Question details

Chapter 11—Services and Nonprofit Organization Marketing MULTIPLE CHOICE
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Chapter 11—Services and Nonprofit Organization Marketing

 

MULTIPLE CHOICE

 

     1.   Western Union is in the business of international money transfer. A Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. Western Union's market for wiring money has grown dramatically over the last years because the company provides a _____ that is easy to use and reliable.

a.

good

b.

tangible resource

c.

tangible product

d.

service

e.

synergy

 

 

ANS: 

A service is the result of applying human or mechanical efforts to people or objects.

 

PTS:   1                    REF:   159                OBJ:   11-1 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

     2.   Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up a directory of specialists to whom you can address questions. When you choose a name and click on the "Call Now" button, the specialist is contacted and will personally call and answer your questions. Keen.com charges a per-minute fee to the person who contacts its specialist. Keen.com would be classified as a:

a.

good

b.

tangible resource

c.

tangible product

d.

service

e.

nonprofit organization

 

 

ANS: 

A service is the result of applying human or mechanical efforts to people or objects.

 

PTS:   1                    REF:   159                OBJ:   11-1 TYPE: App      

TOP:   AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer

 

     3.   A(n) _____ is the result of applying human or mechanical efforts to people or objects.

a.

application processor

b.

profit intermediary

c.

tangible product

d.

service

e.

nonprofit organization

 

 

ANS:                        PTS:   1                    REF:   159                OBJ:   11-1 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

     4.   The service sector:

a.

has remained steady at 44 million jobs in the United States for the last 20 years

b.

employs roughly 80 percent of the U.S. workforce

c.

is rarely capital intensive, as most services do not need high technology

d.

is decreasing in importance in the United States

e.

tends to create fewer new jobs than the manufacturing industry

 

 

ANS:                        PTS:   1                    REF:   159                OBJ:   11-1 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

     5.   Baltimore's Chesapeake Habitat for Humanity (CHH) renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers. To pay some of the costs of the renovation supplies, CHH has established a for-profit company called TeamBuilds, where corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovation. TeamBuilds is an example of a(n):

a.

service provider

b.

possession processor

c.

aggregated market

d.

market niche

e.

target market

 

 

ANS:                        PTS:   1                    REF:   159                OBJ:   11-1 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

     6.   A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as:

a.

impervious

b.

extraneous

c.

synergistic

d.

perishable

e.

intangible

 

 

ANS:                        PTS:   1                    REF:   159                OBJ:   11-2 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

     7.   Obeah used to sell office furniture and supplies, but he now has semi-retired and started a cleaning service specializing in cleaning fire- and water-damaged structures. Selling cleaning services differs greatly from selling office furniture and supplies because cleaning services are:

a.

homogeneous

b.

unknowable

c.

intangible

d.

synergistic

e.

comestible

 

 

ANS: 

Services are intangible; furniture is tangible.

 

PTS:   1                    REF:   159                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

     8.   Ian Trent has an MBA and is being recruited by an investment banking firm as a sales representative. He has had ten years of experience in selling industrial supplies. He was quite successful in this job but is worried that selling investment strategies may be more difficult. What factor would be the major reason for this worry?

a.

Services are intangible and, therefore, different from his previous experience.

b.

His services and the products he sells are inseparable.

c.

The marketing program of investment strategies is inconsistent.

d.

The cost inventory management system of reimbursing him may cause a problem when he makes investments.

e.

The extensiveness of distribution is unimportant when selling an investment service.

 

 

ANS: 

Investment banking has many intangible features and benefits that make it quite different from tangible products like industrial supplies.

 

PTS:   1                    REF:   159                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

     9.   A(n) _____ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains.

a.

search quality

b.

intangible attribute

c.

experience quality

d.

credence quality

e.

heterogeneity feature

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   10.   TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home. Participants in the team-building exercises would use a(n) _____ quality to evaluate TeamBuilds.

a.

credence

b.

search

c.

information

d.

appraisal

e.

experience

 

 

ANS: 

Only after experiencing them could participants tell whether they had gained from the exercises.

 

PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   11.   Western Union has 225,000 locations where clients can receive money in 196 countries. Because a person can send money from a small town in Georgia to a small town in Mexico without worrying, Western Union has a high degree of _____ quality.

a.

observation

b.

survey

c.

experience

d.

research

e.

credence

 

 

ANS: 

Only after receiving the money can participants tell if the money remittance actually works.

 

PTS:   1                    REF:   160                OBJ:   11-1 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   12.   Aristide and Oana are considering attending a clinic to help them quit smoking. They will be better able to assess the _____ of the clinic after they attend the clinic and learn about the techniques it uses to help customers quit smoking.

a.

tangible attribute

b.

experience quality

c.

creative quality

d.

credence quality

e.

heterogeneity feature

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   13.   Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up a directory of specialists to whom you can address questions. When you choose a name and click on the "Call Now" button, the specialist is contacted and will personally call and answer your questions. _____ is a characteristic of this service because you cannot evaluate its usefulness until after you have received and used the specialist's advice.

a.

Reliability

b.

Experience quality

c.

Search quality

d.

Temporal quality

e.

Heterogeneous satisfaction

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App

TOP:   AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer

 

   14.   Deidre Longo has just accepted a position at a major entertainment venue where she is responsible for selling season tickets. She formerly was a salesperson for a company that sold sound systems for arenas, stadiums, and theaters. She believed she understood why theater managers bought certain products but realizes selling tickets to individuals will be different. What is one of the key differences she can expect to find?

a.

The customer will select and evaluate entertainment on the basis of search qualities.

b.

Customers are engaged in this as a low-involvement product.

c.

A consumer will use experience qualities to evaluate the entertainment service.

d.

The use of the service will involve standardized service levels and not exhibit heterogeneity problems.

e.

The location of Longo's office is a key strategy criterion.

 

 

ANS: 

Many service situations are complicated and customers do not have the knowledge to judge the quality of the actual service itself. This question is difficult because it ties together several concepts that are in different sections of the chapter.

 

PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   15.   A(n) _____ is a characteristic that cannot easily be assessed even after purchase since the customers do not have the knowledge or experience.

a.

heterogeneity feature

b.

perishable attribute

c.

experience quality

d.

search quality

e.

credence quality

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   16.   Which of the following services would be most likely to exhibit strong credence qualities?

a.

a math tutorial service

b.

the repair of a leaky drain

c.

the preparation of a dead body for burial

d.

tax return preparation

e.

a landscaping service that mows lawns

 

 

ANS: 

A credence quality is a characteristic that cannot easily be assessed even after purchase and experience.

 

PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   17.   Management-labor mediation, child care, and college preparation classes are all services that are produced and consumed at the same time. All of these services exhibit the service characteristic of:

a.

inseparability

b.

intangibility

c.

heterogeneity

d.

perishability

e.

variability

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   18.   LaVergne had her makeup professionally applied for her prom night. She went to the beauty salon, watched as the makeup artist applied cosmetics to her face, and then went home feeling gorgeous. LaVergne's makeover illustrates which service characteristic?

a.

intangibility

b.

inseparability

c.

heterogeneity

d.

perishability

e.

flexibility

 

 

ANS: 

Inseparability is when services or goods are produced and consumed at the same time.

 

PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   19.   A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time. The reading service is trying to limit problems associated with the service characteristic of:

a.

tangibility

b.

credence quality

c.

heterogeneity

d.

simultaneous production and consumption

e.

flexibility

 

 

ANS: 

Heterogeneity means that a service tends to be less standardized and uniform than goods.

 

PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   20.   There are fewer problems caused by the service characteristic of _____ when the service being purchased requires little interaction between the service personnel and the customer.

a.

perishability

b.

inseparability

c.

intangibility

d.

heterogeneity

e.

instability

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: Comp

TOP:   AACSB Reflective Thinking | TB&E Model Strategy | TB&E Model Customer

 

   21.   It is difficult to achieve consistency and standardization of services because of which service characteristic?

a.

customization

b.

simultaneous production and consumption

c.

intangibility

d.

perishability

e.

heterogeneity

 

 

ANS:                        PTS:   1                    REF:   160                OBJ:   11-2 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   22.   Jackson Caputo owns and operates Jax Stables, a complete horse service that offers grooming, training, show training for handlers, boarding, and veterinary care. To maintain a quality image, Caputo regularly provides training for each employee in the company's operations, objectives, and expected performance standards. What unique aspect of services is Caputo attempting to address?

a.

heterogeneity

b.

perishability

c.

intangibility

d.

simultaneous production and consumption

e.

unfocused targeting

 

 

ANS: 

Heterogeneity causes inconsistency and lack of standardization. Training helps to alleviate these conditions.

 

PTS:   1                    REF:   160                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   23.   Which of the following is NOT a method firms can use to reduce the inherent variability of services?

a.

standardized preparation procedures

b.

mechanizing the process

c.

standardization

d.

providing tangible cues

e.

training of employees in performance standards

 

 

ANS: 

Providing tangible cues will not increase the consistency or reliability of the service itself.

 

PTS:   1                    REF:   160-161         OBJ:   11-2 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   24.   Due to service _____, services cannot be stored, warehoused, or inventoried.

a.

tangibility

b.

variability

c.

intangibility

d.

perishability

e.

heterogeneity

 

 

ANS:                        PTS:   1                    REF:   161                OBJ:   11-2 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   25.   Alabama Adventure, an amusement park in Birmingham, offers reduced rates on weekdays and higher prices for those who want to attend on weekends. It also offers lower prices for patrons who enter the park after 4 p.m. This is a way to contend with the service characteristic of:

a.

variability

b.

perishability

c.

intangibility

d.

inseparability

e.

simultaneous production and consumption

 

 

ANS: 

Differential pricing tries to even out demand. This is important because services cannot be stored, inventoried, or warehoused.

 

PTS:   1                    REF:   161                OBJ:   11-2 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Pricing

 

   26.   Virtual Bellhop is a service provider that ships awkward sporting goods to vacation destinations so its customers do not have to worry about lugging them through airports or having them damaged in transit. During the summer months and December, the company is extremely busy packaging and shipping sporting gear. During other months that are not popular vacation months, it may only have one customer a day. This inconsistency of demand means Virtual Bellhop has to deal with the problems associated with the service characteristic of:

a.

intangibility

b.

inseparability

c.

perishability

d.

simultaneous production and consumption

e.

variability

 

 

ANS: 

Services cannot be stored, inventoried, or warehoused.

 

PTS:   1                    REF:   161                OBJ:   11-2 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   27.   Which of the following is NOT a service component customers use to evaluate service quality?

a.

validity

b.

empathy

c.

assurance

d.

responsiveness

e.

reliability

 

 

ANS:                        PTS:   1                    REF:   161                OBJ:   11-3 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   28.   Western Union allows people in one nation or one area of the country to dependably, accurately, and consistently transfer funds to each other. In other word, Western Union provides which service quality to its users?

a.

tangibility

b.

responsiveness

c.

assurance

d.

responsibility

e.

reliability

 

 

ANS: 

Reliability is the ability to perform the service dependably, accurately, and consistently.

 

PTS:   1                    REF:   161                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   29.   Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so its customers to not have to worry about lugging them through airports or having them damaged in transit. Thus far, its record for getting the sporting equipment to the correct destination for the vacationer is perfect. This indicates the company excels at which component of service quality?

a.

tangibles

b.

empathy

c.

reliability

d.

flexibility

e.

assurance

 

 

ANS: 

Reliability is the ability to perform the service dependably and consistently.

 

PTS:   1                    REF:   161                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   30.   Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up a directory of specialists to whom you can address questions. When you choose a name and click on the "Call Now" button, the specialist is contacted and will personally call and answer your questions. Users can see the ratings given to each specialist by previous users before they contact that specialist. Which service component does Keen.com use to help its customers evaluate its service quality?

a.

empathy

b.

assurance

c.

tangibles

d.

flexibility

e.

responsiveness

 

 

ANS: 

Assurance refers to the knowledge and courtesy of the employees. Customer ratings would provide this information.

 

PTS:   1                    REF:   161                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   31.   Courtney's mother died of breast cancer, and she is afraid of getting cancer. When she went to get a baseline mammogram, she wanted a facility where the personnel would not think her fears were silly and would answer all of her questions without making her feel stupid for asking them. By which of the following components of service quality is Courtney most likely to rate the mammogram provider?

a.

empathy

b.

assurance

c.

tangibles

d.

reliability

e.

responsiveness

 

 

ANS: 

Empathy refers to providing caring and individualized attention to customers.

 

PTS:   1                    REF:   161                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   32.   Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so its customers to not have to worry about lugging them through airports or having them damaged in transit. The care with which the items are packed and the condition of the package when it arrives indicate concern with which aspect of service quality?

a.

tangibles

b.

responsiveness

c.

reliability

d.

variability

e.

homogeneity

 

 

ANS: 

Tangibles are the physical evidence of a service.

 

PTS:   1                    REF:   161                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   33.   TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home. The _____ could be used to identify the problem if there were significant differences between what TeamBuilds says it provides to customers and what it actually provides.

a.

gap model of service quality

b.

service pyramid

c.

four dimensions of service quality

d.

service paradigm

e.

service delineation matrix

 

 

ANS: 

This would be an example of Gap 4.

 

PTS:   1                    REF:   162                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   34.   Clarksdale, Mississippi, is the home of the Shack Up Inn, the only inn in the world that is made up of actual shotgun houses. (Shotgun houses contain two or three rooms in a row. A resident of the house is able to stand at the front door and shoot through all the rooms and out the back door without hitting any walls.) Obviously, the shacks are not luxurious although they do have indoor plumbing and electricity. The owner decided these were the only changes customers would want to be made in the shacks. In this instance, the service provider is likely to have a gap between:

a.

what management thinks customers want and the quality specifications that management develops to provide the service

b.

what the company tells the customer it provides and what is actually provided

c.

service quality specifications and employee training

d.

what customers want and what management thinks customers want

e.

service expectations and what customers are told to expect

 

 

ANS: 

The owner may not understand the needs and desires of the average tourist.

 

PTS:   1                    REF:   161                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   35.   Budget airlines are a new service in China. Neither their passengers nor the airlines themselves know what to expect from each other. Shanghai-based Spring Airlines is a start-up service with a tight budget. According to the owner of Spring Airlines, customer satisfaction levels are at 97 percent although many of Spring Airlines' employees have been throttled and had their clothes ripped off by unhappy passengers. According to the _____, there is a gap between what customers want and what management thinks customers want.

a.

gap model of service quality

b.

service pyramid

c.

four dimensions of service quality

d.

service paradigm

e.

service delineation matrix

 

 

ANS: 

The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluation of service quality.

 

PTS:   1                    REF:   161-162         OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer | TB&E Model International Perspective

 

   36.   At the dealer-owned Radio Shack, the store manager is frustrated at the level of service employees provide to customers even after he wrote a guide to customer service and instructed each employee to read the guide. This is an example of a gap between:

a.

the service quality specifications and the service that is actually provided

b.

what the company provides and what the customer is told it provides

c.

the service customers receive and the service they want

d.

what customers want and what management thinks customers want

e.

what management thinks customers want and the quality specifications management develops to provide the service

 

 

ANS:                        PTS:   1                    REF:   162                OBJ:   11-3 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   37.   An Internet company, icruise.com, sold cruises by offering a "Suntan Guarantee." The guarantee promised a full refund on a Caribbean cruise if more than one-quarter inch of rain fell from 10 a.m. to 4 p.m. for a preset number of days depending on the length of the cruise. If it rained and the Internet company failed to honor its refund policy, it would represent a gap between:

a.

what management thinks customers want and the quality specifications that management develops to provide the service

b.

what the company tells the customer it provides and what is actually provided

c.

service quality specifications and employee training

d.

what customers want and what management thinks customers want

e.

none of these

 

 

ANS: 

This is an example of a communications gap.

 

PTS:   1                    REF:   162                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   38.   If a customer expects to wait one week for a pair of shoes to be mended but is told that the shoes are ready to be picked up less than 24 hours after leaving them at the repair shop, the customer's evaluation of service quality will be high. However, a two-week wait would result in a lower evaluation. The two-week gap would illustrate a gap between:

a.

service quality specifications and the service that is actually provided

b.

the service customers receive and the service they want

c.

what the company provides and what the customer is told it provides

d.

what customers want and what management thinks customers want

e.

what management thinks customers want and the quality specifications management develops to provide

 

 

ANS: 

When these gaps are large, service quality is perceived as low. As the gaps shrink, perceptions of service quality improve.

 

PTS:   1                    REF:   162                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   39.   If a hospital measured the service quality of its physician care in terms of the total number of people who were attended to--even if patients appeared to want more individualized care--the hospital would be exhibiting a gap between:

a.

what customers want and what management thinks customers want

b.

the service quality specifications and the service that is actually provided

c.

what the company provides and what the customer is told it provides

d.

what management thinks customers want and the quality specifications management develops to provide the service

e.

the service customers receive and the service they want

 

 

ANS: 

There is no indication in the question that the hospital is concerned about what customers want. Rather the hospital cares more about its billable hours.

 

PTS:   1                    REF:   162                OBJ:   11-3 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   40.   Which of the following statements about developing marketing mixes for services is true?

a.

The variability and perishability of services may require adjustments in marketing mix elements.

b.

Marketing mixes for services are often different than those for products.

c.

Elements of the marketing mix must be adjusted for the unique characteristics of services.

d.

The intangibility and simultaneous production and consumption of services may require adjustments in marketing mix elements.

e.

All of the statements about developing marketing mixes are true.

 

 

ANS:                        PTS:   1                    REF:   162-164         OBJ:   11-4 TYPE: Comp

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   41.   Which of the following is NOT an example of a type of service processing that can occur?

a.

people processing

b.

product processing

c.

possession processing

d.

information processing

e.

mental stimulus processing

 

 

ANS:                        PTS:   1                    REF:   163                OBJ:   11-4 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   42.   Budget airlines are a new service in China. Neither their passengers nor the airlines themselves know what to expect from each other. Shanghai-based Spring Airlines is a start-up service with a tight budget. Spring Airlines would engage in _____ processing.

a.

people

b.

mechanical

c.

possession

d.

mental

e.

information

 

 

ANS: 

People processing takes place when the service is directed at a customer.

 

PTS:   1                    REF:   162                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   43.   Which of the following services is an example of possession processing?

a.

a theatrical performance

b.

an X-ray of a broken bone

c.

an advertising agency

d.

marriage counseling

e.

heating system repair

 

 

ANS: 

Possessions processing occurs when the service is directed to the customers’ physical possessions.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   44.   TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home. Which category of service processing does TeamBuilds offer?

a.

possession processing

b.

information processing

c.

mental stimulus processing

d.

people processing

e.

homogeneous processing

 

 

ANS: 

TeamBuilds is an education program. It is directed at customers.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   45.   Which of the following services is an example of mental stimulus processing?

a.

taxi cab service

b.

insurance

c.

a professional tennis match

d.

veterinarian care

e.

a hair cut

 

 

ANS:                        PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   46.   Which of the following services is an example of information processing?

a.

investment advice

b.

a funeral service

c.

pet neutering

d.

the fitting of orthodontic braces

e.

attendance at a Major League Baseball game

 

 

ANS: 

Information processing describes services that use brain power directed at a customer’s assets.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer

 

   47.   An Internet company, icruise.com, sold cruises by offering a "Suntan Guarantee." The guarantee promised a full refund on a Caribbean cruise if more than one-quarter inch of rain fell from 10 a.m. to 4 p.m. for a preset number of days depending on the length of the cruise. The _____ service offered by icruise is travel. The guarantee is a _____ service.

a.

supplementary; core

b.

core; customized

c.

core; supplementary

d.

customized; standardized

e.

complementary; supplementary

 

 

ANS:                        PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App

TOP:   AACSB Technology | TB&E Model Product

 

   48.   TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home. TeamBuilds' _____ service is improved work team relationships.

a.

primary

b.

core

c.

niche

d.

supplementary

e.

foundation

 

 

ANS: 

Core service is the most basic benefit the consumer is buying.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   49.   Western Union is in the business of providing a medium for international money transfers. A Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. The wire transfer of funds is the _____ service the company provides.

a.

supplementary

b.

benchmarked

c.

core

d.

primary

e.

fundamental

 

 

ANS: 

Core service is the most basic benefit the consumer is buying.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   50.   The service offering of G&R Talent Agency is performers suitable for appearances on college campuses. This service is an example of the agency's _____ service.

a.

standardized

b.

customized

c.

supplementary

d.

core

e.

component

 

 

ANS: 

The core service is what the consumer is buying.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   51.   Western Union is in the business of providing a medium for international money transfers. A Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. It is now planning to move into areas traditionally handled by banks such as offering its customers checking accounts and loans. If it does follow through and provide these additional services, they will exemplify _____ services.

a.

complementary

b.

secondary

c.

peripheral

d.

supplementary

e.

additional

 

 

ANS: 

Supplementary services are a group of services that support or enhance the core service.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   52.   _____ is the strategy that uses technology to deliver customized services on a mass basis.

a.

Mass standardization

b.

Aggregated services

c.

Technological processing

d.

Mass customization

e.

Aggregated marketing

 

 

ANS:                        PTS:   1                    REF:   163                OBJ:   11-4 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   53.   The ability of each hotel guest to use his or her room’s television to check out of the hotel room and to confirm additional charges on bills in the hotel's restaurants and gift shops is an example of:

a.

a cooperative service

b.

mass customization

c.

aggregated standardization

d.

a market development strategy

e.

mental stimulus processing

 

 

ANS:                        PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   54.   The catalog and online retailer Lands' End offers custom-fit chinos via the Web. For a price of $54, U.S.-based customers can select their style and fit preferences, enter details about their body shape, and receive a pair of custom-made pants in their mailbox two to four weeks later. For Lands' End, this means the company avoids stocking up to 2.8 billion different styles and sizes of garments. Instead, Lands' End orders each unit to be individually fashioned by a contract manufacturer that ships directly to the consumer. Lands’ End is using:

a.

mass customization

b.

supplementary service

c.

component service

d.

customized service

e.

nonprofit marketing

 

 

ANS: 

Mass customization uses technology to deliver customized service on a mass basis.

 

PTS:   1                    REF:   163                OBJ:   11-4 TYPE: App      

TOP:   AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer

 

   55.   TheKnot.com is an Internet company that is a one-stop source of all the items needed to have a successful wedding including listings of local caterers and photographers. When someone registers on the site, he or she is sent the "Ultimate Wedding Organizer." It offers advice on what to do about "cold feet" and how to handle in-laws. TheKnot.com recognizes that its _____ represents a portfolio of opportunities, risks, and challenges.

a.

component combination

b.

offering grouping

c.

service mix

d.

SKU offering

e.

assembly process

 

 

ANS: 

The service mix refers to the different services offered by the service provider.

 

PTS:   1                    REF:   163-164         OBJ:   11-4 TYPE: App      

TOP:   AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer

 

   56.   Which of the following is NOT a key factor in the distribution strategy for services?

a.

customization

b.

convenience for customers

c.

number of intermediaries and outlets

d.

scheduling of service deliveries

e.

location

 

 

ANS: 

Customization is a key factor in the product component of the service marketing mix.

 

PTS:   1                    REF:   163-164         OBJ:   11-4 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Distribution | TB&E Model Strategy

 

   57.   Marriott Hotels, as well as Hyatt Regency and Adam's Mark Inns, have expended many resources in developing Web sites that allow prospective customers to learn all that is necessary before selecting a hotel destination. The sites then allow individuals to make reservations at the hotel that best satisfies their requirements. Which of the following reflects the distribution strategy used by these hotel chains?

a.

considerations of the storage of the service

b.

the development of a long channel of intermediaries

c.

the decision to use direct distribution

d.

intensity of distribution

e.

the physical appearance of your particular outlet

 

 

ANS: 

The newest form of direct distribution is the Internet.

 

PTS:   1                    REF:   164                OBJ:   11-4 TYPE: App      

TOP:   AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer

 

   58.   Budget airlines are a new service in China. One of the major problems faced by these airlines is the tight regulatory controls the Chinese government maintains over them. The government determines which airlines get which routes, and the budget airlines do not get the most profitable business routes. The Chinese government has a major voice is setting the _____ strategies for budget airlines in that country.

a.

distribution

b.

promotion

c.

production

d.

product

e.

demand/supply

 

 

ANS: 

Distribution is an important part of the service mix.

 

PTS:   1                    REF:   164                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model International Perspective

 

   59.   Promotion strategies for dealing with the unique features of services include all of the following EXCEPT:

a.

using personal sources of information

b.

creating strong organizational images

c.

stressing tangible cues

d.

using postpurchase communication

e.

satisfying patronage-oriented objectives

 

 

ANS: 

Patronage-oriented objectives are part of a service pricing strategy.

 

PTS:   1                    REF:   164                OBJ:   11-4 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

   60.   A pest control company paints dead roaches on its trucks and uses similar graphics on its letterhead, business cards, and all promotions. The pest control company is using what type of promotion strategy?

a.

stressing tangible cues

b.

stressing homogeneity

c.

using personal information sources

d.

providing packaging cues

e.

communicating service integration signals

 

 

ANS:                        PTS:   1                    REF:   164                OBJ:   11-4 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

   61.   You have just started a limousine service and strive for an image of quality and luxury. Your limos are always spotlessly clean on the inside, freshly waxed, and stocked with flowers, champagne, free car phones, and televisions. Your drivers are always immaculately dressed and are required to hold the door open for patrons entering and leaving the car. Your promotional strategy is stressing:

a.

patronage-oriented objectives

b.

tangible cues

c.

prestige prompts

d.

intangible motivators

e.

physiological prompts

 

 

ANS:                        PTS:   1                    REF:   164                OBJ:   11-4 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

   62.   Def Leppard front man Phil Collen has agreed to be the national spokesperson for animal rights group People for the Ethical Treatment of Animals (PETA). He was chosen because of his lifelong commitment to vegetarianism. In terms of promotion strategy, he will be considered a(n) _____ information source.

a.

cue control

b.

nonsource-controlled

c.

impersonal

d.

remote

e.

personal

 

 

ANS: 

A celebrity is a person consumers are familiar with, and so can be a personal information source. Collen's association with the service is expected to reduce customers' perceived risk in using the service.

 

PTS:   1                    REF:   164                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

   63.   Boutique hotels are the perfect hotels for people who are tired of traditional cookie cutter hotels that all look alike. One boutique hotel chain calls its staff its cast and has them wear fashionable solid black outfits. Its corridors are softly lit, and suite doors are arches lit with recessed blue lighting. Its lobby has a ceiling-to-floor waterwall. The promotional strategy for this boutique hotel is to:

a.

create a strong organizational image

b.

separate the point of production from the point of service consumption

c.

emphasize postpurchase communication

d.

stress intangible cues

e.

use personal information sources

 

 

ANS: 

One way to create a strong organizational image is to manage the physical environment of the service facility, the appearance of the service employees, and tangible items associated with the service.

 

PTS:   1                    REF:   164                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

   64.   The three categories of pricing objectives for services are:

a.

sales-, quality-, and location-oriented

b.

quality-, value-, and consumer-oriented

c.

revenue-, operations-, and patronage-oriented

d.

turnover-, volume-, and capacity-oriented

e.

equity-, cost-, and revenue-oriented

 

 

ANS:                        PTS:   1                    REF:   165                OBJ:   11-4 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   65.   A focus on maximizing the surplus of income over costs is a(n) _____ pricing objective for service firms.

a.

revenue-oriented

b.

operations-oriented

c.

market-share-oriented

d.

patronage-oriented

e.

service-quality

 

 

ANS:                        PTS:   1                    REF:   165                OBJ:   11-4 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   66.   Determining costs can be extremely difficult for a service provider that has adopted a(n) _____ pricing objective and may limit the usefulness of the objective.

a.

market-share-oriented

b.

operations-oriented

c.

revenue-oriented

d.

patronage-oriented

e.

break-even

 

 

ANS: 

Revenue-oriented objectives require calculations of income and costs, which can be difficult for many services.

 

PTS:   1                    REF:   165                OBJ:   11-4 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   67.   Alabama Adventure, an amusement park with a water slide, charges less for weekday admission than it does for weekend attendance. It also has a lower ticket price for patrons who arrive at 4 p.m. Because it is focusing on coordinating supply and demand by varying prices, it is using a(n) _____ pricing objective for service firms.

a.

revenue-oriented

b.

operations-oriented

c.

image-focused

d.

patronage-oriented

e.

equity-oriented

 

 

ANS: 

A focus on matching supply and demand by varying prices to ensure maximum use of productive capacity at any specific point in time is an operations-oriented pricing objective for service firms.

 

PTS:   1                    REF:   165                OBJ:   11-4 TYPE: Def      

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   68.   Budget airlines are a new service in China. Shanghai-based Spring Airlines is a start-up service with three airplanes and a tight budget. Its owner boasts that his ticket prices are 40 percent cheaper than the competition, at times even equivalent to hard-seat train prices. Which method for pricing services is Spring Airlines most likely using?

a.

operations-oriented pricing

b.

revenue-oriented pricing

c.

supply/demand pricing

d.

capacity planning pricing

e.

patronage-oriented pricing

 

 

ANS: 

Patronage-oriented pricing tries to maximize the number of customers using the service.

 

PTS:   1                    REF:   165                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model International Perspective

 

   69.   A continuing problem for most Minor League Baseball (MiLB) teams is low attendance. Event and venue sponsors want to see fans in the stadiums, and the players appreciate fan support. Given this information, which pricing strategy would you recommend MiLB teams use?

a.

operations-oriented pricing

b.

peak profitability pricing

c.

patronage-oriented pricing

d.

supply-demand pricing

e.

revenue-oriented pricing

 

 

ANS: 

Patronage-oriented pricing tries to maximize the number of customers using the service.

 

PTS:   1                    REF:   165                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   70.   A focus on maximizing the number of customers using a service is a(n) _____ pricing objective for service firms.

a.

maximization of demand

b.

patronage-oriented

c.

profitability-oriented

d.

operations-oriented

e.

revenue-oriented

 

 

ANS:                        PTS:   1                    REF:   165                OBJ:   11-4 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   71.   The Hermitage, Tennessee home of former U.S. president Andrew Jackson offers discount ticket prices to students and senior citizens. This illustrates the _____ pricing objective.

a.

subsidized

b.

operations-oriented

c.

profitability-oriented

d.

service quality

e.

patronage-oriented

 

 

ANS: 

A focus on maximizing the number of customers using a service is a patronage-oriented pricing objective for service firms.

 

PTS:   1                    REF:   165                OBJ:   11-4 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   72.   Because many services involve a process of continuous interaction between the service organization and the customer, _____ marketing is an important strategy.

a.

interactive

b.

relationship

c.

patronage

d.

nonprofit

e.

affiliation

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-5 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   73.   Satisfied customers are likely to engage in positive word-of-mouth communication, thereby helping to bring in new customers. Thus, a method for attracting, developing, and retaining customers is known as _____ marketing.

a.

interactive

b.

affiliation

c.

patronage

d.

ambush

e.

relationship

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-5 TYPE: Def

TOP:   AACSB Communication | TB&E Model Strategy

 

   74.   Unfortunately, many institutions of higher learning have focused efforts on population segments only when they felt a segment could do something for them. For example, many schools have bombarded pre-college students when they feel they are needed to fill classroom seats. Few have taken the approach of trying to determine what the potential student really wants or needs. Often, once graduated, a former student is only thought of as an alumnus or alumna, not as someone who can again benefit from the services provided by the institution. This description suggests that _____ marketing would be useful.

a.

interactive

b.

relationship

c.

patronage

d.

nonprofit

e.

affiliation

 

 

ANS: 

Relationship marketing involves ongoing interaction between the service provider and the customer.

 

PTS:   1                    REF:   166                OBJ:   11-5 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   75.   One of the main responsibilities of sport marketers is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers. An effective tool for accomplishing this goal would be _____ marketing.

a.

interactive

b.

relationship

c.

patronage

d.

nonprofit

e.

affiliation

 

 

ANS: 

Relationship marketing involves ongoing interaction between the service provider and the customer. It is a means of attracting, developing, and retaining customer loyalty.

 

PTS:   1                    REF:   166                OBJ:   11-5 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   76.   The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on:

a.

personal communications

b.

social bonds

c.

service delivery heuristics

d.

pricing incentives

e.

structural bonds

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-5 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   77.   Mountain Express is a company that provides grocery delivery service to several small communities in Idaho. The company gives a 2 percent discount on all food orders to customers after they have used the service 10 times. An additional percentage discount is offered for each additional 15 orders up to a maximum of 8 percent. The relationship marketing strategy used by Mountain Express is based on:

a.

following service delivery paradigms

b.

building social bonds

c.

building financial bonds

d.

opening personal communication channels

e.

creating structural bonds

 

 

ANS: 

Building financial bonds includes the use of price incentives.

 

PTS:   1                    REF:   166                OBJ:   11-5 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   78.   A management consulting business stays in touch with its business customers with phone calls and greeting cards. It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys. This is an example of relationship marketing based on:

a.

financial bonds

b.

social bonds

c.

service delivery

d.

patronage bonds

e.

structural bonds

 

 

ANS: 

Building social bonds includes staying in touch with customers, learning about their needs, and designing services to meet those needs.

 

PTS:   1                    REF:   166                OBJ:   11-5 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   79.   Building value-added services that are not readily available from other firms into the delivery system defines relationship marketing based on the creation of:

a.

financial bonds

b.

social bonds

c.

service delivery paradigms

d.

personal communication channels

e.

structural bonds

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-5 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   80.   Hyatt Regency's Platinum Card Program allows members to bypass any line at the check-in desk and get immediate check-in service. In this example, _____ are developed by offering value-added services that are not readily available from other hotel chains.

a.

price incentives

b.

social bonds

c.

service delivery paradigms

d.

personal communication channels

e.

structural bonds

 

 

ANS: 

This example is similar to the Hertz example in the text.

 

PTS:   1                    REF:   166                OBJ:   11-5 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

   81.   Relationship marketing programs that are based on _____ bonds have the strongest potential for sustaining long-term relationships with customers.

a.

financial and individual

b.

social and structural

c.

financial, social, and structural

d.

financial and patronage

e.

financial and structural

 

 

ANS: 

Level-three marketing programs with all three components are the strongest relationship marketing programs. See Review Learning Outcome 5.

 

PTS:   1                    REF:   166                OBJ:   11-5 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   82.   Treating employees as customers and developing systems and benefits that satisfy their needs such as training, stressing teamwork, and employee empowerment is known as _____ marketing.

a.

organizational quality

b.

relationship

c.

internal

d.

job-faceted

e.

job-satisfaction

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-6 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   83.   The Container Store’s CEO believes the company has a moral obligation to ensure employees are provided with an exciting and secure atmosphere to work in on a daily basis. He is concerned about:

a.

internal marketing

b.

service quality

c.

tangible cueing

d.

relationship marketing

e.

patronage programming

 

 

ANS: 

Treating employees as customers and developing systems and benefits that satisfy their needs is known as internal marketing.

 

PTS:   1                    REF:   166                OBJ:   11-6 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   84.   Global competition in the services arena is intense. _____ is the world's largest exporter of services.

a.

Germany

b.

Japan

c.

The United States

d.

China

e.

Canada

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-7 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Distribution | TB&E Model International Perspective

 

   85.   Many U.S. services industries have the potential for globalization because of their existing competitive advantages. According to the text, which of the following is an example of a service industry that possesses a distinct competitive advantage?

a.

soft-drink bottling

b.

construction and engineering

c.

book publishing

d.

petroleum

e.

sports franchises

 

 

ANS:                        PTS:   1                    REF:   166                OBJ:   11-7 TYPE: Comp

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model International Perspective

 

   86.   A _____ seeks to achieve some goal other than the usual business goals of profit, market share, or return on investment.

a.

nonprofit organization

b.

synergistic entity

c.

company with no equity

d.

service provider

e.

patronage-oriented organization

 

 

ANS:                        PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   87.   Emmy award-winning actress Kirstie Alley became the spokesperson for Narconon International in 1990. Her concern about the increased drug use by young people prompted her to support this ____ whose goal is to provide treatment and rehabilitation to young people before they become hardened criminals.

a.

nonprofit organization

b.

synergistic entity

c.

company with no equity

d.

service provider

e.

patronage-oriented organization

 

 

ANS: 

A nonprofit organization seeks to achieve some goal other than the usual business goals of profit, market share, or return on investment.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

   88.   The predominant form of nonprofit organization in the United States is:

a.

farms

b.

arts museums and programs

c.

private-sector volunteer organizations

d.

social service firms

e.

government

 

 

ANS:                        PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   89.   Which of the following is NOT an example of a nonprofit organization?

a.

State Farm, an insurance company

b.

American Heart Association

c.

American Humane Society

d.

Rotary Club, a service organization

e.

Brotherhood of Electrical Workers, a union

 

 

ANS: 

State Farm is a for-profit business.

 

PTS:   1                    REF:   166                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   90.   _____ includes marketing activities conducted by individuals and organizations to achieve some goal other than normal business goals, such as profit, market share, or return on investment.

a.

Cause-related sponsorship

b.

Nonprofit organization marketing

c.

Marketing autonomy

d.

Service marketing

e.

Social marketing

 

 

ANS:                        PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   91.   _____ refers to the efforts of public and private nonprofit firms to bring about mutually satisfying exchanges with their target markets.

a.

Autonomous marketing

b.

Public affairs marketing

c.

Social targeting

d.

Social marketing

e.

Nonprofit organization marketing

 

 

ANS:                        PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   92.   Habitat for Humanity, a(n) _____, renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers. The organization relies on volunteers to provide the labor and funding for its renovations.

a.

image-oriented organization

b.

for-profit organization

c.

nonprofit organization

d.

service branch

e.

source-based organization

 

 

ANS:                        PTS:   1                    REF:   167                OBJ:   11-8 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   93.   Sierra Club and the Girl Scouts of America are nonprofit organizations that want to develop marketing strategies to bring about mutually satisfying exchanges with their target markets as they work to protect our environment. Thus, both Sierra Club and the Girl Scouts of America have:

a.

no need to develop an understanding of pricing

b.

a marketing orientation

c.

the same organizational structure as profit-making firms

d.

no impact on nonbuyers

e.

no need for marketing skills

 

 

ANS: 

A nonprofit organization exists to achieve some goals other than profit, but like their corporate counterparts, nonprofit managers develop marketing strategies to bring about mutually satisfying exchanges with target markets.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   94.   Which of the following statements about the marketing activities of a nonprofit organization is true?

a.

Nonprofit organizations use the same terminology as for-profit companies when talking about their customers.

b.

Nonprofit organizations do not charge a price.

c.

Nonprofit organizations express their objectives in terms of profit.

d.

Nonprofit organizations often use undifferentiated segmentation strategies.

e.

All of these statements about the marketing activities of nonprofit organizations are true.

 

 

ANS: 

Nonprofit organizations often refer to their target markets as clients, patients, or members. Nonprofit organizations charge fees, donations, tuition, etc.—all examples of prices. The major difference between nonprofits and for-profits is the lack of a profit objective.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   95.   As with for-profit organizations, the first step in developing a marketing program for a nonprofit organization is to:

a.

determine the marketing mix

b.

define organizational objectives

c.

establish the financial needs of the organization

d.

create a promotion to attract donors

e.

select a direct distribution outlet

 

 

ANS: 

Defining organizational objectives will lead to selection of target markets and then to the marketing mix.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Def      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   96.   An acceptable goal of the Hype and Humble, a Los Angeles nonprofit organization dedicated to empowering women and children in crisis, for its “Day of Pampering” program would be to:

a.

set participation goals to provide a 12 percent return on investment

b.

increase expenses to fit budgetary allowances

c.

avoid corporation pitfalls

d.

increase awareness in its target market to 75 percent

e.

gain a larger market share than other nonprofits that are administering to the same group

 

 

ANS: 

The only appropriate goal for a nonprofit firm would be a service goal such as awareness, not a financial or market share goal.

 

PTS:   1                    REF:   167-168         OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   97.   What is one of the consequences of the American Red Cross's nonprofit orientation?

a.

The success of the Red Cross cannot be measured in financial terms.

b.

The Red Cross will not make as much money as a profit-oriented firm.

c.

The Red Cross does not have to worry about revenues and costs.

d.

The Red Cross is not expected to be as efficient as a for-profit firm.

e.

The Red Cross's success is based on how much money is donated to it.

 

 

ANS: 

Success in a nonprofit organization is measured by how well service goals are met and how well it serves the community.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

   98.   Save-the-Redwoods League is a nonprofit group committed to preserving ancient forests in the United States. Its _____ is environmentalists, loggers, hunters, national park visitors, and lumber-producing companies.

a.

target market

b.

market objective

c.

service providers

d.

market segment

e.

niche

 

 

ANS: 

The goal of the organization is to convince those groups and others of the importance of their work.

 

PTS:   1                    REF:   167-168         OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

   99.   The International Society of Hospitality Purchasers raised $62,000 in donated goods for Gifts in Kind International, a nonprofit group that gathers and distributes new and used merchandise to charities nationwide. Contributors donated about $37,500 in goods in conjunction with recent trade shows, and $24,500 in fabric and furniture was donated by other vendors. The society and its members as well as the charities who are beneficiaries of the merchandise compose the organization's:

a.

target markets

b.

market objectives

c.

service providers

d.

market segment           

e.

niche

 

 

ANS: 

The goal of the organization is to convince those groups and others of the importance of their work.

 

PTS:   1                    REF:   167-168         OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

100.   The major difference between the marketing orientation of FedEx and of the U.S. Marine Corps’ annual Toys for Tots program is that:

a.

Toys for Tots does not have to be concerned with advertising or promotion

b.

FedEx has a target market

c.

quantitative methods of market research can be used at FedEx

d.

only FedEx has a product that can be marketed

e.

the rewards of the Toys for Tots program are long-term social benefits

 

 

ANS: 

Both FedEx and the Toys for Tots program have target markets, products, advertising considerations, and the ability to do quantitative market research. But the Toys for Tots program is concerned with long-term social benefits to the public, and FedEx is primarily concerned with profit-oriented goals.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

101.   A target market for a nonprofit organization:

a.

needs to be defined in terms of competing private-sector organizations

b.

needs to be defined as the "community" in general in order to reach all potential targets

c.

may include many apathetic or strongly opposed targets

d.

is best defined geographically, to include the area served

e.

is best defined as the potential donors because their funds will ensure the survival of the organization

 

 

ANS: 

The target markets must include both the service users and the potential donors, which may be apathetic or strongly opposed groups.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

102.   Nonprofit organizations face a unique challenge because the target market of the nonprofit organization is often:

a.

the community where it is located

b.

the people who provide the funding

c.

a paid administrator

d.

the apathetic or strongly opposed individuals

e.

the government

 

 

ANS: 

The target market for many nonprofit services is often apathetic, disinterested, or opposed individuals who nonetheless may need the service. Alternatives a, b, and c are as likely to be targeted by for-profits as nonprofits.

 

PTS:   1                    REF:   167                OBJ:   11-8 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

103.   The Bridgespan Group is a not-for-profit strategic consulting firm dedicated to providing guidance for nonprofits. Which of the following would NOT be one of its target markets?

a.

its own administrative board

b.

a group devoted to helping homeless people find jobs

c.

state government agencies

d.

adults interested in improving educational opportunities for children

e.

community members who are interested in starting a museum

 

 

ANS: 

Except for the administrative board, all are potential users, donors, or volunteers who will need to be convinced to participate. Members of the board will need no convincing.

 

PTS:   1                    REF:   167-168         OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

104.   Which of the following statements describes how a nonprofit organization should design its product offering?

a.

The organization should try to create products it can inventory.

b.

The organization should remember the product offering is not as crucial to organizational success as the other elements of the service mix.

c.

The product offering should be kept as simple as possible.

d.

The organization will need to satisfy the needs of the target market or it will fail.

e.

The product offering will have to be tangible.

 

 

ANS: 

As with any type of product, to be successful the product must meet the needs of the target market.

 

PTS:   1                    REF:   168                OBJ:   11-8 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

105.   A local church formed a special committee to provide aid to the homeless in its county. The church applied to the city and county governments for funding but was denied when it could not adequately state what services it would offer. In this case, the special committee failed because it had not defined its:

a.

user market

b.

target market

c.

sponsoring organizations

d.

donor market

e.

product offering

 

 

ANS:                        PTS:   1                    REF:   168                OBJ:   11-8 TYPE: App

TOP:   AACSB Reflective Thinking | TB&E Model Product

 

106.   Save-the-Redwoods League is a nonprofit group committed to preserving ancient forests in the United State. The organization has relatively weak _____ because most people are not directly affected by what the organization does.

a.

differential advantage

b.

benefit strength

c.

advantage complexity

d.

donor commitment

e.

empathy

 

 

ANS: 

Benefit strength refers to the fact that this nonprofit cannot offer customers direct, personal benefits in an exchange relationship.

 

PTS:   1                    REF:   168                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Customer

 

107.   If a benefit is indirect to the customer, the marketer may find a challenge in promoting a product with little:

a.

benefit complexity

b.

feature charisma

c.

benefit strength

d.

personalization

e.

benefit exchange

 

 

ANS:                        PTS:   1                    REF:   168                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Product | TB&E Model Promotion

 

108.   Gifts in Kind International is a nonprofit organization that gathers new and used merchandise and distributes it to charities nationwide. Traditional promotional tools may be inadequate to motivate its target markets because of:

a.

nonprofit product volunteer policies

b.

the absence of consumer involvement

c.

lack of prices for the products

d.

direct distribution

e.

infrequent use of target markets

 

 

ANS: 

Involvement may range from extremely high (join the military, stop smoking) to low (prevent forest fires, don't litter), which is a much wider range than consumer products usually experience.

 

PTS:   1                    REF:   168                OBJ:   11-8 TYPE: Comp   

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

109.   Throughout the United States, dancers are joining hands, arms, and legs to present a Virtual Kickline Performance as a sign of their unified support for National Dance Week (NDW) and its mission statement. The purpose of NDW is to educate the American public on the cultural contributions of dance to our society and raise public awareness to the benefits of dance in our culture. This Virtual Kickline Performance is an example of a _____ strategy.

a.

target market

b.

distribution

c.

product

d.

promotion

e.

direct marketing

 

 

ANS: 

It is using volunteers to promote its message.

 

PTS:   1                    REF:   168-169         OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy

 

110.   Most governmental organizations are prohibited from:

a.

using publicity in any form

b.

engaging in personal selling

c.

using public service announcements

d.

advertising

e.

direct marketing

 

 

ANS:                        PTS:   1                    REF:   168-169         OBJ:   11-8 TYPE: Comp

TOP:   AACSB Reflective Thinking | TB&E Model Strategy

 

111.   A business professional from The Center for Retailing at Morehead University has been donating several hours of consulting time to local nonprofit organizations each month. This could be expected to provide the center with all of the following benefits EXCEPT:

a.

community approval

b.

goodwill

c.

immediate financial gain

d.

personal contacts

e.

personal satisfaction

 

 

ANS: 

Donating time to a nonprofit firm will result in intangible and long-term benefits, but not immediate financial gain.

 

PTS:   1                    REF:   169                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Promotion

 

112.   _____ is an announcement in mass media for which no charge is made and which promotes programs, activities, or services of federal, state, or local governments or the programs, activities, or services of nonprofit organizations.

a.

Nonsponsored advertising

b.

Public service advertising

c.

Societal marketing

d.

Cause-related marketing

e.

Social advertising

 

 

ANS:                        PTS:   1                    REF:   169                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Promotion

 

113.   The Chrysalis Job Training for the Disabled program wants to notify the community about its upcoming rummage sale. As an experienced marketer and director of the program, you plan to visit several local radio and televisions stations to request:

a.

freestanding inserts

b.

nonsponsored advertising

c.

advocacy marketing

d.

public service advertising

e.

societal marketing

 

 

ANS: 

An announcement in mass media for which no charge is made and which promotes programs, activities, or services of nonprofit organizations is called public service advertising.

 

PTS:   1                    REF:   169                OBJ:   11-8 TYPE: App      

TOP:   AACSB Reflective Thinking | TB&E Model Promotion

 

114.   In a nonprofit organization, _____ are often concerned with partially or fully defraying costs rather than achieving a profit.

a.

nonfiscal costs

b.

pricing objectives

c.

cause-related goals

d.

equity earnings

e.

liquidity fees

 

 

ANS:                        PTS:   1                    REF:   169                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

115.   In many nonprofit situations the consumer is not charged a tangible price yet must absorb time costs, embarrassment costs, or effort costs. These costs are called the organization's:

a.

liquidity fees

b.

financial costs

c.

fiscal prices

d.

nonfinancial prices

e.

retained earnings

 

 

ANS:                        PTS:   1                    REF:   169                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

116.   When services for those in relatively poor economic situations are largely paid for by those who are in better financial situations, it is known as:

a.

nonfinancial pricing

b.

the Robin Hood principle

c.

indirect payment

d.

separation between payers and users

e.

indirect distribution

 

 

ANS:                        PTS:   1                    REF:   169                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

117.   One feature that distinguishes nonprofit organization pricing decisions from profit-sector pricing decisions is _____, an example of which is university tuition. This practice also exists in the profit sector, but there it is considered to be an undesirable, temporary situation.

a.

below-cost pricing

b.

indirect payment

c.

nonfinancial prices

d.

separation between payers and users

e.

the lost pricing objective

 

 

ANS:                        PTS:   1                    REF:   169                OBJ:   11-8 TYPE: Def

TOP:   AACSB Reflective Thinking | TB&E Model Pricing

 

 

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