Term
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Definition
Services and other experience-based products
cannot be touched
ex. services
Marketing works for intangibles |
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Term
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Definition
Acts, Efforts, or Performances exchanged from producer to user without ownership rights
Accounted for 75% of US employement
May target consumers and/or businesses |
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| Characteristics of Services (4) |
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Definition
1.Intangibility
2.Perishability
3.Inseparability
4. Vulnerability |
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Definition
| cant see/touch a service- try to tangibilize a service through marketing/facility furnishings/etc |
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Definition
services cannot be stored for later sale or consumption
Capacity Management is part of that |
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Definition
| even the same service performed by the same person will vary day-to-day. ex. haircut |
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Definition
| Impossible to separate the production and consumption of a service |
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Term
| Ways to help market intangibles |
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Definition
| Marketers often use vivid imagery in advertising to help market intangibles |
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Definition
| when technology can be used to "cut out the middleman"- ex. banks w/ ATM & online banking |
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Term
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Definition
allows firms to adjust their services to match supply with demand
ex. hotels increase pricing during peak travel seasons |
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Term
| Service Encounter (2 dimensions) |
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Definition
The interaction between the customer and the service provider
Dimensions include social contact and physical dimension |
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Term
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Definition
| dealing with other people (employees and other consumers) servers/employees, look at other consumers & judge |
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Definition
| actual facilities where service is provided |
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Definition
firms that sell tangible products still provide support services
ex. buy a mattress can be delivered, set up, etc. |
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Term
| Equipment- or facility-based services (3 kinds) |
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Definition
1. Operational factors-include signs & guidelines ex. signs about the line jumping
2.locational factors- locate service where it is most convienent ex. Cinci>KI, Cleve>CP
3.Environmental factors- focus on overall atmoshere for consumer ex. diff sections of park |
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Term
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Definition
| increasing in importance as people lack the time or expertise to do on their own. Ex. lawyers, doctors, entertainers |
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Term
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Definition
the benefit a customer gets from the service
ex. get from pt a to b |
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Term
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Definition
additional services that enhance value
ex. inflight meals, movies, bags fly free |
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Term
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Definition
Anything that can be delivered can be sold on the Web
ex. Banking and brokerage services
software
music
travel services |
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Term
| Physical elements of the service encounter - servicescape (including 3 influences) |
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Definition
environment in which the service is delivered and where the firm and customer interact
This influences:
1.purchase dimensions
2.overall evaluation of service
3. satisfaction (overall) |
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Term
| Websites influence customer perceptions |
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Definition
-First stop for many potential customers
-1st impression can be positive or negative
-SEO (seach engine optimization) is critical for getting noticed >> paid search advertising in addition to SEO (ex. Google Ad Words) |
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Term
| Providing Quality Service |
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Definition
Ensures that customers are satisfied for what they paid for
Satisfaction is based on customer expectations
1.can be performed thru marketing communications
2. from previous service encounters |
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Term
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Definition
characteristics that the consumer can examine BEFORE purchase
ex. decor, employee uniforms |
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Term
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Definition
Characteristics that buyers can determine DURING or AFTER purchase
ex. going on vacation |
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Definition
Characteristics that are difficult to evaluate even after theyve been experienced
ex. diagnosis from a doctor |
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Term
| Measuring service Quality (5 methods) |
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Definition
1.Mystery shoppers
2. Lost customers
3. SERVQUAL scale
4. Gap analysis
5.Critical incident technique |
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Term
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Definition
| people sent from company to evaluate aspects of service. Idea is employees don't know when he will come in |
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Term
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Definition
| seek out these who no longer do business w/ us and ask why they no longer do business |
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Term
| SERVQUAL scale (5 dimensions) |
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Definition
questionnaire that assesses consumers perception of 5 key dimensions
1.Tangibles (facilities, employees)
2.Reliability (how accurate and dependable)
3. Responsiveness (willingness to help customers)
4. Assurance (ability of employees to convey confidence and trust)
5. Empathy (caring that customers receive) |
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Term
| The GAP model of Service Delivery |
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Definition
| evaluates service quality quality by gauging the difference between customers expectations and what actually occurs |
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Term
| Critical incident technique |
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Definition
uses customers' complaints to identify problems that lead to dissatisfaction
find contacts that are most likely to lead to dissatisfaction |
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Term
| 3 types of service marketing |
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Definition
1. External Marketing- done thru traditional traditional marketing mix
2. Internal Marketing- done thru effective training & motivation of employees
3. Interactive marketing- make sure interactions are satisfying to our customers |
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Term
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Definition
politicians and celebrities are commonly marketed
-consultants "package" celebrities
-name changes are common |
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Term
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Definition
| treat a city, state, country, or other locale as a brand |
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Definition
gaining market share for a concept, philosophy, belief, or issue
ex. religions, charities, same type of promos |
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Term
| New dominant logic for marketing: |
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Definition
| Service is central to every exchange |
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Term
| Services will continue to grow due to several factors (4) |
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Definition
1. Changing demographics- older consumers
2. Globalization- services are global
3. Technological advances0 can improve service quality & how delivered
4. proliferation of information- availability & flow of info as more important than ever |
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