Mktg 12

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Mktg 12
2011-10-22 21:05:47

Chapter 12
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  1. Service
    result of applying human or mechanical efforts to people or objects
  2. 4 Characteristics of Services - Not Goods
    • Intangability
    • Inseparable
    • Heterogeneous
    • Perishable
  3. Intangability
    inability of services to be touched, seen tasted, heard, or felt in the same manner that goods can be sensed
  4. Search Quality
    • characteristic that can be easily assessed before purchase
    • EX: color of automobile
  5. Experience Quality
    • characteristic that can be assessed only after use
    • EX: meal in a restaurant
  6. Credence Quality
    • characteristic that consumers may have difficulty assessing even after purchase becuase they do not have the necessary knowledge or experience
    • EX: medical or consulting services
  7. Inseparability
    • inability of the production and consumption of a service to be separated; consumers must be present during the production
    • EX: haircut
  8. Heterogeneity
    variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods
  9. Perishability
    inability of services to be stored, warehoused or inventoried
  10. 5 Components to Evaluate Service Quality
    • Reliability
    • Responsiveness
    • Assurance
    • Empathy
    • Tangibles
  11. Gap Model
    model identifying 5 gaps that can cause problems in service delivery and influence customer evaluations of service quality
  12. GAP 1
    • gap b/w what customers want & what mgmt thinks customers want
    • results from a lack of understanding or a misinterpretation
  13. GAP 2
    • gap b/w what mgmt thinks customers want & the quality specifications that mgmt develops to provide the service
    • result of mgmts inability to translate customer needs
  14. GAP 3
    • gap b/w service quality specifications & the service that is actually provided
    • result of inability of mgmt & employees to do what should be done
  15. GAP 4
    • gap b/w what company provides & what customer is told it provides
    • result of communication gap
  16. GAP 5
    • gap b/w service that customers receive and the service they want
    • can be positive or negative (EX doc office visit)
  17. Core Service
    most basic benefit the consumer is buying
  18. Supplementary Service
    group of services that support or enhance the core service
  19. 4 Categories of Service Processes
    • People processing (health care)
    • Possession processing (lawn care)
    • Mental Stimulus processing (theatre performances)
    • Information processing (insurance)
  20. Mass Customization
    strategy that uses technology to deliver customized services on a mass basis
  21. 4 Promotion Strategies
    • Stressing tangible cues
    • Using personal information sources
    • Creating a strong organizational image
    • Engaging in postpurchase communication
  22. 3 Categories of Pricing Objectives
    • Revenue-oriented pricing
    • Operations-oriented
    • Patronage-oriented
  23. 3 Levels of Relationship Marketing
    • Level 1: pricing incentives to encourage loyalty; least effective
    • Level 2: pricing incentives + seeks to build social bonds
    • Level 3: above 2 + structural bonds (offering value-added services not available elsewhere)
  24. Internal Marketing
    treating employees as customers and developing systems and benefits that satisfy their needs
  25. Nonprofit Organization
    an org that exists to achieve some goal other than the usual biz goals of profit, market share or return on investment
  26. Nonprofit Organization Marketing
    effort by nonprofit orgs to bring about mutually satisfying exchanges with target markets