Question 1

Briefly explain what service firms must do to be successful in the global marketplace.

Accepted Answer

Answers will vary.The international mark...

Question 2

So far as promotion decisions are concerned,many nonprofit organizations are explicitly or implicitly prohibited from advertising,thus limiting their promotion options.Are federal agencies included in this category?

Accepted Answer

A)   No,federal agencies are exempt from this rule.
B)   Yes,most federal agencies fall into this category.
C)   Yes,only federal agencies fall into this category.
D)   Yes,all federal agencies fall into this category.E) None of the above
F) A) and B)

Question 3

Which of the following is a consequence of the heterogeneity of services?

Accepted Answer

A)   No matter where,the customer knows exactly what is offered and what to expect.
B)   Services are perceived as less standardized and uniform than goods.
C)   Consistency and quality control of services can be easily achieved.
D)   Standardization and training prove to be invariably futile or unreliable.E) B) and D)
F) A) and C)

Question 4

When comparing the various kinds of relationship marketing,we can say that ______.

Accepted Answer

A)   the social level is more developed than the structural level
B)   the financial level is more developed than the social level
C)   the customization level is more developed than the social level
D)   the financial level is more developed than the customization levelE) A) and D)
F) None of the above

Question 5

Tug Bark,a fast food chain from the United States,wants to open a branch in China.It plans to change its menu to appeal to the Chinese palate.In this scenario,Tug Bark is implementing the gap model of service quality.

Accepted Answer

A) True 
 B)False

Question 6

Identify and describe three issues related to the selection of target markets that are unique to nonprofit service organizations.

Accepted Answer

Answers will vary. Three issues relating...

Question 7

Henry,a travel consultant,treats his customers with respect and helps them with the vast knowledge that has earned him a good reputation.However,he is not as skilled in giving individual attention to customers or in anticipating and understanding their priorities.Henry scores ______.

Accepted Answer

A)   high on assurance but low on empathy
B)   low on both assurance and empathy
C)   high on both assurance and empathy
D)   low on assurance but high on empathyE) A) and D)
F) B) and C)

Question 8

Nonprofit organizations account for a little over ______ percent of the economic activity in the United States.

Accepted Answer

A)   5
B)   10
C)   20
D)   30E) A) and B)
F) All of the above

Question 9

Which of the following statements is true of internal marketing?

Accepted Answer

A)   Internal marketing is applicable only to the employees of goods manufacturers and not of service firms.
B)   The quality of a firm's employees is an important part of building long-term relationships with customers.
C)   Customers are treated as potential employees as they become the delivery vehicle of the purchased products.
D)   Different manufacturers exchange goods internally in an attempt to curb a negative competitive spirit.E) None of the above
F) B) and C)

Question 10

An upmarket dressmaking company deliberately keeps its number of outlets very low even after years of climbing profits.There are no more than two in any major city of the United States.The policy may be justified in terms of the company's objective to ______.

Accepted Answer

A)   cut costs
B)   meet market's needs
C)   be exclusive
D)   play it safeE) B) and D)
F) B) and C)

Question 11

Nonprofit organizations differ from profit organizations in that nonprofit organizations

Accepted Answer

A)   target the niches that may be most profitable.
B)   compete with,rather than complement,the efforts of others.
C)   must often target those who are apathetic about or strongly opposed to receiving their services.
D)   give priority to developing those market segments that are most likely to respond to particular offerings.E) C) and D)
F) None of the above

Question 12

The inability of services to be stored,warehoused,or inventoried is termed ______.

Accepted Answer

A)   variability
B)   reliability
C)   heterogeneity
D)   perishabilityE) B) and C)
F) A) and D)

Question 13

Senior citizen and student discounts at movie theaters and restaurants are examples of pricing that is ______.

Accepted Answer

A)   patronage-oriented,not operations-oriented
B)   operations-oriented,not revenue-oriented
C)   both revenue-oriented and patronage-oriented
D)   both operations-oriented and patronage-orientedE) A) and C)
F) B) and C)

Question 14

Rent and Drive is a car rental company.It prices its rentals based on operations-oriented pricing.In this scenario,Rent and Drive

Accepted Answer

A)   varies the prices according to the supply and demand of cars.
B)   maximizes the surplus of income over its costs.
C)   allows customers to negotiate price.
D)   varies prices for customers from different market segments.E) A) and B)
F) A) and C)

Question 15

When evaluating service quality,which statement is true of reliability?

Accepted Answer

A)   It involves being caring and paying individualized attention to customers.
B)   It involves providing prompt service to customers.
C)   It is performing the service right the first time.
D)   It refers to the knowledge and courtesy of employees.E) B) and D)
F) B) and C)

Question 16

When evaluating service quality,_____ refers to the knowledge and courtesy of employees and their ability to convey trust.

Accepted Answer

A)   heterogeneity
B)   responsiveness
C)   assurance
D)   tangibilityE) All of the above
F) A) and C)

Question 17

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

Accepted Answer

A)   a lack of understanding or a misrepresentation of the customers' needs,wants,or desires.
B)   management's inability to translate customers' needs into delivery systems within the firm.
C)   the inability of management and employees to do what should be done.
D)   misleading or deceptive advertising campaigns promising more than the firm can deliver.E) None of the above
F) All of the above

Question 18

Which of the following statements is true of the global issues in services marketing?

Accepted Answer

A)   Competition in international services is decreasing rapidly.
B)   The international marketing of services is a major part of global business.
C)   The marketing mix elements do not need to take into account each country's cultural environment.
D)   The first step toward success in the global marketplace is designing the marketing mix elements.E) A) and B)
F) A) and C)

Question 19

Which of the following describes a for-profit rather than a nonprofit?

Accepted Answer

A)   Prioritize market segments most likely to respond to their offerings.
B)   Target those who are apathetic about receiving their services.
C)   Complement,rather than compete with,the efforts of others.
D)   Adopt undifferentiated strategies by default.E) None of the above
F) B) and C)

Question 20

Which of the following strategies will help service organizations overcome the perishability of services?

Accepted Answer

A)   Increase the credence qualities of services.
B)   Provide training to employees.
C)   Improve the standard of services.
D)   Find ways to synchronize supply and demand.E) A) and B)
F) All of the above

Exam 12: Services and Nonprofit Organization Marketing

Nonprofit organizations account for a little over ______ percent of the economic activity in the United States.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The inability of services to be stored,warehoused,or inventoried is termed ______.

Correct AnswerverifiedShow Answer

Nonprofit organizations differ from profit organizations in that nonprofit organizations

Correct AnswerverifiedShow Answer

When evaluating service quality,which statement is true of reliability?

Correct AnswerverifiedShow Answer

When evaluating service quality,_____ refers to the knowledge and courtesy of employees and their ability to convey trust.

Correct AnswerverifiedShow Answer

Briefly explain what service firms must do to be successful in the global marketplace.

Correct AnswerverifiedAnswers will vary.The international mark...View AnswerShow Answer

So far as promotion decisions are concerned,many nonprofit organizations are explicitly or implicitly prohibited from advertising,thus limiting their promotion options.Are federal agencies included in this category?

Correct AnswerverifiedShow Answer

An upmarket dressmaking company deliberately keeps its number of outlets very low even after years of climbing profits.There are no more than two in any major city of the United States.The policy may be justified in terms of the company's objective to ______.

Correct AnswerverifiedShow Answer

Rent and Drive is a car rental company.It prices its rentals based on operations-oriented pricing.In this scenario,Rent and Drive

Correct AnswerverifiedShow Answer

When comparing the various kinds of relationship marketing,we can say that ______.

Correct AnswerverifiedShow Answer

Which of the following describes a for-profit rather than a nonprofit?

Correct AnswerverifiedShow Answer

Tug Bark,a fast food chain from the United States,wants to open a branch in China.It plans to change its menu to appeal to the Chinese palate.In this scenario,Tug Bark is implementing the gap model of service quality.

Correct AnswerverifiedShow Answer

Which of the following strategies will help service organizations overcome the perishability of services?

Correct AnswerverifiedShow Answer

Senior citizen and student discounts at movie theaters and restaurants are examples of pricing that is ______.

Correct AnswerverifiedShow Answer

Which of the following is a consequence of the heterogeneity of services?

Correct AnswerverifiedShow Answer

Identify and describe three issues related to the selection of target markets that are unique to nonprofit service organizations.

Correct AnswerverifiedAnswers will vary. Three issues relating...View AnswerShow Answer

Which of the following statements is true of internal marketing?

Correct AnswerverifiedShow Answer

Which of the following statements is true of the global issues in services marketing?

Correct AnswerverifiedShow Answer

Henry,a travel consultant,treats his customers with respect and helps them with the vast knowledge that has earned him a good reputation.However,he is not as skilled in giving individual attention to customers or in anticipating and understanding their priorities.Henry scores ______.

Correct AnswerverifiedShow Answer

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Answers will vary.The international mark...
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Answers will vary. Three issues relating...
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