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Exam 23: Services and Nonprofit Organization Marketing

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Question 31

Multiple Choice

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Which unique characteristic of services means that consumers must be present during the production?

A) Intangibility
B) Inseparability
C) Heterogeneity
D) Perishability
E) Connectivity

F) All of the above
G) A) and D)

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Question 32

Multiple Choice

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A _____ seeks to achieve some goal other than the usual business goals of profit,market share,or return on investment.

A) nonprofit organization
B) synergistic entity
C) company with no equity
D) service provider
E) patronage-oriented organization

F) A) and B)
G) A) and C)

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Question 33

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In a nonprofit organization,_____ are often concerned with partially or fully defraying costs rather than achieving a profit.

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? Customers place orders at Manhattanmilk.com two days before the delivery date.The Internet allows Manhattan Milk to customize each customer's order to his or her preferences.This is an example of:

David and Kathy like to take their young son,Chaz,to Moe's for lunch after church on Sundays.While they like to eat at Moe's at any time,Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill.Until Moe's began the reduced pricing program,Sundays were very slow.Now it is one of the busiest days of the week.This price reduction was a way to contend with the service characteristic of:

TruGreen offers lawn care,shrub care,carpet cleaning,and industrial lawn services.These different services combine to make TruGreen's:

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

Hotels will often offer deep discounts on weekends and during the off-season; for the same reason,airlines will adopt a similar pricing strategy during off-peak hours.These services cannot be stored,warehoused,or inventoried because they are perishable.

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

Briefly explain what service firms must do to be successful in the global marketplace.

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.

Which of the following is not an example of a program that companies design and institute in order to satisfy its employees?

Services are considered inseparable because most services cannot be felt or touched in the same way most goods can be sensed.

Which country is the world's largest exporter of services?

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:

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 _____ makes it difficult for the Cincinnati Museum Center to prioritize its objectives and evaluate its performance.

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.Which category of service processing is used at The Ritzy Canine?

Which level of relationship marketing uses pricing incentives but also seeks to build social bonds with customers?

All of the following are recommended promotional strategies for services EXCEPT:

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.If Great Bear Nature Tours rated and rewarded its tour guides based on the number of bears seen by guests,the tour guides might be willing to accept more risk in seeking out the bears than guests would really want.This could result in which service quality gap?