Exam 23: Services and Nonprofit Organization Marketing

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.Before leaving a dog at The Ritzy Canine,its owner would more than likely inspect the facilities and use _____ qualities to evaluate the establishment.

Relationship marketing can be practiced at three levels,with 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.

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

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 advertising budgets of most nonprofits are too small to pay for the running of public service advertisements to promote their programs,activities,or services.

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

The core service is the most basic benefit the consumer is buying.

_____ is the strategy that uses technology to deliver customized services on a mass basis.

The consistency and reliability of a service can be increased by:

Nonprofit managers do not need to worry about developing marketing strategies.

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

Services tend to exhibit more search qualities than do tangible goods.

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

Which component of service quality represents the ability to provide prompt service?

Western Union is in the business of providing a medium for international money transfers.Through the services of Western Union,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.

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

Cincinnati Museum Center The Cincinnati Museum Center is home to the Cincinnati History Museum, the Duke Energy Children's Museum, and the Museum of Natural History and Science. The Cincinnati History Museum displays materials and related aspects of the history of Cincinnati and the surrounding region. Costumed interpreters throughout the museum allow visitors the unique opportunity to make a personal connection with the past. The educational and dramatic exhibits at Duke Energy Children's Museum allow kids to climb, crawl, explore and learn about themselves and the world around them. And the Museum of Natural History and Science gives children hands-on, inquiry based experiences in science, technology, engineering and math. -Refer to Cincinnati Museum Center.A decision to use public service announcements about the various exhibits and attractions and to broadcast them in the Cincinnati area is an example of a _____ decision the Museum Center would need to make.

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.The bear-watching vacation experience can vary greatly depending on many factors,including the lodge itself and the tour guide.For example,lodging can run from a "rustic" room with little more than a bed to a plush room with all the modern amenities.This is an example of the _____ characteristic of services.

_____ 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.

Jonathon had a problem when submitting an exam in his online marketing class and he received a score of zero,so he sent an e-mail to the professor explaining his problem.He was really worried because the exam was due that evening,and he was very pleased when the professor replied within an hour telling him that he scored a 90 on the exam.The professor's prompt reply to his inquiry is an example of which service quality component?