Exam 11: Services and Nonprofit Organization Marketing

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

If a hospital that measured the service quality of its physician care in terms of the total number of people who were attended to -- even if patients appeared to want more individualized care -- the hospital would be exhibiting a gap between:

_____ refers to the efforts of public and private nonprofit firms to bring about mutually satisfying exchanges with their target markets.

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 Sizzlin' Shine.Sizzlin' Shine's customers can judge the quality of the detailing services on their automobiles only after driving them for a period of time and seeing how the shine holds under various driving conditions.Customers can use _____ to evaluate the service.

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

TheKnot.com is an Internet company that is a one-stop source of all the items needed to have a successful wedding including listings of local caterers and photographers.When someone registers on the site,he or she is sent the "Ultimate Wedding Organizer." It offers advice on what to do with "cold feet" and how to handle in-laws.TheKnot.com recognizes that its _____ represents a portfolio of opportunities,risks,and challenges.

The service offering for G& R Talent Agency is performers suitable for appearances on college campuses.This service is an example of the agency's _____ service.

Liesel is designing a promotional strategy for a company that provides cleaning services for buildings that have been vandalized.Her promotions should use personal information sources and stress the tangible cues associated with the service.

There are fewer problems caused by the service characteristic of _____ when the service being purchased requires little interaction between the service personnel and the customer.

Five key characteristics distinguish how nonprofit organizations make pricing decisions from how for-profit organizations make pricing decisions.List and briefly describe four of these characteristics.

Matching demand for theater seats to the number of people wishing to see a movie can be attempted by raising prices at peak movie attendance times and decreasing them during times when attendance is typically low.Focusing on coordinating supply and demand by varying prices is a(n)_____ pricing objective for service firms.

A(n)_____ is the result of applying human or mechanical efforts to people or objects.

Traditional promotional tools may be inadequate to motivate product adoption of many nonprofit organizational products because of:

Insurance companies are examples of service organizations.

One feature that distinguishes nonprofit organization pricing decisions from profit sector pricing decisions is _____,an example of which is university tuition.This practice also exists in the profit sector,but there it is considered to be an undesirable,temporary situation.

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.Which category of service processing does TeamBuilds offer?

At the dealer-owned Radio Shack,the store manager is frustrated at the level of service employees provide to customers even after he wrote a guide to customer service and instructed each employee to read the guide.This is an example of a gap between:

A(n)_____ is a characteristic that cannot easily be assessed even after purchase since the customers do not have the knowledge or experience.

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

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.The Rejection Hotline is an example of a: