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MKTG 305
Chapter 12 - Services Marketing
| Term | Definition |
|---|---|
| Capacity Management | integrating the service component of the marketing mix with efforts to influence consumer demand |
| Customer Contact Audit | a flowchart of the points of interaction between consumers and a service provider |
| Customer Experience Management (CEM) | the process of managing the entire customer experience within the firm |
| Four L's of Services | the four unique elements to services: intangibility, inconsistency, inseparability, and inventory |
| 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 |
| Idle Production Capacity | occurs when the service provider is available but there is no demand |
| Internal Marketing | the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers |
| 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 |
| Service Continuum | the range of offerings companies bring to the market, from the tangible to the intangible or product-dominant to service-dominant |
| Services | intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value |
| 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 |
Created by:
Danielle0051
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