ESSAY QUESTIONS

CHAPTER 11 Services and Nonprofit Organization Marketing

1. Services have four unique characteristics that distinguish them from goods. Name and briefly define each of these four characteristics. These characteristics can make the marketing of services more difficult. What special strategies should marketers adopt for services to address each of the four characteristics? Use the example of a restaurant to help describe each of the four characteristics.

2. Discuss service strategies for each of the four Ps in the marketing mix.

3. You are the marketing manager at an organization that has the goal of decreasing the incidence of smoking among teenagers. Describe unique issues that you will encounter in each of the 4Ps in achieving your organizational goals.

Essay Question Solutions