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Question
Tyra has done volunteer fundraising for years. She has recently decided it would be a good career move for her to become a full-time, paid fundraiser. She likes the idea of working with a variety of different organizations and then moving on to some new problem to tackle. She is trying to keep her operation simple. From what Tyra has told you so far, you understand that she plans on using cost-plus pricing. What problems do you foresee if she uses this pricing technique? What type of a pricing strategy might be more appropriate and simpler?
Answer
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Related questions
Q:
(p. 477) What is considered to be a more credible as a source of information than any other?
Q:
(p. 473-474) What research methodology has been used to determine the benefits of offensive marketing on a company's market share and profits?
Q:
(p. 451-452) Demand-based pricing does not consider that customers might be sensitive to nonmonetary prices and may judge quality on the basis of price.
Q:
(p. 460-461) Because most people like to get tattoos and body piercings on the weekends, a tattoo parlor in Portland, Maine, offers a reduced rate Monday to Thursday for all of its services. Prices on Friday and Saturday are 45 percent higher than they are during the rest of the week. The tattoo parlor is using a(n) _____ pricing strategy.
A. Odd
B. Synchro-
C. Discounting
D. Prestige
E. Complementary
Q:
(p. 460) Executive Dry Cleaners charges customers $2.99 to launder a dress shirt rather than $3.00. Executive Dry Cleaners is using a(n) _____ pricing strategy.
A. Odd
B. Synchro-
C. Discounting
D. Prestige
E. Complementary
Q:
(p. 454) Salespeople are often on the road three nights every week. They cannot afford to stay in the most luxurious of hotels, but they do appreciate amenities like a good mattress, a firm pillow and a comfortable work area. They want the price they pay to be commensurate with the amenities provided by the hotels. They tend to define value as:
A. All that I get for all that I give
B. Whatever I want in a service
C. Low price
D. Reliable service
E. The quality I get for the price I pay
Q:
(p. 454) Derrick saves coupons from 10-minute oil and lubrication services (e.g., Jiffy Lube, Quick Lube and Speedi-Lube) and when he needs to have his car's oil changed, he chooses the oil and lubrication service that offers the best deal on a 10-minute oil change. For 10-minute oil and lubrication services, Derrick defines value as:
A. All that I get for all that I give
B. Everything I want in a service
C. Low price
D. Reliable service
E. The quality I get for the pace I pay
Q:
(p. 450-451) A day after USAirways announced its new low fares for the autumn on travel from New York (i.e., Newark and LaGuardia Airports) to selected cities in the U.S. and Canada, American Airlines matched their fares. American Airlines is using a _____ strategy.
A. Value pricing
B. Price signaling
C. Demand-based pricing
D. Going-rate pricing
E. Price trimming
Q:
(p. 491) Many companies do not identify and act on the correct non-financial measures. One four major mistakes that companies make is _______. In other words, they do not verify that the non-financial measures lead to financial performance.
A. Not linking measures to strategy
B. Not validating the links
C. Not setting the right performance targets
D. Measuring incorrectly
E. Not creating a balanced scorecard
Q:
(p. 486) The comment card that is often found on the tables at a Wendy's fast-food restaurant asks about the customer's perceptions of the quality of the food, its cleanliness and the friendliness of the employees. These questions are focusing on _____ in Wendy's balanced performance scorecard.
A. Competitive measures
B. Customer perceptual measures
C. Financial measures
D. Innovation and learning
E. Operational measures
Q:
(p. 486) All of the following are measures within the innovation and learning perspective of the balanced performance scorecard EXCEPT:
A. Employee skills
B. Return on innovation
C. Number of new products
D. Time spent talking to customers
E. Service expectations
Q:
(p. 484) The ________ metric is obtained by summing up the customer lifetime values of the firms customers.
A. The customer equilibrium
B. Customer equity
C. Customer empowerment
D. Fiscal value
E. Service blueprint value
Q:
(p. 476) Which of the following has the strongest effect on a service provider's profits?
A. Market share
B. Unit costs
C. Location
D. Employee salaries
E. Customer defection
Q:
(p. 476) _____ marketing is used by companies to prevent customer defection.
A. Vertical integration
B. Guerilla
C. Defensive
D. Flank-movement
E. Offensive
Q:
(p. 474-475) A review of two decades of studies examining the links among customer satisfaction, service quality and firm performance concluded that improvements in customer satisfaction have _________ impact on firms financial performance.
A. A significant and positive
B. Absolutely no
C. A small negative
D. An undetermined
E. A large negative
Q:
(p. 471) The best known and most widely respected approach that executives use for making decisions about service quality investments is:
A. Total quality management returns
B. Observational research
C. Focus groups
D. Return on service quality
E. Ethnographic research
Q:
What is another name for customer-linked operational measures that would be used in a balanced performance scorecard? What are some of the specific measures that may appropriate to include in this area of the balanced performance scorecard?
Q:
(p. 484) Traditionally, organizations have measured their performances almost completely on the basis of financial indicators.
Q:
(p. 430) One way to address service intangibility is to offer the customer a variety of choices.
Q:
(p. 432-433) Clarifying expectations after the sale is a strategy for:
A. Conducting market research
B. Resetting customer expectations
C. Managing customer education
D. Managing horizontal communications
E. Exceeding customer expectations
Q:
(p. 429-432) Because he has a busy practice, new patients for dentist Dr. Kirby Brown are informed that, unless there is an emergency, the first available appointment will be in three months. If they accept the appointment, they will be reminded of their appointment by a courtesy call. This first visit will take about an hour. On this visit, their teeth will be cleaned and x-rayed, their gums will be examined and the dentist will talk to them about future dental treatment needs. Dr. Brown is _____________ to manage customer expectations.
A. Managing horizontal communications
B. Making realistic promises
C. Offering a service guarantee
D. Offering choices
E. Coordinating external communication
Q:
(p. 429-432) Creating tiered value service offerings is a strategy for:
A. Personal selling
B. Managing customer expectations
C. Communicating with customers
D. Managing horizontal communications
E. Exceeding customer expectations
Q:
(p. 420) The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:
A. Documentation, visualization, verification and illustration
B. Illustration, verification, documentation and intimation
C. Association, physical representation, documentation and visualization
D. Association, internalization, testimonials and imitation
E. Intimation, allusion, association and documentation
Q:
(p. 415-416) Because a service is a performance, it often cannot be previewed or inspected in advance. This property of intangibility is known as:
A. Incorporeal existence
B. Nonsearchability
C. Generality
D. Abstractness
E. Multidimensionality
Q:
(p. 417) Mike hurt his back and has to go to physical therapy every other day. He has a series of exercises he is supposed to do on the days he does not see the therapist. After two months, Mike was not feeling any better and complained to the therapist who at that point realized Mike was not performing all of the stretching exercises that he should be at this point in his rehabilitation. Mike had been handed a booklet when he started his therapy. Because he had only been instructed in how to perform some of the exercises in the booklet but not all of them, he had thought he was not to do the others. Mike feels like he has been wasting his time. The service provider has erred by:
A. Inadequate internal marketing communications
B. Inappropriate external marketing communications
C. Providing inadequate customer education
D. Under-promising and over-delivering
E. Inadequate management of customer expectations
Q:
(p. 416-417) The ad guaranteed that you would be skydiving after only a couple of hours of lessons. Megan was excited at the prospect. After enrolling in the class, she learned that rather than skydiving by herself, which is what the ad implied, she would be skydiving in tandem (belted to another experienced sky diver) due to safety requirements. Megan's disappointment was the result of:
A. Inadequate management of customer expectations
B. Under-promising and over-delivering
C. Improper vertical communication
D. Differences in policies and procedures across departments
E. Inadequate customer empowerment
Q:
(p. 413-414) Which of the following statements about communications and the service marketing triangle is true?
A. External marketing communications include advertising, public relations, personal selling and sales promotions
B. The sides of the service marketing triangle are customers, providers and the company
C. Interactive marketing communications are exemplified by vertical and horizontal communications
D. All communications methods that relate to the service marketing triangle are either verbal or print
E. Service encounters are an example of internal marketing
Q:
(p. 401) Which of the following is NOT a base for differentiating waiting customers?
A. Willingness to perform service role
B. Importance of the customer
C. Duration of the service transaction
D. Urgency of the job
E. Payment of a premium price
Q:
(p. 401-404) Supermarkets with express checkout lanes for customers purchasing 10 items or less are using which of the following waiting line strategies?
A. Establishing a reservation process
B. Making waiting fun or at least tolerable
C. Expanding waiting room capacity
D. Differentiating waiting customers
E. Employing operational logic
Q:
(p. 397-404) The Long Island Railroad installed ticket vending machines in train stations to expedite the purchase of train tickets during periods of peak demand. The Long Island Railroad is using which of the following waiting line strategies?
A. Establishing a reservation process
B. Making waiting fun or at least tolerable
C. Expanding waiting room capacity
D. Differentiating waiting customers
E. Employing operational logic to reduce wait