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Marketing Services
Ch. 12
16
Marketing
Undergraduate 3
04/23/2013

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Cards

Term
Service definition
Definition
any intangible offering that involves a deed, performance, or effort that cannot be physically possessed

a task or provision of something for use where no ownership arises from transfer
Term
Characteristics of Service
Definition
Intangibility
Inseparability
Perishibility
Heterogeneity
Term
Intangibility
Definition
difficult to visualize
most important factor of a service
Term
Inseparability
Definition
client-provider interface
product and consumption are simultaneous
Term
Perishibility
Definition
no inventory builds
Term
Heterogeneity
Definition
standardization is difficult
Term
Product issues of service
Definition
no patent protection
consumers want consistency
standardization difficult but consumers want to know what they are getting
Term
Price Issues of Service
Definition
difficult to measure costs
competition becomes major factor
Term
Distribution issues of Service
Definition
intangibility calls for direct channel
short channels are difficult
site location is a major issue
Term
Promotion issues of Service
Definition
promotion is frequently intangible
intangible product + intangible promotion leads to visualization issues
tangible- farmers umbrella, "you're in good hands"
Term
Service Gap
Definition
when delivery of that service fails to meet customer expectations
Term
knowledge gap
Definition
customers expectations v. firms perception of customer expectations
Term
standards gap
Definition
firms perception of customer expectations v. service standards it sets
Term
delivery gap
Definition
firms service standards v. actual service
Term
Communication gap
Definition
actual service v. firms promotions programming promises
Term
zone of tolerance
Definition
what the customer expects and what they will accept
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