Exam 11: Services and Nonprofit Organization Marketing

A Brazilian restaurant named Fogo de Chão hosted a special dinner to benefit the Atlanta Community Food Bank.This benefit meal is an example of a _____ strategy.

Courtney's mother died of breast cancer,and she is afraid of getting cancer.When she went to get a baseline mammogram,she wanted a facility where the personnel would not think her fears were silly and who would answer all of her questions without making her feel stupid for asking them.By which of the following components of service quality is Courtney most likely to rate the mammogram provider?

Baltimore's Chesapeake Habitat for Humanity (CHH)renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers.To pay some of the costs of the renovation supplies,CHH has established a for-profit company called TeamBuilds,where corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovation.TeamBuilds is an example of a(n):

What is one of the consequences of the American Red Cross's nonprofit orientation?

Which of the following is NOT a key factor in the distribution strategy for services?

Define core and supplementary services.Give an example of each for the following services: a wedding consultant,a lawn care service,and tutoring service.

Many U.S.services industries have the potential for globalization because of their existing competitive advantages.According to the text,which of the following is an example of a service industry that possesses a distinct competitive advantage?

Jackson Caputo owns and operates Jax Stables,a complete horse service that offers grooming,training,show training for handlers,boarding,and veterinary care.To maintain a quality image,Caputo provides continued training for each employee in the company's operations,objectives,and expected performance standards.What unique aspect of services is Caputo attempting to address?

Because many services involve a process of continuous interaction between the service organization and the customer,_____ marketing is an important strategy.

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 visitors to the exhibit represent the Smithsonian Institution's:

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.In terms of a product strategy,the Rejection Hotline telephone message is its:

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.TeamBuilds' _____ product is improved work team relationships.

A focus on maximizing the surplus of income over costs is a(n)_____ pricing objective for service firms.

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.A decision to use public service announcements about the microbe exhibit and to broadcast them in the Washington D.C.area is an example of a _____ decision the Smithsonian would need to make.

Which of the following statements describes how a nonprofit organization should design its product offering?

Which of the following statements about the marketing activities of a nonprofit organization is true?

What three evaluation qualities of goods or services are used by consumers? Give an example of a service that exhibits each quality.

Which of the following statements about developing marketing mixes for services is true?

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.Users can see the ratings given to each specialist by previous users before they contact that specialist.Which service component does Keen.com use to help its customers evaluate its service quality?

A business professional from The Center for Retailing at Morehead University has been donating several hours of consulting time to local nonprofit organizations each month.This could be expected to provide the center with all of the following benefits EXCEPT: