Marketing Services

The two considerations used to categorize service are ____________ and ____________

• a. promotion versus place; price versus product

• b. place versus time; people versus ideas

• c. place versus people; time versus money

• d. people versus possession; tangible versus intangible

3. A useful way to distinguish between goods and services is to place them on a continuum from —to—

• a. practical; impractical

• b. tangible-dominant; intangible-dominant

• c. low; high

• d. prepared; unprepared

4. Customers being turned down or having to wait is an implication of which aspect of services?

• a. People may be a part of the service experience.

• b. Intangible elements  usually dominate value creation.

• c. Services are often difficult to visualize and understand.

• d. Most services cannot be inventoried.

5. If the customer has direct contact with service employees, then people

• a. may be turned away from the service provider

• b. perceives greater risk and uncertainty

• c. tend to be part of the service experience

• d. may not be able to see or hear the services provided

6. Which of the following is the object of the service for a passenger aircraft operator?

• a. People and possessions

• b. People and mental stimulus

• c. Possessions and information

• d. People and information

7. The three additional Ps of services marketing that extend the original four Ps of marketing are and

Traditional Marketing Mix Applied to Services​

• Product (Chapter 4)​

• Place and Time (Chapter 5)​

• Price (Chapter 6)​

• Promotion and Education (Chapter 7)​

Extended Marketing Mix for Services ​

• Process (Chapter 8 & 9)​

• Physical Environment (Chapter 10)​

• People (Chapter 11)​

• a. product; price; place; promotion

• b. prospects; process; people; promotion

• c. physical environment; process; people

• d. prosperity; process; people; promotion

8. The service framework for developing effective service strategies excludes

• a. understanding service products, consumers, and markets

• b. managing the competitive landscape

• c. applying the four Ps of marketing to services

• d. developing customer relationships

9. Education is an example of a/an

• a. people-processing

• b. information-processing

• c. mental stimulus-processing

• d. possession-processing

• e. physical-processing service.

1. The three stages in the consumer decision-making process are

• a. pre-awareness stage, pre purchase, purchase stage

• b. prepurchase stage, awareness stage, post-purchase stage

• C. service encounter stage, prepurchase stage, post-purchase stage

• d. prepurchase stage, service encounter stage, post-purchase stage

2. Consumer preferences for involvement in the service process may reflect which of the following factors?

• a. Variability in price structures.

• b. Willingness to travel to a service facility.

• c. Desire to be served by employees face-to-face.