Question 1

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

Accepted Answer

A)  can be positive or negative depending on the quality of service that was provided.
B)  can be closed by including misleading advertising campaigns promising more than the firm can deliver.
C)  is the result of management's ability to translate customers' needs into delivery systems within the firm.
D)  is the result of a lack of understanding or a misinterpretation of the customers' needs, wants, or desires.E) A) and B)
F) All of the above

Question 2

Describe the issues relating to target markets that are unique to nonprofit service organizations.

Accepted Answer

Answers will vary. Three issues relating...

Question 3

Describe the four promotion strategies that marketers use to promote services.

Accepted Answer

Answers will vary. Consumers and busines...

Question 4

A(n)  _____ is a characteristic that can be assessed only after use.

Accepted Answer

A)  search quality
B)  credence quality
C)  experience quality
D)  intangible qualityE) All of the above
F) A) and B)

Question 5

Which of the following statements is true of a bundled price?

Accepted Answer

A)  It is simpler for a firm to administer than pricing each element separately.
B)  It is preferable when consumers are willing to pay "extra" for every part of the service.
C)  It is a pricing strategy where customers pay only for the service elements they use.
D)  It is a pricing strategy that does not apply for services.E) None of the above
F) A) and B)

Question 6

_____ is defined as the inability of the production and consumption of a service to be detached.

Accepted Answer

A)  Intangibility
B)  Heterogeneity
C)  Inseparability
D)  PerishabilityE) All of the above
F) A) and B)

Question 7

At the _____ of relationship marketing, a firm uses financial and social bonds but offers value-added services that are not readily available from other firms.

Accepted Answer

A)  financial level
B)  customization level
C)  structural level
D)  social levelE) A) and D)
F) A) and C)

Question 8

A credence quality is a characteristic that can be easily assessed before purchase.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is true of internal marketing?

Accepted Answer

A)  Internal marketing is applicable only to the employees of goods manufacturers and not of service firms.
B)  The quality of a firm's employees is an important part of building long-term relationships with customers.
C)  Customers are treated as potential employees as they become the delivery vehicle of the purchased products.
D)  Different manufacturers exchange goods internally in an attempt to curb negative competitive spirit.E) A) and D)
F) None of the above

Question 10

Nonprofit organizations have the freedom to choose their target audience that helps them control their economies of scale and lower per-capita costs.

Accepted Answer

A) True 
 B)False

Question 11

The North Star Hotel, a luxury hotel, encourages its employees to develop strong, personal relationships with guests. It offers customized toiletries to its customers based on their preferences. It also has an entire floor dedicated to suites that have air purification systems. These value-added services make The North Star Hotel unique as these services are not available at other hotels. In this scenario, The North Star Hotel is at the _____ of relationship marketing.

Accepted Answer

A)  financial level
B)  social level
C)  customization level
D)  structural levelE) All of the above
F) A) and D)

Question 12

For services that are composed of multiple elements, the issue is whether pricing should be based on a "bundle" of elements or whether each element should be priced separately.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements is true of the marketing strategies of nonprofit organizations?

Accepted Answer

A)  They can measure their success or failure in strictly financial terms.
B)  They seek to make a profit for redistribution to owners or shareholders.
C)  The presence of a financial "bottom line" makes it easy for nonprofit managers to make decisions.
D)  Their focus is often on generating enough funds to cover expenses.E) A) and C)
F) B) and D)

Question 14

Rent and Drive is a car rental company. It prices its rentals based on operations-oriented pricing. In this scenario, Rent and Drive:

Accepted Answer

A)  varies the prices according to the supply and demand of cars.
B)  maximizes the surplus of income over its costs.
C)  allows customers to negotiate price.
D)  varies prices for customers from different market segments.E) A) and B)
F) All of the above

Question 15

A _____ is an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

Accepted Answer

A)  public service advertisement
B)  commercial advertisement
C)  retail advertisement
D)  surrogate advertisementE) A) and C)
F) None of the above

Question 16

Laelle Airlines, an international airlines company, has a service offering that includes a core service supported by supplementary services. Given this information, which of the following is most likely to be the core service provided by Laelle Airlines?

Accepted Answer

A)  Providing plush seats with comfortable legroom for its passengers
B)  Offering three-course meals for its passengers
C)  Providing personalized toiletries including wet towels and sleep masks for all passengers
D)  Offering souvenirs to all passengers after their travelE) B) and C)
F) A) and C)

Question 17

According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

Accepted Answer

A)  the inability of management and employees to do what should be done.
B)  a lack of understanding or a misrepresentation of the customers' needs, wants, or desires.
C)  misleading or deceptive advertising campaigns promising more than the firm can deliver.
D)  the inability of management to translate customers' needs into delivery systems within the firm.E) All of the above
F) A) and D)

Question 18

Level 2 (social) relationship marketing is often more effective than level 1 (financial) relationship marketing.

Accepted Answer

A) True 
 B)False

Question 19

_____ refers to the inability of services to be stored, warehoused, or inventoried.

Accepted Answer

A)  Variability
B)  Reliability
C)  Heterogeneity
D)  PerishabilityE) A) and D)
F) C) and D)

Question 20

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Accepted Answer

A) True 
 B)False

Exam 12: Services and Nonprofit Organization Marketing

A credence quality is a characteristic that can be easily assessed before purchase.

Correct Answer
verified

Laelle Airlines, an international airlines company, has a service offering that includes a core service supported by supplementary services. Given this information, which of the following is most likely to be the core service provided by Laelle Airlines?

Correct Answer
verified

According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

Correct Answer
verified

Rent and Drive is a car rental company. It prices its rentals based on operations-oriented pricing. In this scenario, Rent and Drive:

Correct Answer
verified

Level 2 (social) relationship marketing is often more effective than level 1 (financial) relationship marketing.

Correct Answer
verified

Which of the following statements is true of a bundled price?

Correct Answer
verified

Correct Answer
verified

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Correct Answer
verified

A _____ is an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

Correct Answer
verified

A(n) _____ is a characteristic that can be assessed only after use.

Correct Answer
verified

Which of the following statements is true of internal marketing?

Correct Answer
verified

Describe the four promotion strategies that marketers use to promote services.

Correct Answer
verified
Answers will vary. Consumers and busines...
View Answer

At the _____ of relationship marketing, a firm uses financial and social bonds but offers value-added services that are not readily available from other firms.

Correct Answer
verified

Describe the issues relating to target markets that are unique to nonprofit service organizations.

Correct Answer
verified
Answers will vary. Three issues relating...
View Answer

_____ is defined as the inability of the production and consumption of a service to be detached.

Correct Answer
verified

For services that are composed of multiple elements, the issue is whether pricing should be based on a "bundle" of elements or whether each element should be priced separately.

Correct Answer
verified

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

Correct Answer
verified

Which of the following statements is true of the marketing strategies of nonprofit organizations?

Correct Answer
verified

Nonprofit organizations have the freedom to choose their target audience that helps them control their economies of scale and lower per-capita costs.

Correct Answer
verified

_____ refers to the inability of services to be stored, warehoused, or inventoried.

Correct Answer
verified

Exam 12: Services and Nonprofit Organization Marketing

A credence quality is a characteristic that can be easily assessed before purchase.

Correct AnswerverifiedShow Answer

Laelle Airlines, an international airlines company, has a service offering that includes a core service supported by supplementary services. Given this information, which of the following is most likely to be the core service provided by Laelle Airlines?

Correct AnswerverifiedShow Answer

According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

Correct AnswerverifiedShow Answer

Rent and Drive is a car rental company. It prices its rentals based on operations-oriented pricing. In this scenario, Rent and Drive:

Correct AnswerverifiedShow Answer

Level 2 (social) relationship marketing is often more effective than level 1 (financial) relationship marketing.

Correct AnswerverifiedShow Answer

Which of the following statements is true of a bundled price?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Correct AnswerverifiedShow Answer

A _____ is an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

Correct AnswerverifiedShow Answer

A(n) _____ is a characteristic that can be assessed only after use.

Correct AnswerverifiedShow Answer

Which of the following statements is true of internal marketing?

Correct AnswerverifiedShow Answer

Describe the four promotion strategies that marketers use to promote services.

Correct AnswerverifiedAnswers will vary. Consumers and busines...View AnswerShow Answer

At the _____ of relationship marketing, a firm uses financial and social bonds but offers value-added services that are not readily available from other firms.

Correct AnswerverifiedShow Answer

Describe the issues relating to target markets that are unique to nonprofit service organizations.

Correct AnswerverifiedAnswers will vary. Three issues relating...View AnswerShow Answer

_____ is defined as the inability of the production and consumption of a service to be detached.

Correct AnswerverifiedShow Answer

For services that are composed of multiple elements, the issue is whether pricing should be based on a "bundle" of elements or whether each element should be priced separately.

Correct AnswerverifiedShow Answer

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

Correct AnswerverifiedShow Answer

Which of the following statements is true of the marketing strategies of nonprofit organizations?

Correct AnswerverifiedShow Answer

Nonprofit organizations have the freedom to choose their target audience that helps them control their economies of scale and lower per-capita costs.

Correct AnswerverifiedShow Answer

_____ refers to the inability of services to be stored, warehoused, or inventoried.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. Consumers and busines...
View Answer

Correct Answer
verified

Correct Answer
verified
Answers will vary. Three issues relating...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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