Question 1

The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.​

Accepted Answer

A)  tangibility
B)  ​location
C)  ​customization
D)  separabilityE) B) and C)
F) A) and D)

Question 2

The__________of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

Accepted Answer

location

Question 3

Car Bar allows its customer to rent a car at $10 per day on weekdays,at $15 per day on weekends,and at $20 per day exclusively during the holiday season.This pricing strategy helps the company match the supply and demand for its cars.This is an example of__________.

Accepted Answer

operations...

Question 4

Internal marketing is more important for goods manufacturers than service firms.

Accepted Answer

A) True 
 B)False  False

Question 5

__________focuses on maximizing the surplus of income over costs.

Accepted Answer

Revenue-or...

Question 6

_____,one of the components on which customers evaluate service quality,refers to the knowledge and courtesy of employees and their ability to convey trust.​

Accepted Answer

A)  Empathy
B)  ​Responsiveness
C)  ​Assurance
D)  ReliabilityE) A) and B)
F) B) and C)

Question 7

With the help of examples,describe the two unique challenges faced by service providers as they decide on a pricing strategy.

Accepted Answer

The unique characteristics of services p...

Question 8

Silver Line Electronics Inc.uses technology to produce laptops and other gadgets in bulk based on each individual client's specific needs and requirements.This is an example of _____.​

Accepted Answer

A)  standardization
B)  ​reverse engineering
C)  ​benchmarking
D)  mass customizationE) B) and C)
F) B) and D) D

Question 9

Premium boutique hotels encourage employees to develop strong,personal relationships with guests.Such hotels offer value-added services that are not available at traditional hotels.At which level of relationship marketing are these hotels operating?

Accepted Answer

A)  Level 1
B)  Level 2
C)  Level 3
D)  Level 4E) B) and D)
F) A) and C)

Question 10

According to the gap model of service quality,which of the following is true of gap 1?

Accepted Answer

A)  It results from a lack of understanding or a misrepresentation of customers' needs,wants,or desires.
B)  It results from management's inability to translate customers' needs into delivery systems within the firm.
C)  It can result in misleading or deceptive advertising campaigns promising more than the firm can deliver.
D)  It can be corrected by training employees so that they know what management expects and encouraging teamwork.E) B) and C)
F) A) and B)

Question 11

TrustUs Insurance's tagline is "You're in safe hands with TrustUs," and Serenity Life Insurance uses a rock as its trade symbol because it wants to convey stability.What type of promotion strategy are these companies using?

Accepted Answer

A)  Engaging in postpurchase communication
B)  Creating a strong organizational image
C)  Using personal information sources
D)  Adopting standardizationE) A) and D)
F) None of the above

Question 12

A bundled price is preferable when:

Accepted Answer

A)  different customers have different needs.
B)  firms customize services for each individual customer.
C)  consumers dislike having to pay extra for every part of a service.
D)  firms want to charge for their supplementary services separately.E) A) and B)
F) None of the above

Question 13

Which of the following is true of goods?

Accepted Answer

A)  They can be produced in a centralized location and be consumed in decentralized locations.
B)  They tend to be less tangible than services.
C)  They need to be produced,sold,and consumed at the same time as they are highly perishable.
D)  They tend to be less standardized and uniform than services.E) C) and D)
F) A) and C)

Question 14

At Great Bear Nature Tours,the owners are careful to treat both guests and employees very well.In fact,most employees feel that they are treated like privileged guests at work.This is an example of:

Accepted Answer

A)  green marketing.
B)  social marketing.
C)  nonprofit marketing.
D)  internal marketing.E) B) and D)
F) B) and C)

Question 15

In revenue-orientated pricing,prices vary with different market segments' ability to pay.

Accepted Answer

A) True 
 B)False

Question 16

__________refers to the inability of services to be stored,warehoused,or inventoried.

Accepted Answer

The answer of __________refers to the inability of services to...

Question 17

When a firm develops structural bonds with its customers by offering unique value added services,it is operating at _____ of relationship marketing.​

Accepted Answer

A)  level 4
B)  ​level 3
C)  ​level 2
D)  level 1E) B) and C)
F) A) and D)

Question 18

Marketing services is more challenging than marketing goods because:

Accepted Answer

A)  of the unique characteristics of services,which includes intangibility,inseparability,heterogeneity,and perishability.
B)  consumers and business users can easily evaluate the quality of services.
C)  services tend to exhibit less experience and credence qualities.
D)  all service providers compete against each other,but firms selling tangible goods complement each other.E) B) and C)
F) All of the above

Question 19

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

Accepted Answer

Internal marketing means treating employ...

Question 20

Which of the following is true of operations-oriented pricing?

Accepted Answer

A)  It involves maintaining a fixed price for a product or a service throughout the year.
B)  It focuses on maximizing the surplus of income over costs.
C)  It seeks to match supply and demand by varying prices.
D)  It tries to maximize the number of customers using a service by improving its quality.E) B) and C)
F) None of the above

Exam 12: Services and Nonprofit Organization Marketing

The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.​

Correct AnswerverifiedShow Answer

The__________of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

Correct Answerverifiedlocation

Car Bar allows its customer to rent a car at $10 per day on weekdays,at $15 per day on weekends,and at $20 per day exclusively during the holiday season.This pricing strategy helps the company match the supply and demand for its cars.This is an example of__________.

Correct Answerverifiedoperations...View AnswerShow Answer

Internal marketing is more important for goods manufacturers than service firms.

Correct AnswerverifiedFalse

__________focuses on maximizing the surplus of income over costs.

Correct AnswerverifiedRevenue-or...View AnswerShow Answer

_____,one of the components on which customers evaluate service quality,refers to the knowledge and courtesy of employees and their ability to convey trust.​

Correct AnswerverifiedShow Answer

With the help of examples,describe the two unique challenges faced by service providers as they decide on a pricing strategy.

Correct AnswerverifiedThe unique characteristics of services p...View AnswerShow Answer

Silver Line Electronics Inc.uses technology to produce laptops and other gadgets in bulk based on each individual client's specific needs and requirements.This is an example of _____.​

Correct AnswerverifiedD

Premium boutique hotels encourage employees to develop strong,personal relationships with guests.Such hotels offer value-added services that are not available at traditional hotels.At which level of relationship marketing are these hotels operating?

Correct AnswerverifiedShow Answer

According to the gap model of service quality,which of the following is true of gap 1?

Correct AnswerverifiedShow Answer

TrustUs Insurance's tagline is "You're in safe hands with TrustUs," and Serenity Life Insurance uses a rock as its trade symbol because it wants to convey stability.What type of promotion strategy are these companies using?

Correct AnswerverifiedShow Answer

A bundled price is preferable when:

Correct AnswerverifiedShow Answer

Which of the following is true of goods?

Correct AnswerverifiedShow Answer

At Great Bear Nature Tours,the owners are careful to treat both guests and employees very well.In fact,most employees feel that they are treated like privileged guests at work.This is an example of:

Correct AnswerverifiedShow Answer

In revenue-orientated pricing,prices vary with different market segments' ability to pay.

Correct AnswerverifiedShow Answer

__________refers to the inability of services to be stored,warehoused,or inventoried.

Correct AnswerverifiedShow Answer

When a firm develops structural bonds with its customers by offering unique value added services,it is operating at _____ of relationship marketing.​

Correct AnswerverifiedShow Answer

Marketing services is more challenging than marketing goods because:

Correct AnswerverifiedShow Answer

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

Correct AnswerverifiedInternal marketing means treating employ...View AnswerShow Answer

Which of the following is true of operations-oriented pricing?

Correct AnswerverifiedShow Answer

The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

Correct Answer
verified

Correct Answer
verified
location

Correct Answer
verified
operations...
View Answer

Correct Answer
verified
False

Correct Answer
verified
Revenue-or...
View Answer

_____,one of the components on which customers evaluate service quality,refers to the knowledge and courtesy of employees and their ability to convey trust.

Correct Answer
verified

Correct Answer
verified
The unique characteristics of services p...
View Answer

Silver Line Electronics Inc.uses technology to produce laptops and other gadgets in bulk based on each individual client's specific needs and requirements.This is an example of _____.

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

When a firm develops structural bonds with its customers by offering unique value added services,it is operating at _____ of relationship marketing.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Internal marketing means treating employ...
View Answer

Correct Answer
verified