Exam 12: Services and Nonprofit Organization Marketing

Nonprofit organization marketing is the effort by nonprofit organizations to compete with private-sector organizations by providing better customer services and gaining customer loyalty.

Ambient Management,Inc.was experiencing a gap in the services it was providing.It closed the gap by ensuring that its customer-facing staff had the skills,training,and proper tools to perform their jobs.When compared with the gap model of service quality,the gap that the company addressed was between what ______.

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

Which response describes how service-providing companies would most likely counter increasing competition?

A vehicle manufacturer makes base models using a large-scale production process.It also partners with small companies that help customize its vehicles,thus offering a wide range of packages involving a variety of chassis colors,upholstery designs,music systems,GPS devices,and passenger safety options.The company's approach to its service offering is an example of ______.

It could be said that,at least from a marketing perspective,it is harder to convey the advantages of adopting a plastic-free lifestyle,than it is to sell the idea of having a microwave oven.This sentiment indicates that the benefit strength of many nonprofit offerings is quite ______.

Which strategy uses technology to deliver tailor-made services on a large scale?

According to the gap model of service quality,the gap between the service that customers receive and the service they want

At what level or levels of relationship marketing does a firm use financial and social bonds but also offer value-added services that are not readily available from other firms?

Which of the following statements is true of a bundled price?

Explain which factors marketers should focus on when deciding distribution strategies for their service organizations.

Ace Deliveries,a courier service provider,built a strong reputation over a short period of six months.Inundated with customers,the company decided to expand its fleet of vans and enlarge its delivery networks and to stop offering the discounts it was offering to some market segments.Because it was the holiday sales season,higher pricing made good business sense.The pricing Ace Deliveries is using is ______.

Which of the following statements correctly compares tangibles and intangibles?

Internal marketing is more important for goods manufacturers than service firms.

Which of the following is an example of heterogeneity of services?

Patronage-oriented pricing focuses on maximizing the surplus of income over costs.

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

Marketers have more trouble promoting tangible goods than intangible services.

Generally,the intensity of distribution in a service-organization's marketing mix should exceed the target market's needs and preferences.

Which statement describes a distribution strategy of a service organization?