Question 1

Which of the following is high in search properties?

Accepted Answer

Clothing is high in search properties because it is a frequently searched item and has a large variety of options and specifications that customers may be looking for, such as color, style, size, and material. Other options such as TV repair, legal services, auto repair, and medical diagnosis may be important, but they are not as frequently or widely searched for as clothing.

Question 2

The 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 and does not operate in pursuit of profit. Therefore, it is classified as a nonprofit organization.

Question 3

A nonprofit organization may pay taxes if

Accepted Answer

If a nonprofit organization has revenue-generating holdings that are not directly related to its core mission, it may have to pay taxes on those revenues. This is because the IRS considers income from unrelated business activities to be taxable. The other options listed do not necessarily lead to tax liability for a nonprofit organization.

Question 4

The Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $2 billion for breast cancer research.

Accepted Answer

Social marketing is a form of marketing that seeks to change or reinforce behavior for the benefit of individuals and society. It is used to promote healthy behaviors, such as breast cancer screening and early detection.

Question 5

The American Red Cross uses social marketing tools such as __________ to help the victims of Hurricane Sandy.

Accepted Answer

The answer of The American Red Cross uses social marketing...

Question 6

For nonprofit organizations,excesses in revenue over expenses are

Accepted Answer

Excesses in revenue over expenses for nonprofit organizations are returned to the organization's treasury to allow the continuation of the service. Nonprofit organizations cannot have shareholders, and they are not taxed on their excess revenue. There is no special tax rate for excess revenue used in keeping with the organization's core mission, and being a religious organization does not exempt an organization from taxes on excess revenue.

Question 7

What do the United States Post Service,the Connecticut Department of Social Services,and the Phoenix Fire Department have in common?

Accepted Answer

All three organizations mentioned are government agency service providers. The United States Post Service is a federal agency, the Connecticut Department of Social Services is a state-level agency, and the Phoenix Fire Department is a municipal agency.

Question 8

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

Accepted Answer

Purchases labeled "A" would most likely be evaluated on search properties, which are tangible and straightforward attributes such as price, size, and color, that can be perceived before purchase.

Question 9

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

Accepted Answer

Television repair is more difficult to evaluate than restaurant meals because it typically involves more technical expertise and less visible outcomes, making it harder for consumers to assess the quality of the service.

Question 10

What type of organization is the U.S.Forest Service,which manages out national park system?

Accepted Answer

The U.S. Forest Service is a government agency service provider responsible for managing our national park system.

Question 11

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats.It 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 it

Accepted Answer

Marketing can help a nonprofit organization better serve its donors by creating awareness about its mission and inspiring individuals and businesses to contribute to its cause. By doing so, the organization can achieve its goals more effectively.

Question 12

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

Accepted Answer

The answer of The first step a nonprofit organization should...

Question 13

Recently,many nonprofit organizations such as the American Red Cross

Accepted Answer

The question states that nonprofit organizations such as the American Red Cross have used marketing to develop advertising and other promotional campaigns, indicating that they have used marketing activities. Therefore, option E is the best choice.

Question 14

One 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, meaning consumers can gather information about them through observation, touch, or other senses before making a purchase. Services, on the other hand, have experience properties, meaning consumers can only evaluate them during or after consuming the service.

Question 15

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 16

Recently,many nonprofit organizations such as The United Way,Greenpeace,Outward Bound,The Salvation Army,and The Girl Scouts

Accepted Answer

The passage states that recently many nonprofit organizations have "increased their use of marketing practices," indicating that they have started using more marketing strategies.

Question 17

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

Accepted Answer

Purchases evaluated on credence properties are typically those that are complex and have a high degree of risk, such as medical procedures or legal services. Consumers have to rely mostly on trust and the reputation of the provider, rather than their own knowledge or experience, to evaluate these purchases. Purchases labeled "C" in the figure are healthcare services and would fall under this category.

Question 18

What do an online travel agency,a limousine service,and a railroad have in common?

Accepted Answer

The answer of What do an online travel agency,a limousine...

Question 19

With respect to social marketing,nonprofit organizations should do all of the following EXCEPT:

Accepted Answer

Nonprofit organizations should not restrict the sharing of information as it is important for creating awareness about their cause and engaging with people. All the other options listed are important for nonprofit organizations to consider in their social marketing efforts.

Question 20

Characteristics of tangible products have __________ properties,such as color,size,and style,which can be determined before purchase.

Accepted Answer

Search properties are characteristics of a product that can be determined before purchase through research and examination, such as color, size, and style.

Quiz 12: Services Marketing