Exam 12: Services and Nonprofit Organization Marketing

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 that 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.Instead of pricing guests separately for their room,breakfast,tours,etc.the Great Bear Nature Tour charges a _____ price of $1,418 per night,including bear watching tours.

Nonprofit organization marketing accounts for over 20 percent of all the economic activity in the United States.

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 high-definition 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 only assess the quality only after staying.This is which quality characteristic?

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

Trina is a physical fitness trainer who tries to get to know her clients and their specific fitness goals.Trina understands that she is in the _____ processing business.

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 that 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:

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

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 or hotels cannot recoup the revenue from that room for that night once the night passes.Which unique characteristic of services does this illustrate?

The physical evidence of a service,including the physical facilities,tools,and equipment used to provide the service represents which component of service quality?

What is a nonprofit organization? Discuss the marketing activities performed by nonprofit organizations.

Susan G.Komen for the Cure is the largest breast cancer organization in the U.S.Komen's annual Race for the Cure series of 5K runs and fitness walks are organized to raise funds for the organization as well as to raise public awareness of the disease.Komen's Race for the Cure is an example of a _____ strategy.

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

"Girls Just Wanna Have Funds" is a Washington,D.C.support group that consist of mostly young women that offers 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 that want to be financially savvy.

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.Dogs are the only guests,and hopefully they appreciate the DVD player in the $175-a-night Windsor suite.Without extras,a one-day visit will cost $40 to $50,depending on the size of the dog.The Ritzy Canine is a high-end doggy "hotel" and "spa." In a world where people work long hours and take longer to settle down,they do not mind spending money on their dogs. -Refer to The Ritzy Canine.While it is difficult for a dog owner to evaluate the service their pooch will receive,they are impressed with the upscale design and amenities offered.To cope with the problems of service _____,the facilities at the Ritzy Canine are very upscale in design to give the impression of excellent treatment.

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

Discuss the three product-related distinctions between business and nonprofit organizations.

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

A management consulting business stays in touch with its business customers with phone calls and greeting cards.It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys.This is an example of relationship marketing based on:

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.Dogs are the only guests,and hopefully they appreciate the DVD player in the $175-a-night Windsor suite.Without extras,a one-day visit will cost $40 to $50,depending on the size of the dog.The Ritzy Canine is a high-end doggy "hotel" and "spa." In a world where people work long hours and take longer to settle down,they do not mind spending money on their dogs. -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" and having an understanding of the needs of dogs and their owners,they are concerned with the _____ component.

Treating employees as customers and developing systems and benefits that satisfy their needs is known as _____ marketing.