Term
| What is customer service? |
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Definition
| customer-provider interactions that facilitate the organization's relationship with customers |
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Term
| what are the customer service components |
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Definition
B- Before
--> get customer to notice service (promotion)
D- During
--> employee effectiveness (SERVQUAL)
A- After
--> feedback (surveys) |
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Term
| Identify a way in which a PRT agency might acknowledge a customer’s patronage. |
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Definition
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Term
| What is service recovery? |
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Definition
| the effort an organization expends to win back customer goodwill once it has been lost due to a service failure |
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Term
| Why are services prone to needing recovery? |
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Definition
| Services are prone because of heterogeneity, can’t ensure consistency and reliability |
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Term
| How can you encourage service recovery opportunities? |
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Definition
Encourage with a top-down approach - treat employees like you would want them to treat the customers, respond to customer suggestions
-customer comment cards, as manager go around and ask how things are |
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Term
| What are the advantages to having loyal customers? |
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Definition
Generate significant revenues
Spend more than first-time users
Are often willing to pay a premium price
Require lower transaction/communication costs
Don’t need costly assistance
Require fewer ‘startup costs’ such as credit checks
Frequently generate new customers |
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Term
| How are recovery needs identified? |
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Definition
| Observation, tracking, evaluations |
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Term
| What is the ULTIMATE goal of service recovery? |
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Definition
| Customer retention, make them happy. |
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Term
| Why should you evaluate your customers (3)? |
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Definition
To ensure you’re meeting customers’ needs
To convey the message that ‘you care’
To determine success/failure |
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Term
| Why not just let the customer come to you? |
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Definition
| Most people don’t praise/bother to complain |
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Term
| What are the specific advantages (3) to knowing if you’ve succeeded or failed? |
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Definition
To prevent customer loss
To help prioritize process improvement options
To enable recognition of top performers |
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Term
| Why would you want to recognize your top employees? |
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Definition
Recognizing top employees improves moral
Helps in performance/training |
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Term
| What are the 5 methods for evaluating customer service? |
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Definition
Observational
-mode of operation: human/mechanical
-point of data collection: during/after
-observations: concealed/revealed
Employee Reports
-advantage: employees are more knowledgeable about the process
-disadvantage: biases
Surveys and Focus Groups
Experimental Field Testing
Critical Incident Technique/Moment of Truth Impact Analysis
-evaluate when you have an issue seeing how they react to something |
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Term
| What is the main advantage to evaluating employees? |
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Definition
Gives employees knowledge of where they stand performance wise
-offers room to improvement |
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Term
| What are the 5 components of SERVQUAL? Provide examples of questions or observational methods for determining the presence of each component. |
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Definition
R-reliability (keeping service promise → survey)
A- assurance (knowledge and courtesy to convey trust and confidence → certifications, sanitation scores presented on wall)
T- tangibility (are the facilities adequate for service provided → follow up cleanings of equipment by employees)
E- empathy (mystery shoppers → see how employees respond)
R- responsiveness (willingness to help → “help or service” button response rate) |
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Term
| What does it mean to develop a marketing strategy? |
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Definition
| Process of developing a product (and related P’s) to meet needs |
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Term
| Identify each of the controllable and uncontrollable forces. How would you use each of these in the development of a marketing strategy? |
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Definition
Uncontrollable
Economic and Competitive
Social and Cultural
example: nature deficit disorder
Ethical and Legal
example: ADA
Technological
example: interactive map on a cruise ship
Controllable
7 P’s |
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Term
What is the communication model? Be able to draw it, identify its components and describe it.
Be able to define/explain and give examples for each component of model. |
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Definition
Source → Message → Medium → Receiver → Feedback
(Encoding) (transmission) (decoding) (noise) |
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Term
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Definition
|
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Term
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Definition
| whatever you are trying to send |
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Term
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Definition
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Term
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Definition
| customer, who you are trying to reach |
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Term
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Definition
| getting customers to buy product/come to events, etc ( want you to be actively engaged) |
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Term
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Definition
distractions that interrupt your message --> competition, things going on during message
-reducing noise by showing message when they have people's full attention: live shows/ sporting events, popular shows |
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Term
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Definition
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Term
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Definition
the study of how symbols communicate meaning
-logos need to be simplistic |
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Term
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Definition
communications vehicle used to reach members of a target audience
-word of mouth
-product placement
-internet
-social media
-billboards
-sandwich boards |
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Term
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Definition
| org/individual that intercepts and interprets the message |
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Term
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Definition
| the receiver's assigning of meaning to a message |
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Term
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Definition
| anything that interferes with effective communication |
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Term
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Definition
| reactions of receiver to message, which are communicated back to the source |
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Term
| Which types of products should each type of source/spokesperson (expert, good looking, typical consumer, famous) promote? |
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Definition
Expert → sell technical/high quality
Good looking → products that deal with appearance, high on status
Famous → similar to good looking in that they use celebrities to sell products
“typical” consumer → household cleaners, everyday products (Facebook works here → everyone uses them) |
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Term
| What are the 4 objectives (Get Attn:) of a message? |
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Definition
Get attention
Hold interest
Create desire
Produce action |
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Term
| What are the 4 functions (inform…)? |
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Definition
Inform
Persuade
Remind
Add Value |
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Term
| What are the 3 types of appeals messages can make? Provide examples of each. |
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Definition
Rational appeal (advertising that makes a person think "this is the only logical choice"
Emotional appeal (goal → bonding) (Jareds)
Fear appeal (Security Systems) |
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Term
| What are the 2 basic structures an appeal can have? Provide examples. |
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Definition
Lecture → medical products
Drama → corona ads |
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Term
| What are the 3 main ways you can shift opinion using a message? Explain each. |
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Definition
One vs two sides arguments
-one sided ignores counter evidence
Drawing conclusions
-making assumptions
Comparative advertising
-political ads → election
- why one is better than the other |
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Term
| How does involvement play a role in advertising? |
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Definition
| Involvement increases participation/use |
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Term
| What can you do to increase involvement? |
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Definition
Demonstrations
Contests
Chick-fil-a (indoor playground → have family nights) |
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Term
| How can you measure feedback? |
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Definition
Changes in brand’s sales volume (participation)
People’s awareness/ knowledge |
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Term
| How can you encourage feedback? |
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Definition
Placing comment cards
Email surveys |
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Term
| What are some drawbacks to measuring feedback? |
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Definition
Difficult to measure
Customer’s reactions are not sufficiently integrated into ongoing promotions |
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Term
| How does the Promotions Mix relate to/fit with the Marketing Mix? |
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Definition
| Promotions Mix falls under the Promotion aspect of the Marketing Mix- it is the medium in which you pay for to get your product/service out to the market. |
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Term
| What is the goal of the Promotions Mix? |
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Definition
| Communicate with the customers |
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Term
| How do the other components of the Marketing Mix support this same goal? |
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Definition
Place- setting, location, online setting
Price- communicates quality
Physical Evidence- can tell when you are going to pay more for the same service ( difference between $8 and $100 for a haircut)
Product- what you actually get |
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Term
| What specific characteristic of services creates a challenge when promoting them? Why? |
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Definition
Intangibility- can’t evaluate the product before hand
Perishability- not too bad, just to promote way in advance
Simultaneity- not a problem, happens at the same time, promotion doesn’t matter
Heterogeneity- food, make it look good in commercials/ads, not what you really get |
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Term
Intangibility- can’t evaluate the product before hand
Perishability- not too bad, just to promote way in advance
Simultaneity- not a problem, happens at the same time, promotion doesn’t matter
Heterogeneity- food, make it look good in commercials/ads, not what you really get |
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Definition
Advertising (pay)
Publicity (free)
Personal Contact (selling, providing information)
Public Relations- your relationship with the public
Sales Promotions- special, discount for second child, early registration, coupons, BOGO
Disadvantage → sales promotions → when the gimmick is gone will they stay?
Advantages of using sales promotion:
-can attract customers
-accommodates cyclical demand
-enhance customers’ perception of the service
-add tangibility
Direct Contact → reaching out and making a direct touch → lecture, info sessions
Advantages: get really involved, high interest
Disadvantages: super slow, not reaching a lot of people at once, advertising does more |
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Term
| Why is fluctuating demand a problem for services? |
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Definition
Unpredictable, fluctuating demand=fluctuating needs
Ex. December 7 not that many skiers, January 1 a lot of skiers – hire based on medium need for employees | Schedule best workers for 12/7, employees work a double on 1/1 |
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Term
| Explain the two main types of fluctuation and be able to provide examples how these might be evident in a recreation business. |
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Definition
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Term
| What are the management implications of fluctuating demand? |
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Definition
-Need to track demand patterns,
-Look for explanations -Consider options
Shifting demand can be a problem – How?
Scheduling employees
Training staff to handle crowds and wait situations, encourage people to come at other times, 8am jet ski tour is half price
Examples:hotel requiring a 2 night minimum stay in off season weekend of a 5k
Have a festival in off season
Decorate cities for holidays
Have special activities such as horse riding on the beach one weekend of the year in November, motorcycle spring and fall events
Grove Park Inn has gingerbread houses to compete with Biltmore Christmas decorations
Chase demand!! |
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Term
| how might you use pricing |
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Definition
to adjust demand
Demand can generate price - ex. scalping for concert tickets, Drop prices to increase demand, raise prices to decrease demand - ex. ski slopes, High demand can extend hours rather than decrease prices.
-as part of a marketing strategy
-to target market
-creates target market |
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Term
| Why do prices for the same service vary? Varying prices is an attempt to do what? |
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Definition
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Term
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Definition
| Yield - revenue produced by the service capacity of an organization |
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Term
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Definition
| Yield management - strategy of shifting demand to create greater efficiency and profitability by adjusting prices |
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Term
| Compare and contrast the 3 approaches to pricing? |
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Definition
-Chase demand - use 7 Ps - early bird specials, drink prices
-Smooth demand - level demand by increasing low and decreasing high - using price, incentives and time - create specials at times in between high and low
-Control demand - strategy for dealing with excess demand - ex. restaurant that pulls out extra chairs, reservations can shift demand to other nights |
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Term
| Why would a non-profit agency want to charge at least nominal fees for services they provide? |
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Definition
| Creates value for the service, covers costs, etc. |
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Term
| Explain the terms elastic and inelastic demand. What types of products tend to be inelastic? |
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Definition
Elastic - price fluctuates, easily changed (ski slopes, hotel rooms, airline seats)
Inelastic - rigid, no matter the supply/demand (permit fees, etc.) |
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Term
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Definition
Linking several features into one package (may include previously undesired features) Purpose? By more than originally wanted - ex. TV/Cable/Internet bundling
Food packages at Disney, think it’s a good deal so you buy it, but wouldn’t ordinarily buy all of it
Generate business by adding it to a popular package - have mini golf in your package, so you feel you have to go |
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Term
Explain (I will identify them for you) the 6 considerations you would make when setting a price.
Positioning, demand and timing, capacity maximization, membership, customization, participation |
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Definition
-Positioning → price-quality relationship among the range of competing products (if something is cheap you do not expect it to have high quality → competitors use this to evaluate pricing)
-Demand and timing → segments differ in price sensitivity with differences in time of purchase or use
-Capacity maximization → ?
-Membership → memberships and take money up front
-Customization → road bikes, mountain bikes, couch surfers.com
-Participation → season pass to ski resort |
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