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79) Recently, many nonprofit organizations such as United Way, Greenpeace, Outward Bound,
The Salvation Army, and the Girl Scouts
A) were unable to use traditional marketing practices since they were 501(c)(3) organizations as
classified by the IRS.
B) thought that marketing would limit their credibility and profitability as nonprofit
organizations.
C) could not afford marketing activities.
D) have increased their use of marketing practices.
E) thought that marketing activities would create excess demand.
80) Recently, many nonprofit organizations such as the American Red Cross
A) have found marketing practices to be counterproductive.
B) began using marketing activities to improve profits.
C) could not afford marketing activities.
D) thought that marketing activities would create excess demand.
E) have used marketing to develop advertising and other promotional campaigns.
81) Outward Bound uses marketing to help achieve its goals. As a service, it can be classified as
A) a nonprofit organization.
B) a for-profit organization.
C) equipment-based.
D) a business firm.
E) a governmental agency.
82) Sterile Feral, Inc., is a nonprofit organization that catches wild or stray cats. It then neuters,
vaccinates, and releases them. In recent years, nonprofit organizations such as Sterile Feral have
turned to marketing to help it
A) receive additional government funding.
B) expand its business to stray dogs.
C) maintain its nonprofit status.
D) better serve its donors in order to achieve its goals.
E) compete with other similar organizations.
83) The Susan G. Komen organization has used ________, in addition to its familiar walks and
races, to raise more than $2 billion for breast cancer research.
A) social marketing
B) private donations
C) sales promotion campaigns
D) green marketing programs
E) sharing of resources
84) The American Red Cross uses social marketing tools such as ________ to increase blood
donations.
A) blogs
B) e-mail blasts
C) wikis
D) apps
E) tweets
85) The first step a nonprofit organization should take to engage people with social media is to
A) set specific measurable goals.
B) understand what motivates people to take up causes.
C) create a simple and realistic operating budget.
D) create a well-defined organizational hierarchy.
E) develop a unique selling proposition.
86) With respect to social marketing, nonprofit organizations should do all of the following
except which?
A) use social media that allow the use of digital photos, video, and gaming skills
B) allow people to feel like they are doing something
C) restrict the sharing of information, such as allowing people to share personal stories, due to
privacy concerns
D) have metrics to assess the effectiveness of its social media activities
E) understand what motivates people to take up causes
87) What type of organization is the U.S. Forest Service, which manages our national park
system?
A) It is a privately-owned firm.
B) It is a government-sponsored service.
C) It is a good-dominate organization on the service continuum.
D) It is an organization that does not experience idle production capacity.
E) Capacity management is not an issue for this organization.
88) Which of the following is a government agency that provides a service?
A) March of Dimes
B) American Red Cross
C) Home Depot
D) United States Postal Service
E) Chase Bank
89) What do the U.S. Department of Agriculture, the Connecticut Department of Social Services,
and the Phoenix Fire Department have in common?
A) They are all privately owned companies.
B) None fit on the service continuum.
C) They never experience idle production capacity.
D) Capacity management is not an issue for these organizations.
E) They are all government-sponsored services.
90) According to Figure 12-5 above, purchases labeled A would most likely be evaluated on
________ properties.
A) value
B) search
C) credence
D) experience
E) quality
91) According to Figure 12-5 above, purchases labeled B would most likely be evaluated on
________ properties.
A) value
B) search
C) credence
D) experience
E) expenditure
92) According to Figure 12-5 above, purchases labeled C would most likely be evaluated on
________ properties.
A) value
B) search
C) credence
D) experience
E) expenditure
93) According to Figure 12-5 above, which statement is most accurate?
A) Legal services are high in search credence properties, but medical services are high in
experience properties.
B) Haircuts are high in experience properties, but barbershops are high in search properties.
C) Jewelry is high in search properties, although diamonds are high in credence properties.
D) Television repair is more difficult to evaluate than restaurant meals.
E) Child care is equally high in search, experience, and credence properties because the decision
is so important.
94) Tangible products have ________ properties, such as color, size, and style, which can be
determined before purchase.
A) search
B) form
C) experience
D) credence
E) brand
95) Which of the following products is high in search properties?
A) clothing
B) TV repair
C) legal services
D) auto repair
E) medical diagnosis
96) One of the primary differences between tangible goods and services involves a consumer's
ability to make prepurchase evaluations; tangible products have ________ properties, whereas
services have ________ properties.
A) consistent; inconsistent
B) search; experience
C) inconsistent; consistent
D) experience; search
E) gap; encounter
97) Consumers can easily evaluate shoes, jewelry, and skis before making a purchase so they
have ________ properties. On the other hand, consumers can evaluate services such as
restaurants, ski instructors, and tanning salons only during or after their purchase, meaning these
products have ________ properties.
A) consistent; inconsistent
B) search; experience
C) inconsistent; consistent
D) experience; search
E) gap; encounter
98) Which of the following is high in experience properties?
A) clothing
B) legal services
C) auto repair
D) a vacation
E) a medical diagnosis
99) Services such as restaurants and child care are evaluated on ________ properties.
A) search
B) form
C) experience
D) credence
E) performance
100) A concierge company performs everyday services such as walking the dog, picking up
cleaning, waiting for the repairman, and going to the post office for people who are too busy to
perform these tasks. The clients can evaluate the services provided
A) only before they are purchased.
B) in the same fashion as tangible goods.
C) more easily than evaluating tangible goods.
D) before, during, and after they are purchased or consumed.
E) only during consumption or after they are purchased.
101) Sarah has a backache due to overexertion. She believes a massage would loosen her back
muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes,
cannot be felt before she buys it. Sarah realizes massages have ________ properties.
A) search
B) form
C) experience
D) credence
E) performance
102) After selecting U.S. Bank after a move to a new state, Theresa needed help with her
accounts and went to visit a personal banker. She was very impressed with the banker's attitude
and willingness to explain certain items to her in terms she could understand. The service
Theresa received from the U.S. Bank representative had ________ properties.
A) credence
B) expertise
C) search
D) experience
E) customer relationship
103) Services provided by specialized professionals, such as medical diagnoses and legal
services, have certain properties or characteristics that the consumer may find impossible to
evaluate even after their purchase or consumption. What are these properties called?
A) customer contact properties
B) credence properties
C) capacity properties
D) contract properties
E) relationship properties
104) Which of the following is high in credence properties?
A) clothing
B) vacation
C) jewelry
D) houses
E) auto repair
105) Services performed by surgeons or lawyers are primarily evaluated on ________ properties.
A) search
B) form
C) indirect
D) credence
E) experience
106) To reduce the uncertainty created by ________ properties, service consumers turn to
personal sources of information such as opinion leaders, early adopters, and reference group
members during the purchase decision process.
A) search
B) credence
C) experience
D) expertise
E) quality
107) Research indicates that consumers search for much more information when trying to
evaluate services with which properties?
A) search
B) tangible
C) assurance
D) experience
E) credence
108) Sarah has a toothache. She believes it may be due to her not having regular dental checkups
in the past. She now wants to find a dentist, but does not have one that she has used in the past.
Because dentistry has ________ properties, Sarah plans to ask her friends for a recommendation
for a dentist they like to be sure that she finds a good one.
A) search
B) form
C) experience
D) credence
E) performance
109) Casey works for the Geek Squad, mostly on PC and laptop repair. He has noticed that most
consumers ask for references from happy customers and don't know much about computers
themselves. Which of the following is most likely to be a characteristic of the repair services that
Casey performs?
A) Customers are engaged in a low involvement purchase process.
B) The quality of services can be predetermined in a similar manner to tangible products.
C) A consumer may not have the ability to judge the quality of the repair service even after it has
been provided.
D) The buyer does not participate in the delivery of the service.
E) The service provider should concentrate on the problem recognition stage of the purchase
decision process in the marketing health care services.
110) The type of analysis that compares the differences between consumers' expectations about a
service and their experience with it is referred to as
A) customer relationship management.
B) service encounter differential.
C) gap analysis.
D) a customer contact audit.
E) a service audit.
111) The two basic components of a customer's evaluation of a service are
A) expectations and customer contact.
B) expectations and experience.
C) intangibility and inconsistency.
D) experience and credence.
E) inconsistency and inseparability.
112) Which of the following influences a consumer's expectations for a service not yet
experienced?
A) the economy
B) consumer income
C) word-of-mouth communications
D) competitive trends
E) how the organization delivers its service
113) A person can establish expectations for a service he or she has not yet experienced through
word-of-mouth communications, personal needs, past experiences, and promotional activities.
Actual experiences, though, are determined by
A) the way the organization delivers its service.
B) the positive reinforcement from friends, family, and peers, after the service was provided.
C) repeat encounters with the same service provider.
D) psychological feelings of well-being.
E) a formal post-purchase evaluation or questionnaire.
114) Many restaurants ask consumers to evaluate their experience on a short questionnaire when
they pay their bill. This assessment of consumer expectations compared with the actual visit is
called a
A) service encounter survey.
B) customer profile analysis.
C) gap analysis.
D) customer contact audit.
E) service audit.
115) There are five key dimensions of service quality:
A) reliability, responsiveness, competence, courtesy, and empathy.
B) knowledge, responsiveness, respect, diligence, and honesty.
C) honesty, respect, empathy, reliability, and diligence.
D) reliability, competence, alacrity, fairness, and product knowledge.
E) reliability, tangibility, responsiveness, assurance, and empathy.
