Exam 12: Services and Nonprofit Organization 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 wire transfer of funds is the _____ service the company provides.

Susan G.Komen for the Cure is the largest breast cancer organization in the United States.Komen's annual Race for the Cure series of 5K runs and fitness walks are organized to raise funds for the organization as well as to raise public awareness of the disease.Komen's Race for the Cure is an example of a _____ strategy.

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 product decisions associated with the Museum Center exhibits:

A nurse practitioner that addresses a patient by name and offers caring,individualized attention during his visit is practicing the service quality known as

Which type of service processing occurs when the service is directed at customers' physical possessions,such as lawn care,dry-cleaning,and veterinary services?

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 HD 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:

_____ 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.

A focus on maximizing the surplus of income over costs is a(n)_____ pricing objective for service firms.

What is a service? Describe the importance of services to the U.S.economy and what the demand for services is projected to be in the coming years.

To improve its friendliness,the First National Bank hired Joy Taylor as a greeter.Joy's job is to sit at a desk near the front lobby and greet 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 who is entering 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:

Xoom.com is a San Francisco-based online money transfer company that provides consumer remittance services.With the Xoom bank deposit service,consumers can send money directly to bank accounts in several countries around the world.Xoom.com would be classified as a:

The three categories of pricing objectives for services are:

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

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

First Community Bank spent a considerable amount of money updating its lobby with plush sofas,a large-screen television,and a refreshment counter with popcorn and soft drinks.However,very few customers spend time in the lobby.In fact,most customers want to be in and out of the bank,with their financial transaction completed as quickly as possible.The gap model of service quality would suggest that a gap exists between:

All of the following are unique characteristics that distinguish services from goods EXCEPT:

Determining costs can be extremely difficult for a service provider who has adopted a(n)_____ pricing objective and may limit the usefulness of the objective.

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:

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? Manhattan Milk is an example of a: