| 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 |
HHS Shrek
