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 Sizzlin' Shine.To maintain Sizzlin' Shine's quality image,Tappan provides complete training for each employee in company operations,objectives,and performance standards.What unique aspect of services is Tappan attempting to address?

Marriott Hotels,as well as Hyatt Regency and Adam's Mark Inns,have expended many resources in developing Web sites that allow prospective customers to learn all that is necessary before selecting a hotel destination.The sites then allow individuals to make reservations at the hotel that best satisfy their requirements.Which of the following reflects the distribution strategy used by these hotel chains?

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.When a customer first patronizes Sizzlin' Shine's complete detailing service,he or she receives a handwritten thank-you note,and a coupon for the next visit from Sandy Tappan.The thank-you note and coupon represent:

Building value-added services into the delivery system that are not readily available from other firms defines relationship marketing based on the creation of:

Often hotels will offer deep discounts on weekends and during the off-season for the same reason airlines will adopt a similar pricing strategy during off-peak hours.These services cannot be stored,warehoused,or inventoried because they are perishable.

Which of the following services would be most likely to exhibit strong credence qualities?

There are four promotional strategies for dealing with the unique features of services.Name these strategies,and give examples of each,using American Airlines (or another air carrier you are familiar with)as your example service.

The Chrysalis Job Training for the Disabled program wants to notify the community about its upcoming rummage sale.As an experienced marketer and director of the program,you plan to visit several local radio and televisions stations to request:

Briefly discuss the United States' role in global services marketing arena.Identify those industries playing a key role.What should a business do to be successful in the international marketplace?

Nonprofit organizations are unique because their target markets are often disinterested,apathetic,or outright opposed to the products or services provided by these organizations.

Which of the following services is an example of possession processing?

Virtual Bellhop is a company that ships your skiing equipment and your golf clubs to a vacation site so they are there when you arrive and you don't have to carry them through the airport.There is no way this company could institute relationship marketing.

Habitat for Humanity,a(n)_____,renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers.The organization relies on volunteer to provide the labor and funding for its renovations.

Services are consider intangible because most services cannot be felt or touched in the same way most goods can be sensed.

Like any business,nonprofit organizations measure their success or failure in strictly financial terms.

The only type of service processing required for comedian entertaining at a local club is information processing.

Determining costs can be extremely difficult for a service provider that has adopted a _____ pricing objective and may limit the usefulness of the objective.

A local church formed a special committee to provide aid to the homeless in its county.The church applied to the city and county governments for funding but was denied when it could not adequately state what services it would offer.In this case,the special committee failed because it had not defined its:

Due to service _____,services cannot be stored,warehoused,or inventoried.

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.This is an example of a(n):