Deck 11: Services Marketing

Question 1

According to your text, which of the following would be classified as a support or facilitating service?

A) an oil change
B) your university's job placement office
C) a door-to-door delivery service
D) a health club membership
E) a manicure

Answer 1

your university's job placement office

Question 2

The store where Tracy purchased her computer has technicians available who, at no charge, can make minor repairs, upgrade computer memory, and install modems on her computer, etc. on her laptop computer. The repair technicians offer customers a:

A) tangible service.
B) hybrid product.
C) support service.
D) heterogeneous product.
E) distributor facilitator.

Answer 2

support service.

Question 3

Which of the following would be classified as a support or facilitating service?

A) child care
B) manicure
C) Ferris wheel rides at the state fair
D) employee training
E) life insurance

Answer 3

employee training

Question 4

Which of the following would be listed on the right side of the goods-service continuum as primarily a service?

A) a Happy Meal at McDonald's
B) a prize won at a carnival
C) the flowers planted by a landscaper
D) a class on how to cope with stress
E) the new alternator installed by the auto mechanic

Question 5

According to the definition of services in your text,:

A) whenever a company provides a service, it is automatically classified as a services marketer.
B) delivery service provided by the seller only after a sale has taken place is a supplementary service.
C) because oil filters, tires, fan belts, and other tangible parts are used in car repair, the repair is not classified as a service.
D) to be considered a service, a consumer cannot take possession or use any goods connected with the creation of the service.
E) none of the above define services.

Question 6

According to your text, which of the following would NOT be providing a service?

A) the company where you rented chairs for your wedding reception
B) the woman who was your wedding consultant
C) the florist who sold the flowers for decorating the church
D) the U.S. Postal Service who delivered your invitations
E) the bank who loaned your father the money to pay for your wedding

Question 7

According to your text, which of the following would NOT be providing a service?

A) the veterinarian who made sure the puppy was healthy
B) the pet grooming gallery that gave the puppy a wash
C) the flea spray that you bought for the puppy
D) the exterminator that came to your house to rid it of its flea infestation
E) the masseur you hired to calm your spouse's nerves

Question 8

According to your text, which of the following is an example of a service?

A) the dozen tomato plants you bought for the backyard
B) the tomato stakes you bought for your growing tomato plants
C) the jars you bought for canning tomato sauce
D) the package delivery company you used to send your relatives jars of tomato sauce
E) the rose bushes you will plant in your yard next summer

Question 9

Which of the following is the best example of a not-for-profit (N-F-P) services organization?

A) Republican Party
B) Federal Express
C) Nickelodeon Cable Network
D) a financial consultant
E) Carmike Cinemas

Question 10

Which of the following is an example of a not-for-profit (N-F-P) services organization?

A) Chi Omega social sorority
B) Metropolitan Museum of Art
C) First Presbyterian Church
D) San Diego Zoo
E) all of the above

Question 11

The two types of nonbusiness service organizations are:

A) supplementary service providers and primary service providers.
B) transaction services and support services.
C) facilitators and transactionalists.
D) not-for-profit service organizations and nonprofit organizations.
E) services that provide tangibles and services that do not provide tangibles.

Question 12

A _____ is a type of nonbusiness service that has a profit goal because growth and continued existence depend on generating revenue in excess of its costs.

A) nonprofit organization
B) support service
C) not-for-profit organization
D) facilitating service
E) transfer service

Question 13

A _____ is a type of nonbusiness service that provides services but does not have a profit or surplus objective.

A) nonprofit organization
B) support service
C) not-for-profit organization
D) facilitating service
E) transfer service

Question 14

Stone Mountain Park, which is operated by the State of Georgia, contains Stone Mountain (a Civil War monument), a restaurant, picnic areas, a steam train and other amusement rides. Stone Mountain Park is an example of a:

A) nonprofit organization.
B) support service.
C) not-for-profit organization.
D) facilitating service.
E) transfer service.

Question 15

The Greater Chicago Food Depository is a food bank that provides free food for 300,000 poor Chicagoans daily. When its new manager began running the operation, it followed no business or marketing practices, which is typical of a:

A) nonprofit organization.
B) support service.
C) not-for-profit organization.
D) facilitating service.
E) transfer service.

Question 16

Why have some professional service providers been reluctant to adopt the marketing concept?

A) concern for service quality
B) insufficient demand for services
C) lack of federal guidelines
D) failure to think of themselves as marketers
E) desire to compensate for the intangibility of services

Question 17

Why have some nonprofit organizations been reluctant to adopt the marketing concept?

A) because they represent controversial causes
B) concern for service quality
C) insufficient demand for their service
D) inability to see their organizations as businesses
E) continued federal regulation

Question 18

The Lifeline Express is a train that transports doctors and medical equipment to rural areas of India. For many areas of the country, the train provides Indians with their only access to medical services. In its early years, this nonprofit organization had no marketing program and did not understand the marketing concept. This organization exemplified a common problem with nonprofit firms. The problem is:

A) governmental regulation.
B) an insufficient demand for its less expensive medical services.
C) a controversial cause because it treats anybody, no matter what his or her caste.
D) an inability to see itself as a business.
E) a concern for service quality.

Question 19

As in the marketing of goods, the first step in the marketing of services is to:

A) develop a budget.
B) select a site location.
C) locate specific distributors.
D) determine the promotional strategy.
E) identify and analyze the target market(s).

Question 20

Which of the following statements about services marketing is True?

A) The marketing of services and the marketing of goods use the same marketing tools.
B) The marketing mix concept is not useful for services marketing.
C) The characteristics of services make some conventional marketing tools inappropriate for services marketing.
D) A marketing program used for a good can be used in an identical fashion to market a service.
E) None of the above statements about services marketing is True.

Question 21

Which element of the marketing mix is most affected by the fact that services are intangible?

A) time and place utility
B) production
C) pricing strategy
D) distribution
E) promotion

Question 22

Which of the unique characteristics of a service has the greatest effect on the development of promotional strategies?

A) intangibility
B) stable demand
C) standardization
D) homogeneity
E) inseparability

Question 23

Which of the following promotional strategies is the best one for a company attempting to overcome the problem that services are intangible?

A) An advertising agency promises a surefire advertising campaign.
B) A software manufacturer creates software for new computer users who know what they want their . computers to do but don't know how to tell the computer.
C) A financial consulting firm specializes in female business owners.
D) A loan company informs its stockholders of the average number of loans it makes monthly.
E) A car repair center loans cars to those customers whose own vehicles will take longer than 24 hours to repair.

Question 24

In order to portray the benefits to be derived from a service, a services marketer could use all of the following EXCEPT:

A) visualization.
B) collaboration.
C) documentation.
D) physical representation.
E) association.

Question 25

As a means of portraying the benefits to be derived from a service, visualization:

A) uses testimonials from current customers.
B) shows people benefiting from the service.
C) connects the service with a tangible good or person.
D) uses color, music, and light to attract customers.
E) cites records of past performances.

Question 26

Promotion for a new cancer treatment center emphasizes the fact the center does not look like a sterile, impersonal hospital. Which promotional strategy does this exemplify?

A) visualization
B) collaboration
C) documentation
D) physical representation
E) association

Question 27

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they were ever taken hostage. Its promotional strategy uses the testimonies of previous customers who have successfully used the techniques they learned at the Spokane center. What type of promotional strategy is being used?

A) visualization
B) collaboration
C) documentation
D) physical representation
E) association

Question 28

An advertisement for a service that will visit your house and make sure it is childproof shows a toddler playing happily and safely in the living room while a nearby babysitter talks on the phone, watches television, and pays little attention to what the child is doing. The childproofing service is using a(n) _____ strategy to promote its service.

A) visualization
B) collaboration
C) documentation
D) physical representation
E) association

Question 29

Virgin Atlantic ran ads in which the airline showed a traveler sleeping in the airline's new seat and emphasized features such as six feet of space, an individual TV and game console, electric seat controls, lights, and laptop power connection. Virgin Atlantic is using a(n) _____ to show the benefits of flying on its airplanes.

A) visualization
B) collaboration
C) documentation
D) physical representation
E) association

Question 30

A picture of a Mardi Gras parade float with people obviously enjoying themselves has been an effective promotional device for the Tourist Board in New Orleans. The photo helped the city overcome intangibility by using and showing how much fun Mardi Gras attendees have. The technique used was:

A) visualization.
B) collaboration.
C) documentation.
D) physical representation.
E) association.

Question 31

As a means of portraying the benefits to be derived from a service, association:

A) shows people benefiting from the service.
B) uses testimonials from current customers.
C) connects the service with a tangible good, person, object, or place.
D) cites records of past performances.
E) uses color, music, and light to attract customers.

Question 32

If you look at your Discover card, you will see that the word Discover is colored so as to represent the image of a distant horizon. The "O" contains a stylized sun. The intended message is that Discover credit cards can make the discovery of new horizons possible. Which strategy is Discover using?

A) visualization
B) collaboration
C) documentation
D) reflection
E) association

Question 33

Until his death, actor Danny Thomas was closely connected with St. Jude's Children's Hospital. The man and the organization were united in their goal to help sick children. In terms of a promotional strategy, St. Jude's was using:

A) visualization.
B) collaboration.
C) documentation.
D) reflection.
E) association.

Question 34

When BP and Amoco merged, the BP shield and the Amoco torch were replaced with a new green sun-like logo at BP Connect stores. BP hopes this new logo will enhance its corporate image as an environmentally friendly company through the use of:

A) visualization.
B) collaboration.
C) documentation.
D) reflection.
E) association.

Question 35

Florafax Wire Service is a service used by florists. When someone in Dallas, Texas, calls a florist and orders flowers sent to his mother in Minot, North Dakota, the Dallas florist can submit the order to Florafax. For a small fee, Florafax will find a Minot florist to fill and deliver the order. Florafax uses a single perfect red rose in all of its ads indicating quality, freshness, and style. With its use of a single long-stem red rose, Florafax is using _____ to cope with the intangibility of its service.

A) visualization
B) collaboration
C) documentation
D) reflection
E) association

Question 36

When Matthew and Patricia returned to their hotel room after dinner, they found the bed turned down and a piece of Godiva chocolate laying on each pillow. The hotel was using the bed turndown and chocolate as a way to indicate the quality of service provided by the hotel. The hotel is using _____ in its promotional strategy.

A) intangibility
B) collaboration
C) documentation
D) physical representation
E) none of the above

Question 37

The Sheraton Hotel chain is replacing its outdated shag carpeting and flowered bedspreads with pinstripes and sleigh beds. It will place library-like furnishings, ergonomically designed chairs, and two-line phones in all of its rooms. The goal is to restore its reputation for reliability and comfort and to avoid looking tacky and dated. By presenting these changes in its advertising, the hotel is using _____ in its promotional strategy.

A) intangibility
B) collaboration
C) documentation
D) physical representation
E) none of the above

Question 38

One reason Julie and Alinga like to stop at Happy Face convenience stores when they are traveling is the clean restrooms. They have never been in one that wasn't spotless. A promotion that featured this cleanliness would be based on:

A) visualization.
B) collaboration.
C) documentation.
D) physical representation.
E) association.

Question 39

Some photo-processing centers like to have the film processing equipment in the front of the store for everyone to see how efficiently and steadily its employees can process film. Consumers have proof when they see advertising that tells how quickly the centers can turn film into pictures. This shows how _____ can be used by services.

A) visualization
B) collaboration
C) documentation
D) physical representation
E) association

Question 40

Everyone who waits tables at Outback Steakhouses is instructed to visit with customers as much and as often as possible. It is not unusual for your waitress or waiter to sit down at your table and start a conversation. The friendliness of the restaurant is promoted in its ads. The behavior of its food servers is a _____ of that service.

A) visualization
B) collaboration
C) documentation
D) physical representation
E) association

Question 41

Classic Auto restores older Corvettes inside and outside. Every car the shop has restored to its original condition is photographed with its satisfied owner. That photograph and one taken of the car before restoration are placed on the wall that is seen by anyone entering the shop. Classic Auto is using a(n) _____ strategy to promote its service.

A) visualization
B) collaboration
C) documentation
D) intangible representation
E) association

Question 42

As a means of portraying the benefits to be derived from a service, documentation:

A) tries to discount the intangibility of the service.
B) uses color, music, and light to attract customers.
C) connects the service with a tangible good or person.
D) cites records of past performances.
E) shows people benefiting from the service.

Question 43

An ad for Analytix System, a database marketing company for the direct marketing industry, promotes the company as a "customer insight company." It shows the picture of an infant and lists what kind of demographic and psychographic information it will track as the infant matures. Analytic is using _____ in its promotion.

A) visualization
B) collaboration
C) documentation
D) personification
E) association

Question 44

Kevin Peoples' company builds golf courses all over the world. An ad for his golf course construction company lists all of the various courses Peoples has built and gives the rating assigned to each by Golf Digest as well as comments about each by noted golfers who have played the course. This ad uses a(n) _____ strategy.

A) visualization
B) collaboration
C) documentation
D) personification
E) association

Question 45

A full-page ad for Deutsche Bank lists all of the companies the bank has provided with equity financing in the 12-month period prior to when the ad was run. The list includes information on how many millions were loaned. In this ad, Deutsche Bank is using _____ to alleviate the problems associated with service intangibility.

A) visualization
B) collaboration
C) documentation
D) personification
E) association

Question 46

An ad for Meredith List Marketing, a company that rents names and addresses to direct marketers, identifies all of the magazines for which it has access to subscribers' lists. Meredith is using _____ in its promotion.

A) visualization
B) collaboration
C) documentation
D) personification
E) association

Question 47

A discrete ad for a marriage counselor in the Rome News-Tribune newspaper lists all of the degrees, awards, and honors the counselor has received. The counselor is using _____ as the basis for his promotional strategy.

A) visualization
B) collaboration
C) documentation
D) personification
E) association

Question 48

What do musicians, magicians, manicurists, and travel agents have in common?

A) They use the same pricing strategy.
B) They use an indirect channel of distribution.
C) They must deal with the inseparability characteristic of a service.
D) They must use visualization in their ads.
E) They have stable demand.

Question 49

When services often cannot be separated from their creator-seller,:

A) hard-selling middlemen are necessary.
B) a direct sale from a producer to a consumer is often the only possible channel of distribution available.
C) most services do not go through a life cycle as a tangible product does.
D) quantity discounts cannot be offered in the pricing of these services.
E) television is a poor advertising medium.

Question 50

In which of the following situations is it impossible to separate the service from its creator-seller?

A) the rental of the movie Spider-Man
B) the arrangements for a tour of Graceland, Elvis Presley's former home
C) a Brooks and Dunn concert
D) the plane reservations for Amsterdam that your travel agent made for you
E) the leasing of a cabin at Cape May, New Jersey

Question 51

In which of the following situations is it impossible to separate the service from its creator-seller?

A) a Mediterranean cruise
B) the leasing of a loft apartment
C) a hands-on continuing education course on how to create a Web site
D) a liability insurance policy
E) travel arrangements to visit Branson, Missouri

Question 52

Physicians often charge patients for appointments they miss. The logic behind the billing is the _____ characteristics of services.

A) intangibility and homogeneity
B) inseparability and perishability
C) standardization and flexibility
D) homogeneity and tangibility
E) heterogeneity perishability

Question 53

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever taken hostage. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. Learning how to protect one's self is the direct result of experience.. This example illustrates the _____ of services.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 54

Have you ever gone into McDonald's to order a drink and got stuck in line behind someone special ordering 23 meals? This slow service ruined the service experience. McDonald's is planning on installing self-serve ordering devices in its store to help its order takers and to deal with the _____ characteristic of service.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 55

Because by their nature services are heterogeneous, management should:

A) serve a narrow geographic area.
B) give the service an appropriate brand name.
C) realize demand for services is stable.
D) do all it can to ensure consistency of quality.
E) sell directly to the ultimate consumer.

Question 56

Which element in the marketing mix does the fact that services cannot be separated from the creator-seller of the service most affect?

A) distribution
B) promotion
C) advertising
D) public relations
E) production

Question 57

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. Learning how to protect one's self is the direct result of experience. People who are planning on moving to areas in which becoming a hostage is a real concern must travel to Spokane to receive the training. The _____ element of the marketing mix is most influenced by the obvious inseparability of this service.

A) distribution
B) promotion
C) advertising
D) public relations
E) production

Question 58

A television production company would like to produce the same quality film each time it works on a project, but how can a film on the history of the Olympics be compared to a film on the mating habits of lizards. Which characteristic of services is being described?

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 59

Jenny Craig Weight Loss Centers cannot promise the same weight loss results to everyone who signs up for its program because the results are largely controlled by the client rather than by Jenny Craig. This example illustrates the _____ characteristic of services.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 60

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. The fact not everyone will get the same benefits from the training illustrates the _____ characteristic of services.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 61

Last week when Steven visited the Celebrity Club in Chicago, he found the entertainment not up to what he had experienced the first time he visited the blues club in December 2002. During his December visited, he got to see the "Queen of Blues" Koko Taylor perform. On his last visit, there was a B. King imitator performing. This is an example of the _____ of services.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) Heterogeneity

Question 62

Many fast-food restaurants started with a very limited menu. As business grew, so did the number of items on the menu, which meant it became harder for the restaurants to manage _____, a characteristic of services.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 63

What advice should you give the owner of a catering operation who not only has to abide by numerous state and local laws, but must also satisfy its clients by providing each with the same level of service and quality of food?

A) Only use products with well-known brand names.
B) Limit its geographic service area.
C) Realize demand for catering is stable and don't worry about losing a client.
D) Sell directly to the ultimate consumer.
E) Maintain high standards of quality control.

Question 64

Karen Harris is the owner of Dog Gone It, a dog waste removal service. For a fee of $40, she comes to your house and cleans and disposes of all wastes she finds in your yard. Some yards have considerably more than others, but she still charges everyone the same fee and provides them with the same guarantee of a cleaner and healthier yard. This is one way to deal with the _____ characteristic of services.

A) intangibility
B) inseparability
C) standardization
D) homogeneity
E) heterogeneity

Question 65

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. Then the victims are graded on the probability they would have survived if it were a real kidnapping. Would perishability be a problem for the Spokane center?

A) no, because the service offered is tangible
B) yes, because the opportunity for training is lost if the classes are not full
C) yes, because every attendee has different individual goals
D) no because attendees do not expect service standardization
E) yes, because each instructor has been well-trained

Question 66

A one-time visit to the tanning beds at Summer's Glow Tanning Salon is $3. You can buy a yearlong pass, which will give you unlimited usage of the salon's tanning beds for $99. This yearlong pass is one way a service provider can deal with service:

A) intangibility.
B) homogeneity.
C) inseparability.
D) perishability.
E) heterogeneity.

Question 67

For which of the following services is perishability a problem?

A) a hair salon
B) Ramada Hotel
C) a Goodyear Car Repair Center
D) a veterinarian
E) all of the above

Question 68

Since more weddings are in the spring and early summer, many wedding consultants find themselves with nothing to do during some months of the year. This example illustrates the _____ of services.

A) perishability
B) stability
C) intangibility
D) heterogeneity
E) inseparability

Question 69

Laura Lago teaches weeklong gardening classes by showing students the basics of landscaping and plant selection. There is a tremendous amount of hands-on activity in her classes, which have long waiting lists during the growing season. During the winter months, there is little demand for her classes. This example illustrates the _____ of services.

A) perishability
B) stability
C) intangibility
D) heterogeneity
E) inseparability

Question 70

As a result of layoffs in the technology industry, many trained computer professionals have found themselves unemployed and have formed third-party tech support companies like Geek to Go and GeekXpress to help ultimate consumers with computer installation and operating problems. Forty percent of the business done by these types of companies who operate in the consumer market occurs between Christmas and the end of January. As a result, Geek to Go and GeekXpress are likely to experience problems with:

A) perishability.
B) stability.
C) intangibility.
D) heterogeneity.
E) inseparability.

Question 71

Laura Lago teaches weeklong gardening classes by showing students the basics of landscaping and plant selection. There is a tremendous amount of hands-on activity in her classes, which have long waiting lists during the growing season. During the winter months, there is little demand for her classes. During the winter months, Lago offers classes in container gardening and garden planning to:

A) balance supply with fluctuating demand.
B) create an elastic demand for her classes.
C) take advantage of a direct channel of distribution.
D) avoid the problems associated with the heterogeneity of services.
E) make the service she offers less tangible.

Question 72

Because services are perishable and cannot be stored,:

A) the demand for services is stable.
B) advertising is used to stimulate demand during slack times.
C) pricing is simplified when demand is inelastic.
D) they cannot be branded.
E) a direct channel of distribution is always used.

Question 73

As a result of layoffs in the technology industry, many trained computer professionals have found themselves unemployed and have formed third-party tech support companies like Geek to Go and GeekXpress to help ultimate consumers with computer installation and operating problems. Ultimate consumers are the services':

A) encounter moments.
B) target markets.
C) mass market.
D) supplementary service users.
E) distribution channel.

Question 74

If an amusement park wished to develop different promotional strategies for pre-teens, newlyweds, retired couples, and singles, it should use a ______ strategy.

A) target market
B) market analysis
C) product development
D) product differentiation
E) marketing research

Question 75

When Kewanee Health Club developed separate marketing programs for body builders, people who wanted to lose weight, and people who wanted to improve their stamina, the organization was using a _____ strategy.

A) target market
B) market analysis
C) market aggregation
D) product differentiation
E) marketing research

Question 76

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. The Spokane center's _____ are people like Bonnie Larsen, whose company sent her to work in the Middle East for six months.

A) target market
B) market analysis
C) market aggregation
D) product differentiation
E) marketing research

Question 77

The National Survival Training Center in Spokane, Washington, teaches people how to save themselves if they are ever kidnapped by terrorists. The training requires customers to experience a simulated hostage situation. Its _____ strategy is based on occupation, geography, and benefits desired.

A) aggregation
B) market standardization
C) segmentation
D) entrepreneurial
E) product-mix

Question 78

According to the text, the two major target markets for nonprofit organizations are:

A) contributor and participant markets.
B) provider and client markets.
C) recipients and clients.
D) customers and recipients.
E) present customers and potential customers.

Question 79

An individual who volunteers to clean 10 litter boxes every day at a shelter for homeless cats is a(n) _____, a member of the cat shelter's target market.

A) client
B) consumer
C) participant
D) provider
E) middleman

Question 80

An individual who volunteers to sort through the 200 boxes of clothes donated to a homeless shelter is a member of which of the organization's target markets?

A) client
B) consumer
C) audience member
D) provider
E) middleman