MKTG exam 3 - Chapter 12 Services- intangible activities or...

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Chapter 12 Services- intangible activities or benefits that an organization provides to consumers in exchange for money The four I’s of services o Intangibility: services cannot be held, touched, or seen before the purchase decision o Inconsistency: the quality of a service is often inconsistent since it depends on the people who provide them. Organizations attempt to reduce through standardization and training o Inseparability- the consumer does not separate the deliverer of the service from the service itself. o Inventory- inventory carrying costs are more subjective with services. They are related to idle production capacity, which is when the service provider is available, but there is no demand. Service continuum- a range from the tangible to the intangible or good- dominant to service-dominant offerings Classify services- o They are delivered by people or equipment o They are profit or nonprofit o They are government sponsored Purchase process o Search properties- color size and style of a tangible good, determined before purchase o Experience properties- restaurants, child care, discerned after purchase or during consumption o Credence properties- consumer may find impossible to evaluate even after purchase (legal services, medical diagnoses) Assessing service quality- o Gap analysis- asks customers to assess their expectations and experiences on dimensions of service quality Customer contact and relationship marketing o Customer contact audit- a flowchart of the points of interaction between consumer and service provider Internal marketing- based on the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers. Customer experience management- the process of managing the entire customer experience with the company. The process should be intentional and planned, consistent so that every experience is similar, differentiated from other service offerings, and relevant and valuable to the target market. Aspects of the product/service element o Exclusivity- services cannot be patented. Businesses try to distinguish their core product with new or improved supplementary services through outsourcing
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o Branding- brand name or identifying logo of the service organization is particularly important in consumer decisions o Capacity management- the service component of the marketing mix must be integrated with efforts to influence consumer demand Off peak pricing- consists of charging different prices during different times of the day or days of the week to reflect variations in demand for the service 5 dimensions of service quality- o Reliability- perform service dependably and accurately o Tangibles- appearance of facility o Responsiveness- willingness to help customers and provide prompt service o Assurance- employees are knowledgeable o Empathy- caring, individualized attention to customer Chapter 13 Price- the money or other considerations (including other goods and
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This note was uploaded on 04/04/2010 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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MKTG exam 3 - Chapter 12 Services- intangible activities or...

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