Exam 11: Services and Nonprofit Organization Marketing

Jorge Linez,owner of Shadetree Muffler Shop,must be physically present when he works on a car.The need for his presence as the service is performed is an example of the intangibility 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 Boutique Hotels.When a guest asks an employee for directions to a local gallery or museum,the service received cannot be stored or warehoused.This service,therefore,is characterized as:

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._____ is a characteristic of this service because you cannot evaluate its usefulness until after you have received and used the specialist's advice.

A management consulting business stays in touch with its business customers with phone calls and greeting cards.It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys.This is an example of relationship marketing based on:

A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time.The reading service is trying to limit problems associated with the service characteristic of:

The distribution channel of services for nonprofit organizations:

Save-the-Redwoods League is a nonprofit group committing to preserving ancient forests in the U.S.The organization has relatively weak _____ because most people are not directly affected by what the organization does.

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 has just initiated a frequent-shine card for customers who purchase her shop's services at least once a quarter.After four complete details,the customer receives the next detailing service free.Frequency programs like this one implement relationship marketing by using:

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.Because the service provided at Sizzlin' Shine cannot be touched,seen,or felt in the same manner as an automobile part such as a tire,it is referred to as:

The three categories of pricing objectives for services are:

Catherine Zeta-Jones has been picked as a spokesperson for T-Mobile wireless phone service.She was chosen because of her appeal to members of T-Mobile's target market.In terms of service promotion strategy,she will be considered a(n)_____ information source.

A target market for a nonprofit organization:

The speed with which an ambulance can get to an accident site is an indication of the reliability dimension of service.

Convenience is not usually a factor when selecting a service provider as it is when selecting a product retailer.

_____ is an announcement in mass media for which no charge is made and which promotes programs,activities,or services of federal,state,or local governments or the programs,activities,or services of nonprofit organizations.

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.Boutique hotels encourage employees to develop personal relationships with guests.The hotels offer value-added services that are not available at traditional hotels.The relationship boutique hotels have with their customers is based on:

Mountain Express is a company that provides grocery delivery service to several small communities in Idaho.The company gives a two percent discount on all food orders to customers after they have used the service ten times.An additional percentage discount is offered for each additional fifteen orders up to a maximum of 8 percent.The relationship marketing strategy used by Mountain Express is based on:

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.The _____ makes it difficult for the Smithsonian to prioritize its objectives and evaluate its performance.

Satisfied customers are likely to engage in positive word-of-mouth communication,thereby helping to bring in new customers.Thus,a means for attracting,developing,and retaining customer is known as _____ marketing.

Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so that its customers do not have to worry about lugging them through airports or having them damaged in transit.During the summer months and December,the company is extremely busy packaging and shipping sporting gear.During other months that are not popular vacation months,it may only have one customer a day.This is because Virtual Bellhop is a service business and has to deal with the problems associated with the service characteristic of: