p 297 The focuses on performing services that provide a unique experience A

P 297 the focuses on performing services that provide

  • Rutgers University
  • MARKETING 301
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  • bigbobsnotes
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(p. 297) The " __________" focuses on performing services that provide a unique experience. A. intangibility factor B. experience economy C. virtual reality factor D. magic of marketing E. transcendental economy The "experience economy" focuses on performing services that provide a unique experience. The growth of produced, sometimes contrived experiences, however, has led consumers to search for sincere, or authentic, offerings. AACSB: 3 LL: 3 Learning Objective: 12-01 Describe four unique elements of services 12-63
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Chapter 12 - Services Marketing 3. (p. 297) Consumers are no longer content with affordable, high quality purchases; they want __________. A. offerings that reflect their self-image B. consistency of quality C. to be treated as special one-of-a-kind buyers D. complete customer satisfaction E. to feel as if they are in control of the entire purchasing process Consumers are no longer content with affordable, high quality purchases; they want offerings that reflect their self-image-who they are or who they aspire to be. AACSB: 3 LL: 3 Learning Objective: 12-01 Describe four unique elements of services 4. (p. 297) There are several ways of providing consumers authentic offerings: (1) facilitate customer customization, (2) provide personal interaction rather than automation, (3) create a social process that allows consumers to share their interests, and (4) A. allow for adaptability at every customer contact point. B. back-up claims with scientific research, market research, or governmental documentation. C. manage any dimension of a firm's reputation that might influence perceptions of authenticity. D. do thorough research at each stage of the product development process, and continue to monitor the service on a regular basis. E. obtain personal endorsements not only from recognizable spokespeople, but from ordinary every day service users (opinion leaders). First, services that facilitate customization increase authenticity. Creating custom playlists for iPods, for example, allows consumers to participate in the production process. Another option is to provide personal interaction rather than automation (real people vs. ATMs)." Authenticity can also result from a social process that allows consumers to share their interests (YouTube, MySpace, and Facebook). Finally, institutions that provide services must manage any dimension of their reputation that might influence perceptions of authenticity. AACSB: 3 LL: 2 Learning Objective: 12-01 Describe four unique elements of services 12-64
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Chapter 12 - Services Marketing 5. (p. 297) There are several ways of providing consumers authentic offerings: (1) manage any dimension of a firm's reputation that might influence perceptions of authenticity, (2) provide personal interaction rather than automation, (3) create a social process that allows consumers to share their interests, and (4) A. allow for adaptability at every customer contact point.
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