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Principles of Marketing (13th Edition)
Service are usually provided through the application of ____ directed at people of objects
human or mechanical efforts
In general, differenced between goods and services are determined by the
degree of tangibility
Any human or mechanical effort that adds value product is called
WOF is not a service product?
a 100% service satisfaction guarantee
Service industries account for ____ of the gross domestic product of most developed nations
WOF countries was the worlds 1st service economy?
WOF products associated with weeding is most likely to be considered a service?
string quartet music
WOF factors have contributed the least to the growth of services if the US economy?
Increased # of high-tech goods
The growth of business services is largely attributed to
increases in the complexity and competitiveness of business enviroments
WOF is most likely to be considered a business service?
According to your text, one perspective form which to view services is a ____ targeted at a ___?
Services have 6 basic characteristics
2) inseparability of production and consumption
4) client-based relationships
The intangibility aspect of a service means that
consumers may have a problem evaluating service offerings
The continuum of tangibility goes from ___ on one end to ____ on the other end
service dominant products: good-dominant products
WOF service falls closet to the middle of the tangibility continuum?
Dinner at Olive Garden
B/c practically all marketers provide some services, ______ typically do not exist in today's business environment
Personal trainers cannot complete their work without their clients present because of the ___ feature of services
ex: hair dresser and dentist
AOF are elements of inseparability of service except that
service are easy to standardize and control
The fact the services cannot be inventoried and then sold at alter dare is called
ex: Adkins hair Salon has a full schedule wishes the slots earlier that week were full
- deal with challenges of the balancing supply for peak and off peak
-Tickets to a JT concert can not but sold after the concert
The more ___ involved with delivering service, the greater the degree of heterogeneity
B/c of a services ____, standardization and quality are difficult to control
ex: Gretchen's 1st massage is always better then her last
Hair salon has difficulty on standardizing and controlling quality
What could marketers to do to promote the consistency and reliability of their services most effectively?
Train employees and develop standard procedures for dealing with customers
Machinery like ATMS and online customer service and reduce
Many service base their success on building a group of satisfied customers who use theirs services on the regular basis over long periods
Client-based relationships are least likely to be devloped by
WOF the services provides would typically call their customers "cleints"?
lawyers and doctors
When services companies change high contact service into low contact service the
service becomes less personalized
The necessary interaction between service provider and customer that allows a service to be delivered is called
ex: high- plastic surgery
WOF is a low contact service
WOF statements about customer contact in service marketing is false?
High contact service are less expensive to deliver b/c they are typically equipment based
A service is usually offered as part of a bundle package of service with a core service and one or more ___services
ex: best western bundles free local calls, TV, internet and breakfast
- airline-core: ticket, supplementary: free beverage
Heterogeneity of services provides marketers with tremendous opportunity to
customize their service to meet unique individual needs
Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service providers. Address...
ex: Brittenay trying to choose a new mechanic by judging
- Judging clean sharp looking employee in nice uniforms
If a nonsmoker dines in a restaurant w/o a non-smoking section, the overal quality of service experience declines. Example of
other ex: signs in doctors office "please be courteous of others waiting"
In an attempt to attract customers, marketers often promise great results and satisfaction to customers, but marketers should be careful not to
promise to much and cause customers expectation beyond what they can deliver
Prudential Insurance uses "the rock" symbol to show stability and security. This is their attempt to help customers understand
emphasizing tangible cues in promoting the service
other ex: Traveler's Service umbrella
- Transamerica's pryamid shaped building
What are the three primary ways that marketers deliver services?
Service facilities, customers homes and form a distance
The marketing channels for service are usually
direct from provider to customer
Using appointments or reservations for scheduling delivery of services in attempt to address the ___ characteristics of services
By installing ATMs this decreases
Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees and
Just relax Massage Therapists have a large customer base although they do very little adverting. Their promotion strategy relies mostly on
word of mouth
Production and consumption of service must simultaneously occur due to the __ characteristic of services
American west airlines flight from dallas 2 houston was full & tickets were more expensive then the almost empty flight frm chicago 2 pheonix ex
Piano teachers, tutors, and attorneys are most likely to price their services based on
Demand-based prices most closely relates to the ___of services
Services activities are time dependent, mean that there must be a provided time when customers want to use it. This is known as
Many cellular phone plans contain a certain # of anytime minutes and time with unlimited night and weekends. Exmaple of
ex: cruise ships
Offering lower prices for movies during the day
Any service provider that offers time-sensitive services receives most of its revenue during
WOF service providers are most likely to bundle-price their service
cable TV companies
Safe Auto ads "minimum coverage for minimum budgets" this best describes Safe Autos
For services, customers look for the low-cost provider, which is what Safe claims to be
American Life uses leather-look portfolios and high quality and printing for its life insurance policies in order to indicate
the quality of services
Who judges service quality?
Consumers look closely at service quality when comparing competing service because
services are very different to evaluate
Tare finds evaluating a new pair of jeans much easier than tennis lessons b/c she can try on the jeans to see how they fit. Jean have many___qualities
other ex: Landmark Bank shows samples of what their statements will look like
Services have three evaluation attributes: search qualities, experience qualities, and ____
Many services have aspects that consumers may never be able evaluate, even years after the purchase and consumption of the service. This is called
ex: Dentist office- customers can decide if offer is beneficial
- evaluating the effectiveness of a marketing firm
The 5 elements that affect customers perception of service quality.
2) appearance of the tangibles
5) employee empathy **
attributes which are assessed only during the consumption of a service are called
ex: Sato Japanese Restaurant being in the rough part of town
The willingness & readiness of employees to meet the needs of the customers while providin the service is important dimension of service quality
Surveys, focus groups, and customer comment cards are all methods used by service companies to
understand customer need and expectations
After long series of "unexplainable" delays, Jack and Amy decide not to buy a house. The mortgage company failed to provide within
zone of tolerance
The 2 levels of expectations that consumers generally have about services are
acceptable and desired
In service marketing, the most important link to the customer is
well-trained contact employees
In most service industries, customer-contact employees are
the lowest paid and lest trained employees
Important secondary audience to AA tv commercials is
american airlines employees
Offering pet owners who recommended Prize Pet Grooming to a friend $10 off next grooming is designed too
encourage word of mouth communication
other ex: Janet redoes an interior job because the person didn't like and didn't want to affect word of mouth
_____marketing includes activities conducted by individuals and organizations to achieve some goal other then ordinary business goals such as profit
WOF issues is least important in nonprofit marketing?
Important difference between profit and nonprofit is
the goals of the nonprofit organization differ from the goals of the for profit organization
WOF is similar for both for profit and nonprofit?
Ability to use effective marketing activities
Select the true statement about nonprofit marketing?
Major nonprofits marketers in the US are social causes and charitable organizations
Children with muscular dystrophy who receive treatments developed through research programs funded by MDA represent___ for this charitable org.
Select the true statement regarding nonprofit marketing
Segmentation techniques used to identify target markets in for profit businesses are also applicable reaching nonprofit target markets
In nonprofit organizations
the direct consumers of the product are the client public
The university's student body would be considered__ public, and parents, alumni, and trustees would be included as its ___
client, general public
The direct consumers of a nonprofit organization's ideas or service are called its ___public
Which is the most typical contribution channel use in nonprofit organizations?
nonprofit organization, client
Distribution for nonprofit organization is
typically characterized by short channels
___ is the value of the benefit that is given up by selecting one alternative rather then another
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