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C. helps regulate local traffic since people arrive early to be sure they get the free gift.D. it helps keep children quiet during the game since they're playing with their free gift and not bothering their parents or other game attendees.E. creates a heightened sense of excitement and anticipation for the game.199. The Phillies "special promotions days" fall into three distinct categories: A. theme nights, event days, and premium gift days.B. team oriented, fan oriented, and family orientedC. revenue generating, market share building, and good will generatingD. discounts, give-aways, and contestsE. televised games, community outreach, and loyal fan promotionsEssay Questions12-59
Chapter 12 - Services Marketing200. What are four unique elements of services? How would they apply to a discount brokerage service? 201. What does it mean when we say services are intangible, and how do marketers of services overcome the problems associated with intangibility? 202. What is the difference between intangibility and inseparability of services? 203. Where would potatoes, a photographic studio, and a psychologist fit into the service continuum? 12-60
Chapter 12 - Services Marketing204. Describe the 3 ways services can be classified. 205. What are the three properties of goods and services evaluated by consumers when they are making a purchase decision? Give an example of a product or service for each. 206. List and define the five dimensions of service quality described in the text. 207. What is a customer contact audit? Outline the contact audit for a typical visit to your dentist. 12-61
Chapter 12 - Services Marketing208. What aspect of the product/service element of the marketing mix warrants special attention by service marketers? 209. What role does pricing play in the managing of services? 210. What is internal marketing? Why is it important in services marketing? 211. List and explain the key elements of future services. 12-62
Chapter 12 - Services MarketingChapter 12 Services Marketing Answer KeyMultiple Choice Questions1.(p. 297)James Gilmore and Joseph Pine explain, "The more contrived the world seems, the more we all demand what is real." In terms of marketing, this simply means A. consumers cannot really tell the difference between illusion and reality.B. reality aside, give customers what they think they want.C. good marketing can make even the impossible-possible.D. what we want and what we can have are two totally different things.E.consumers want engaging, personal, memorable, and authentic offerings.James Gilmore and Joseph Pine explain, "The more contrived the world seems, the more we all demand what is real." In their book Authenticity, they suggest that what consumers really want are engaging, personal, memorable, and authentic offerings.AACSB: 3LL: 2Learning Objective: 12-01 Describe four unique elements of services2.