Chap 5 - Marketing

Question 1

Define the “simultaneity” nature of services.

Answer 1

Services are consumed as they are dispensed

Question 2

Define the “heterogeneity” aspect of services.

Answer 2

There is a lot of variation in service, because the performance of individuals varies - this can adversely impact quality control

Question 3

What are the 4 characteristics that differentiate a service from a good/product?

Answer 3

1) Intangibility
2) simultaneity
3) Heterogeneity
4) Perishability

Question 4

Give the “4 P’s” of the traditional marketing mix

Answer 4

1) Product
2) Price
3) Place
4) Promotion

Question 5

What 3 additional “P’s” are included in the EXPANDED marketing mix adopted by service marketers?

Answer 5

1) People
3) Physical evidence
3) Process of assembly

Question 6

Define “market segmentation.”

Answer 6

Dividing the market into smaller, identifiable groups of people with comparable sociodemographic, lifestyle, or behavioral characteristics resulting in similar wants/needs.

Question 7

Define the “undifferentiated approach” to market segmentation.

Answer 7

Providing a SINGLE (undifferentiated) SERVICE for every participant.

Question 8

Define a “differentiated approach” to market segmentation.

Answer 8

Providing DIFFERENT SERVICES for different target markets

Question 9

Define a “concentrated approach” to market segmentation.

Answer 9

Focuses on a SINGLE SERVICE FOR A SPECIFIC TARGET MARKET.

Question 10

Which approach for market segmentation best describes adaptive recreation?

Answer 10

A concentrated approach

Question 11

Which approach to market segmentation best describes an agency that focuses on completely inclusive recreation?

Answer 11

An undifferentiated approach

Question 12

An agency removes all steps to a recreation center’s main entrance, replacing them with a sloping ramp that is easier for all users. What is this an example of?

Answer 12

Universal design

Question 13

In this pricing model, the price of the service is based on the COST to provide the service

Answer 13

Cost-based pricing

Question 14

This pricing model considers what the COMPETITION is charging. A service can be priced lower to appeal to the price sensitivity of participants, or maybe placed higher to convey a greater value.

Answer 14

Competition-based pricing

Question 15

In this pricing model, prices are established based on what the market will bear according to the principles of SUPPLY AND DEMAND.

Answer 15

Demand-based pricing

Question 16

Define “marketing.”

Answer 16

Development of a product/service to meet the needs of consumers/participants.

Question 17

Define “promotion.”

Answer 17

Intentional communication of a product or service to its customer base.

Question 18

Name the 5 types of promotion.

Answer 18

1) Advertising
2) Publicity
3) Direct contact
4) Sales promotion
5) Public relations

Question 19

WHICH TYPE OF PROMOTION publicly promotes a service via public media, is intentional, calculated, and requires a fee?

Answer 19

Advertising

Question 20

WHICH TYPE OF PROMOTION disseminates information for free, but is out of the control of the agency?

Answer 20

Publicity

Question 21

WHICH TYPE OF PROMOTION involves communicating directly with potential participants and is used frequently and recreation setting?

Answer 21

Direct contact or direct sales

Question 22

WHICH TYPE OF PROMOTION involves using items or activities to help spark interest and generate involvement Beyond what the service alone might achieve?

Answer 22

Sales promotion

Question 23

Coupons, giveaways, or special events that celebrate a milestone are all examples of WHICH TYPE OF PROMOTION?

Answer 23

Sales promotion

Question 24

Give 4 examples of how an agency can be inclusive in its advertising efforts

Answer 24

1) Including people with disabilities in ADS
2) Increasing FONT SIZE
3) Providing CAPTION for videos
4) Clearly COMMUNICATING that you welcome people of all abilities and cultures

Question 25

Staff from your agency attend a local community group meeting for a diverse population. Here, they can talk with individuals, their families, or caregivers about how they might use your services. This is an example of WHICH TYPE OF PROMOTION?

Answer 25

Direct contact

Question 26

WHICH TYPE OF PROMOTION is least tangible and involves providing a positive community image?

Answer 26

Public relations

Question 27

Name the 2 tangible aspects of a service that act as physical evidence of inclusion

Answer 27

1) The service ENVIRONMENT

2) The AGENCY IMAGE, as represented by its promotion and service staff

Question 28

Signage, parking, landscaping, layout, air-quality and temperature, restrooms, waiting rooms, curb cuts, ramps, accessibility, and offices are all elements that should be considered when creating an inclusive __________.

Answer 28

Servicescape

Question 29

What is the “process of service assembly?”

Answer 29

The act of smoothly connecting individual activities that comprise the full service.

Question 30

People tend to evaluate service quality in terms of what 5 dimensions?

Answer 30

1) RELIABILITY (consistent delivery/performance)
2) ASSURANCE (that the service will be performed well)
3) EMPATHY (demonstrated for all participants)
4) TANGIBLES (inclusive setting, equipment, and staff)
5) RESPONSIVENESS (and being proactive in meeting participants’ needs)

Question 31

Name the 7 components of the INCLUSIVE MARKETING MIX.

Answer 31

1) Product
2) Price
3) Place
4) Promotion
5) Physical evidence
6) Participants
7) Process of assembly

Question 32

** T/F maintaining quality of services is more difficult than maintaining quality of products

Answer 32

True