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MKTG 305

Chapter 12 - Services Marketing

Capacity Management integrating the service component of the marketing mix with efforts to influence consumer demand
Customer Contact Audit a flowchart of the points of interaction between consumers and a service provider
Customer Experience Management (CEM) the process of managing the entire customer experience within the firm
Four L's of Services the four unique elements to services: intangibility, inconsistency, inseparability, and inventory
Gap Analysis a type of analysis that compares the differences between the consumer's expectations about and experiences with a service based on dimensions of service quality
Idle Production Capacity occurs when the service provider is available but there is no demand
Internal Marketing the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers
Off-Peak Pricing charging different prices during different times of the day or days of the week to reflect variations in demand for the service
Service Continuum the range of offerings companies bring to the market, from the tangible to the intangible or product-dominant to service-dominant
Services intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value
Seven P's of Services Marketing an expanded marketing mix for services that includes the four Ps (product, price, promotion, and place) as well as people, physical environment, and process
Created by: Danielle0051

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