Exam 12: Services and Nonprofit Organization Marketing

Which of the following services is an example of mental stimulus processing?

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.The bear watching vacation experience can vary greatly depending on many factors,including the lodge itself and the tour guide.For example,lodging can run from a "rustic" room with little more than a bed to a plush room with all the modern amenities.This is an example of the _____ characteristic of services.

The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on:

At the My M&M's Web site,customers can design their own versions of the famous candy.Customers choose from 25 M&M'S colors;write a message,add clip-art,or even a face to each M&M,and select specific packaging.This is an example of:

To improve its friendliness,the First National Bank hired Joy as a greeter.Joy's job is to sit at a desk near the front lobby and greets customers as they enter with a warm friendly smile along with a "Good Morning" or "Good Afternoon." Unfortunately,Joy is also required to answer the bank's main telephone line.Since she spends most of her day on the telephone,Joy rarely gets to flash her smile or greet anyone as they enter the bank.In fact,Joy is on the phone so much that she doesn't really even seem friendly.This is an example of a gap between:

The predominant form of nonprofit organization in the United States is:

What is nonprofit organization marketing? How does nonprofit marketing affect economic activity in the United States?

Name and briefly define the three categories of pricing objectives for services.

The core service is the most basic benefit the consumer is buying.

Compare and contrast search quality,experience quality,and credence quality.Describe their significance for the marketing of services.

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.When a guest asks an employee for directions to a local gallery or museum,the service received cannot be stored or warehoused.This service,therefore,is characterized as:

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.At Great Bear Nature Tour the owners are very careful to treat both guests and employees very well.In fact,some employees have commented that the employees are treated like they were guests.This is an example of:

Most movie theaters offer discount ticket prices to students and senior citizens.This illustrates the _____ pricing objective.

The advertising budgets of most nonprofits are too small to pay for the running of PSAs (public service advertisements)to promote their programs,activities,or services.

Hotels will often offer deep discounts on weekends and during the off-season;for the same reason,airlines will adopt a similar pricing strategy during off-peak hours.These services cannot be stored,warehoused,or inventoried because they are perishable.

Service personnel who exhibit caring,individualized attention to customers are addressing which service quality component?

Even though the growth of the service sector worldwide has been sluggish in the past decade,the service sector now accounts for approximately one-fourth of the gross domestic product in the United States.

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.The wire transfer of funds is the _____ service the company provides.

Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site.Canyons' "You'll-Love-It-Or-It's-Free-Guarantee" provides consumers which of the following service quality aspects?

Emily's nephew is on the autism spectrum,and she has read stories on the Internet about how vaccines supposedly cause autism.Though Emily knows this theory has been debunked and that vaccines are safe,she is surprised that she feels a bit worried when she takes her own child into the pediatrician for her shots.Emily is glad her pediatrician does not think her fears are silly and will answer all of her questions without making her feel stupid for asking them.By which of the following components of service quality is Emily most likely to rate her pediatrician?