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Marketing Final Exam

A car the color of the new paint on a house or the

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Unformatted text preview: ity, and credence quality. Describe their significance for the marketing of services. ANS: SEARCH QUALITIES are characteristics that can be easily assessed before purchase. The emphasized tangible characteristics of a service would be evaluated by the consumer in this case. Automatic versus standard transmission in a car, the color of the new paint on a house, or the size of a hamburger at a fast-food restaurant are all examples of search components. EXPERIENCE QUALITIES are those that can only be discerned after use. Services such as restaurants, housecleaning, and haircuts would fit in this category. CREDENCE QUALITIES are associated with specialized services for which the consumer might not have the experience or expertise to evaluate service quality even after consumption. Legal, tax, and medical services have credence qualities. These characteristics make it harder for marketers to communicate the benefits of an intangible service than to communicate the benefits of tangible goods. Thus, marketers often rely on tangible cues to communicate a service’s nature and quality. PTS: 1 REF: 188 Communication KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB MSC: BLOOMS Synthesis 2. Services have four unique characteristics that distinguish them from goods. Name and briefly define each of these four characteristics. Use the example of an airline to help describe each of the four characteristics. ANS: INTANGIBILITY. Services are intangible; that is, they cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed. An airline provides travel services. Although there are some aspects that are tangible (such as the plane, the staff, and the food), the service benefit of fast travel is intangible. INSEPARABILITY. Services are often sold and then produced and consumed at the same time. For airline service, first the ticket is sold. At some later time, the service is produced and consumed simultaneously as the airplane flies to the destination point. HETEROGENEITY. Consistency and quality control are often difficult to achieve in a service because services are dependent on their labor force, and services are produced and consumed at the same time. In airline travel, a passenger cannot get exactly the same service experience from flight to flight. The length of the flight, flight comfort, flight attendants’ service, food, neighboring passengers, and many other factors will vary. PERISHABILITY. Services cannot be stored, warehoused, or inventoried. An empty airline seat produces no revenue and cannot be saved for the next flight. However, by overbooking flights, passengers can be saved up and used to fill later flights. PTS: 1 REF: 188-189 Communication KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB MSC: BLOOMS Synthesis 3. Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality. Discuss ways that marketers c...
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