Flashcards
Marketing Chapter 10
Cards in this deck (32)
- 1the result of applying human or mechanical efforts to people or objectsservice
- 2the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensedintangibility
- 3a characteristic that can be easily assessed before purchasesearch quality
- 4a characteristic that can be assessed only after useexperience quality
- 5a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge/experiencecredence quality
- 6the variability of the inputs and outputs of services, which cause services to tend to be less standardized and uniform than goodsheterogeneity
- 7the inability of services to be stored, warehoused, or inventoriedperishability
- 8the ability to perform a service dependably, accurately, and consistentlyreliability
- 9the ability to provide prompt serviceresponsiveness
- 10the knowledge and courtesy of employees and their ability to convey trustassurance
- 11caring, individualized attention to customersempathy
- 12the physical evidence of a service, including the physical facilities, tools, and equipment used to provide the servicetangibles
- 13a model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service qualitygap model
- 14what are the four categories that service processes fall into1. people processing
2. possession processing
3. mental stimulus processing
4. information processing - 15the most basic benefit the consumer is buyingcore service
- 16a group of services that support or enhance the core servicesupplementary services
- 17_______ are more efficient and cost lessstandardized services
- 18a strategy that uses technology to deliver customized services on a mass basismass customization
- 19a key factor influencing the selection of a service provider is _________convenience
- 20an important distribution objective for many service firms is the _________number of outlets
- 21four promotion strategies to help promote intangible goods1. stressing tangible cues
2. using personal info sources
3. creating a strong organizational image
4. engaging in post purchase communication - 22three categories of pricing objectives1. revenue-oriented pricing
2. operations-oriented pricing
3. patronage-oriented pricing - 23three levels of relationship marketinglevel 1: firm uses pricing incentives
level 2: seeks to build social bonds with customers
level 3: adds structural bonds - 24treating employees as customers and developing systems and benefits that satisfy their needsinternal marketing
- 25an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investmentnonprofit organization
- 26the effort by nonprofit organizations to bring about mutually satisfying exchanges with target marketsnonprofit organization marketing
- 27nonprofit organizations do not seek ______to make a profit
- 28three issues relating to target markets1. apathetic/strongly opposed targets
2. pressure to adopt undifferentiated segmentation strategies
3. complementary positioning - 29three product-related distinctions between business and nonprofit organizations1. benefit complexity
2. benefit strength
3. involvement - 30benefit complexitymarket complex behaviors/ideas
benefits a person receives are complex, long-term, and intangible - 31nonprofit organizations special promotion resources1. professional volunteers
2. sales promotion activities
3. public service advertising - 32pricing decisions1. pricing objectives
2. non-financial prices
3. indirect payment
4. separation between payers and users
5. below-cost pricing
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- Flashcards on Marketing Chapter 10, created by christinasollazz on 30/03/2015.
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