Ch 11 - Services Need Marketing

The most important difference between goods and services is that services are heterogeneous.

Publicity and word-of-mouth are generally unimportant promotional tools for service businesses

Which component of the marketing mix is crucial in the sale of perishable services?

Service organizations can be classified by

Channel of dist. for a service are short because production & consumption happen simultaneously

Orgs must provide services at least equal in quality to their competitors offer at same price

About how many jobs in the United States can be classified as service jobs?

Which of the following is not one of the 3 types of standards used to evaluate service quality?

Personal selling is a good tool; allows interaction, gives reassurance, & promotes reputation

Many U.S. workers who have lost mfg. jobs have found new employment in the service sector

Service marketers must recognize that services must be defined in terms of physical attributes

Repeat business is not a reliable measure of service quality

When marketing equipment-based services, pay most attention to the training of your personnel.

Which of these service industries is expected to have the most job growth over the next years?

It is helpful to classify services to develop viable & appropriate marketing plans

The service sector is the largest and fastest-growing employment area of our economy.

One way a service is different from a product is that a service is

Not-for-profit orgs don't need to worry about developing marketing mix for their services

Service businesses are in a good position to alter their pricing strategies because

In the past, pricing was not viewed as particularly important among service providers

Since people differ in skill level or enthusiasm for a job, services are often inconsistent.

The most common way to categorize based on skill levels is to organize the providers

Which of the following services is the least labor intensive?

Which of the following is often an effective promotional strategy for services?

Americans spend a smaller % of their income on services and more on manufactured goods.