Exam 12: Services and Nonprofit Organization Marketing

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

A nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit,market share,or return on investment.

Which type of service processing uses technology or brainpower directed at customer's assets?

Due to service _____,services cannot be stored,warehoused,or inventoried.

Geyser Falls Water Park,charges less for weekday admission than it does for weekend attendance.It also has a lower ticket price for patrons who arrive at 4 p.m.Because it is focusing on coordinating supply and demand by varying prices,it is using a(n)_____ pricing objective for service firms.

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

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.To evaluate the quality provided by boutique hotels,customers can only assess the quality only after staying. This is which quality characteristic?

PayPal allows you to pay for items that you buy at online sites such as eBay without exposing your credit card or bank account number.To use PayPal you simply select PayPal when checking out at the online store,and then allow PayPal to pay directly from a credit card or from your PayPal balance or linked bank account.PayPal would be classified as a:

A service cannot be touched,seen,tasted,heard,or felt in the same manner in which goods can be sensed and,therefore,is referred to as:

Which of the following services is an example of information processing?

It is difficult to achieve consistency and standardization of services because of which service characteristic?

Discuss three issues relating to target markets that are unique to nonprofit organizations. Provide an example of each issue.

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.It is now planning to move into areas traditionally handled by banks such as offering its customers checking accounts and loans.If it does follow through and provide these additional services,they will exemplify _____ services.

Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality.Discuss ways marketers can close each gap.

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.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?

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 visitors to the exhibit represent the Smithsonian Institution's:

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.Supervised doggy care is the _____ service product,and dog massages would be _____ service products.

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

Relationship marketing programs that are based on _____ bonds have the strongest potential for sustaining long-term relationships with customers.

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 product decisions associated with the Smithsonian exhibit: