Exam 12: Services and Nonprofit Organization Marketing

Which of the following is an example of post-purchase communication?

What is a service? Describe the importance of services to the U.S.economy and what the demand for services is projected to be in the coming years.

A service cannot be touched,seen,tasted,heard,or felt in the same manner in which goods can be sensed and,therefore,is referred to as:

Gifts in Kind International is a nonprofit organization that gathers new and used merchandise and distributes it to charities nationwide.Traditional promotional tools may be inadequate to motivate its target markets because of:

People for the Ethical Treatment of Animals (PETA)is the largest animal rights organization in the world.PETA works for better treatment of animals instead of achieving profits,market share,or return on investment.PETA is an example of a:

Some nonprofits have been successful in offering online forums for people to share experiences.In such cases,agencies are using _____ for promotion.

Determining costs can be extremely difficult for a service provider that has adopted a(n)_____ pricing objective and may limit the usefulness of the objective.

Responsiveness is the service quality component most valued by customers.

Karen has a gluten allergy,which means she is unable to eat certain foods.The chef at her favorite restaurant understands Karen's situation and is always happy to modify his recipes for her when she dines there.The chef is providing assurance to Karen.

Cincinnati Museum Center The Cincinnati Museum Center is home to the Cincinnati History Museum,the Duke Energy Children's Museum,and the Museum of Natural History and Science.The Cincinnati History Museum displays materials and related aspects of the history of Cincinnati and the surrounding region.Costumed interpreters throughout the museum allow visitors the unique opportunity make a personal connection with the past.The educational and dramatic exhibits at Duke Energy Children's Museum allow kids to climb,crawl,explore and learn about themselves and the world around them.And the Museum of Natural History and Science gives children hands-on,inquiry based experiences in science,technology,engineering and math. -Refer to Cincinnati Museum Center.The museum charges an admission,but only enough to defray its cost of maintaining the exhibits because it doesn't have the typical business goals.The Cincinnati Museum Center is an example of a(n):

_____ refers to the efforts of nonprofit organizations to bring about mutually satisfying exchanges with their target markets.

Western Union is in the business of providing a medium for international money transfers.A Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico.It is now planning to move into areas traditionally handled by banks such as offering its customers checking accounts and loans.If it does follow through and provide these additional services,they will exemplify _____ services.

Building value-added services that are not readily available from other firms into the delivery system defines relationship marketing based on the creation of:

Chesapeake Energy Corporation was recognized by Fortune Magazine as one of the top companies to work for.Fortune mentioned that Chesapeake Energy provides its employees many perks,including the opportunity to take free scuba-diving lessons in Chesapeake's on-site Olympic-size pool.This example illustrates relationship marketing in action.

Services are considered inseparable because most services cannot be felt or touched in the same way most goods can be sensed.

Services tend to exhibit more search qualities than do tangible goods.

Relationship marketing programs that are based on _____ bonds have the strongest potential for sustaining long-term relationships with customers.

Purchasing your clothes online can be fun as you can shop from companies around the world without leaving your home.You can also often get great prices on the items you purchase.However,you could get stuck with a product that doesn't look anywhere as nice in reality as it does on your computer screen.Land's End takes this concern away with their "Guaranteed Period" promise.Land's End will happily return your purchase price on any item you purchase for any reason.If Land's End ever failed to follow-through with this promise,it would represent a gap between:

Which component of a service is the ability to perform the service dependably,accurately,and consistently?

Mountain Express is a company that provides grocery delivery service to several small communities in Idaho.The company gives a 2 percent discount on all food orders to customers after they have used the service 10 times.An additional percentage discount is offered for each additional 15 orders up to a maximum of 8 percent.The relationship marketing strategy used by Mountain Express is based on: