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Chapter 12
Marketing
| Term | Definition |
|---|---|
| intangibility | the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed |
| search quality | a characteristic that can be assessed only before purchase |
| experience quality | a characteristic that can be assessed only after use |
| credence quality | a characteristic that consumers may have difficulty assessing even after purchase because they don't have the necessary knowledge or experience |
| inseparability | the inability of the production and consumption of a service to be separated; consumers must be present during the production |
| heterogeneity | the variability of inputs and outputs of serviced, which cause services to tend to be less standardized and uniform than goods |
| perishability | the inability of services to be stored, warehoused, or inventoried |
| reliability | the ability to perform a service dependably, accurately, and consistently |
| responsiveness | the ability to provide prompt service |
| assurance | the knowledge and courtesy of employees and their ability to convey trust |
| empathy | caring, individualized attention to customers |
| tangibles | the physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service |
| gap model | a model identifying five gaps that can cause problems in service delivery and influence customer evaluation of service quality |
| core service | the most basic benefit the consumer is buying |
| supplementary services | a group of services that support or enhance the core service |
| mass customization | a strategy that uses technology to deliver customized services on a mass basis |
| internal marketing | treating employees as customers and developing systems and benefits that satisfy their needs |
| nonprofit organization | an organization that exists to achieve some goal other than the usual business goals of profit, market share, or ROI |
| nonprofit organization marketing | the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets |
| public service advertisement (PSA) | an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization |
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bdavid16
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