Exam 12: Services and Nonprofit Organization Marketing

If a customer expects to wait one week for a pair of shoes to be mended but is told that the shoes are ready to be picked up less than 24 hours after leaving them at the repair shop,the customer's evaluation of service quality will be high.However,a two-week wait would result in a lower evaluation.The two-week gap would illustrate a gap between:

Nonprofit organizations do not use all 4 Ps of marketing.

Don at North Jersey Car & Limo knows that he is in the _____ processing business.As a result,he tries to get to know his clients and their interest.

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

Insurance companies are examples of service organizations.

_____ 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.

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.Since boutique hotels are typically independently owned and/or part of small chains,people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided.In other words,the services provided by boutique hotels tend to be relatively high in:

Smithsonian Children's Exhibit A children's exhibit at the Smithsonian Institution's International Gallery was titled, "Microbes: Invisible Invaders . . . Amazing Aliens." The 5,000-square-foot interactive exhibit uncovered a mysterious and virtually invisible universe of microscopic organisms--from those that sustain life to those that threaten our health. Its purpose was to show children that microbes are basically germs. The exhibit shows how researchers and others fight infection worldwide. The exhibit had hands-on activities, including a model kitchen where children learned about good and bad microbes. A virtual reality game with holograms and 3-D animations let participants combat deadly viruses. The long-term objective of the exhibit was to ensure the world's supply of microbiologists in the upcoming decades. NARREND -Refer to Smithsonian Children's Exhibit.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. The Smithsonian is an example of a(n):

The service characterized by caring,individualized attention to customers is referred to as sympathy.

Describe the two unique challenges faced by service providers as they decide on a pricing strategy to use.

A _____ seeks to achieve some goal other than the usual business goals of profit,market share,or return on investment.

Nonprofit organizations face a unique challenge because the target market of the nonprofit organization is often:

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

Many businesses have found that it is more expensive to hang on to the customers they have than to focus only on attracting new ones.

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.While it is difficult for a dog owner to evaluate the service their pooch will receive,they are impressed with the upscale design and amenities offered. To cope with the problems of service _____,the facilities at the Ritzy Canine are very upscale in design to give the impression of excellent treatment.

Treating employees as customers and developing systems and benefits that satisfy their needs such as training,stressing teamwork,and employee empowerment is known as _____ marketing.

Which component of a service is the ability to perform the service dependably,accurately,and consistently?

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.Instead of pricing guests separately for their room,breakfast,tours,etc.the Great Bear Nature Tour charges a _____ price of $1,418 per night,including bear watching tours.

Most movie theaters offer discount ticket prices to students and senior citizens.This illustrates the _____ pricing objective.

The only type of service processing required for a comedian entertaining at a local club is information processing.