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Marketing Chapter 12
Services and Non-profit Organizations
10
Marketing
Undergraduate 3
03/27/2012

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Term
Define Service.
Definition
The result of applying human or mechanical efforts to people or objects.
Term
Why are Services important?
Definition

79% of workers are in the service sector and it is 75% to 81% of GDP.

US Service exports will top $650 billion by 2010.

Service occupations will be responsible for nearly all net job growth through 2012.

64 or Fortune's top 100 companies are service companies

Term
How do services differ from goods?
Definition

Intangible

Inseparable

Heterogeneous

Perishable

Term
What are the components of service quality?
Definition

Reliability

Responsiveness

Assurance

Empathy

Tangibles

Successful entrepreneurs pay attention to service quality.

Term
Define mass customization.
Definition
A strategy that uses technology to deliver customized services on a mass basis.
Term
What is the Service Mix Strategy?
Definition

Determine what new services to introduce.

Determine target market.

Decide what existing services to maintain and eliminate.

Use the 4 P's (Price may be time rather than money).

Term
What are some distribution strategy issues?
Definition

Convenience

Number of outlets

Direct (internet) or indirect distribution (franchising)

Location (critical for retail)

Scheduling

Term
What are the Bonds that Bind?
Definition

Structural Bonds - value added services not available elsewhere.

Social Bonds - Staying in touch with customers

Financial Bonds - pricing focused, delivering good value.

Term
Define Internal Marketing.
Definition

Treating employees as customers and developing systems and benefits satisfy their needs.

Good services flows from management to customer through employees.

Term
Define Nonprofit Organization Marketing
Definition
An organization that exists to acheive some goal other than the usual business goals of profit, market share or return on investment.
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