Exam 12: Services and Nonprofit Organization Marketing

The only type of service processing required for a comedian entertaining at a local club is information processing.

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? Manhattan Milk has a high _____ quality because its quality can only be assessed after its use.

Many nonprofit organizations are pressured or required to serve the maximum number of people by targeting the average user,which pressures them to adopt which type of targeting strategy?

Discuss the limitations nonprofit marketers face when making promotion decisions and describe how they overcome these limitations.

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.Supervised doggy care is the _____ service product,and dog massages would be _____ service products.

Describe the two unique challenges faced by service providers as they decide on a pricing strategy to use.

Which type of service processing occurs when the service is directed at customers' physical possessions such as cars,homes,or clothing?

If a customer expects to wait three hours for an auto repair but is told that the repair is finished just one hour later,the customer's evaluation of service quality will be high.However,a two-day wait would result in a lower evaluation.The two-day wait would illustrate a gap between:

There are four promotional strategies for dealing with the unique features of services.Name these strategies,and give examples of each,using American Airlines (or another air carrier you are familiar with)as your example service.

In a nonprofit organization,_____ are often concerned with partially or fully defraying costs rather than achieving a profit.

All of the following are service components customers use to evaluate service quality EXCEPT:

A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time.The reading service is trying to limit problems associated with the service characteristic of:

Nonprofit organizations face a unique challenge because the target market of the nonprofit organization is often:

Alec had his gall bladder removed,but he was unconscious during the operation.In fact,even though he has an incision,he really has no way of knowing if the service was actually performed even after it was allegedly performed.That is because medical services such as this exhibit _____ qualities.

Many businesses have found that it is more expensive to hang on to the customers they have than to focus only on attracting new ones.

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.Before leaving a dog at the Ritzy Canine,its owner would more than likely inspect the facilities and use _____ qualities to evaluate the establishment.

Define core and supplementary services.Give an example of each for the following services: a wedding consultant,a lawn care service,and tutoring service.

Which of the following services is an example of information processing?

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 not only call their employees cast members,but they compete for their talent,provide them with all the training needed,stress teamwork,and give employees freedom to make decisions.In order to provide the level of service guests require,boutique hotels need to engage in _____ marketing.

Because many services involve a process of continuous interaction between the service organization and the customer,_____ marketing is an important strategy.