Exam 11: Services and Nonprofit Organization Marketing

Promotion strategies for dealing with the unique features of services include all of the following EXCEPT:

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to The Ritzy Canine.To cope with the problems of service _____,the facilities at the Ritzy Canine are very upscale in design.

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to Boutique Hotels.Boutique hotels not only call their employees cast members,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.

The service sector:

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to The Ritzy Canine.What type of promotion strategy would you expect Ritzy Canine to use?

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to The Ritzy Canine.Supervised doggy care is the _____ service product,and dog massages would be _____ service products.

Both for-profit services and nonprofit organizations have characteristics that suggest their channels of distribution should be direct.

The Ritz-Carlton hotel chain trains its employees carefully,instills in them a sense of pride,and motivates them by recognizing and rewarding outstanding customer service.The Ritz-Carlton uses:

Service firms may adopt patronage-oriented pricing to try to maximize the surplus of income over costs.

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:

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to the Rejection Hotline.Rejection Hotline has a high _____ quality because its quality can only be assessed after its use.

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to The Ritzy Canine.According to the text,service is a process.Which category of service processes is used at this doggy care center?

If a benefit is indirect to the customer,the marketer may find a challenge in promoting a product with little:

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

Advertisements that promote programs,activities,or services of nonprofit organizations are called PSAs (public service advertisements)if there is no charge to the sponsor of the message.

Like for-profit organizations,the first step in developing a marketing program for a nonprofit organization is to:

Hotels that cater to business travelers have more expensive rates during peak usage times (weekdays)and discount rates for slower times (weekends and holiday periods).This illustrates the _____ pricing objective.

SCENARIOS 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,CD players,Aveda brand bath and hair products,and down comforters and pillows. (Turn the page for questions related to the scenario.) -Refer to the Rejection Hotline.Because Rejection Hotline uses telephone technology to deliver its services,it can be said to use a(n)_____ strategy.

Kohl's department stores offers its corporate employees flexible work hours,work-at-home programs,on-site childcare,and travel benefits that reward quality performance.Kohl's approach illustrates relationship marketing in action.

TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home.Participants in the teambuilding exercises would use a(n)_____ quality to evaluate TeamBuilds.