Exam 12: Services and Nonprofit Organization Marketing

Briefly explain what service firms must do to be successful in the global marketplace.

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

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.

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

All of the following are key characteristics distinguishing the pricing decisions of nonprofit organizations from those of the profit sector EXCEPT:

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 not homogenized and is free of 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?

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.Which category of service processing does TeamBuilds offer?

MinuteClinic's services belong in which of the following categories?

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

David and Kathy like to take their young son,Chaz,to Moe's for lunch after church on Sundays.While they like to eat at Moe's at any time,Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill.Until Moe's began the reduced pricing program,Sundays were very slow.Now it is one of the busiest days of the week.This price reduction was a way to contend with the service characteristic 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 tend to exhibit more search qualities than do tangible goods.

Which country is the world's largest exporter of services?

Due to service _____,services cannot be stored,warehoused,or inventoried.

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

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 to 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 _____ makes it difficult for the Cincinnati Museum Center to prioritize its objectives and evaluate its performance.

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 HD 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.

Western Union is in the business of providing a medium for international money transfers.Through the services of Western Union,a Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico.The company 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,Western Union will exemplify _____ services.

What is a nonprofit organization? Discuss the marketing activities performed by nonprofit organizations.