Question 1

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.Which type of processing occurs most often at a hotel that wants to provide personalized service?

Accepted Answer

A)  People processing 
B)  Possession processing 
C)  Information processing 
D)  Equipment processing 
E)  Supplementary processing

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

Question 3

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

Accepted Answer

A)  revenue-oriented 
B)  operations-oriented 
C)  market-share-oriented 
D)  patronage-oriented 
E)  service-quality

Question 4

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

Question 5

Purchasing your clothes online can be fun,allowing you to shop from companies around the world without leaving your home.You can also often get great prices on the items you purchase.However,you could get stuck with a product that doesn't look nearly as nice in reality as it does on your computer screen.Lands' End takes this concern away with its "Guaranteed Period" promise.Lands' End will happily return your purchase price on any item you purchase for any reason.If Lands' End ever failed to follow through with this promise,it would represent a gap between:

Accepted Answer

A)  what management thinks customers want and the quality specifications that management develops to provide the service. 
B)  what the company tells the customer it provides and what is actually provided. 
C)  service quality specifications and employee training. 
D)  what customers want and what management thinks customers want. 
E)  none of these.

Question 6

Which component of a service is the ability to perform the service dependably,accurately,and consistently?

Accepted Answer

A)  Responsiveness 
B)  Reliability 
C)  Assurance 
D)  Empathy 
E)  Tangibles

Question 7

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 8

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 9

Which of the following is an example of postpurchase communication?

Accepted Answer

A)  An airline hires an actor to film a series of humorous commercials touting the airline's service. 
B)  An insurance company designs a new "umbrella" logo to indicate that its customers are well-protected by coverage. 
C)  A fast-food restaurant issues standardized uniforms for all its employees. 
D)  A hotel sends an email survey to a Henri a week after his stay, asking him to comment on the quality of the service he received. 
E)  An income tax preparer offers a 20% discount for any customers who use the service in January.

Question 10

Got Milk?
Just because consumers live in a big city doesn't mean they can't have fresh milk right from the farm. Many dairy farms, such as Oberweis Dairy and Smith Brothers Farms, offer home delivery of fresh milk, just like in the old days. While some of these services are established and have been around since the 1920s, New York City-based Manhattan Milk started up in 2008. For $20 or more, depending on what is ordered, consumers anywhere in Manhattan can enjoy organic milk, butter, yogurt, and cheese from Pennsylvania Amish farms and eggs from Vermont. Unlike most store-bought milk, theirs is not homogenized and is free of hormones typically given to cows to produce more milk.
-Refer to Got Milk? Manhattan Milk has a high _____ quality because its quality can only be assessed after its use.

Accepted Answer

A)  experience 
B)  credence 
C)  cognitive 
D)  search 
E)  perceptual

Question 11

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

Accepted Answer

A)  A math tutorial service 
B)  The repair of a leaky drain 
C)  The preparation of a dead body for burial 
D)  Tax return preparation 
E)  A landscaping service that mows lawns

Question 12

Discuss three issues relating to target markets that are unique to nonprofit organizations.Provide an example of each issue.

Accepted Answer

The answer of Discuss three issues relating to target markets...

Exam 23: Services and Nonprofit Organization Marketing

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