Exam 12: Services and Nonprofit Organization Marketing

The speed with which an ambulance can get to an accident site is an indication of the reliability dimension of service quality

An important issue in developing the service offering is whether to customize it or standardize it.

Sir Paul McCarthy and Alicia Silverstone are two of the many celebrities that are serving as spokespeople for the animal rights group People for the Ethical Treatment of Animals (PETA).Both are committed to vegetarianism.In terms of promotion strategy,they will be considered a(n)_____ information source.

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:

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.

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?

Courtney's mother died of breast cancer,and she is afraid of getting cancer.When she went to get a baseline mammogram,she wanted a facility where the personnel would not think her fears were silly and would answer all of her questions without making her feel stupid for asking them.By which of the following components of service quality is Courtney most likely to rate the mammogram provider?

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.

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.

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

Allstate Insurance says "You're in good hands with Allstate" and Prudential Life Insurance shows a rock in its commercials because it wants to convey stability. These companies are using what type of promotion strategy?

The Ritzy Canine 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.What type of promotion strategy would you expect Ritzy Canine to use?

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:

The service sector:

David and Kathy are trying to decide where to go on vacation.David has suggested a cruise.Since neither of them have been on a cruise before,they will be unable to assess the _____ of a cruise until they actually take the vacation.

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.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 _____.

Starbucks management has been trying to refocus on the things that made the company so successful.For example,Starbucks across the U.S.recently shut down for a short period of time for re-training,and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store.However,when questioned,consumers tend to focus on the need for pricing incentives such as a frequent purchasing program.According to the _____,there may be a gap between what customers want and what Starbucks management thinks customers want.

Relationship marketing can be practiced at three levels,each level adding a new kind of bond with the customer.Name and describe each of these levels,using a legal service to illustrate each level.

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?