Exam 12: Services and Nonprofit Organization Marketing

The model of service quality that identifies five disparities that can cause problems in service delivery and influence customer evaluations of service quality is referred to as the _____ model.

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

Nonprofit managers do not need to worry about developing marketing strategies.

The demand for health services in the United States is expected to drop off sharply within the next ten years as Baby Boomers age.

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 who have made purchases from that seller before.Which service quality component does the feedback rating address?

If MinuteClinic hired Patrick Dempsey,who plays a doctor on "Grey's Anatomy," to appear in commercials for them,they would be engaging in which type of promotion strategy?

_____ refers to the effort of nonprofit organizations to bring about mutually satisfying exchanges with their target markets.

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 such a 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.If Great Bear Nature Tours rated and rewarded its tour guides based on the number of bears seen by guests,the tour guides might be willing to accept more risk in seeking out the bears than guests would really want.This could result in which service quality gap?

What are the five key issues to remember when developing distribution strategies for service organizations?

Most service organizations market only one specific service

Responsiveness is the service quality component most valued by customers.

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? One important aspect of Manhattan Milk's service is the ability to deliver the milk within 48 hours of being milked from the cow.This service quality component of the ability to perform the service dependably,accurately,and consistently is referred to as:

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.A decision to use public service announcements about the various exhibits and attractions and to broadcast them in the Cincinnati area is an example of a _____ decision the Museum Center would need to make.

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.Which type of processing occurs most often at a hotel that wants to provide personalized service?

A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as _____ quality.

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 museum charges an admission,but only enough to defray its cost of maintaining the exhibits because it doesn't have the typical business goals.Cincinnati Museum Center is an example of a(n):

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.

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 such a 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.Instead of pricing guests separately for their room,breakfast,tours,and so on,Great Bear Nature Tours charges a _____ price of $1,418 per night,including bear-watching tours.

Gifts in Kind International is a nonprofit organization that gathers new and used merchandise and distributes it to charities nationwide.Traditional promotional tools may be inadequate to motivate its target markets because of:

To be successful in the global marketplace,service firms must first: