Exam 23: Services and Nonprofit Organization Marketing

List and describe the five key characteristics that distinguish the pricing decisions of nonprofit organizations from those of the profit sector.

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. The Ritzy Canine is a high-end doggy "hotel" and "spa" where dogs are the only guests, and they are lavishly cared for. The $175-a-night Windsor Suite even has a DVD player. Without such extras, a one-day visit will cost $40 to $50, depending on the size of the dog. -Refer to The Ritzy Canine.Supervised doggy care is the _____ service product,and dog massages would be _____ service products.

Which category of service processing takes place when the service is directed at a customer?

Heterogeneity of services means the quality of a service may not be consistent.

Auto repair,manicures,and landscaping are all services that are produced and consumed at the same time.All of these services exhibit the service characteristic of:

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

Most service organizations market only one specific service

In many nonprofit situations,the consumer is not charged a tangible price yet must absorb time costs,embarrassment costs,or effort costs.These costs are called the organization's:

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.

What is a service? Describe the importance of services to the U.S.economy and what the demand for services is projected to be in the coming years.

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

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

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

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.Boutique hotels encourage employees to develop personal relationships with guests.The hotels offer value-added services that are not available at traditional hotels.At which level of relationship marketing are these hotels operating?

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.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:

One of the main responsibilities of sport marketers is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers.An effective tool for accomplishing this goal would be _____ marketing.

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.

The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on:

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

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.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.