Question 1

In what ways does intangibility affect the pricing of services?

Accepted Answer

In intangibility is one of the key facto...

Question 2

Which of the following statements about customer contact in services marketing is false?

Accepted Answer

A)   Service employees are important in creating satisfied customers.
B)   High-contact services are less expensive to deliver because they are typically equipment-based.
C)   The main principle of customer contact is that satisfied employees lead to satisfied customers.
D)   Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services.
E)   Employee training programs are an effective way to ensure good customer contact and reduce problems.F) B) and D)
G) A) and D)

Question 3

Non-profit organizations usually have more diverse groups to serve than do for-profit organizations.

Accepted Answer

A) True 
 B)False

Question 4

Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

Accepted Answer

A) True 
 B)False  True

Question 5

Select a familiar non-profit organization, and describe its target market and marketing mix.

Accepted Answer

This answer is specific to the choice of...

Question 6

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as:

Accepted Answer

A)   partnerships.
B)   repeated customer contact.
C)   inseparable clientele.
D)   long-term customers.
E)   client-based relationships.F) All of the above
G) A) and B)

Question 7

The growth of business services is largely attributed to:

Accepted Answer

A)   increases in incomes and living standards.
B)   decreases in the consumption of products.
C)   increases in governmental expenditures.
D)   increases in the complexity and competitiveness of business environments.
E)   increases in population.F) C) and D)
G) B) and D)

Question 8

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

Accepted Answer

A) True 
 B)False

Question 9

The continuum of tangibility goes from ____ on one end to ____ on the other end.

Accepted Answer

A)   service-dominant products; good-dominant products
B)   pure products; pure services
C)   rational products; irrational products
D)   mostly service goods; mostly product goods
E)   easy to see; not easy to seeF) All of the above
G) A) and C)

Question 10

Service quality is defined by compliance with a set of specifications.

Accepted Answer

A) True 
 B)False  False

Question 11

Which of the following is the best example of a high-contact service?

Accepted Answer

A)   Appliance repair
B)   Newspaper delivery
C)   Dog training
D)   Interior decorating
E)   Plastic surgeryF) A) and E)
G) B) and E) E

Question 12

Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.

Accepted Answer

A) True 
 B)False

Question 13

Services are usually provided through the application of ____ directed at people or objects.

Accepted Answer

A)   tangible and intangible products
B)   physical labour
C)   human or mechanical efforts
D)   ideas and other intangible efforts
E)   knowledge and technologyF) B) and E)
G) B) and C)

Question 14

Which of the following best defines non-profit 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)   Non-business activities aimed at goals such as profit or return on investment ?5
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 establishmentsF) A) and C)
G) B) and D)

Question 15

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is similar for both for-profit and non-profit 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 marketsF) A) and B)
G) A) and C)

Question 17

Segmentation concepts and techniques used to segment and identify target markets are not applicable to reaching non-profit target markets.

Accepted Answer

A) True 
 B)False

Question 18

In general, differences between goods and services are determined by the:

Accepted Answer

A)   degree of labour intensiveness.
B)   type of target market.
C)   degree of tangibility.
D)   type of provider.
E)   degree of consumer contact.F) D) and E)
G) A) and B)

Question 19

Consumers look closely at service quality when comparing competing services because:

Accepted Answer

A)   they perceive all services to be essentially the same.
B)   they typically have very few services from which to select.
C)   all services are priced about the same.
D)   quality is the only relevant service characteristic.
E)   services are very difficult to evaluate.F) A) and D)
G) A) and C)

Question 20

Because most services are people-based, they are susceptible to heterogeneity, or variation in demand over time.

Accepted Answer

A) True 
 B)False

Exam 10: The Marketing of Services

In what ways does intangibility affect the pricing of services?

Correct AnswerverifiedIn intangibility is one of the key facto...View AnswerShow Answer

Which of the following statements about customer contact in services marketing is false?

Correct AnswerverifiedShow Answer

Non-profit organizations usually have more diverse groups to serve than do for-profit organizations.

Correct AnswerverifiedShow Answer

Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

Correct AnswerverifiedTrue

Select a familiar non-profit organization, and describe its target market and marketing mix.

Correct AnswerverifiedThis answer is specific to the choice of...View AnswerShow Answer

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as:

Correct AnswerverifiedShow Answer

The growth of business services is largely attributed to:

Correct AnswerverifiedShow Answer

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

Correct AnswerverifiedShow Answer

The continuum of tangibility goes from ____ on one end to ____ on the other end.

Correct AnswerverifiedShow Answer

Service quality is defined by compliance with a set of specifications.

Correct AnswerverifiedFalse

Which of the following is the best example of a high-contact service?

Correct AnswerverifiedE

Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.

Correct AnswerverifiedShow Answer

Services are usually provided through the application of ____ directed at people or objects.

Correct AnswerverifiedShow Answer

Which of the following best defines non-profit marketing?

Correct AnswerverifiedShow Answer

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Segmentation concepts and techniques used to segment and identify target markets are not applicable to reaching non-profit target markets.

Correct AnswerverifiedShow Answer

In general, differences between goods and services are determined by the:

Correct AnswerverifiedShow Answer

Consumers look closely at service quality when comparing competing services because:

Correct AnswerverifiedShow Answer

Because most services are people-based, they are susceptible to heterogeneity, or variation in demand over time.

Correct AnswerverifiedShow Answer

Correct Answer
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In intangibility is one of the key facto...
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True

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This answer is specific to the choice of...
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The continuum of tangibility goes from on one end to on the other end.

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False

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E

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