Exam 12: Services and Nonprofit Organization Marketing

Services are considered inseparable because most services cannot be felt or touched in the same way most goods can be sensed.

Habitat for Humanity renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers.The organization relies on volunteers to provide the labor and funding for its renovations. Habitat for Humanity is best described as a(n):

Compare and contrast search quality,experience quality,and credence quality. Describe their significance for the marketing of services.

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.Research has shown that consumers evaluate service quality on five components.When customers rate the people who supervise the dog activities as being "dog people" and having an understanding of the needs of dogs and their owners,they are concerned with the _____ component.

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.

To improve its friendliness the First National Bank hired Joy as a greeter.Joy's job is to sit at a desk near the front lobby and greets 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 as they enter 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:

A focus on maximizing the number of customers using a service is a(n)_____ pricing objective for service firms.

Discuss the three product-related distinctions between business and nonprofit organizations.

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

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.

Which level of relationship marketing uses pricing incentives but also seeks to build social bonds with customers?

First Community Bank spent a considerable amount of money updating their lobby with plush sofas,a big 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 _____.

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.The service provided by employees at boutique hotels cannot be touched,seen,or felt in the same manner as the hair and bath products and can be described as:

A group of services that support or enhance the core service is called:

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

Throughout the United States,dancers are joining hands,arms,and legs to present a Virtual Kickline Performance as a sign of their unified support for National Dance Week (NDW)and its mission statement.The purpose of NDW is to educate the American public on the cultural contributions of dance to our society and raise public awareness to the benefits of dance in our culture.This Virtual Kickline Performance is an example of a _____ strategy.

Terms such as fees,donations,tuition,fares,or rates are typically used instead of price for nonprofit organizations.

All of the following are examples nonprofit organizations EXCEPT:

David and Kathy like to take their young son,Chaz,to Moe's for lunch after church on Sunday.While they like to eat at Moe's anytime,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:

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