Exam 11: Services and Nonprofit Organization Marketing

Boutique hotels are the perfect hotels for people who are tired of traditional cookies cutter hotels that all look alike.One boutique hotel chain calls its staff its cast and has them wear fashionable solid black outfits.Its corridors are softly lit,and suite doors are arches lit with recessed blue lighting.Its lobby has a ceiling-to-floor water wall.The promotional strategy for this boutique hotel is to:

Services frequently use differential pricing in an attempt to synchronize supply and demand.Hotels frequented by business travelers often offer discounts for weekend bookings.Cinemas have lower prices for matinee shows.This is a way to contend with the service characteristic of:

The ability of each guest to check out of a hotel room through the use of his or her room's television and to use the television to confirm additional charges on bills in the hotel's restaurants and gift shops is an example of:

Many people would like to sell and buy on eBay,the most popular of the current Internet auction sites,but they have questions about the process and how to sell and price their merchandise.A company called Keen.com has set up a directory of specialists to whom you can ask questions.When you choose a name and click on the "Call Now" button,the specialist is contacted and will personally call and answer your questions.Keen.com charges a per-minute fee to the person who contacts its specialist.Keen.com would be classified as a:

Relationship marketing programs that are based on _____ bonds have the strongest potential for sustaining long-term relationships with customers.

Aristide and Oana are considering attending a clinic to help them quit smoking.They will be better able to assess the _____ of the clinic after they attended the clinic and learned about the techniques it uses to help customers quit smoking.

In a nonprofit organization,_____are often concerned with partially or fully defraying costs rather than achieving a profit.

Even though the growth of the service sector worldwide has been sluggish in the past decade,the service sector now accounts for approximately one-fourth of the gross national product in the United States.

Services have four unique characteristics that distinguish them from goods: intangibility,inseparability,heterogeneity,and perishability.These characteristics can make the marketing of services more difficult.What special strategies should marketers adopt for services to address each of the four characteristics?

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

After a customer has selected a book from Amazon.com's Web site,other books with similar topics are suggested.Amazon.com is using:

Global competition in the services arena is intense._____ is the world's largest exporter of services.

A pest control company paints dead roaches on its trucks and uses similar graphics on its letterhead,business cards,and all promotions.The pest control company is using what type of promotion strategy?

What is nonprofit organization marketing? How does nonprofit marketing affect economic activity in the United States?

Treating employees as customers and developing systems and benefits that satisfy their needs such as training,stressing teamwork,and employee empowerment is known as _____ 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.Before leaving a dog at the Ritzy Canine,its owner would more than likely inspect the facilities and use _____ qualities to evaluate the establishment..

Consumers in many nonprofit situations pay prices not in money,as they pay for most goods,but in other ways such as time or opportunity costs.

Ian Trent has an MBA and is being recruited by an investment banking firm as a sales representative.He has had ten years of experience in selling industrial supplies.He was quite successful in this job but is worried that selling investment strategies may be more difficult.What factor would be the major reason for this worry?

Nonprofit organization marketing accounts for more than one-fifth of all the economic activity in the United States.

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 Smithsonian Children's Exhibit.In terms of the product decisions associated with the Smithsonian exhibit,: