Term
| What is The Importance of Services? |
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Definition
| – the marketing of services can be challenging, because services are intangible products, as opposed to goods, which are physical and tangible products. |
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Term
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Definition
| – a practice whereby customer contact jobs are outsourced into workers’ homes |
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Term
| What are the types of Business Services? |
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Definition
o Support and maintenance
o Consulting
o Installation
o Equipment leasing
o Marketing research
o Advertising
o Temporary office personnel
o Janitorial services |
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Term
| What are the 6 basic characteristics of business services? |
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Definition
o Intangibility (Intangible service outnumber all other forms of goods)ex. Health care, education
o Inseparability of production and consumption
o Perishability
o Heterogeneity
o Client-based relationships
o Customer Contact |
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Term
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Definition
| - a service is not physical and therefore cannot be perceived by the senses |
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Term
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Definition
| – refers to the fact that the production of a service cannot be separated from it’s consumption by customers |
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Term
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Definition
| – the inability of unused service capacity to be stored for future use |
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Term
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Definition
| – Variations in quality of service in regards to human behavior (ex. CSR may have good CS with one customer and poor CS with the next) |
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Term
| What is a Client Based Relationship? What are some examples? |
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Definition
| – interactions that result in satisfied customers who use a service repeatedly over time. (ex. Accountants and lawyers retaining their customers or “clients” for many years) |
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Term
| What is a Customer Contact? |
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Definition
| – refers to the level of interaction between the service provider and the customer necessary to deliver the service. |
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Term
| What are some High Contact services? |
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Definition
| High contact services include health care, real estate, legal and spa services |
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Term
| What do High Contact services usually require? What are some examples? |
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Definition
| Usually requires that the customer go to the production facility (ex. Going to the salon for a hair cut) |
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Term
| What are some examples of Low Contact services? |
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Definition
| Low contact services are tax preparation, auto repair, travel reservations and dry cleaning |
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Term
| Marketers don’t have physical goods to market for, thus they must... |
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Definition
| make promises about the service and rely on trust from the consumers that the promise will be fulfilled since it isn’t usually possible to try out a service before someone purchases it. |
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Term
| Marketers must also be careful how they word said “promises” because... |
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Definition
| it is important to not lead the customer to believe they will receive more than what is offered. |
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Term
| What is a Arm’s length service? What are some examples? |
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Definition
| – usually no contact with customers (ex. Water, power, cable) |
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Term
| Marketing channels for services are usually ______ and _____, meaning the producer delivers the service directly to the end user. |
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Definition
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Term
| To increase the supply of service, marketers use... |
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Definition
| multiple service sites and also increase the number of contact service providers at each site. |
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Term
| Symbolism is usually used to do what? What are some examples? |
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Definition
| connect the services offered to a tangible object that can be referred to by consumers (ex. All State’s cupped hands) |
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Term
| Service Marketers are more likely to promote what 5 attributes? |
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Definition
-Price
-Guarantees
-Performance documentation
-Availability
-Training and certification of contact personnel |
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Term
| Service businesses rely heavily on what? |
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Definition
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Term
| What does Peak demand mean? |
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Definition
| – when services are very time sensitive in that a significant number of customers desire the service at a particular time |
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Term
| What does Service Quality mean? |
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Definition
| – defined as customers’ perceptions of how well a service meets or exceeds their expectations |
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Term
| What are the Customer Evaluation of Service Quality? |
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Definition
-Search Qualities
-Experience Qualities
-Credence Qualities |
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Term
| What are Search Qualities? |
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Definition
| – tangible attributes like color, style, size, feel or fit that can be evaluated prior to purchase |
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Term
| What are Experience Qualities? |
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Definition
| – are attributes, such as taste, satisfaction, or pleasure, that can be assessed only during the purchase and consumption of a service |
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Term
| What are Credence Qualities? |
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Definition
| – are attributes that customers may be unable to evaluate even after the purchase and consumption of the service (ex. Surgical operations, auto repair, legal representation) |
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Term
| What are the Five Dimensions that customers use to judge service quality? What are they linked to? |
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Definition
-Tangibles
-Reliability (most important)
-Responsiveness
-Assurance
-Empathy
-all have links to employee performance |
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Term
| One of the most important factors in customer judgments of service quality is service ____________. |
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Definition
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Term
| How are the 3 main types of service expectations created in customer's minds? |
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Definition
-Influenced by past experiences with the service
-Word of mouth
-The service company’s own advertising |
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Term
| What are the 4 factors that effect customer service? |
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Definition
-Analysis of customer expectations
-Service quality specifications
-employee performance
-Management of service expectations |
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Term
| What are the two levels of customer expectations? |
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Definition
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Term
| What is the Zone of Tolerance? |
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Definition
| the difference between how a customer feels about service and where that feeling relates to the Desired or Acceptance level of service |
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Term
| What is the most important Service Quality Specification? |
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Definition
| Most important specification is the managers commitment to service quality |
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Term
Customer Contact employees are the most important employees because...
What are some examples of those employees? |
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Definition
they shape how customers view the business
(waiters, attendants) |
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Term
| What does Non Profit Marketing mean? |
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Definition
| – refers to marketing activities that are conducted by individuals and organizations to achieve some goal other than ordinary business goals like profit, market share, or return on investment. |
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Term
| What are the two categories of Nonprofit marketing? Define each of them. |
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Definition
-Nonprofit organizations marketing – the use of marketing concepts and techniques by organizations whose goals do not include making profits
-Social marketing – promotes social causes, such as aids research |
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Term
| How is nonprofit marketing different than regular marketing? |
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Definition
| Can be very controversial depending on the organizations (ex. Greenpeace, the NRA) |
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Term
| What is the main objective of Nonprofit marketing? |
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Definition
| The basic aim of nonprofit organizations is to obtain a desired response from a target market. |
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Term
| What are the "Target Markets" for a nonprofit? Define them? |
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Definition
-Target Public – is a collective of individuals who have an interest in or a concern about an organization, a product, or a social cause
-Client Publics – direct consumers of the nonprofit organizations
-General Publics – indirect consumers of the nonprofit organizations |
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Term
| What are the two types of monetary pricing for nonprofits service? Define them? |
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Definition
-Fixed – fixed price for users
-Variable – variable pricing based on the user’s ability to pay |
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