Chapter 12 - Services Marketing
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
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| Capacity Management | integrating the service component of the marketing mix with efforts to influence consumer demand
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| Customer Contact Audit | a flowchart of the points of interaction between consumers and a service provider
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| Customer Experience Management (CEM) | the process of managing the entire customer experience within the firm
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| Four L's of Services | the four unique elements to services: intangibility, inconsistency, inseparability, and inventory
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| 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
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| Idle Production Capacity | occurs when the service provider is available but there is no demand
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| Internal Marketing | the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers
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| 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
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| Service Continuum | the range of offerings companies bring to the market, from the tangible to the intangible or product-dominant to service-dominant
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| Services | intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value
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| 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
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