Chap 11 - Services and Nonprofit Organization Marketing...

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1 CHAPTER 11 Services and Nonprofit Organization Marketing
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2 Service LO Service The result of applying human or mechanical efforts to people or objects.
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3 The Importance of Services LO 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of GDP 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of employment Services Deed Performance Effort
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4 LO How Services Differ from Goods Intangible Inseparable Heterogeneous Perishable
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5 LO How Services Differ from Goods Intangibility Search Qualities Experience Qualities Credence Qualities
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6 LO Components of Service Quality Tangibles The physical evidence of a service. Empathy Caring, individualized attention to customers. Assurance The knowledge and courtesy of employees. Responsiveness The ability to provide prompt service. Reliability The ability to perform the service right the first time.
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7 LO The Gap Model of Service Quality
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8 REVIEW LEARNING OUTCOME Service Quality LO
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9 LO Product Strategies for Services Service Mix Standardization or Customization Core and Supplementary Process
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10 LO Service as a Process Mental Stimulus Processing People Processing Possession Processing Information Processing
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11 The Service Factory LO Possession processing Mental-stimulus processing
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LO The Service Offering Core Service Supplementary Service The most basic benefit the consumer is buying. A group of services that support
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Chap 11 - Services and Nonprofit Organization Marketing...

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