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.
a. intangible.
b. inseparable.
c. heterogeneous.
d. perishable.
e. homogeneous.
ANSWER: c
- 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?
a. A gap between what customers want and what management thinks customers want
b. A gap between what management thinks customers want and the quality specification that management develops to provide the service
c. A gap between the service quality specifications and the service that is actually provided
d. A gap between what the company provides and what the customer is told it provides
e. A gap between the service that customers receive and the service they want
ANSWER: b
- 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:
a. revenue-oriented pricing
b. operations-oriented pricing
c. target market pricing
d. patronage-oriented pricing
e. cumulative pricing
ANSWER: b
- 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.
a. bundled
b. supplementary
c. core service
d. intangible
e. unbundled
ANSWER: a
- 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:
a. knowing your target market
b. interior/exterior marketing
c. internal marketing
d. gap theory
e. unbundled marketing
ANSWER: c
Learn More :
Marketing Chapter 12
- ____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.
- _____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.
- _____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.
- _____ classifies magazines into three major categories and is the primary reference source for media planners.
- _____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide.
- _____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.
- _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.
- _____ offer advertisers the opportunity to buy space in a group of publications as a package deal.
- _____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.
- _____ verifies the circulation of consumer magazines and farm publications in the United States.
- The National Newspaper Network:
- The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate.
- Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.
- When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure.
- ____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.
- Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for:
- Traditionally, newspaper advertising space for national advertisers has been sold by the:
- The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to:
- The _____ is a market outside of a city whose residents regularly do business within the city.
- A clothing store retailer would use an island ad to:
- Which of the following statements about the level of advertising clutter in newspapers is true?
- One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.
- An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.
- Which of the following is an example of special services offered by newspapers?
- Which of the following statements about the geographic selectivity offered by newspapers is true?