Exam 13: Services Marketing

The four factors that affect a customer's evaluation of a service are the analysis of customer expectations, service quality specifications, management of service expectations, and

Jayden donates his time to a nursing home every Friday after school. Sometimes this means he misses hanging out with his friends for certain events. However, Jayden is committed to volunteering at the nursing home because his grandfather is one of the residents. He only misses his regular routine at the nursing home for very special occasions. Because Jayden must sometimes sacrifice events with his friends to volunteer, this represents a(n)

Describe how nonprofit marketing differs from for-profit marketing.

Because of inseparability of the consumption and production of services, customers are often present when a service is produced.

There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and

Intangible cues are used to provide customers with some assurance of service quality.

Pinpointing a target market should be done only after the selection of a marketing mix.

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Sarah owns a popular Mexican restaurant. She makes all her waiters, waitresses, and cooks go through a three-week training program in the hopes that they will learn how to offer more consistent, high-quality service. This is Sarah's attempt to reduce problems associated with perishability.

Scenario 13.1 Use the following to answer the questions. The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new Olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all day; however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. Refer to Scenario 13.1. Martin, one of the staff members at the YMCA, suggested that the "Y" offer discounted memberships to senior citizens over the age of 65; however, they could only use the facility between the hours of 9:00 am and 4:00 pm. Martin's plan is most likely addressing the issue with ____, and relates to the ____ characteristic of services.

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

Because of service perishability, it is difficult to price services in a manner that takes into account fluctuations in demand.

Discuss the importance of services in the U.S. economy, and explain the growth of services in our economy.

Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business.

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

Two types of monetary pricing exists for nonprofit services: fixed and opportunity cost.

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.

Julianne is planning her upcoming wedding later this year. She has made a list of all the expenses that will be required for the wedding she has planned. Which of the following is not one of the service products associated with Julianne's wedding?