Question 1

A nonprofit marketing health care institution resembles a profit-oriented health care firm in that each marketer faces competition that provides a differing range of services, and that each must choose among the alternate consumer segments that exist.

Accepted Answer

Both nonprofit and profit-oriented health care institutions face competition and must strategically choose which consumer segments to target, despite their differing primary objectives.

Question 2

Recycling, family planning, and energy conservation are examples of social marketing programs.

Accepted Answer

Social marketing programs aim to change behaviors for social good, and recycling, family planning, and energy conservation are initiatives that promote positive societal outcomes.

Question 3

Exchanges in nonprofit marketing are more likely to be economic than exchanges in profit-oriented marketing.

Accepted Answer

In nonprofit marketing, exchanges are more likely to be intangible, focusing on values, services, or social changes, rather than the economic exchanges more common in profit-oriented marketing.

Question 4

A suitable goal for the League of Women Voters in seeking to increase the percent of the voting age public that actually votes is "to increase the number of registered voters and to increase the percent of registered voters that vote."

Accepted Answer

The goal of increasing the number of registered voters and the percentage of those registered voters who actually vote directly aligns with the League of Women Voters' mission to encourage participation in the democratic process.

Question 5

When the League of Women Voters concentrates on unregistered voters during an enrollment drive and seeks funds from corporate foundations, it is addressing both donors and clients.

Accepted Answer

The League of Women Voters, by focusing on unregistered voters, is serving its clients (the unregistered voters) by encouraging them to register and participate in the democratic process. At the same time, by seeking funds from corporate foundations, it is addressing donors, as these funds are necessary to support their enrollment drive and other activities.

Question 6

Donors to a nonprofit organization typically include volunteers.

Accepted Answer

Many volunteers also choose to support nonprofit organizations financially, making them donors as well as volunteers.

Question 7

In comparison with donors, clients are more interested with how efficiently a nonprofit organization is run.

Accepted Answer

Donors are typically more concerned with how efficiently a nonprofit organization is run because they want to ensure their contributions are being used effectively. Clients are more focused on the services provided.

Question 8

A state university can be classified in terms of the following attributes: organization, government-affiliated, education goal, and client, as well as user constituencies.

Accepted Answer

State universities are typically organized under state government oversight, have educational goals aimed at serving the public interest, and cater to a wide range of clients and user constituencies, including students, faculty, and the broader community.

Question 9

The U.S. Postal Service has narrowed its organizational mission to include the sale of envelopes, containers, packing material, and posters for stamp collectors.

Accepted Answer

The U.S. Postal Service's mission encompasses a broader range of services including the delivery of mail and packages, offering postal products, and providing services such as money orders and PO boxes, not just the sale of envelopes, containers, packing material, and posters for stamp collectors.

Question 10

a.	Distinguish among rented-goods, owned-goods, and nongoods services.
b. Provide an example of each type of good.

Accepted Answer

The answer of a.	Distinguish among rented-goods, owned-goods, and nongoods services.
b....

Question 11

a.	Explain the concept of the hidden service sector.
b. How can the impact of services on the economy be better measured?

Accepted Answer

The answer of a.	Explain the concept of the hidden service...

Question 12

Explain the benefits to a firm's using the goods/services continuum as a service planning tool.

Accepted Answer

The answer of Explain the benefits to a firm's using...

Question 13

Categorize a private college, a car rental firm, and the Girl Scouts using the seven-way service classification system. Explain your answers.

Accepted Answer

The answer of Categorize a private college, a car rental...

Question 14

An appliance repair firm has reported high variability in service quality among its repairpeople. Furthermore, some repairpeople have high variability over time. Outline a marketing plan to reduce variability in service quality.

Accepted Answer

The answer of An appliance repair firm has reported high...

Question 15

A major hotel has highly seasonal utilization rates. In the height of the season, its demand is between 120 and 140 percent of its capacity. At other times of the year, it is rented at 50 percent of capacity. Describe and evaluate five different methods of matching demand and supply for the hotel.

Accepted Answer

The answer of A major hotel has highly seasonal utilization...

Question 16

a.	Discuss the major similarities in the role of marketing in profit-oriented and nonprofit organizations.
b. Discuss the major differences in the role of marketing in profit-oriented and nonprofit organizations.

Accepted Answer

The answer of a.	Discuss the major similarities in the role...

Question 17

What impact does the dual constituency of clients and donors have on the development and implementation of a nonprofit organization's marketing plans?

Accepted Answer

The answer of What impact does the dual constituency of...

Question 18

Apply the four-way classification of nonprofit marketing (tangibility, structure, goals, and constituency) to a senior citizen center, a job training center for inner-city youth, and a health clinic. Explain your answers.

Accepted Answer

The answer of Apply the four-way classification of nonprofit marketing...

Question 19

Explain how the U.S. Postal Service has responded to becoming a self-supported enterprise. Make sure your analysis focuses on products, pricing, promotion, and distribution.

Accepted Answer

The answer of Explain how the U.S. Postal Service has...

Quiz 12: Goods Versus Services Marketing