Exam 12: Services and Nonprofit Organization Marketing

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? Oberweis Dairy has been in business for over 80 years,and customers trust this provider.Which component of service quality does this trust exemplify?

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.The service provided by employees at boutique hotels cannot be touched,seen,or felt in the same manner as the hair and bath products and can be described as:

Discuss three issues relating to target markets that are unique to nonprofit organizations.Provide an example of each issue.

Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality.Discuss ways marketers can close each gap.

Vera is designing a promotional strategy for a company that provides premium boarding services for pampered animals.Her promotions should use personal information sources and stress the tangible cues associated with the service.

Jonathon had a problem when submitting an exam in his online marketing class and he received a score of zero,so he sent an email to the professor explaining his problem.He was really worried because the exam was due that evening,and he was very pleased when the professor replied within an hour telling him that he scored a 90 on the exam.The professor's prompt reply to his inquiry is an example of which service quality component?

Buying a car through eBay may result in a low price,but how do you know you will be getting a good car? One nice feature provided by eBay is the "feedback rating" that provides ratings and comments from people that have made purchases from that seller before.Which service quality component does the feedback rating address?

A barber shop is an example of a service business.

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.What type of promotion strategy would you expect Ritzy Canine to use?

One marketing issue unique to nonprofit organizations is that these organizations must often target those who are apathetic about or strongly opposed to receiving their services.

The most basic benefit the consumer is buying in a service is referred to as the:

Which service quality component is the knowledge and courtesy of employees and their ability to convey trust?

Starbucks management has been trying to refocus on the things that originally made the company so successful.For example,Starbucks across the U.S.recently shut down for a short period of time for re-training,and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store.However,when questioned,consumers tend to focus on the need for pricing incentives such as a frequent purchasing program.According to the _____,there may be a difference between what customers want and what Starbucks management thinks customers want.

Habitat for Humanity renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers.The organization relies on volunteers to provide the labor and funding for its renovations.Habitat for Humanity is best described as a(n):

All of the following are types of service processing that can occur EXCEPT:

Which service pricing objective seeks to match supply and demand by varying prices?

Greta,the owner of House Mouse Cleaning Services,must be physically present when she cleans a house or office.The need for her presence as the service is performed is an example of the intangibility of services.

At which level of relationship marketing does the firm only use pricing incentives to encourage customers to continue doing business with it?

All of the following are recommended promotional strategies for services EXCEPT:

_____ is an announcement in mass media for which no charge is made and which promotes programs,activities,or services of federal,state,or local governments or the programs,activities,or services of nonprofit organizations.