Question 1

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

Accepted Answer

The answer of Services have four unique characteristics that distinguish...

Question 2

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?

Accepted Answer

The lodge has set a quality specification based on what it thinks guests want,number of bears seen,when guest want to see bears,but not in unsafe situations.

Question 3

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:

Accepted Answer

Internal marketing means treating employees as customers.

Question 4

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.Supervised doggy care is the _____ service product,and dog massages would be _____ service products.

Accepted Answer

The core service is the most basic benefit the consumer is buying (dog care),whereas the supplementary services are a group of services that support or enhance the core service (special treatment).

Question 5

What are the five key issues to remember when developing distribution strategies for service organizations?

Accepted Answer

The answer of What are the five key issues to...

Question 6

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.Before leaving a dog at The Ritzy Canine,its owner would more than likely inspect the facilities and use _____ qualities to evaluate the establishment.

Accepted Answer

A search quality is a characteristic that can be easily assessed before purchased.

Question 7

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?

Accepted Answer

The dogs are physical possessions of the customers.

Question 8

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.Instead of pricing guests separately for their room,breakfast,tours,and so on,Great Bear Nature Tours charges a _____ price of $1,418 per night,including bear-watching tours.

Accepted Answer

Prices that reflect multiple aspects of related services are termed bundled prices.

Question 9

What is a service? Describe the importance of services to the U.S.economy and what the demand for services is projected to be in the coming years.

Accepted Answer

The answer of What is a service? Describe the importance...

Question 10

Define core services and supplementary services.Give an example of each for the following services: a wedding consultant,a lawn-care service,and tutoring service.

Accepted Answer

The answer of Define core services and supplementary services.Give an...

Question 11

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:

Accepted Answer

Operations-oriented pricing seeks to match supply and demand by varying prices.

Question 12

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 bear-watching vacation experience can vary greatly depending on many factors,including the lodge itself and the tour guide.For example,lodging can run from a "rustic" room with little more than a bed to a plush room with all the modern amenities.This is an example of the _____ characteristic of services.

Accepted Answer

Heterogeneity refers to the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods.

Question 13

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.While it is difficult for dog owners 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 upscale in design to give the impression of excellent treatment.

Accepted Answer

Intangibility is the inability of services to be touched,seen,tasted,heard,or felt in the same manner that goods can be sensed.

Question 14

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:

Accepted Answer

Mass customization is a strategy that uses technology to deliver customized services on a mass basis.

Question 15

Compare and contrast search quality,experience quality,and credence quality.Describe their significance for the marketing of services.

Accepted Answer

The answer of Compare and contrast search quality,experience quality,and credence...

Question 16

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:

Accepted Answer

Reliability is the ability to perform a service right the first time.

Question 17

Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality.Discuss ways that marketers can close each gap.

Accepted Answer

The answer of Describe the five gaps identified in the...

Question 18

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?

Accepted Answer

Assurance is the knowledge and courtesy of employees and their ability to convey trust.

Question 19

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.What type of promotion strategy would you expect The Ritzy Canine to use?

Accepted Answer

The company creates an image by managing its environment.See the description of its lobby.

Question 20

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.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" who have an understanding of the needs of dogs and their owners,they are concerned with the _____ component.

Accepted Answer

Empathy represents caring,individualized attention to customers.

Quiz 23: Services and Nonprofit Organization Marketing