Topic services marketing differs from product

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Topic: Services Marketing Differs From Product Marketing 37. (p. 255) David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a: A. knowled ge gap. B. standards gap. C. retail policy gap. D. delivery gap. E. communications gap. David thinks he knows what his customers expect, but the marketing research suggests something different. A knowledge gap refers to the difference between customer expectations and the firm's understanding of these expectations. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 12-02 Discuss the four gaps in the Service Gaps Model. Topic: The Gaps Model 38. (p. 260) The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter was more interested in gossiping about their social lives than in waiting on
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customers. Marielle's shop is suffering from a: Marielle's has standards in place to offer fast service, and this is what its customers expect, so we are not dealing with a knowledge or standards gap. And on most days, this promise is kept, so we are not dealing with a communication gap. But on this particular day, service does not match the standards. This is a delivery gap. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 12-02 Discuss the four gaps in the Service Gaps Model. Topic: The Gaps Model 39. (p. 262) When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a: A communication gap is a discrepancy between customer perceptions of delivered service and the promises made by the firm. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 12-02 Discuss the four gaps in the Service Gaps Model. Topic: The Gaps Model 40. (p. 253) When marketers state that services are __________, they are referring to the fact that services cannot be stored for use in the future. A. intang ible
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B. inseparable C. variable D. durable E. perishable Perishability refers to the fact that services cannot be produced in advance and stored until they are needed. This can make matching of demand and supply difficult. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 12-01 Describe how the marketing of services differs from the marketing of products.
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