Exam 12: Services and Nonprofit Organization Marketing

TruGreen offers lawn care,shrub care,carpet cleaning,and industrial lawn serices.These different services combine to make TruGreen's:

A _____ seeks to achieve some goal other than the usual business goals of profit,market share,or return on investment.

Which type of service processing uses technology or brainpower directed at customer's assets?

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 product decisions associated with the Museum Center exhibits:

One of the main responsibilities of sport marketers is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers.An effective tool for accomplishing this goal would be _____ marketing.

James recently went to a new health clinic because he had a sore throat that wouldn't go away.He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans,a flannel shirt,and tennis shoes.The doctor and nurse took proper care of James,but it seemed strange to him that the doctor was dressed that way.Which component of service quality does this illustrate?

The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels.The lobby features a crystal chandelier,brocade-patterned wallpaper,gold-framed mirrors,and antique chairs.Room service and salon service are available as well as exercise facilities.There is also a masseuse on staff.Dogs are the only guests,and hopefully they appreciate the DVD player in the $175-a-night Windsor suite.Without extras,a one-day visit will cost $40 to $50,depending on the size of the dog.The Ritzy Canine is a high-end doggy "hotel" and "spa." In a world where people work long hours and take longer to settle down,they do not mind spending money on their dogs. -Refer to The Ritzy Canine.Which category of service processing is used at this doggy care center?

A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.

Boutique Hotels In an industry where guests are tired of cookie cutter hotels,some consumers are looking for personalized service,which can be found in boutique hotels.Boutique hotels cater to their guests' sense of their personal image as being discriminating,more sophisticated,and more hip.Frequently,these guests don't want to be where the crowds are.This is a small but growing market niche.There are no generally recognized rules for boutique hotels,but they tend to be small and service oriented,with high-style decor and top-notch restaurants.Employees are called cast members.Amenities include cordless phones,DVR players hooked up to high-definition televisions,Aveda brand bath and hair products,and down comforters and pillows. -Refer to Boutique Hotels.Which type of processing occurs most often at a hotel that wants to provide personalized service?

Which category of service processing takes place when the service is directed at a customer?

Boutique Hotels In an industry where guests are tired of cookie cutter hotels,some consumers are looking for personalized service,which can be found in boutique hotels.Boutique hotels cater to their guests' sense of their personal image as being discriminating,more sophisticated,and more hip.Frequently,these guests don't want to be where the crowds are.This is a small but growing market niche.There are no generally recognized rules for boutique hotels,but they tend to be small and service oriented,with high-style decor and top-notch restaurants.Employees are called cast members.Amenities include cordless phones,DVR players hooked up to high-definition televisions,Aveda brand bath and hair products,and down comforters and pillows. -Refer to Boutique Hotels.Since boutique hotels are typically independently owned and/or part of small chains,people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided.In other words,the services provided by boutique hotels tend to be relatively high in:

Sir Paul McCarthy and Alicia Silverstone are two of the many celebrities that are serving as spokespeople for the animal rights group People for the Ethical Treatment of Animals (PETA).Both are committed to vegetarianism.In terms of promotion strategy,they will be considered a(n)_____ information source.

Boutique Hotels In an industry where guests are tired of cookie cutter hotels,some consumers are looking for personalized service,which can be found in boutique hotels.Boutique hotels cater to their guests' sense of their personal image as being discriminating,more sophisticated,and more hip.Frequently,these guests don't want to be where the crowds are.This is a small but growing market niche.There are no generally recognized rules for boutique hotels,but they tend to be small and service oriented,with high-style decor and top-notch restaurants.Employees are called cast members.Amenities include cordless phones,DVR players hooked up to high-definition televisions,Aveda brand bath and hair products,and down comforters and pillows. -Refer to Boutique Hotels.Boutique hotels encourage employees to develop personal relationships with guests.The hotels offer value-added services that are not available at traditional hotels.At which level of relationship marketing are these hotels operating?

Any one-at-a-time sale,such as a movie theater ticket,a meal at a restaurant,or public transportation fare,is called a(n)_____ transaction.

An Most service organizations market only one specific service.

Most nonprofit organizations perform all of the following marketing activities EXCEPT:

TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home.TeamBuilds' _____ service is improved work team relationships.

Grizzly watching Have you ever wanted to spend your vacation up close and personal with a grizzly bear? Great Bear Nature Tours is one of the many lodges that provide that service.Great Bear,located in British Columbia,is actually a lodge built on a floating barge.The lodge can handle up to ten guests in what the Wall Street Journal calls rustic but upscale accommodations in double rooms that begin at a rate of $1,418 per night,including bear watching tours. Although bear hunting still brings tourists to Canada,bear watching is a growing attraction.On a bear watching tour the guide,who is often unarmed,will take you close enough to get a good view of a grizzly in the wild.In fact,one of the favorite tours allows you to watch bears swipe at salmon as they swim upstream to spawning grounds. While bear watching sounds dangerous,bear attacks are not common.However,just to be careful many tour guides carry pepper spray.Tour guides say they are able to keep tour members safe by watching the bears and reading their body movements. -Refer to Grizzly watching.If Great Bear Nature Tours rated and rewarded its tour guides based on the number of bears seen by guests,the tour guides might be willing to accept more risk in seeking out the bears than guests would really want.This could result in which service quality gap?

Got Milk Just because consumers live in a big city doesn't mean they can't have fresh milk right from the farm.Many dairy farms,such as Oberweis Dairy and Smith Brothers Farms,offer home delivery of fresh milk,just like in the old days.While some of these services are established and have been around since the 1920s,New York City-based Manhattan Milk started up in 2008.For $20 or more,depending on what is ordered,consumers anywhere in Manhattan can enjoy organic milk,butter,yogurt,and cheese from Pennsylvania Amish farms and eggs from Vermont.Unlike most store-bought milk,theirs is unhomogenized and free from hormones typically given to cows to produce more milk. -Refer to Got Milk? One important aspect of Manhattan Milk's service is the ability to deliver the milk within 48 hours of being milked from the cow.This service quality component of the ability to perform the service dependably,accurately,and consistently is referred to as:

A nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit,market share,or return on investment.