Exam 11: Services and Nonprofit Organization Marketing

Nonprofit organizations include a wide variety of entities ranging from the government to private,not-for-profit churches.Although nonprofit organizations differ substantially in size and purposes and operate in quite different environments,most perform common marketing activities.List four of these common activities.

Three target market issues are unique to nonprofit organizations.Name these three issues,and provide one specific example of each of these issues.

Which of the following is NOT a method firms can use to reduce the inherent variability of services?

What is the model of service quality called? Identify the five gaps that can cause problems in service delivery and influence customer evaluations of service quality.

Which of the following is NOT an example of a type of service processing that can occur?

Nonprofit organizations do not make product decisions the same way that service providers do.List and briefly describe each of the three product-related decisions that are unique to nonprofit organizations.

A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.

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

U.S.service firms such as financial institutions,construction,engineering,insurance,and leisure will have a difficult time expanding to global markets because competing foreign firms possess many competitive advantages.

Clarksdale,Mississippi,is the home of the Shack Up Inn,the only inn in the world that is made up of actual shotgun houses.(Shotgun houses contain two or three rooms in a row.A resident of the house is able to stand at the front door,shoot through all the rooms and out the back door without hitting any walls.)Obviously,the shacks are not luxurious although they do have indoor plumbing and electricity.The owner decided these were the only changes customers would want to be made in the shacks.In this instance,the service provider is likely to have a gap between:

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.Which type of processing occurs most often at a hotel that wants to provide personalized service?

Sierra Club and the Girl Scouts of America are nonprofit organizations that want to develop marketing strategies to bring about mutually satisfying exchanges with their target markets as they work to protect our environment.Thus,both Sierra Club and the Girl Scouts of America have:

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.The _____ would be an influence if there were a significant difference between what TeamBuilds says it provides to customers and what it actually provides.

_____ includes marketing activities conducted by individuals and organizations to achieve some goal other than normal business goals,such as profit,market share,or return on investment.

A service cannot be touched,seen,tasted,heard,or felt in the same manner in which goods can be sensed and,therefore,is referred to as:

Which of the following is NOT an example of a nonprofit organization?

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.Tappan's pricing objective for Sizzlin' Shine is best characterized as:

Many nonprofit organizations market services that elicit either very low involvement or very high involvement.

Max used to sell office furniture and supplies,but he now has semi-retired and started a cleaning service specializing in cleaning fire- and water-damaged structures.Selling cleaning services differs greatly from selling office furniture and supplies because a cleaning service is so:

The Christmas Is For Children annual toy collection drive requires distribution channels that are: