Question 1

Boutique hotels are the perfect hotels for people who are tired of traditional cookies cutter hotels that all look alike.One boutique hotel chain calls its staff its cast and has them wear fashionable solid black outfits.Its corridors are softly lit,and suite doors are arches lit with recessed blue lighting.Its lobby has a ceiling-to-floor water wall.The promotional strategy for this boutique hotel is to:

Accepted Answer

The boutique hotel is focusing on creating a unique and strong organizational image through its distinct design, staff presentation, and ambiance, which differentiates it from traditional hotels.

Question 2

TheKnot.com is an Internet company that is a one-stop source of all the items needed to have a successful wedding including listings of local caterers and photographers.When someone registers on the site,he or she is sent the "Ultimate Wedding Organizer." It offers advice on what to do with "cold feet" and how to handle in-laws.TheKnot.com recognizes that its _____ represents a portfolio of opportunities,risks,and challenges.

Accepted Answer

The description of TheKnot.com's services as a "one-stop source of all the items needed to have a successful wedding" and the fact that they offer advice on a range of topics related to weddings suggests that they have a service mix. The other answer choices are not applicable in this context.

Question 3

The ability of each guest to check out of a hotel room through the use of his or her room's television and to use the television to confirm additional charges on bills in the hotel's restaurants and gift shops is an example of:

Accepted Answer

This is an example of mass customization, as it allows each individual guest to customize their checkout and bill confirmation experience through their own room's television.

Question 4

Which of the following is NOT an example of a type of service processing that can occur?

Accepted Answer

Product processing is not a type of service processing, as it refers to the processing of physical goods rather than intangible services. The other options (people processing, possession processing, information processing, and mental stimulus processing) all refer to different types of service processes.

Question 5

Which of the following services is an example of mental stimulus processing?

Accepted Answer

A professional tennis match is an example of mental stimulus processing as it requires the audience to be mentally engaged and follow the action on the court.

Question 6

_____ is the strategy that uses technology to deliver customized services on a mass basis.

Accepted Answer

Mass customization is the strategy that leverages technology to offer highly tailored or personalized goods or services at a large scale. It allows companies to cater to the individual needs and preferences of their customers while still benefiting from economies of scale. Other choices do not accurately describe this approach.

Question 7

Determining costs can be extremely difficult for a service provider that has adopted a _____ pricing objective and may limit the usefulness of the objective.

Accepted Answer

The answer of Determining costs can be extremely difficult for...

Question 8

A focus on maximizing the surplus of income over costs is a(n)_____ pricing objective for service firms.

Accepted Answer

A focus on maximizing the surplus of income over costs is a revenue-oriented pricing objective. This pricing strategy aims to generate the maximum possible revenue by setting prices at a level that maximizes the difference between revenue and costs. It is commonly used by service firms that operate in highly competitive markets, where they need to keep costs low and generate as much revenue as possible.

Question 9

After a customer has selected a book from Amazon.com's Web site,other books with similar topics are suggested.Amazon.com is using:

Accepted Answer

Amazon.com is using mass customization by suggesting other books with similar topics based on the customer's selection. This is a personalized recommendation based on the customer's interests and behavior.

Question 10

A pest control company paints dead roaches on its trucks and uses similar graphics on its letterhead,business cards,and all promotions.The pest control company is using what type of promotion strategy?

Accepted Answer

The company is using tangible cues (dead roaches) to promote their pest control services on their trucks and other promotional materials.

Question 11

The service offering for G& R Talent Agency is performers suitable for appearances on college campuses.This service is an example of the agency's _____ service.

Accepted Answer

The core service is the primary service that a company offers to its customers. In this case, the primary service of G&R Talent Agency is providing performers for college campuses.

Question 12

Which of the following is NOT a key factor in the distribution strategy for services?

Accepted Answer

Customization is actually an important factor in the distribution strategy for services, as it can help to create value for customers. The other factors listed (convenience for customers, number of intermediaries and outlets, scheduling of service deliveries, and location) are all key considerations in developing an effective distribution strategy for services.

Question 13

TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home.Which category of service processing does TeamBuilds offer?

Accepted Answer

TeamBuilds offers mental-stimulus processing as it involves engaging the minds of participants through team-building activities and management consulting, rather than focusing on physical or tangible processing.

Question 14

The three categories of pricing objectives for services are:

Accepted Answer

The three categories of pricing strategies are revenue-,operations-,and patronage-oriented pricing.

Question 15

Matching demand for theater seats to the number of people wishing to see a movie can be attempted by raising prices at peak movie attendance times and decreasing them during times when attendance is typically low.Focusing on coordinating supply and demand by varying prices is a(n)_____ pricing objective for service firms.

Accepted Answer

Operations-oriented pricing focuses on balancing supply and demand, which is achieved by adjusting prices based on attendance levels to optimize the use of resources.

Question 16

Promotion strategies for dealing with the unique features of services include all of the following EXCEPT:

Accepted Answer

Satisfying patronage-oriented objectives is not a promotion strategy; it is more related to pricing strategies aimed at encouraging customer loyalty and repeat business.

Question 17

Marriott Hotels,as well as Hyatt Regency and Adam's Mark Inns,have expended many resources in developing Web sites that allow prospective customers to learn all that is necessary before selecting a hotel destination.The sites then allow individuals to make reservations at the hotel that best satisfy their requirements.Which of the following reflects the distribution strategy used by these hotel chains?

Accepted Answer

The use of the hotels' own websites to allow customers to make reservations indicates a direct distribution strategy, meaning that the hotels are bypassing intermediaries such as travel agents and relying on direct communication with customers.

Question 18

You have just started a limousine service and have developed a strategy that stresses quality and luxury.Your limos are always spotlessly clean on the inside,freshly waxed,and stocked with flowers,champagne,free car phones,and televisions.Your drivers are always immaculately dressed and are required to hold the door open for patrons entering and leaving the car.Your promotional strategy is stressing:

Accepted Answer

The strategy emphasizes tangible cues, which are physical elements like cleanliness, luxury items, and driver appearance that convey quality and luxury to customers.

Question 19

Catherine Zeta-Jones has been picked as a spokesperson for T-Mobile wireless phone service.She was chosen because of her appeal to members of T-Mobile's target market.In terms of service promotion strategy,she will be considered a(n)_____ information source.

Accepted Answer

Catherine Zeta-Jones being picked as a spokesperson indicates that she will be a personal information source, as she will be using her own persona and influence to promote T-Mobile's service.

Question 20

TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home.TeamBuilds' _____ product is improved work team relationships.

Accepted Answer

The core product refers to the fundamental benefit or service that satisfies the customer's need, which in this case is improved work team relationships.

Quiz 11: Services and Nonprofit Organization Marketing