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Exam 12: Services and Nonprofit Organization Marketing

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Question 31

Multiple Choice

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According to the gap model of service quality,the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from

A) the inability of management and employees to do what should be done.
B) a lack of understanding or a misrepresentation of the customers' needs,wants,or desires.
C) misleading or deceptive advertising campaigns promising more than the firm can deliver.
D) the inability of management to translate customers' needs into delivery systems within the firm.

E) A) and B)
F) A) and C)

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Question 32

True/False

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Tele Tales,a radio and television broadcasting company,allots two hours of its combined air time to promoting cautionary messages about tobacco and alcohol abuse.Tele Tales does not receive any sponsorship for running these advertisements.In this context,Tele Tales is most likely engaging in a sales promotion activity.

A) True
B) False

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Question 33

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When making decisions about product offerings for their marketing mix,what are the three product-related distinctions between business and nonprofit organizations?

The term that describes the service process that takes place when the service is directed at a customer is called ____________________.

Which of the following is a difference between profit organizations and nonprofit organizations?

University tuition is an example of below-cost pricing.

The number of customers who dine at Eat and Den,a restaurant,varies on weekdays and weekends.On days when customer traffic is less,Eat and Den incurs losses because the food prepared on one day will not be fresh the next day.In this scenario,which of the following characteristics of services is the reason for Eat and Den's loss of revenue?

In the service industry,one drawback to using revenue-oriented pricing is that determining costs is difficult for many services.

Alicia wants to buy a piece of furniture and would like to transport it using her personal vehicle.Therefore,she prefers having delivery charges bundled with the price of the furniture.

Simultaneous production and consumption means that services normally cannot be produced in a centralized location and consumed in decentralized locations.

Identify and discuss the challenges faced by service providers when deciding a pricing strategy.

Social relationship marketing is often more effective than financial relationship marketing.

Patronage-oriented pricing seeks to match supply and demand by varying prices.

Wildside Inc.,a company that organizes wildlife tours,gives equal importance to customers and employees.The managers at Wildside Inc.ensure that the employees of the company are satisfied with their jobs.They believe that the employees should be kept happy as they are the brand ambassadors of the company.This scenario is an example of _____ marketing.

A manufacturer making a choice between too few and too many outlets is essentially deciding between providing ______.

Many nonprofit organizations are explicitly or implicitly prohibited from advertising,thus limiting their promotion options.

Tina is an expert gardener.She provides services like designing and planting new gardens,maintaining gardens,and landscaping.In the context of service processes,the services provided by Tina come under the category of _____.

Your insurance agent provides you with a service that includes ______.

A search quality of a product or service is a characteristic that can be ______.

The qualities of search,experience,and credence make it easier for marketers to communicate the benefits of an intangible service than to communicate the benefits of tangible goods.