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Exam 12: Services and Nonprofit Organization Marketing

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Question 1

True/False

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For a nonprofit service firm, the first step toward success in the global marketplace is determining the nature of its core products.

A) True
B) False

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Question 2

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Wildside Inc., a company that organizes wildlife tours, gives equal importance to customers and employees. The managers at Wildside Inc. ensure that the employees of the company are satisfied with their jobs. They believe that the employees should be kept happy as they are the brand ambassadors of the company. This scenario is an example of _____.

A) external marketing
B) shopper marketing
C) nonprofit marketing
D) internal marketing

E) C) and D)
F) A) and B)

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Question 3

Multiple Choice

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Stone Restaurant, a five-star restaurant, changes its centerpiece such as candles and vases every day. The waiters also creatively fold the napkins and place them on the tables at the end of each course. In this scenario, which of the following promotion strategies is adopted by Stone Restaurant?

Generally, the intensity of distribution should exceed the target market's needs and preferences.

Hannah likes to frequent Citrus, a fine dining restaurant, as she loves the beef lasagna there and orders it every time she visits the restaurant. However, during her recent visit, the lasagna she was served was undercooked. When she informed the manager about it, she learned that the food was cooked by a replacement chef as the usual chef was on leave. In this scenario, which of the following characteristics of services is responsible for the lack of consistency and quality of the food at Citrus?

Unlike goods, services:

In the context of service processes, _____ takes place when the service is directed at a customer.

Service quality is easier to define and measure than the quality of tangible goods.

Which of the following statements is true of a firm's distribution strategy?

Internal marketing is more important for goods manufacturers than service firms.

Tug Bark, a fast food chain from the United States, wants to open a branch in China. It plans to change its menu to appeal to the Chinese palate. In this scenario, Tug Bark is engaged in implementing the gap model of service quality.

The number of customers who dine at Eat and Den, a restaurant, varies on weekdays and weekends. On days when customer traffic is less, Eat and Den incurs losses because the food prepared on one day will not be fresh the next day. In this scenario, which of the following characteristics of services is the reason for Eat and Den's loss of revenue?

Tina is an expert gardener. She provides services like setting up new gardens, maintaining gardens, and landscaping. In the context of service processes, the services provided by Tina come under the category of _____.

What are the challenges faced by service providers while deciding a pricing strategy?

_____ is a strategy that uses technology to deliver tailor-made services on a large scale.

Marketers have more trouble promoting tangible goods than intangible services.

Nonprofit organizations differ from profit organizations in that nonprofit organizations:

What are the three product-related distinctions between business and nonprofit organizations?

Many nonprofit organizations are explicitly or implicitly prohibited from advertising, thus limiting their promotion options.

According to the gap model of service quality, the gap between what customers want and what management thinks customers want results from: