3305 SP09 Bb - ch11 services and nonprofit

3305 SP09 Bb - ch11 services and nonprofit - living in a...

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living in a service economy
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1 | 2 big ideas - service characteristics - service quality - service marketing mix - nonprofit marketing
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service characteristics
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people know quality when they see it? or do they?
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intangibility : not perceived by the senses
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inseparability: being produced and consumed simultaneously perishability: unused services can’t be used at a future time
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heterogeneity variation in quality, especially with people-based services evaluating services - search qualities - experience qualities - credence qualities
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understanding service quality “service diary”
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service quality (servqual)
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consumer marketer gap model of service quality
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services marketing mix price revenue oriented operations oriented patronage oriented product = service process core and supplementary mass customization standardization place number of outlets direct indirect location promotion tangible cues personal information strong image post-purchase communication
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services marketing mix (product) product = service process core and supplementary mass customization standardization possession processing mental-stimulus processing people processing information processing
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product = service process core and supplementary mass customization standardization problem solving billing statements tracing documentation order taking supplies pickup advice and information services marketing mix (product)
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product = service process core and supplementary mass customization standardization services marketing mix (product) video-on-demand
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services marketing mix (place) place number of outlets direct indirect location satellite locations
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services marketing mix (promotion) promotion tangible cues personal information strong image post-purchase communication
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price revenue oriented operations oriented patronage oriented to bundle or un-bundle pricing? what is the unit of service
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This note was uploaded on 03/08/2010 for the course MKT 3305 taught by Professor Blocker during the Spring '07 term at Baylor.

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3305 SP09 Bb - ch11 services and nonprofit - living in a...

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