Marketing 12

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  1. Service
    • result of applying human or mechanical efforts to people or objects
    • EX: lodging, medical care, childcare, education, banking,
  2. How services differ from goods (4)
    • 1) intangible
    • 2) inseperable
    • 3) heterogeneous (variable)
    • 4) perishable
  3. Intangibility
    the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed
  4. Inseperability
    inability of the production and consumption of a service to be seperated; consumers must be present during the production
  5. Heterogeneity
    the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods
  6. Perishability
    the inability of services to be stored, warehoused, or inventoried
  7. Reliability
    ability to perform the service right the first time
  8. Responsiveness
    ability to provide prompt service
  9. assurance
    knowledge and courtesy of employees
  10. empathy
    caring, individualized attention to customers
  11. tangibles
    physical evidence of a service
  12. Services and Ethics
    unlike products, services require a lot of human interaction, leading to ethical and moral dilemmas.
  13. Internal Marketing
    treating employees as customers and developing systems and benefits that satisfy their needs
  14. Nonprofit Organization
    an org. that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment
  15. Nonprofit Org. Marketing
    • -Market intangible products
    • -production requires customers presence
    • -services vary greatly
    • -services cannot be stored
    • *all shared characteristics with service organizations*
  16. Objectives
    provide services that respond to the wants of: users, payers, donors, politicians, appointed officials, media, general public
  17. Target Markets
    • -apathetic or strongly opposed targets
    • -pressure to adopt undifferentiated segmentation
    • -complementary positioning
    • *all ussies of nonprofit orgs.*
Card Set:
Marketing 12
2012-03-29 20:55:23

Marketing 12
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