Question 1

Grizzly Watching
Have you ever wanted to spend your vacation up close and personal with a grizzly bear? Great Bear Nature Tours is one of the many lodges that provide such a service.Great Bear,located in British Columbia,is actually a lodge built on a floating barge.The lodge can handle up to ten guests in what the Wall Street Journal calls rustic but upscale accommodations in double rooms that begin at a rate of $1,418 per night,including bear-watching tours.Although bear hunting still brings tourists to Canada,bear watching is a growing attraction.On a bear-watching tour,the guide,who is often unarmed,will take you close enough to get a good view of a grizzly in the wild.In fact,one of the favorite tours allows you to watch bears swipe at salmon as they swim upstream to spawning grounds.While bear watching sounds dangerous,bear attacks are not common.However,just to be careful,many tour guides carry pepper spray.Tour guides say they are able to keep tour members safe by watching the bears and reading their body movements.
-Refer to Grizzly Watching.The height of the bear-watching season is in the fall during salmon spawning season.Tourists love to watch bears capturing salmon as the salmon swim upstream to spawn.If a bear-watching tour lodge raises its prices during this season,it is practicing:

Accepted Answer

A)  revenue-oriented pricing
B)  operations-oriented pricing
C)  target market pricing
D)  patronage-oriented pricing
E)  cumulative pricing B

Question 2

"Girls Just Wanna Have Funds" is a Washington,DC,support group that consists mostly of young women who offer tips on budgeting and debt relief.As they state on their Web site,their goal is to help women break financial ceilings "one stiletto at a time." Girls Just Wanna Have Funds is providing a _____ that is helpful to women who want to be financially savvy.

Accepted Answer

A)  synergy
B)  tangible resource
C)  tangible product
D)  service
E)  good D

Question 3

It is difficult for most of us to talk about mistakes we have made.Unfortunately,for organizations like Consumer Credit Counseling to help you work through your financial issues,you must be willing to honestly discuss your financial condition.In other words,for these organizations to help,you must be actually involved in the process of developing your financial plan,which points to the _____ nature of services.

Accepted Answer

A)  intangible
B)  inseparable
C)  heterogeneous
D)  perishable
E)  flexible B

Question 4

Starbucks management has been trying to refocus on the things that originally made the company so successful.For example,Starbucks stores across the United States recently shut down for a short period of time for retraining,and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store.However,when questioned,consumers tend to focus on the need for pricing incentives such as a frequent purchasing program.According to the _____,there may be a difference between what customers want and what Starbucks management thinks customers want.

Accepted Answer

A)  gap model of service quality
B)  service pyramid
C)  four dimensions of service quality
D)  service paradigm
E)  service delineation matrix

Question 5

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,DVR players hooked up to HD televisions,Aveda brand bath and hair products,and down comforters and pillows.
-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:

Accepted Answer

A)  unknowable
B)  tangible
C)  intangible
D)  credible
E)  incomprehensible

Question 6

After years of expansion,Starbucks recently closed 600 of its poorer performing stores.Many of the stores closed were near other Starbucks locations.In those areas,management felt that the company had too many outlets,which was boosting the company's cost unnecessarily.Decisions concerning the number of outlets are a part of the _____ strategy of service organizations.

Accepted Answer

A)  distribution
B)  promotion
C)  production
D)  product
E)  demand/supply

Question 7

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,DVR players hooked up to HD televisions,Aveda brand bath and hair products,and down comforters and pillows.
-Refer to Boutique Hotels.To evaluate the quality provided by boutique hotels,customers can assess the quality only after staying.This is which quality characteristic?

Accepted Answer

A)  experience
B)  relational
C)  credence
D)  search
E)  synergistic

Question 8

A key factor influencing the selection of a retail-based health clinic is convenience.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  financial bonds
B)  social bonds
C)  service delivery paradigms
D)  personal communication channels
E)  structural bonds

Question 10

One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes.Which unique characteristic of services does this illustrate?

Accepted Answer

A)  Intangibility
B)  Inseparability
C)  Perishability
D)  Simultaneous production and consumption
E)  Variability

Question 11

MinuteClinic's services are sold,produced,and consumed at the same time,which is an example of the heterogeneity of its services versus goods.

Accepted Answer

A) True 
 B)False

Question 12

Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality.Discuss ways that marketers can close each gap.

Accepted Answer

The answer of Describe the five gaps identified in the...

Question 13

The core service is the most basic benefit the consumer is buying.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  the community where it is located
B)  the people who provide the funding
C)  a paid administrator
D)  apathetic or strongly opposed individuals
E)  the government

Question 15

Cincinnati Museum Center
The Cincinnati Museum Center is home to the Cincinnati History Museum,the Duke Energy Children's Museum,and the Museum of Natural History and Science.The Cincinnati History Museum displays materials and related aspects of the history of Cincinnati and the surrounding region.Costumed interpreters throughout the museum allow visitors the unique opportunity to make a personal connection with the past.The educational and dramatic exhibits at Duke Energy Children's Museum allow kids to climb,crawl,explore and learn about themselves and the world around them.And the Museum of Natural History and Science gives children hands-on,inquiry based experiences in science,technology,engineering and math.
-Refer to Cincinnati Museum Center.The visitors to the Cincinnati Museum Center represent the museum's:

Accepted Answer

A)  service entity
B)  promotional tools
C)  target market
D)  benefit strength
E)  benefit complexity

Question 16

A continuing problem for most Minor League Baseball (MiLB)teams is low attendance.Event and venue sponsors want to see fans in the stadiums,and the players appreciate fan support.Given this information,which pricing strategy would you recommend MiLB teams use?

Accepted Answer

A)  Operations-oriented pricing
B)  Peak profitability pricing
C)  Patronage-oriented pricing
D)  Supply-demand pricing
E)  Revenue-oriented pricing

Question 17

The predominant form of nonprofit organization in the United States is:

Accepted Answer

A)  farms
B)  arts museums and programs
C)  private-sector volunteer organizations
D)  social service firms
E)  government

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Any one-at-a-time sale,such as a movie theater ticket,a meal at a restaurant,or public transportation fare,is called a(n)_____ transaction.

Accepted Answer

A)  patronage
B)  interactive
C)  distinct
D)  affiliation
E)  discrete

Question 20

Monday and Tuesday nights are traditionally slow nights in the restaurant business.So LaRosa's Italian Restaurant offers "all-you-can-eat spaghetti night" on Mondays and Tuesdays.For the price of a regular spaghetti dinner,customers can eat all the spaghetti they want on those nights.Because it is focusing on coordinating supply and demand by varying prices,the restaurant is using a(n)_____ pricing objective for service firms.

Accepted Answer

A)  revenue-oriented
B)  operations-oriented
C)  image-focused
D)  patronage-oriented
E)  equity-oriented

Exam 12: Services and Nonprofit Organization Marketing

A key factor influencing the selection of a retail-based health clinic is convenience.

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

MinuteClinic's services are sold,produced,and consumed at the same time,which is an example of the heterogeneity of its services versus goods.

Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality.Discuss ways that marketers can close each gap.

The core service is the most basic benefit the consumer is buying.

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

A continuing problem for most Minor League Baseball (MiLB) teams is low attendance.Event and venue sponsors want to see fans in the stadiums,and the players appreciate fan support.Given this information,which pricing strategy would you recommend MiLB teams use?

The predominant form of nonprofit organization in the United States is:

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

Any one-at-a-time sale,such as a movie theater ticket,a meal at a restaurant,or public transportation fare,is called a(n) _____ transaction.