Exam 11: Services and Nonprofit Organization Marketing

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.Since the Ritzy Canine is able to provide whatever dietary needs,exercise plans,socialization,or medical attention a dog might require,it can be said to use:

Most products are actually a combination of goods and services.Describe the service benefits that might have led to the purchase of each of the following products:

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 ability to give someone a phone number that tells him or her exactly what you have been unable to communicate demonstrates that Rejection Hotline would score high when its _____ is evaluated.

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 the Rejection Hotline does not rely on humans,each time a person calls he or she will receive an identical prerecorded message.This means that unlike similar products,the Rejection Hotline is:

Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so that its customers to not have to worry about lugging them through airports or having them damaged in transit.The care with which the items are packed and the condition of the package when it arrives indicate concern with which aspect of service quality?

Deidre Longo has just accepted a position with a major entertainment venue where she is responsible for selling season tickets.She formerly was a salesperson for a company that sold sound systems for arenas,stadiums,and theaters.She believed she understood why theater managers bought certain products but realizes that selling tickets to individuals will be different.What is one of the key differences she can expect to find?

Save-the-Redwoods League is a nonprofit group committing to preserving ancient forests in the U.S.Its _____ is environmentalists,loggers,hunters,national park visitors,and lumber-producing companies.

The gap model of service quality shows how customers can be trained to respond more appropriately to the service being offered.

The Fountaindale Adult Literacy Education Program needs to understand and target all of the following potential markets EXCEPT:

You have been hired to promote the works of a local organization that provides services to troubled teenagers.Before beginning your job,you have been told that the organization cannot engage in advertising due to the sources of its funding.What three promotional options can you use?

Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so that its customers to not have to worry about lugging them through airports or having them damaged in transit.Thus far,its record for getting the sporting equipment to the correct destination for the vacationer is perfect.This indicates that the company excels at which component of service quality?

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.The service provided by employees at boutique hotels cannot be touched,seen,or felt in the same manner as the hair and bath products and can be described as:

If a customer expects to wait one week for a pair of shoes to be mended but is told that the shoes are ready to be picked up less than 24 hours after leaving them at the repair shop,the customer's evaluation of service quality will be high.However,a two-week wait would result in a lower evaluation.The two-week gap would illustrate a gap between:

When services for those in relatively poor economic situations are largely paid for by those who are in better financial situations,it is known as:

Nonprofit organizations face a unique challenge because the target market of the nonprofit organization is often the:

Cooking classes,massages,and pedicures are all services that are produced and consumed at the same time.All of these services exhibit the service characteristic of:

Most governmental organizations are prohibited from:

The major difference between the marketing orientation of Ford Motor Company and of the Smithsonian Institute is that:

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.Within the promotion,the amenities provided by boutique hotels represent:

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.To evaluate the quality provided by boutique hotels,customers would most likely depend on _____ qualities.