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marketing 3 test

marketing 3 test - Chapter 11 Review Questions Services The...

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Chapter 11 Review Questions Services: The Intangible Product TERMS 1. Service – intangible customer benefits produced by people or machines that cannot be separated from the producer 2. Customer service – human or mechanical activities firms undertake to help satisfy customers’ needs and wants 3. Intangible – characteristic of a service that cannot be touched, tasted, or seen like a pure product 4. Inseparable – service produced and consumed at the same time; service and consumption are inseparable 5. Variability – service whose quality may vary because it is provided by humans 6. Perishability – service that cannot be stored for future use 7. Service gap – when service fails to meet the expectations that customers have about how it should be delivered 8. Knowledge gap – reflects the difference between customers’ expectations and firm’s perception of those expectations 9. Standards gap – pertains to difference between the firms perceptions of customers’ expectations and service standards it sets What is customer service? o Customer service is human or mechanical activities firms undertake to help satisfy customers’ needs and wants Why is service important to customers? o To satisfy customers’ needs and wants What are hybrid products? o Combination of goods and services How do service-oriented economies develop? Why is this important in terms of services? o Less expensive to manufacture products in less developed countries o Household activities have turned into services o People place a high value on convenience and leisure What are the four factors that contribute to making marketing services different than marketing products? What are the definitions of each of these? How do marketers overcome each of these when marketing services? 1. Intangible – characteristic of a product that can’t be touched, tasted, or seen like a product, requires using cues and atmosphere 2. Inseparable – characteristic of a product consumed and produced at the same time, offer guarantees/warranties 3. Variable – service quality may vary due to people 4. Perishable – service can’t be stored for future use, change price relative to demand (yoga class instead of six pack) What is a service gap?
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o When a service fails to meet the expectations that customers have about how it should be delivered Why do marketers use The Gaps Model? What are the four gaps? 1. Knowledge gap – customers’ expectations vs. firm’s perception 2. Standards gap – firm’s perceptions of customers’ expectations vs. service standards 3. Delivery gap – firm’s service standards vs. actual service provided 4. Communications gap – actual service provided vs. service promised in promotions What is the knowledge gap?
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