Question 1

Figure 12-5
-According to Figure 12-5 above,purchases labeled "C" would most likely be evaluated on __________ properties.

Accepted Answer

Purchases labeled "C" are likely to be evaluated on credence properties, which are difficult for consumers to evaluate even after purchase. These may include things like the safety, efficacy, or environmental impact of a product.

Question 2

Which of the following is high in search properties?

Accepted Answer

Clothing is a highly searched item online because people often search for specific brands, styles, and sizes. It also has a high potential for online purchases, as people may be willing to buy clothing without trying it on first. TV repair, legal services, auto repair, and medical diagnosis are all services that people are more likely to search for locally and may not require as much online research or purchasing.

Question 3

Services such as restaurants and child care are evaluated on __________ properties.

Accepted Answer

Restaurants and child care services are evaluated on experience properties because they can only be evaluated after they have been utilized, rather than before consumption (search properties) or through observable features (form properties). Additionally, these services may be difficult to evaluate and verify even after consumption (credence properties). While performance properties may be relevant in some aspects of these services, experience properties encompass the overall evaluation of the service as a whole.

Question 4

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 purchase and consumption.What are these properties called?

Accepted Answer

The properties or characteristics that specialized professional services have that are difficult for customers to evaluate even after purchase and consumption are called credence properties. This is because consumers have to trust the expertise and judgment of the specialized professional and may not have the knowledge or ability to verify the quality of the service received.

Question 5

Figure 12-5
-According to Figure 12-5 above,purchases labeled "A" would most likely be evaluated on __________ properties.

Accepted Answer

Purchases labeled "A" in the figure appear to be common, frequently purchased items such as household products, which are typically evaluated based on search properties (e.g., price, brand, features, etc.) rather than the other types of properties.

Question 6

American Red Cross uses social marketing tools such as Facebook,Twitter,and e-mail to increase donations.The __________ campaign raised more than $32 million in response to the Haiti earthquake.

Accepted Answer

The campaign that raised more than $32 million in response to the Haiti earthquake is the Text-to-Donate campaign, which allows people to easily donate through their mobile phones by sending a text message.

Question 7

do the United States Post Service,the U.S.Park Service,and a local fire department have in common?

Accepted Answer

The United States Post Service, the U.S. Park Service, and a local fire department are all government-sponsored service providers.

Question 8

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Accepted Answer

The mention of using marketing to "achieve organizational goals" suggests that the primary purpose of marketing for Sterile Feral, Inc. is to help the organization achieve its mission, rather than to solely receive additional government funding, expand their services to include stray dogs, maintain nonprofit status, or compete with other similar organizations.

Question 9

American Red Cross uses marketing to help achieve its goals.As a service,it can be classified as

Accepted Answer

The American Red Cross is a nonprofit organization that relies heavily on marketing to achieve its goals of providing aid and assistance during times of disaster or emergency. While it does sell some products and services (such as first aid training), the primary focus is on providing humanitarian services rather than making a profit. Therefore, it is best classified as a nonprofit organization.

Question 10

Figure 12-5
-According to Figure 12-5 above,purchases labeled "B" would most likely be evaluated on __________ properties.

Accepted Answer

Consumers use search,experience,and credence properties to evaluate services.Figure 12-5 shows that items in B would most likely be evaluated on experience properties.

Question 11

Figure 12-5
-According to Figure 12-5 above,which statement is MOST accurate?

Accepted Answer

Television repair is typically more difficult to evaluate than restaurant meals because it involves technical expertise and the outcome may not be immediately apparent, making it higher in credence properties.

Question 12

Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $1.5 billion for breast cancer research.

Accepted Answer

Susan G. Komen for the Cure has effectively used social marketing, which involves using marketing principles to influence behaviors that benefit individuals and communities for the greater social good, to raise funds for breast cancer research.

Question 13

first step a nonprofit organization should take to engage people with social media is to __________.

Accepted Answer

Understanding what motivates people to take up causes is crucial for a nonprofit organization to effectively engage with its audience on social media, as it allows them to tailor their messaging and campaigns to resonate with their target audience's interests and values.

Question 14

do the United States Post Service,a state health department,and a local fire department have in common?

Accepted Answer

All three entities are government-sponsored service providers.

Question 15

Theresa Martinez relocated from the East to the Midwest,she needed to find a bank with offices in her new state.Several banks offered banking products (checking and savings accounts,loans,certificates of deposit)and other financial products (mutual funds,insurance)that were available from her former bank.After selecting U.S.Bank,Theresa later needed some help with her accounts and went to visit her 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 banker exhibited __________ properties.

Accepted Answer

Experience properties are those that can be evaluated only after the service has been used, such as the quality of service Theresa received from the banker.

Question 16

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.

Accepted Answer

Sarah can only determine the effects of a massage through experiencing it, therefore it has experiential properties.

Question 17

Characteristics of tangible goods,such as color,size,and style are considered __________ properties.

Accepted Answer

Search properties are characteristics of a product that can be evaluated prior to purchase, such as color, size, and style. These properties can be easily searched for and compared across different products.

Question 18

Which of the following is high in experience properties?

Accepted Answer

A vacation is high in experience properties as it is highly subjective and the experience can vary greatly based on the individual's preferences and perceptions. Clothing, legal services, auto repair, and medical diagnosis are all higher in search and credence properties.

Question 19

of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations.For example,consumers can easily evaluate shoes,jewelry,and skis before making a purchase.On the other hand,consumers can evaluate services such as restaurants,ski instructors,and tanning salons only during or after their purchase.Indeed,tangible products have __________ properties,whereas services have __________ properties.

Accepted Answer

Tangible products have search properties, which means consumers can evaluate them before purchase. Services have experience properties, which means consumers can only evaluate them during or after their purchase.

Question 20

Andrea Arenas is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform 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 simple acts.She is often hired by major corporations to perform services for their harried executives and their spouses.Her clients can evaluate the services that 2 Places at 1 Time provide

Accepted Answer

The answer of Andrea Arenas is the owner of 2...

Quiz 12: Services Marketing

Figure 12-5 -According to Figure 12-5 above,purchases labeled "C" would most likely be evaluated on __________ properties.