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Exam 12: Services and Nonprofit Organization Marketing

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Question 91

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Vera is designing a promotional strategy for a company that provides premium boarding services for pampered animals.Her promotions should use personal information sources and stress the tangible cues associated with the service.

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Question 92

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Revenue-oriented pricing focuses on maximizing the surplus of income over costs.

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Question 93

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Emily's nephew is on the autism spectrum,and she has read stories on the Internet about how vaccines supposedly cause autism.Though Emily knows this theory has been debunked and that vaccines are safe,she is surprised that she feels a bit worried when she takes her own child into the pediatrician for her shots.Emily is glad her pediatrician does not think her fears are silly and will answer all of her questions without making her feel stupid for asking them.By which of the following components of service quality is Emily most likely to rate her pediatrician?

Name and briefly define the three categories of pricing objectives for services.

A barber shop is an example of a service business.

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:

Maribeth and Asher are trying to think of someplace to take their kids this weekend.Asher thinks it might be fun to take the kids to Coco Key,an indoor waterpark located in a nearby city.However,since no one in the family has ever been to Coco Key before,they will be unable to assess the _____ of the waterpark until they actually visit.

Sir Paul McCartney and Alicia Silverstone are two of the many celebrities serving as spokespeople for the animal rights group People for the Ethical Treatment of Animals (PETA) .Both are committed to vegetarianism.In terms of promotion strategy,they will be considered a(n) _____ information source.

Which of the following is an example of postpurchase communication?

The Ritzy Canine The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels.The lobby features a crystal chandelier,brocade-patterned wallpaper,gold-framed mirrors,and antique chairs.Room service and salon service are available as well as exercise facilities.There is also a masseuse on staff.The Ritzy Canine is a high-end doggy "hotel" and "spa" where dogs are the only guests,and they are lavishly cared for.The $175-a-night Windsor Suite even has a DVD player.Without such extras,a one-day visit will cost $40 to $50,depending on the size of the dog. -Refer to The Ritzy Canine.Research has shown that consumers evaluate service quality on five components.When customers rate the people who supervise the dog activities as being "dog people" who have an understanding of the needs of dogs and their owners,they are concerned with the _____ component.

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.At Great Bear Nature Tours,the owners are careful to treat both guests and employees very well.In fact,some employees have commented that the employees are treated like they were guests.This is an example of:

Discuss the limitations nonprofit marketers face when making promotion decisions and describe how they overcome these limitations.

If a benefit is indirect to the customer,the marketer may find a challenge in promoting a product with little:

The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on:

It is difficult to achieve consistency and standardization of services because of which service characteristic?

All of the following are service components customers use to evaluate service quality EXCEPT:

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

All of the following are examples of nonprofit organizations EXCEPT:

Hyatt Regency's Platinum Card Program allows members to bypass any line at the check-in desk and get immediate check-in service.In this example,_____ are developed by offering value-added services that are not readily available from other hotel chains.

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' _____ service is improved work team relationships.