Exam 12: The Marketing of Services

_____ concerns the willingness or readiness of employees or professionals to provide service.

In the past two decades the banking, financial services, railroad, cable, airline, telecommunication industries, and utilities have all been

Service characteristics like intangibility, inseparability, perishability etc. often have a significant impact on

Two major marketing challenges that professionals in client relationships can face are

Identify the statement that is true of insurance.

Identify the incorrect statement concerning inseparable services.

If you were asked to distinguish between a service and a good, you could correctly say

Which of the following statements about inseparable services is true?

Charging different prices during different times or days in order to stimulate demand during slow periods is called

If you want to talk to a therapist to learn how you could improve your relationship with your mother, you could visit www.here2listen.com, an online counseling service that is available 24-hours a day. In spite of the web site advertising that Internet counseling is the best for time-starved America, is immediate, and is focused, the counseling service is mostly used between 6 p.m. and midnight on weekdays. Although this is a web-based business, it still must deal with the _____ characteristic of services.

_____ refers to the service providers efforts to understand the customers' needs and then to provide services as best as possible.

All of the following observations about service marketing are true except

When you enter a restaurant and see white linen tablecloths, leather chairs with arms, and soft plush carpeting, you expect a gourmet meal. When you enter a restaurant and see a counter where you place an order, a drink dispenser, ketchup packets, and plastic chairs, you expect fast food. Both of these restaurants rely on _____ to provide physical evidence of the services.

A great advantage for many service industries is the fact that many services, because of their intangibility, are less subject to _____ than goods.

A few years ago, if you wanted the lowest rate for a telephone call, you either called after five pm or during the weekends. Today, the phone companies advertise a "seven-cents-a-minute" or lower charge all the time. There is no special time that rates are lower. From this example, it can be best judged that phone companies are no longer

Why should a company that specializes in providing accounting services be concerned about whom it hires as its receptionist?

This is a reason for the lack of innovative marketing on the part of service marketers.

A (n) _____ is an application available via the net that conducts transactions and is hosted by ISPs/ASPs.

During Jack and Leah's first visit to the marriage counselor, Jack inspected all of the citations and certificates the counselor had prominently displayed on her wall. Identify the determinant of service quality that the counselor was using by displaying her diplomas and certificates.

Services are composed of intangible elements that are inseparable. They cannot be sold in the sense of ownership transfer, have no title, and usually involve