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Mktg Final Ch 10
Marketing Final Ch 10
| Question | Answer |
|---|---|
| services | intangible products that are exchanged directly from the producer to the customer. acts, efforts, or performances exchanged from producer to user without ownership rights. employs 75% and is 2/3 of GDP |
| inseparability | the characteristic of a service that means that it is impossible to separate the production of a service from the consumption of a service - mktrs train employees about successful encounters, explore means for disintermediation |
| 3 types of people marketing | pure selling approach, product improvement approach, fulfillment approach |
| 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 markets attitude or behavior |
| place marketing | marketing activities that seek to attract new businesses, residents, or visitors to a town, state, country, or some other site |
| future of services | changing demographics, globalization, technical advances, shift to flow of information |
| 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 |
| services on the internet | banking and brokerages, software, music, travel, dating sites, career-related, medical care |
| variability | the characteristic of a service that means that even the same service performed by the same individual for the same customer can vary. mktrs respond by offering quality guarantees, institute TQM programs, conduct gap analysis to identify gaps in quality |
| stages in consumers' adoption of a new product | pyramid bottom to top - awareness, interest, evaluation, trial, adoption, confirmation |
| perishability | *use it or lose it* the characteristic of a service that makes it impossible to store for later sale or consumption. mktrs try to avoid by encouraging demand or matching supply with demand (capacity management) |
| credence qualities | product characteristics that are difficult to evaluate even after they have been experienced such as a doctors diagnosis |
| 4 characteristics of services | intangibility, perishability, variability, inseparability |
| intangibility | the characteristic of a service that means customers can't see, touch, or smell good service. mktg response - provide tangibility through physical appearance of the facility and furnishings, uniforms, logs, website, advertising |
| core services | the basic benefit of having a service performed |
| augmented service | the core service plus additional services provided to enhance value |
| the goods-services continuum | most products are a mix between goods and services. buy a car (good) get oil changes, GPS (services). goods dominated products, equipment or facility-based services, people-based services |
| search qualities | product characteristics that the consumer can examine prior to purchase. color, style, price, fit, smell, texture - hotel room |
| experience qualities | product characteristics that customers identify/determine during or after consumption - vacation |
Created by:
bernabell24
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