differ from for-profit goals,certain business marketing concepts can be adopted to enhance nonprofit operations.

Segmentation concepts and techniques used to segment and identify target markets are not applicable to reaching nonprofit target markets.

Sales promotion activities of a nonprofit organization may consist of special events such as fund-raising campaigns,telethons,contests,and entertainment.

The response that a nonprofit organization desires from its target market or public may be a change in values,financial contributions,or the donation of services.

The concept of opportunity cost is important in determining the price paid by an individual for a nonprofit product.

Select the true statement regarding nonprofit marketing.

The owner of the Lords and Ladies hair salon has difficulty in standardizing and controlling the quality of service that the customers in his salon receive.This problem illustrates which of the following unique features of service?

The intangibility aspect of a service means that

Which of the following best defines nonprofit marketing?

In an attempt to attract customers,service marketers often promise great results and satisfaction to customers,but marketers should be careful not to

Using promotional efforts that encourage the trial use of some services can be an effective way for customers to assess the quality of the offered service.

Describe how nonprofit marketing differs from for-profit marketing.

What are the three primary ways that marketers deliver services?