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KEY: CB&E Model Strategy OBJ: 12-5 TOP: AACSB Reflective MSC: BLOOMS Application 104. Refer to Boutique Hotels. Boutique hotels not only call their employees cast members, but they
compete for their talent, provide them with all the training needed, stress teamwork, and give
employees freedom to make decisions. In order to provide the level of service guests require,
boutique hotels need to engage in _____ marketing.
Internal marketing is providing the employees with the desire and the ability to offer superior
KEY: CB&E Model Strategy OBJ: 12-6 TOP: AACSB Reflective MSC: BLOOMS Application Smithsonian Children’s Exhibit
A children’s exhibit at the Smithsonian Institution’s International Gallery was titled “Microbes:
Invisible Invaders . . . Amazing Aliens.” The 5,000-square-foot interactive exhibit uncovered a
mysterious and virtually invisible universe of microscopic organisms––from those that sustain
life to those that threaten our health. Its purpose was to show children that microbes are basically
germs. The exhibit shows how researchers and others fight infection worldwide. The exhibit had
hands-on activities, including a model kitchen where children learned about good and bad
microbes. A virtual reality game with holograms and 3D animations let participants combat
deadly viruses. The long-term objective of the exhibit was to ensure the world’s supply of
microbiologists in the upcoming decades.
105. Refer to Smithsonian Children’s Exhibit. The museum charges an admission, but only enough to
defray its cost of maintaining the exhibits because it doesn’t have the typical business goals. The
Smithsonian is an example of a(n):
social marketing company
Nonprofit organizations exist to achieve some goal other than the usual business goals of profit,
market share, or return on investment.
KEY: CB&E Model Strategy OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 106. Refer to Smithsonian Children’s Exhibit. The visitors to the exhibit represent the Smithsonian
The people the Smithsonian wishes to attract are its target market.
KEY: CB&E Model Customer OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 107. Refer to Smithsonian Children’s Exhibit. The product decisions associated with the Smithsonian
deal with benefits that are both short term and
illustrate the unimportance of service quality
are very high involvement
prove word-of-mouth promotion would be the
best communication tool to use
suggest nonfinancial objectives will be used
to set prices
The benefits d...
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This document was uploaded on 09/29/2013.
- Fall '13