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Marketing Chap 10
Real People, Real Choice 6E
Question | Answer |
---|---|
Services | Intangible products that are exchanged directly from the producer to the customer. |
Intangibility | Characteristic of a service that means customers can't see, touch, or smell good service. |
Perishability | Characteristic of a service that makes it impossible to store for later sale or consumption |
Capacity Management | Process in which organizations adjust their offerings in an attempt to match demand. |
Variability | Characteristic of a service that means that even the same service performed by the same individual for the same customer can vary |
Inseparability | Characteristic of a service that means that it is impossible to separate the production of a service from the consumption of that service |
Service Encounter | The actual interaction between the customer and the service provider |
Disintermediation | Eliminating the interaction between customers and salespeople so as to minimize negative service encounters and reduce costs. |
Intangibles | Experience-based products (mostly services) |
Balance Product | approximately equal in tangible and intangible elements |
Augmented Services | the core service plus additional services provided to enhance value |
Core Service | the basic benefit of having a service performed |
Service Encounter | occurs when customer comes into contact with the organization |
Social Contact Dimension | One person interacting with one person |
Physical Dimension | physical environment where they receive the service |
Servicescape | the actual physical facility where the service is performed, delivered and consumed |
Search Engine Optimization (SEO) | a systematic process of ensuring that your firm comes up at or near the top of lists of typical search phrases related to your businessSearch Qualities |
Experience Qualities | Product characteristics that the customer can determine during or after consumption |
Credence Qualities | Product characteristics that are difficult to evaluate even after they have been experienced |
SERVQUAL | A multiple-item scale used to measure service across dimensions of tangibles, reliability, responsiveness, assurance and empathy |
Tangibles | the physical facilities and equipment and the professional appearance of personnel |
Reliability | The ability to provide dependably and accurately what was promised |
Responsiveness | the willingness to help customers and provide prompt service |
Assurance | the knowledge and courtesy of employees, and the ability to convey trust and confidence |
Empathy | the degree of caring and individual attention customers service |
Gap Analysis | a marketing research method that measures the difference between a customer’s expectation of a service quality and what actually occurs |
Critical Incident Technique | a method of measuring service quality in which marketers use customer complaints to identify critical incidents –specific face-to-face contacts between consumer and service providers that cause problems and lead to dissatisfaction |
New Dominant Logic for Marketing | a reconceptualization of traditional marketing to redefine service as the central (core) deliverable and the actual physical products purveyed as comparatively incidental to the value proposition |
Pure selling Approach | an agent presents a client’s qualification to potential “buyers” until the client finds one who is willing to act as an intermediary |
Product Improvement Approach | an agent works with the client to modify certain characteristics that will increase the client’s market value |
Market fulfillment Approach | an agent scans the market to identify unmet needs. Then finds a person or group that meets a set of minimum qualifications and develops a new “product” |
Place Marketing | Marketing activities that seek to attract new business, residents, or visitors to a town, state, country, or some other site |
Idea Marketing | marketing activities that seek to gain market share for a concept, philosophy, belief, or issue by using elements of the marketing mix to create or change a target market’s attitude or behavior |