Exam 13: Services Marketing

Children with muscular dystrophy who receive treatments developed through research programs funded by MDA represent ____ for this charitable organization.

How does the marketing mix (product,price,distribution,and promotion)differ in nonprofit marketing?

Services are products that can be touched and felt.

Marketing as a field of study does not attempt to make value judgments about what a nonprofit organization's goals should be.

Service activities are time-dependent,meaning that the service must be provided at a point in time when customers want to use it.This point in time is also known as

Which of the following is not a service product?

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

Select the true statement about nonprofit marketing.

The continuum of tangibility goes from ____ on one end to ____ on the other end.

Scenario 13.2 Use the following to answer the questions. Kaycee Petit needed to find a new company to prepare her tax return this year.Kaycee looked in the yellow pages of the phone book,and went on the Internet to find information about any tax preparers in the area.She found the names and numbers of several accountants,as well as the popular HR Block and Jackson Hewitt.Since Kaycee had a somewhat complicated financial situation,she decided on using an accountant rather than the two popular companies.Kaycee found the websites of three of the accountants,but the other two were not on the Internet.She visited the offices of the three accounts who had websites.The first office was in a somewhat "seedy" part of town,but had a nice interior and a receptionist.The second office was in a nicer part of town,but did not have any employees other than the accountant,and had old furniture and old carpet.The third office was all around in better condition and Kaycee felt better about its accountant,so she decided on him. -Refer to Scenario 13.2.When Kaycee visited the accountants' offices and used the look of the surroundings,as well as the office furniture condition in her evaluation of the service business,she was most likely using the elements of the ____ dimension of service quality.

Services can involve both human and mechanical efforts.

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit.In other words,the jeans have many ____ qualities.

Because services are intangible by nature,marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called

Marketing approaches used by organizations in the for-profit sector are equally applicable to individuals and organizations in the nonprofit sector.

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price,it is trying to solve the services marketing problem of

Distribution of services is often more direct,even if the customer must go to the service provider's facilities.

An American West Airlines flight from Dallas to Houston was full,and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix.This is an example of what kind of service pricing?

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

A university's student body would be considered its ____ public,and parents,alumni,and trustees would be included as its ____ public.