Nonprofit and Social Marketing Exam Bank
Course Introduction
Nonprofit and Social Marketing explores the principles and strategies used by nonprofit organizations to promote social causes, influence public behavior, and further their missions. The course examines how marketing concepts are adapted to achieve objectives such as fundraising, volunteer recruitment, advocacy, and behavioral change for the greater social good. Students will learn to identify target audiences, develop effective messaging, utilize digital and traditional channels, and measure campaign impact. Case studies and projects focus on real-world applications, ethical considerations, stakeholder engagement, and the distinct challenges faced by organizations in the nonprofit and social sectors.
Recommended Textbook
Essentials of Services Marketing 3rd Edition by Jochen Wirtz
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15 Chapters
639 Verified Questions
639 Flashcards
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Chapter 1: Introduction to Services Marketing
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43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/2992
Sample Questions
Q1) Give an example of a government policy that has stimulated the transformation of a service industry.
Answer: Deregulation of the telecommunications industry has stimulated competition and altered fee structures.
Q2) Despite advances in technology, many services will always need direct interaction between customers and service employees.
A)True
B)False
Answer: True
Q3) The service framework for developing effective service strategies excludes
A)understanding service products, consumers and markets
B)managing the competitive landscape
C)applying the 4 Ps of marketing to services
D)designing and managing the customer interface
E)developing customer relationships
Answer: B
Q4) Give an example of a service that offers labor and expertise rental.
Answer: Car repair, surgery, management consultancy, etc.
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Chapter 2: Customer Behavior in a Services Context
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) The backstage, or invisible components of the servuction system, are of little interest to customers.
A)True
B)False
Answer: True
Q2) How does SERVQUAL measure service quality?
Answer: SERVQUAL measures service quality along the five dimensions of tangibles, reliability, responsiveness, assurance, and empathy.
Q3) Airlines are considered a low-contact service when compared to auto repair.
A)True
B)False
Answer: False
Q4) In the theater metaphor, the elements include all but the following ____________.
A) positions
B)roles
C)scripts
D)service facilities
E)personnel
Answer: A
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Chapter 3: Positioning Services in Competitive Markets
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.
A)segmentation field
B)target segment
C)holistic segment
D)mass customization
Answer: C
Q2) Market niches that seem too narrow to offer sufficient sales in one country are indicative of globally narrow market niches.
A)True
B)False
Answer: False
Q3) LinkedIn positioned itself away from other social sites by focusing exclusively on personal networking and party snapshots.
A)True
B)False
Answer: False
Q4) Give an example of a key service attribute used in transportation services. Answer: Punctuality.
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Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) Major service innovations are relatively rare.
A)True
B)False
Q2) Explain how the core product and supplementary services are integrated in the context of an overnight hotel stay.
Q3) Companies present their brands mainly through advertising, personnel, and publicity.
A)True
B)False
Q4) Brand meaning has a stronger impact on brand equity than brand awareness. A)True
B)False
Q5) To obtain full value from any good or service, customers need relevant information. A)True
B)False
Q6) Giordano is well recognized for both their superior meals and attentive cabin crew. A)True
B)False
Page 6
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Chapter 5: Distributing Service through Physical and Electronic Channels
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Sample Questions
Q1) While selecting a tactical distribution site, convenience is more important than competitors in that area.
A)True
B)False
Q2) Knowledge-based services should expand into overseas markets through mergers and acquisitions.
A)True
B)False
Q3) _____________ is a key component of the value proposition of both mini-stores and multi-purpose facilities.
A)Accessibility
B)Convenience
C)Competitor activity
D)Price consideration
Q4) Describe the three ways information-based services can be distributed internationally and give an example of each.
Q5) Frequent flyers are often willing to use special counters to avoid queues.
A)True
B)False
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Chapter 6: Setting Prices and Implementing Revenue Management
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Sample Questions
Q1) ____________ recognizes that resource expenses are linked to the variety and complexity of goods and services produced and not just on physical volume.
A)Break-even analysis
B)Variable cost
C)Fixed cost
D)Activity-based costing
E)Semi-fixed cost
Q2) What are rate fences? Provide examples to aid your explanation.
Q3) Revenue management involves setting prices according to predicted demand levels among different market segments.
A)True
B)False
Q4) The pricing tripod consists of costs, competition and volume.
A)True
B)False
Q5) Name two e-tailers that utilize traditional auction models.
Q6) How can firms have revenue management practices and yet still have customer satisfaction, trust and good will?
8
Q7) Describe how rate fences should be used in a hair salon service.
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Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) List the five W's in the checklist for marketing communications planning.
Q2) One of the challenges in service communication is problem of intangibility.
A)True
B)False
Q3) Discuss how firms use symbols as a basis for corporate branding.
Q4) Discuss the impact that technology like TiVo has on marketing communications efforts.
Q5) Give an example of how Starbucks can show the contribution of service personnel and backstage operations.
Q6) Communication objectives are "what" decisions while "where" and "how" are tactical decisions.
A)True
B)False
Q7) According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?
Q8) Give an example of a metaphor used to communicate a firm's value proposition.
Q9) Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.
Page 9
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) Which aspect of service process redesign did FedEx employ when it transferred more than 50 percent of its transactions from call centers to its Web site?
Q2) Part of the challenge of implementing poka-yokes in service contexts is the need to address not only server errors, but also customer errors.
A)True
B)False
Q3) Discuss the potential company benefits, potential customer benefits, and challenges and limitations of the direct service approach to managing the service delivery process.
Q4) Marriage counseling is a service that requires a ____________ level of participation from customers.
A)minimal
B)high
C)moderate
D)low
E)absolute
Q5) List the nine components of a service blueprint.
Q6) What is flowcharting?
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Page 10
Chapter 9: Balancing Demand against Productive Capacity
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44 Verified Questions
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Sample Questions
Q1) Which of the following is NOT one of the benefits of having a reservations system?
A)Helps service personnel to serve more effectively.
B)Helps in pre-selling the service.
C)Helps customers to avoid queuing.
D)Helps firms to keep some time aside for emergency jobs.
E)Allows demand to be controlled.
Q2) Which of the following is NOT one of the ways to change the overall level of capacity to match demand variations?
A)Use part-time employees.
B)Ask customers to share.
C)Invite customers to perform self-service.
D)Cross-train employees.
E)Share facilities with the supplier.
Q3) How did BMW occupy customers while they were waiting for their cars to be serviced?
Q4) Financial success in businesses with limited capacity depends largely on how capacity is used.
A)True
B)False
11
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Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) What is the primary focus of the Mehrabian-Russell Stimulus-Response Model?
Q2) Service consumers use service environment as an important quality proxy.
A)True
B)False
Q3) List the four tools that managers can use to guide their design of the service process.
Q4) Describe the challenge inherent in using signs, symbols, and artifacts in a servicescape and discuss when this task is particularly important.
Q5) Describe one of the two examples from the book that show a link between scent and increased spending.
Q6) Which of the following is NOT one of the dimensions of the service environment?
A)Exterior facilities
B)General infrastructure
C)Store layout
D)Interior displays
E)Location
Q7) Describe how Spain's Guggenheim Museum in Bilbao designs its servicescape to attract visitors.
Q8) Describe the design flaws of the new airport lounge in a major Asian city.
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Chapter 11: Managing People for Service Advantage
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Sample Questions
Q1) Describe how Disney selects the right people.
Q2) One of Ritz-Carlton's hiring principles is ____________.
A)maintain a tight knit group
B)hire people with the right personality
C)"training, training, training"
D)customer service is first
E)new hires lead the way
Q3) Cora Griffth has nine rules of success for excellent service as a waitress. They include all of the following EXCEPT ____________.
A)getting things right the first time
B)listening first
C)anticipating customers' wants
D)treating customers like family
E)taking pride in one's work
Q4) Managers often omit which of the cost variables of high turnover/low pay?
A)Cost of constant recruiting
B)Low productivity of inexperienced workers
C)Cost of constantly attracting new customers
D)Income lost from customers turned off by negative word of mouth
E)All of the above
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Rather than transforming the entire business, service firms should focus on clearly defined problems within their customer relationship cycle.
A)True
B)False
Q2) Vanguard's success is measured by which of the following?
A)Low redemption rates
B)High redemption rates
C)Low customer turnover
D)High customer turnover
E)Portfolio stability
Q3) The segment that sees high value in firm's offer, spends more over time while costing less to maintain, and spreads positive WOM is called ___________.
A)Gold
B)Platinum
C)Iron
D)Lead
Q4) "Right" customers are always big spenders.
A)True
B)False
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) Give an example of a single attribute-specific guarantee.
Q2) Recent research shows that the amount of a guarantee payout has no effect on consumer cheating. Which of the following is one of the important managerial implications of this?
A)Guarantees can be restricted to new customers because of the propensity for repeat customers to cheat.
B)Guarantees can be kept low to prevent rewarding cheaters.
C)Managers can reap the marketing rewards of higher guarantees without increased payouts due to consumer cheating.
D)Managers cannot expect to recover the difference in guarantees for different types of consumers.
E)Guarantee levels can be used to dissuade consumer cheating.
Q3) L. Bean's 100 percent satisfaction guarantee is a good example of a service guarantee that goes wrong and hurts a firm's financial performance.
A)True
B)False
Q4) Discuss the four common service recovery mistakes made by organizations.
Q5) What is procedural justice?
Q6) What is the true impact of a customer defection?
Page 15
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) TQM comprises of requirements, definitions, guidelines, and related standards to provide independent quality assessment.
A)True
B)False
Q2) Self-service pumps with credit card readers increase gas station productivity, but lead to higher costs because of additional fees.
A)True
B)False
Q3) Explain what SERVQUAL is and how it is used in services.
Q4) The ____________ is the difference between what service providers believe customers expect and customers' actual needs and expectations
A)interpretation gap
B)standard gap
C)knowledge gap
D)service quality gap
E)internal communications gap
Q5) What is service quality?
Q6) What is the collection of customer feedback tools that a firm can use?
Q7) What is the difference between fishbone diagrams and blueprinting?
Page 16
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Chapter 15: Building a World-Class Service Organization
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Sample Questions
Q1) Human leaders at the HR level of an organization need to take a service firm in the right direction.
A)True
B)False
Q2) What is required to transform a service firm from a service loser into a service leader?
Q3) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
Q4) Service excellence is often underpinned by effective use of teams.
A)True
B)False
Q5) Market losers meet some quality expectations.
A)True
B)False
Q6) Senior executives see the quality of their employees as a strategic advantage. A)True
B)False
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