Question 1

Which of the following statements is true of the global issues in services marketing?

Accepted Answer

The international marketing of services is indeed a major part of global business, as services account for a significant portion of international trade and economic activity.

Question 2

Tele Tales,a radio and television broadcasting company,allots two hours of its combined air time to promoting cautionary messages about tobacco and alcohol abuse.Tele Tales does not receive any sponsorship for running these advertisements.In this context,Tele Tales is most likely engaging in a sales promotion activity.

Accepted Answer

Sales promotion activities are typically aimed at boosting sales or encouraging consumer purchases, often involving incentives or discounts. Tele Tales is airing cautionary messages without sponsorship, which aligns more with corporate social responsibility or public service announcements rather than sales promotion.

Question 3

University tuition is an example of below-cost pricing.

Accepted Answer

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Question 4

Many nonprofit organizations are explicitly or implicitly prohibited from advertising,thus limiting their promotion options.

Accepted Answer

Nonprofit organizations often face restrictions on advertising due to legal and ethical guidelines, which can limit their promotional activities.

Question 5

For a nonprofit service firm,the first step toward success in the global marketplace is determining the nature of its core products.

Accepted Answer

Understanding the core products is essential for a nonprofit service firm to identify its unique value proposition and how it can be adapted or marketed in different global contexts.

Question 6

Nonprofit organizations have the freedom to choose their target audience,which helps them lower their per-capita costs and take advantage of economies of scale.

Accepted Answer

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Question 7

Identify and describe three issues related to the selection of target markets that are unique to nonprofit service organizations.

Accepted Answer

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Question 8

Tug Bark,a fast food chain from the United States,wants to open a branch in China.It plans to change its menu to appeal to the Chinese palate.In this scenario,Tug Bark is implementing the gap model of service quality.

Accepted Answer

The gap model of service quality focuses on identifying and addressing gaps between customer expectations and perceptions of service. Tug Bark's strategy of changing its menu to appeal to local tastes is more aligned with market adaptation or localization strategies, not the gap model.

Question 9

Unlike a commercial advertiser,the sponsor of a public service advertisement pays for the advertising time and space.

Accepted Answer

Public service advertisements are typically aired or published for free as a service to the community, unlike commercial advertisements where the advertiser pays for the time and space.

Question 10

When making decisions about product offerings for their marketing mix,what are the three product-related distinctions between business and nonprofit organizations?

Accepted Answer

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Question 11

Briefly explain what service firms must do to be successful in the global marketplace.

Accepted Answer

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Quiz 12: Services and Nonprofit Organization Marketing