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Exam 12: Services and Nonprofit Organization Marketing

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Question 21

True/False

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Each part of a firm's service marketing mix should make a different contribution to achieving its goals.

A) True
B) False

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Question 22

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Which of the following characteristics of service is the least related to the display of human behavior,interpersonal interaction,and knowledge?

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

E) A) and D)
F) A) and C)

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Question 23

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Vintage Travel provides a wide range of travel-related services.Which of the following can create a lasting image of their company in the minds of customers and potential users,even without them using Vintage Travel's services?

A service-providing firm that does little or no customer satisfaction research is most likely to experience a gap between ______.

Laelle Airlines,an international airline company offers a core service supported by supplementary services.Given this information,which of the following is most likely to be the core service provided by Laelle Airlines?

In the business of running movie theaters,it was proposed that the tickets be priced significantly higher than usual for each of the opening weekends of the year's summer blockbusters.This kind of pricing is ______.

A _____ is an announcement that promotes a program of a federal,state,or local government or of a nonprofit organization.

A limitation of revenue-oriented pricing is that

At the _____ level of relationship marketing,a firm uses pricing incentives to encourage customers to continue doing business with it.

Describe the four promotion strategies that marketers use to promote services.

Although the strategy of internal marketing applies to goods manufacturers as well as service firms,it is even more critical in service firms.

It is usually ineffective to use marketing tools to transform services involving discrete transactions into membership relationships.

Compared to goods,services tend to exhibit more ______ qualities.

Patronage-oriented pricing tries to maximize the number of services used by a consumer.

Many businesses have found that it is more cost effective to focus only on attracting new customers than working hard to keep the ones they already have.

Evaluating the quality of services before making a purchase is harder than evaluating the quality of goods because,compared to goods,services tend to exhibit fewer ______ qualities.

Which of the following is the most important factor in influencing the distribution strategy of a time-dependent service provider?

The North Star Hotel,a luxury hotel,encourages its employees to develop strong,personal relationships with guests.It offers customized toiletries to its customers based on their preferences.It also has an entire floor dedicated to suites that have air purification systems.These value-added services make the North Star Hotel unique as these services are not available at other hotels.In this scenario,the North Star Hotel is at the _____ level of relationship marketing.

What kind of service processing does the airline industry address?

In many public assistance programs,about half the people who are eligible do not participate because they do not want to devote the required time or effort or are just plain embarrassed to seek help.Such people are not willing to ______.