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Marketing2 #2
| Question | Answer |
|---|---|
| What are 8 service industries | 1,Creative industries 2,government service 3,financial & business service 4,hospitality & tourism 5,property management 6,transport,strorage & communication 7,retailing 8,private non-profit |
| What are two deminsions of physical goods-service continuum | 1,Service-dominated offering (intangible) 2,Good-dominated offering (tangible) |
| What is problematic in physical goods-service continuum | that drawing the line between goods & services is difficult |
| What are 4 service characteristics of the nature of services | 1, Intangibility untouchable 2,Inseparability production & consumption are at the same time & cannot be separate 3,Variability no service is the same as the previous one 4,Perishability inability to store service for future consumption |
| What are 5 managing services | 1,Managing customer relationships (relationship marketing) 2,Managing service quality 3,Managing service productivity 4,Managing service staff 5,Positioning services |
| What is main focus of managing costumer relationships | to create loyalty & turn atracted customers to retailing customers |
| What are 5 criteria to judge service quality | 1,Reliability (accurate & consistent) 2,Responsiveness (how quickly can staff respond to problems) 3,Assurance (does staff have required knowledge & skills) 4,Empathy (does staff have customer´s best interest at heart) 5,Tangibles (visuals) |
| What are 4 determinants of the service experience | 1, Servicescape 2,Contact Personnel/Service Provider 3,Inter-customer Interaction 4,Invisible Organization & System |
| Describe 1,Servicescape 2,Contact Personnel / Service Provider | 1,Servicescape refers to the use of physical evidence to design service environments (like Leaflets , decoration,..) 2,Contact Personnel / Service Provider the staff responsible to deliver the service (Customer Interaction & Moments of Truth) |
| Describe 1,Inter-customer Interaction 2,Invisible Organisation & System | 1,Inter-customer Interaction the presence of others & their reactions affect perceived quality 2,Invisible Organisation & System all the parts of the service system that the costumer cannot see |
| What are 3 additional P´s to Service of Marketing Mix | 1,People (Employees + Customers) 2, Physical Environment (Quality of signals & apperance) 3,Process (Service encounter and its process to be improved) |
Created by:
semester1.IBWL
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