Exam 11: Services and Nonprofit Organization Marketing

Gigi had her makeup professionally applied for her prom night.She went to the beauty salon,watched the makeup artist apply cosmetics to her face,and then went home feeling gorgeous.Gina's makeover illustrates which service characteristic?

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.Since boutique hotels are typically independently owned and/or part of small chains,people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided.In other words,the services provided by boutique hotels tend to be relatively high in:

Services have four unique characteristics that distinguish them from goods.Name and define each of these four characteristics.

Which of the following is NOT a service component customers use to evaluate service quality?

Relationship marketing can be practiced at three levels,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.

Hyatt Regency's Platinum Card Program allows members to bypass any line at the check-in desk and get immediate check-in service.In this example,_____ are developed by offering value-added services that are not readily available from other hotel chains.

Which of the following services is an example of mental stimulus processing?

The only marketing mix component nonprofit organizations do not use is price.

An acceptable goal of the Metropolitan Area Transit Authority,a nonprofit organization,for its new bus and rail service would be to:

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 is a company that uses trained detailing professionals to apply waxes automobiles by hand and utilize mechanical polishing equipment.The result of this effort is a(n):

When Avril and Laure went to eat dinner at the Bonaire Cafe,they discovered that there was an hour wait for restaurant seating.They decided to eat at another restaurant,and the Bonaire Cafe lost customers.The Bonaire Cafe has limited the number of people it can accommodate,so Avril and Laure's experiences illustrates the _______ of services.

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 creator of Rejection Hotline has recently started printing up fake business cards,which can be used to explain why someone is not right for you.Business cards are very popular with fathers who buy them for their daughters to hand out to inappropriate suitors.In terms of a product strategy,the business cards are a:

The predominant form of nonprofit organization in the United States is:

Nonprofit marketers face several limitations when making promotion decisions.What are some of these limitations? What two unique advantages for nonprofit organizations can help firms overcome these limitations?

Name and briefly define the three categories of pricing objectives for services.

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.Research has shown that consumers evaluate service quality on five components.When customers rate the people who supervise the dog activities as being "dog people" and having an understanding of the needs of dogs and their owners,they are concerned with the _____ component.

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:

The Hermitage,Tennessee home of former U.S.president Andrew Jackson,offers discount ticket prices to students and senior citizens.This illustrates the _____ pricing objective.

You have just started a limousine service and have developed a strategy that stresses quality and luxury.Your limos are always spotlessly clean on the inside,freshly waxed,and stocked with flowers,champagne,free car phones,and televisions.Your drivers are always immaculately dressed and are required to hold the door open for patrons entering and leaving the car.Your promotional strategy is stressing:

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