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Exam 23: Services and Nonprofit Organization Marketing

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Question 1

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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? Oberweis Dairy has been in business for over 80 years,and customers trust this provider.Which component of service quality does this trust exemplify?

A) Creativity
B) Assurance
C) Empathy
D) Tangibility
E) Reliability

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Question 2

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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.

A) cue control
B) nonsource-controlled
C) impersonal
D) remote
E) personal

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Question 3

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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:

All of the following are key factors in the distribution strategy for services EXCEPT:

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.Since boutique hotels are typically independently owned and/or part of small chains,people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided.In other words,the services provided by boutique hotels tend to be relatively high in:

Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site.Canyons' "You'll-Love-It-Or-It's-Free-Guarantee" provides consumers which of the following service quality aspects?

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

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? One important aspect of Manhattan Milk's service is the ability to deliver the milk within 48 hours of being milked from the cow.This service quality component of the ability to perform the service dependably,accurately,and consistently is referred to as:

All of the following are examples of nonprofit organizations EXCEPT:

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:

The model of service quality that identifies five disparities that can cause problems in service delivery and influence customer evaluations of service quality is referred to as the _____ model.

All of the following are key characteristics distinguishing the pricing decisions of nonprofit organizations from those of the profit sector EXCEPT:

To be successful in the global marketplace,service firms must first:

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 product decisions associated with the Museum Center exhibits:

A service cannot be touched,seen,tasted,heard,or felt in the same manner in which goods can be sensed and,therefore,is referred to as being:

What is nonprofit organization marketing? How does nonprofit marketing affect economic activity in the United States?

People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world.PETA works for better treatment of animals instead of achieving profits,market share,or return on investment.PETA is an example of a:

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.

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.

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