Deck 12: Services and Nonprofit Organization Marketing

Question 1

Andy will be selling season tickets at a football stadium. He used to sell sound systems for theatres. What is one of the key differences he can expect to find?

A)The customer will select and evaluate entertainment on the basis of search services.
B)Customers are engaged in this as a low-involvement product.
C)A consumer will use experience qualities to evaluate the football stadium.
D)The consumer realizes that the selling process is difficult because of the product.

Answer 1

C

Question 2

When the service being purchased requires little interaction between the service personnel and the customer, which service characteristic causes fewer problems?

A)perishability
B)inseparability
C)intangibility
D)inconsistency

Answer 2

D

Question 3

What is the term for the result of applying human or mechanical efforts to people or objects?

A)application processor
B)profit intermediary
C)tangible product
D)service

Answer 3

D

Question 4

Surj is a teacher. The core service he provides is knowledge and because knowledge cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed, what else can it be characterized as?

A)extraneous
B)synergistic
C)perishable
D)intangible

Question 5

LouAnne had her makeup professionally applied for her prom night. She went to the beauty salon, watched as the makeup artist applied cosmetics to her face, and then went home feeling gorgeous. LouAnne's makeover illustrates which service characteristic?

A)intangibility
B)inseparability
C)heterogeneity
D)flexibility

Question 6

Which of the following services would be most likely to exhibit strong credence qualities?

A)a math tutorial service
B)the repair of a leaky drain
C)the preparation of a dead body for burial
D)tax return preparation

Question 7

Oliver used to sell office furniture and supplies, but he now has semi-retired and started a cleaning service specializing in cleaning fire- and water-damaged structures. Why does selling cleaning services differ greatly from selling office furniture and supplies?

A)Cleaning services are homogeneous.
B)Cleaning services are unknowable.
C)Cleaning services are intangible.
D)Cleaning services are synergistic.

Question 8

Haim walked into a mattress store and he was able to test the softness of the mattress he was interested in. Softness, colour, shape, and size all fall under which type of characteristic?

A)search quality
B)intangible attribute
C)sleep quality
D)heterogeneity feature

Question 9

What are inventory services characterized by?

A)standardized preparation procedures
B)standardization
C)storage capacity
D)inability to be stored

Question 10

Aristide and Olga are considering attending a clinic to help them quit smoking. After they attend the clinic and learn about the techniques it uses to help customers quit smoking, what will they be better able to assess?

A)the tangible attribute of the clinic
B)the experience quality of the clinic
C)the creative quality of the clinic
D)the credence quality of the clinic

Question 11

Management-labour mediation, child care, and college preparation classes are all services that are produced and consumed at the same time. Which service characteristic do all of these services exhibit?

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

Question 12

What is a characteristic that consumers may have difficulty assessing even after they purchase a product because they do not have the necessary knowledge or experience?

A)variability
B)credence quality
C)intangibility
D)inseparability

Question 13

A reading service for the visually impaired is interviewing readers who have similar tones and pleasing voices. The reading service is trying to limit problems associated with which service characteristic?

A)tangibility
B)credence quality
C)inconsistency
D)flexibility

Question 14

Western Union is in the business of international money transfer. An individual working in Canada can transfer a portion of his or her earnings to family members living in another country. Because a person can send money from a small town in Ontario to a small town in Mexico without worrying, what does Western Union have a high degree of?

A)survey quality
B)experience quality
C)research quality
D)credence quality

Question 15

Ian has an MBA and is being recruited by an investment banking firm as a sales representative. He has had ten years of experience in selling industrial supplies. He was quite successful in this job but is worried that selling investment strategies may be more difficult. What factor would be the major reason for this worry?

A)Services are intangible and, therefore, different from his previous experience.
B)His services and the products he sells are inseparable.
C)The cost inventory management system of reimbursing him may cause a problem when he makes investments.
D)The extensiveness of distribution is unimportant when selling an investment service.

Question 16

Western Union is in the business of international money transfer. An individual working in Canada can transfer a portion of his or her earnings to family members living in another country. Why has Western Union's market for wiring money grown dramatically over the last years?

A)It provides a good that has been declining in recent years.
B)It provides a tangible product that is easy to use and reliable.
C)It provides a service that is easy to use and reliable.
D)It provides a synergy that is easy to use and reliable.

Question 17

Many people would like to sell and buy on eBay but are unsure how much to charge or pay. A company called Keen.com has set up a directory of specialists to whom you can address questions. Keen.com charges a per-minute fee to the person who contacts its specialist. How would Keen.com be classified?

A)as a tangible resource
B)as a tangible product
C)as a service
D)as a nonprofit organization

Question 18

Which of the following best describes services that can't be touched, seen, tasted, heard, or felt?

A)intangibility
B)inseparability
C)perishability
D)simultaneous production and consumption

Question 19

LaVergne had her makeup professionally applied for her prom night. She went to the beauty salon, watched as the makeup artist applied cosmetics to her face, and then went home feeling gorgeous. LaVergne's makeover illustrates which service characteristic?

A)intangibility
B)inseparability
C)heterogeneity
D)flexibility

Question 20

Chatha operates Rai Stables, a complete horse service that offers grooming, training, show training for handlers, boarding, and veterinary care. To maintain a quality image, Chatha insures that all employees adhere to the same performance standards. What is Chatha attempting to reduce?

A)inconsistency
B)perishability
C)intangibility
D)simultaneous production and consumption

Question 21

The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Why are the facilities at the Ritzy Canine very upscale in design?

A)to cope with the problems of service perishability
B)to cope with the problems of service homogeneity
C)to cope with the problems of service intangibility
D)to cope with the problems of service inseparability

Question 22

Shack Up Hotel offers basic rooms with indoor plumbing and electricity. The owner decided this was all that guests needed. In this instance, what is the service provider likely to have a gap between?

A)what the company tells the customer it provides and what is actually provided
B)service quality specifications and employee training
C)what customers want and what management thinks customers want
D)service expectations and what customers are told to expect

Question 23

Virtual Bellhop is a service provider that ships large sporting goods to vacation destinations so its customers do not have to worry about carrying them through airports. Its record for getting the sporting equipment to the correct destination for the vacationer is perfect. This indicates the company excels at which component of service quality?

A)empathy
B)reliability
C)flexibility
D)assurance

Question 24

Sizzlin' Shine is a company that uses trained detailing professionals to apply wax to automobiles by hand and utilize mechanical polishing equipment. Sizzlin' Shine's customers can judge the quality of the detailing services on their automobiles only after driving them for a period of time and seeing how the shine holds under various driving conditions. What can customers use to evaluate the service?

A)cognitive perception
B)experience qualities
C)search qualities
D)heterogeneous perception

Question 25

What are services that cannot be stored or warehoused called?

A)inventory
B)intangible
C)unstable
D)homogeneous

Question 26

What is one of the most important challenges in many services industries?

A)finding ways to synchronize supply and demand
B)it is never consistent
C)it can't be assured
D)hiring good staff to deliver the services

Question 27

What are the five components that customers use to evaluate service quality?

A)inseparability, inconsistency, inventory, reliability, assurance
B)objectively, search quality, credence quality, intangibility, experience quality
C)reliability, responsiveness, assurance, empathy, tangibles
D)endeavours, experiences, reliability, responsiveness, assurance

Question 28

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. What could be used to identify the problem if there were significant differences between what TeamBuilds says it provides to customers and what it actually provides?

A)the gap model of service quality
B)the service pyramid
C)the four dimensions of service quality
D)the service paradigm

Question 29

Sizzlin' Shine is a company that uses trained detailing professionals to apply wax to automobiles by hand and utilize mechanical polishing equipment. Because what Sizzlin' Shine provides cannot be touched, seen, or felt in the same manner as an automobile part such as a tire, what is considered?

A)homogeneous
B)intangible
C)credible
D)perishable

Question 30

Many people would like to sell and buy on eBay but are unsure how much to charge or pay. A company called Keen.com has set up a directory of specialists to whom you can address questions. Users can see the ratings given to each specialist by previous users before they contact that specialist. Which service component does Keen.com use to help its customers evaluate its service quality?

A)empathy
B)assurance
C)tangibles
D)flexibility

Question 31

To evaluate the quality provided by boutique hotels, which qualities would customers most likely depend on?

A)experience
B)relational
C)credence
D)search

Question 32

The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Before leaving a dog at the Ritzy Canine, its owner would more than likely inspect the facilities and use which qualities to evaluate the establishment?

A)experience
B)investigative
C)search
D)standardized

Question 33

The service provided by employees at boutique hotels cannot be touched, seen, or felt in the same manner as the hair and bath products. How can it be described?

A)as unknowable
B)as tangible
C)as intangible
D)as credible

Question 34

Surj is a teacher and offers knowledge as a core product. Why can't knowledge be warehoused, stored, or inventoried?

A)due to service variability
B)due to service intangibility
C)due to service inconsistency
D)due to service heterogeneity

Question 35

Sizzlin' Shine is a company that uses trained detailing professionals to apply wax to automobiles by hand and utilize mechanical polishing equipment. To maintain Sizzlin' Shine's quality image, the owner provides complete training for each employee in company operations, objectives, and performance standards. What unique aspect of services is the owner attempting to address?

A)inconsistency
B)perishability
C)intangibility
D)inseparability

Question 36

Boutique hotels are typically independently owned and/or part of small chains. People who seek out boutique hotels cannot be sure of what type of specific services will be provided. In other words, the services provided by boutique hotels tend to be relatively high in which of the following qualities?

A)inseparability
B)intangibility
C)inconsistency
D)perishability

Question 37

If a customer expects to wait one week for a pair of shoes to be mended but is told that the shoes are ready to be picked up less than 24 hours after leaving them at the repair shop, the customer's evaluation of service quality will be high. However, a two-week wait would result in a lower evaluation. Which type of gap would be illustrated by the two-week wait?

A)between the service customers receive and the service they want
B)between what the company provides and what the customer is told it provides
C)between what customers want and what management thinks customers want
D)between what management thinks customers want and the quality specifications management develops to provide

Question 38

At Home Hardware, the store manager is frustrated at the level of service employees provide to customers even after he wrote a guide to customer service and instructed each employee to read the guide. Which type of gap is this?

A)between the service quality specifications and the service that is actually provided
B)between what the company provides and what the customer is told it provides
C)between the service customers receive and the service they want
D)between what customers want and what management thinks customers want

Question 39

Sally calls a salon for an appointment and experiences prompt serviceWhat does this exemplify?

A)empathy
B)responsiveness
C)reliability
D)assurance

Question 40

Western Union is in the business of international money transfer. An individual working in Canada can transfer a portion of his or her earnings to family members living in another country. Which service quality does Western Union provide to its users?

A)tangibility
B)responsiveness
C)assurance
D)reliability

Question 41

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

A)customized
B)supplementary
C)core
D)component

Question 42

Has someone ever repeatedly asked for your phone number and refused to take "no" for an answer? Now when that annoying individual asks for your phone number, you can give this individual the number for the Rejection Hotline, which will explain that you are not interested. The ability to give someone a phone number that tells him or her exactly what you have been unable to communicate demonstrates that Rejection Hotline would score high when what is evaluated?

A)its assurance
B)its empathy
C)its tangibility
D)its reliability

Question 43

According to your textbook, what is Fluke Transportation an example of?

A)a service provider
B)an aggregated market
C)a market niche
D)a possession-processing service

Question 44

Which of the following services is an example of information processing?

A)investment advice
B)a funeral service
C)pet neutering
D)the fitting of orthodontic braces

Question 45

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

A)taxi cab service
B)insurance
C)a professional tennis match
D)veterinarian care

Question 46

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. What are TeamBuilds's improved work team relationships?

A)its primary service
B)its core service
C)its niche service
D)its foundation service

Question 47

The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Research has shown that consumers evaluate service quality on five components. When customers rate the people who supervise the dog activities as being "dog people" and having an understanding of the needs of dogs and their owners, which component are they concerned with?

A)reliability
B)responsiveness
C)standardization
D)empathy

Question 48

Budget airlines are a new service in China. Neither their passengers nor the airlines know what to expect from each other. Shanghai-based Spring Airlines is a start-up service with a tight budget. Which type of processing would Spring Airlines engage in?

A)people
B)possession
C)mental
D)information

Question 49

Which of the following services is an example of possession processing?

A)a theatrical performance
B)an X-ray of a broken bone
C)an advertising agency
D)a heating system repair

Question 50

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?

A)possession processing
B)information processing
C)mental stimulus processing
D)people processing

Question 51

An Internet company, icruise.com, sold cruises by offering a "Suntan Guarantee." The guarantee promised a full refund on a Caribbean cruise if more than one-quarter inch of rain fell from 10
A)m. to 4 p.m. for a preset number of days depending on the length of the cruise. If it rained and the Internet company failed to honour its refund policy, which type of gap would exist?

A)between what management thinks customers want and the quality specifications that management develops to provide the service
B)between what the company tells the customer it provides and what is actually provided
C)between service quality specifications and employee training
D)between what customers want and what management thinks customers want

Question 52

Shanghai-based Spring Airlines is a start-up service with a tight budget. Spring Airlines's owner boasts that his ticket prices are 40 percent cheaper than the competition's, at times even the same as train prices. Which method for pricing services is Spring Airlines most likely using?

A)operations-oriented pricing
B)supply/demand pricing
C)capacity planning pricing
D)patronage-oriented pricing

Question 53

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. It offers advice on what to do about "cold feet" and how to handle in-laws. Which of the following does TheKnot.com represent as a portfolio of opportunities, risks, and challenges?

A)its component combination
B)its offering grouping
C)its service mix
D)its assembly process

Question 54

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

A)people processing
B)product processing
C)information processing
D)mental stimulus processing

Question 55

One of the major problems faced by airlines are the tight regulatory controls governments have over route availability. For which type of strategies do governments have a major voice?

A)distribution
B)promotion
C)production
D)product

Question 56

Many people would like to sell and buy on eBay but are unsure how much to charge or pay. A company called Keen.com has set up a directory of specialists to whom you can address questions. Because you cannot evaluate its usefulness until after you have received and used the specialist's advice, what is a characteristic of this service?

A)reliability
B)experience quality
C)search quality
D)heterogeneous satisfaction

Question 57

An Internet company, icruise.com, sold cruises by offering a "Suntan Guarantee." The guarantee promised a full refund on a Caribbean cruise if more than one-quarter inch of rain fell from 10
A)m. to 4 p.m. for a preset number of days depending on the length of the cruise. The core service offered by icruise.com is travel. The guarantee is which of the following type of service?

A)core
B)supplementary
C)standardized
D)additional

Question 58

Budget airlines are a new service in China. Neither their passengers nor the airlines know what to expect from each other. When there is a gap between what customers want and what management thinks customers want, as in this case it is referred to as which of the following?

A)gap model of service quality
B)service pyramid
C)four dimensions of service quality
D)service paradigm

Question 59

Virtual Bellhop is a service provider that ships large sporting goods to vacation destinations so its customers do not have to worry about carrying them through airports. The care with which the items are packed and the condition of the package when it arrives indicate concern with which aspect of service quality?

A)tangibles
B)responsiveness
C)variability
D)homogeneity

Question 60

Which of the following is a poor example of a type of service processing that can occur?

A)people processing
B)product processing
C)information processing
D)mental stimulus processing

Question 61

Which type of processing occurs most often at a hotel that wants to provide personalized service directed at a customer?

A)people processing
B)possession processing
C)information processing
D)equipment processing

Question 62

Sizzlin' Shine is a company that uses trained detailing professionals to apply wax to automobiles by hand and utilize mechanical polishing equipment. When a customer first patronizes Sizzlin' Shine's complete detailing service, he or she receives a handwritten thank-you note and a coupon for the next visit from the owner. What do the thank-you note and coupon represent?

A)functional tactics
B)tangible cues
C)intangible cues
D)manipulation tactics

Question 63

Sizzlin' Shine is a company that uses trained detailing professionals to apply wax to automobiles by hand and utilize mechanical polishing equipment. The owner prices her detailing service higher than her competition because she uses only the best materials, and they cost more than the materials used by her competitors. Her goal is to maximize profits.?How is the owner's pricing objective for Sizzlin' Shine best characterized?

A)as sales oriented
B)as quality oriented
C)as revenue oriented
D)as patronage oriented

Question 64

The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Supervised doggy care is the core service product, dog massages would be which of the following type of service products?

A)peripheral
B)supplementary
C)superfluous
D)core

Question 65

In an industry where guests are tired of cookie-cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Within the promotion of the hotels, what do the amenities provided by boutique hotels represent?

A)empathetic stimuli
B)tangible cues
C)prestige stimuli
D)intangible cues

Question 66

The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. What type of promotion strategy would you expect the Ritzy Canine to use?

A)forging prepurchase commitments
B)using motivational behaviour
C)creating a strong organizational image
D)using outsourced information sources

Question 67

Has someone ever repeatedly asked for your phone number and refused to take "no" for an answer? Now when that annoying individual asks for your phone number, you can give this bothersome individual the number for the Rejection Hotline, which will explain that you are not interested. The creator of the Rejection Hotline has recently started printing fake business cards, which can be used to explain why someone is not right for you. In terms of a product strategy, what are the business cards?

A)a supplementary product
B)an intangible product
C)a relationship marketing tool
D)a promotion strategy

Question 68

Western Union is in the business of international money transfer. An individual working in Canada can transfer a portion of his or her earnings to family members living in another country. Which type of service is the wire transfer of funds provided by the company?

A)supplementary
B)benchmarked
C)core
D)primary

Question 69

You have just started a limousine service and strive for an image of quality and luxury. Your limos are always spotlessly clean on the inside, freshly waxed, and stocked with flowers, champagne, free car phones, and televisions. What is your promotional strategy stressing?

A)patronage-oriented objectives
B)tangible cues
C)prestige prompts
D)physiological prompts

Question 70

Which of the following is NOT a promotion strategy for dealing with the unique features of services?

A)using personal sources of information
B)stressing tangible cues
C)using post-purchase communication
D)satisfying patronage-oriented objectives

Question 71

What is the name for a service that enhances the core service?

A)complementary service
B)secondary service
C)supplementary service
D)additional service

Question 72

Western Union is in the business of international money transfer. An individual working in Canada can transfer a portion of his or her earnings to family members living in another country. Which type of service is the wire transfer of funds provided by the company?

A)supplementary
B)benchmarked
C)core
D)primary

Question 73

What type of pricing objective focuses on maximizing the surplus of income over costs for service firms?

A)revenue oriented
B)operations oriented
C)market-share oriented
D)service oriented

Question 74

Paramount Canada's Wonderland, an amusement park in Ontario, offers reduced rates on weekdays and higher prices for those who want to attend on weekends. It also offers lower prices for patrons who enter the park after 4 p.m. Because the park is focusing on coordinating supply and demand by varying prices, which type of pricing objective for service firms is it using?

A)revenue oriented
B)operations oriented
C)image focused
D)equity oriented

Question 75

Boutique hotels are the perfect hotels for people who are tired of traditional cookie-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. What is the promotional strategy for this boutique hotel?

A)to create a strong organizational image
B)to separate the point of production from the point of service consumption
C)to emphasize postpurchase communication
D)to stress intangible cues

Question 76

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

A)customization
B)convenience for customers
C)scheduling of service deliveries
D)location

Question 77

Has someone ever repeatedly asked for your phone number and refused to take "no" for an answer? Now when that individual asks for your phone number, you can give this bothersome person the number for the Rejection Hotline, which will explain that you are not interested. In terms of a product strategy, what is the Rejection Hotline's telephone message?

A)its intangible product
B)its core product
C)its relationship marketing tool
D)its promotion strategy

Question 78

Marriott Hotels has expended many resources in developing websites 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 satisfies their requirements. Which of the following reflects the distribution strategy used by these hotel chains?

A)the consideration of the storage of the service
B)the development of a long channel of intermediaries
C)the decision to use direct distribution
D)the physical appearance of a particular outlet

Question 79

What are the three categories of pricing objectives for services?

A)sales, quality, and location oriented
B)quality, value, and consumer oriented
C)revenue, operations, and patronage oriented
D)turnover, volume, and capacity oriented

Question 80

The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. According to your text, service is a process. Which category of service processes is used at this doggy care centre?

A)possession stimulus
B)mental stimulus
C)physical stimulus
D)person stimulus