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Western New Mexico University BSAD 340 Chapter 12 1)A(n)_______is the result of applying human or mechanical efforts to people or objects

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Western New Mexico University

BSAD 340

Chapter 12

1)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

 

2.            “Girls Just Wanna Have Funds” is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial ceilings “one stiletto at a time.” Girls Just Wanna Have Funds is providing a         that is helpful to women who want to be financially savvy.

a.            synergy

b.            tangible resource

c.             tangible product d. service

e. good

 

 

 

 

 

3.            Xoom.com is a San Francisco-based online money transfer company that provides consumer remittance services. With the Xoom bank deposit service, consumers can send money directly to bank accounts in several countries around the world. Xoom.com would be classified as a:

a.            good.

b.            tangible resource.

c.             tangible product. d. service.

e. nonprofit organization.

 

4.            All of the following are unique characteristics that distinguish services from goods EXCEPT:

a.            intangible.

b.            inseparable. c. searchable.

d. heterogeneous.

e. perishable.

 

5.            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 being:

a.            impervious.

b.            extraneous.

c.             synergistic.

d.            perishable. e. intangible.

 

6.            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

 

7.            Maribeth and Asher are trying to think of someplace to take their kids this weekend. Asher thinks it might be fun to take the kids to Coco Key, an indoor waterpark located in a nearby city. However, since no one in the family has ever been to Coco Key before, they will be unable to assess the                   of the waterpark until they actually visit.

a. tangible attribute b. experience quality

c.             creative quality

d.            credence quality

e.            heterogeneity feature

 

 

 

 

 

 

8.            “Girls Just Wanna Have Funds” is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. Since you cannot evaluate the quality of the financial advice until after you have received it, this is an example of the   characteristic of service.

a.            reliability

b.            heterogeneous satisfaction

c.             search quality

d.            temporal quality e. experience quality

 

9.            A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as              quality.

a.            search

b.            experience c. credence

d. abstract

e. inert

 

10.          Alec had his gall bladder removed, but he was unconscious during the operation. In fact, even though he has an incision, he really has no way of knowing if the service was actually performed even after it was allegedly performed. That is because medical services such as this exhibit                qualities.

a.            credence

b.            perishable

 

c.             experience

d.            search

e.            homogeneous

 

11.          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

 

12.          Which unique characteristic of services means that consumers must be present during the production?

a. Intangibility b. Inseparability

c.             Heterogeneity

d.            Perishability

e.            Connectivity

 

 

 

 

 

 

13.          Auto repair, manicures, and landscaping 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.

 

14.          It is difficult for most of us to talk about mistakes we have made. Unfortunately, for organizations like Consumer Credit Counseling to help you work through your financial issues, you must be willing to honestly discuss your financial condition. In other words, for these organizations to help, you must be actually involved in the process of developing your financial plan, which points to the

                nature of services.

a. intangible b. inseparable

c.             heterogeneous

d.            perishable

e.            flexible

 

15.          Which unique characteristic of services is the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods?

a.            Intangibility

b.            Inseparability

 

c.             Heterogeneity

d.            Perishability

e.            Flexibility

 

16.          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

 

17.          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.

 

 

 

 

18.          The consistency and reliability of a service can be increased by:

a.            making sure that consumers are present during the production of the service.

b.            eliminating credence quality. c. standardization and training,

d. Simultaneous production and consumption

e. raising prices.

 

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

a.            tangibility

b.            variability

c.             intangibility d. perishability

e. heterogeneity

 

20.          David and Kathy like to take their young son, Chaz, to Moe’s for lunch after church on Sundays. While they like to eat at Moe’s at any time, Sunday is particularly good because it’s “kidseatfree” day at Moe’s southwestern grill. Until Moe’s began the reduced pricing program, Sundays were very slow. Now it is one of the busiest days of the week. This price reduction was a way to contend with the service characteristic of:

a. variability. b. perishability.

c.             intangibility.

 

d.            inseparability.

e.            simultaneous production and consumption.

 

21.          One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes. Which unique characteristic of services does this illustrate?

a.            Intangibility

b.            Inseparability c. Perishability

d. Simultaneous production and consumption

e. Variability

 

22.          All of the following are service components customers use to evaluate service quality EXCEPT: a. validity.

b.            empathy.

c.             assurance.

d.            responsiveness.

e.            reliability.

 

23.          Which component of a service is the ability to perform the service dependably, accurately, and consistently?

a. Responsiveness b. Reliability

c.             Assurance

d.            Empathy

e.            Tangibles

24.          Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site. Canyons’ “You’llLoveItOrIt’sFreeGuarantee” provides consumers which of the following service quality aspects?

a.            Tangibility

b.            Responsiveness

c.             Sympathy

d.            Responsibility e. Reliability

 

25.          Virtual Bellhop is a company 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. Thus far, its record for getting the sporting equipment to the correct destination for the vacationer is perfect. This indicates that the company excels at which component of service quality?

a.            Tangibles

b.            Empathy c. Reliability

d. Flexibility

e. Assurance

 

26.          Which component of service quality represents the ability to provide prompt service?

 

a.            Reliability

b.            Responsiveness

c.             Assurance

d.            Empathy

e.            Tangibles

 

27.          Jonathon had a problem when submitting an exam in his online marketing class and he received a score of zero, so he sent an e-mail to the professor explaining his problem. He was really worried because the exam was due that evening, and he was very pleased when the professor replied within an hour telling him that he scored a 90 on the exam. The professor’s prompt reply to his inquiry is an example of which service quality component?

a.            Reliability

b.            Responsiveness

c.             Assurance

d.            Empathy

e.            Tangibles

 

28.          Which service quality component is the knowledge and courtesy of employees and their ability to convey trust?

a.            Reliability

b.            Responsiveness c. Assurance

d. Empathy

e. Tangibles

 

 

 

29.          Buying a car through eBay may result in a low price, but how do you know you will be getting a good car? One nice feature provided by eBay is the “feedback rating” that provides ratings and comments from people who have made purchases from that seller before. Which service quality component does the feedback rating address?

a. Empathy b. Assurance

c.             Tangibles

d.            Flexibility

e.            Responsiveness

 

30.          Service personnel who exhibit caring, individualized attention to customers are addressing which service quality component?

a.            Reliability

b.            Responsiveness

c.             Assurance d. Empathy

e. Tangibles

 

31.          Emily’s nephew is on the autism spectrum, and she has read stories on the Internet about how vaccines supposedly cause autism. Though Emily knows this theory has been debunked and that vaccines are safe, she is surprised that she feels a bit worried when she takes her own child into the

 

pediatrician for her shots. Emily is glad her pediatrician does not think her fears are silly and will answer all of her questions without making her feel stupid for asking them. By which of the following components of service quality is Emily most likely to rate her pediatrician?

a.            Empathy

b.            Assurance

c.             Tangibles

d.            Reliability

e.            Responsiveness

 

32.          The physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service, represents which component of service quality?

a.            Reliability

b.            Responsiveness

c.             Assurance

d.            Empathy e. Tangibles

 

33.          James recently went to a new health clinic because he had a sore throat that wouldn’t go away. He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans, a flannel shirt, and tennis shoes. The doctor and nurse took proper care of James, but it seemed strange to him that the doctor was dressed that way. Which component of service quality does this illustrate?

a.            Reliability

b.            Responsiveness

c.             Assurance

d.            Empathy e. Tangibles

 

34.          The model of service quality that identifies five disparities that can cause problems in service delivery and influence customer evaluations of service quality is referred to as the           model. a. gap

b.            theory of reasoned action

c.             attribution

d.            dual-coding

e.            Fishbein

 

35.          Starbucks management has been trying to refocus on the things that originally made the company so successful. For example, Starbucks stores across the United States recently shut down for a short period of time for retraining, and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store. However, when questioned, consumers tend to focus on the need for pricing incentives such as a frequent purchasing program. According to the , there may be a difference between what customers want and what Starbucks 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

 

 

36.          First Community Bank spent a considerable amount of money updating its lobby with plush sofas, a large-screen television, and a refreshment counter with popcorn and soft drinks. However, very few customers spend time in the lobby. In fact, most customers want to be in and out of the bank, with their financial transaction completed as quickly as possible. The gap model of service quality would suggest that a gap exists 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.

 

37.          To improve its friendliness, the First National Bank hired Joy Taylor as a greeter. Joy’s job is to sit at a desk near the front lobby and greet customers as they enter with a warm, friendly smile along with a “Good Morning” or “Good Afternoon.” Unfortunately, Joy is also required to answer the bank’s main telephone line. Since she spends most of her day on the telephone, Joy rarely gets to flash her smile or greet anyone who is entering the bank. In fact, Joy is on the phone so much that she doesn’t really even seem friendly. 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.

 

 

 

38.          Purchasing your clothes online can be fun, allowing you to shop from companies around the world without leaving your home. You can also often get great prices on the items you purchase. However, you could get stuck with a product that doesn’t look nearly as nice in reality as it does on your computer screen. Lands’ End takes this concern away with its “Guaranteed Period” promise. Lands’ End will happily return your purchase price on any item you purchase for any reason. If Lands’ End ever failed to follow through with this promise, 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.

 

39.          If a customer expects to wait three hours for an auto repair but the repair is finished just one hour later, the customer’s evaluation of service quality will be high. However, a two day wait would result in a lower evaluation. The two day wait 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 it.

 

40.          All of the following are types of service processing that can occur EXCEPT:

a. people processing. b. product processing.

c.             possession processing.

d.            information processing.

e.            mental stimulus processing.

 

41.          Which category of service processing takes place when the service is directed at a customer? a. People processing

b.            Possessions processing

c.             Information processing

d.            Mechanical processing

e.            Personal processing

 

42.          Trina is a physical fitness trainer who tries to get to know her clients and their specific fitness goals. Trina understands that she is in the    processing business.

a.            people

b.            mechanical

c.             possession

d.            mental

e.            information

 

 

 

 

43.          Which type of service processing occurs when the service is directed at customers’ physical possessions, such as lawn care, dry-cleaning, and veterinary services?

a.            People processing

b.            Possession processing

c.             Mental stimulus processing

d.            Information processing

e.            Tangible processing

 

44.          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

 

45.          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

 

46.          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 haircut

 

47.          Which type of service processing uses technology or brainpower directed at customer’s assets?

a.            People processing

b.            Possession processing

c.             Mental stimulus processing d. Information processing

e. Technology processing

 

48.          Which of the following services is an example of information processing? a. Drafting a will

b.            Having a prescription filled

c.             Getting a down comforter dry cleaned

d.            Taking a class at the local community college

e.            Ordering a pizza for delivery

 

 

 

 

 

49.          The most basic benefit the consumer is buying in a service is referred to as the:

a.            primary service

b.            inherent service c. core service

d. tangible service

e. complete service

 

50.          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

 

51.          Western Union is in the business of providing a medium for international money transfers. Through the services of Western Union, 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

 

52.          A group of services that support or enhance the core service is called:

a.            secondary services

b.            peripheral services

c.             additional services

d.            supplementary services

e.            complementary services

 

53.          Western Union is in the business of providing a medium for international money transfers. Through the services of Western Union, a Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. The company 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, Western Union will exemplify            services.

a.            complementary

b.            secondary

c.             peripheral

d.            supplementary

e.            additional

 

 

 

 

 

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

a.            Mass standardization

b.            Aggregated service

c.             Technological processing d. Mass customization

e. Aggregated marketing

 

55.          At the My M&M’s Web site, customers can design their own versions of the famous candy. Customers choose from 25 M&M'S colors; write a message, add clip-art, or even a face to each M&M, and select specific packaging. This is an example of:

a. a cooperative service. b. mass customization.

c.             aggregated standardization.

d.            a market development strategy.

e.            mental stimulus processing.

 

56.          TruGreen offers lawn care, shrub care, carpet cleaning, and industrial lawn services. These different services combine to make TruGreen’s:

a.            service mix.

b.            standardization strategy.

c.             component services.

d.            customized services.

e.            distribution strategy.

 

57.          After years of expansion, Starbucks recently closed 600 of its poorer performing stores. Many of the stores closed were near other Starbucks locations. In those areas, management felt that the company had too many outlets, which was boosting the company’s cost unnecessarily. Decisions concerning the number of outlets are a part of the          strategy of service organizations.

a.            distribution

b.            promotion

c.             production

d.            product

e.            demand/supply

 

58.          All of the following are key factors in the distribution strategy for services EXCEPT: a. customization

b.            convenience for customers

c.             number of intermediaries and outlets

d.            scheduling of service deliveries

e.            location

 

59.          All of the following are recommended promotional strategies for services EXCEPT: a. concentrating on franchising

b.            stressing tangible cues

c.             using personal information sources

d.            creating a strong organizational image

e.            engaging in postpurchase communications

 

60.          The        of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

a.            convenience

b.            location

c.             customization

d.            promotion

e.            number of intermediaries and outlets

 

61.          Sir Paul McCartney and Alicia Silverstone are two of the many celebrities serving as spokespeople for the animal rights group People for the Ethical Treatment of Animals (PETA). Both are committed to vegetarianism. In terms of promotion strategy, they will be considered a(n)             information source.

a.            cue control

b.            nonsource-controlled

c.             impersonal

d.            remote

 

e.            personal

 

62.          Allstate Insurance says “You’re in good hands with Allstate,” and Prudential Life Insurance shows a rock in its commercials because it wants to convey stability. These companies are 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

 

63.          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

 

64.          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.             marketshare – oriented

d.            patronage-oriented

e.            service-quality

 

 

 

 

 

 

 

65.          Which of the following is an example of postpurchase communication?

a.            An airline hires an actor to film a series of humorous commercials touting the airline’s service.

b.            An insurance company designs a new “umbrella” logo to indicate that its customers are wellprotected by coverage.

c.             A fast-food restaurant issues standardized uniforms for all its employees.

d.            A hotel sends an email survey to a Henri a week after his stay, asking him to comment on the quality of the service he received.

e.            An income tax preparer offers a 20% discount for any customers who use the service in January.

 

66.          Determining costs can be extremely difficult for a service provider who 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

 

67.          Which service pricing objective seeks to match supply and demand by varying prices?

a. Revenue oriented b. Operations oriented

c.             Patronage oriented

d.            Externally oriented

e.            Equilibrium oriented

 

68.          Monday and Tuesday nights are traditionally slow nights in the restaurant business. So LaRosa’s Italian Restaurant offers “all you can eat spaghetti night” on Mondays and Tuesdays. For the price of a regular spaghetti dinner, customers can eat all the spaghetti they want on those nights. Because it is focusing on coordinating supply and demand by varying prices, the restaurant is using a(n)            pricing objective for service firms.

a. revenue-oriented b. operations-oriented

c.             image-focused

d.            patronage-oriented

e.            equity-oriented

 

69.          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

 

 

 

 

 

70.          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

 

71.          Most movie theaters offer 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

 

72.          Any one-at-a-time sale, such as a movie theater ticket, a meal at a restaurant, or public transportation fare, is called a(n)       transaction.

a.            patronage

b.            interactive

c.             distinct

d.            affiliation e. discrete

 

73.          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

 

74.          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

 

75.          At which level of relationship marketing does the firm only use pricing incentives to encourage customers to continue doing business with it?

a.            Level 1

b.            Level 2

c.             Level 3

d.            Level 4

e.            Level 5

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

 

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 ten 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.

 

78.          Which level of relationship marketing uses pricing incentives but also seeks to build social bonds with customers?

a. Level 1 b. Level 2

c.             Primary level

d.            Secondary level

e.            Supplemental level

 

79.          A management consulting business stays in touch with its business customers through 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

 

80.          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

 

 

 

 

81.          Hyatt Regency’s Platinum Card Program allows members to bypass any line at the checkin 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

 

82.          Relationship marketing programs that are based on        bonds have the strongest potential for sustaining longterm relationships with customers.

a.            financial and individual

b.            social and structural

c.             financial, social, and structural

 

d.            financial and patronage

e.            financial and structural

 

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

a.            organizational quality

b.            relationship c. internal

d. job-faceted

e. job-satisfaction

 

84.          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

 

85.          People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world. PETA works for better treatment of animals instead of achieving profits, market share, or return on investment. PETA is an example of a:

a.            patronage-oriented organization

b.            synergistic entity

c.             company with no equity

d.            service provider

e.            nonprofit organization

 

86.          Most nonprofit organizations perform all of the following markteing activities EXCEPT:

a.            identify the customers they wish to serve or attract

b.            develop, manage, and eliminate programs and services

c.             decide on prices to charge

d.            schedule events or programs

e.            Most nonprofit organizations perform all of the above.

 

87.          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

 

88.          All of the following are examples of nonprofit organizations EXCEPT: a. GEICO, an insurance company.

b.            the Muscular Dystrophy Association.

c.             the Make-a-Wish Foundation.

d.            Kiwanis International, a service organization.

e.            the United Auto Workers, a labor union.

 

 

89.                         refers to the effort of nonprofit organizations 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

 

90.          Habitat for Humanity 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. Habitat for Humanity is best described as a(n):

a.            image-oriented organization

b.            for-profit organization c. nonprofit organization

d. service branch

e. source-based organization

 

91.          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.            apathetic or strongly opposed individuals

e.            the government

 

92.          Many nonprofit organizations are pressured or required to serve the maximum number of people by targeting the average user, which pressures them to adopt which type of targeting strategy?

a.            Niche

b.            Undifferentiated

c.             Multisegmented

d.            Uniform

e.            Unidimensional

 

 

93.          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

 

94.          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

 

95.          Susan G. Komen for the Cure is the largest breast cancer organization in the United States. Komen’s annual Race for the Cure series of 5K runs and fitness walks are organized to raise funds for the organization as well as to raise public awareness of the disease. Komen’s Race for the Cure is an example of a       strategy.

a.            target market

b.            distribution

c.             product d. promotion

e. direct marketing

 

96.                         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

 

97.          The Monroe 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.            cooperative advertising

b.            nonsponsored advertising

c.             primary advertising

d.            public service advertising

e.            nonprofit advertising

 

 

 

 

98.          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

 

99.          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

 

100.        All of the following are key characteristics distinguishing the pricing decisions of nonprofit organizations from those of the profit sector EXCEPT:

a.            separation between payers and users

b.            nonfinancial prices

c.             indirect payment d. cost allocation

e. below-cost pricing

 

101.        Which country is the world’s largest exporter of services?

a.            Germany

b.            Japan

c.             The United States

d.            China

e.            Canada

 

102.        To be successful in the global marketplace, service firms must first:

a.            develop pricing incentives to encourage customers to begin doing business with them.

b.            design marketing mix elements that account for each country’s unique environment.

c.             hire employees who are familiar with the local culture. d. determine the nature of their core product.

e. build strong social bonds with their foreign customers.