Real People, Real Choice 6E
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| Services | Intangible products that are exchanged directly from the producer to the customer.
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| Intangibility | Characteristic of a service that means customers can't see, touch, or smell good service.
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| Perishability | Characteristic of a service that makes it impossible to store for later sale or consumption
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| Capacity Management | Process in which organizations adjust their offerings in an attempt to match demand.
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| Variability | Characteristic of a service that means that even the same service performed by the same individual for the same customer can vary
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| Inseparability | Characteristic of a service that means that it is impossible to separate the production of a service from the consumption of that service
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| Service Encounter | The actual interaction between the customer and the service provider
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| Disintermediation | Eliminating the interaction between customers and salespeople so as to minimize negative service encounters and reduce costs.
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| Intangibles | Experience-based products (mostly services)
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| Balance Product | approximately equal in tangible and intangible elements
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| Augmented Services | the core service plus additional services provided to enhance value
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| Core Service | the basic benefit of having a service performed
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| Service Encounter | occurs when customer comes into contact with the organization
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| Social Contact Dimension | One person interacting with one person
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| Physical Dimension | physical environment where they receive the service
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| Servicescape | the actual physical facility where the service is performed, delivered and consumed
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| 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
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| Experience Qualities | Product characteristics that the customer can determine during or after consumption
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| Credence Qualities | Product characteristics that are difficult to evaluate even after they have been experienced
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| SERVQUAL | A multiple-item scale used to measure service across dimensions of tangibles, reliability, responsiveness, assurance and empathy
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| Tangibles | the physical facilities and equipment and the professional appearance of personnel
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| Reliability | The ability to provide dependably and accurately what was promised
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| Responsiveness | the willingness to help customers and provide prompt service
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| Assurance | the knowledge and courtesy of employees, and the ability to convey trust and confidence
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| Empathy | the degree of caring and individual attention customers service
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| Gap Analysis | a marketing research method that measures the difference between a customer’s expectation of a service quality and what actually occurs
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| 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
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| 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
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| 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
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| Product Improvement Approach | an agent works with the client to modify certain characteristics that will increase the client’s market value
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| 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”
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| Place Marketing | Marketing activities that seek to attract new business, residents, or visitors to a town, state, country, or some other site
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| 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
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