Flashcards
Marketing Chapter 12
Cards in this deck (25)
- 1ServicesDeeds, processes, & performances provided, coproduced, or co-created by one entity or person for &/or with another entity or person
- 2Characteristics of Services1. Intangibility
2. Inseparability
3. Heterogeneity
4. Perishability - 3Implications of Intangibility- Services cannot be inventoried
- Services cannot be easily patented
- Services cannot be readily displayed or communicated
- Pricing is difficult - 4Implications of Inseparability- Customers participate in & affect the transaction
- Customers affect each other
- Employees affect the service outcome
- Decentralization may be essential
- Mass production is difficult - 5Implications of InseparabilityImplications of Inseparability
- 6Implications of Heterogeneity- Service delivery and customer satisfaction
depend on employee & customer actions
- Service quality depends on many uncontrollable factors
- There is no sure knowledge that the service delivered matches what was planned & promoted - 7Implications of Perishability- It is difficult to synchronize supply & demand with services
- Services cannot be returned or resold - 8Five Dimensions of Service Quality1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness - 9ReliabilityAbility to perform the promised service dependably & accurately
- 10AssuranceKnowledge & courtesy of employees & their ability to inspire trust & confidence
- 11TangiblesPhysical facilities, equipment, & appearance of personnel
- 12EmpathyCaring, individualized attention the firm provides its customers
- 13ResponsivenessWillingness to help customers & provide prompt service
- 14Marketing Mix Expansion3 New P's:
- People
- Physical Evidence
- Process - 15ProductPhysical good features:
- Quality level
- Accessories
- Packaging
- Warranties
- Product lines
- Branding
- Product-support services - 16PlaceChannel type(s):
- Exposure
- Intermediaries
- Outlet locations
- Transportation
- Storage
- Managing Channels - 17PromotionPromotion blend:
Salespeople:
- Selection
- Training
- Incentives
Advertising:
- Media types
- Types of ads
- Sales promotion
- Publicity
- Internet/web strategy - 18PriceFlexibility:
- Price level
- Terms
- Differentiation
- Discounts
- Allowances - 19PeopleEmployees:
- Recruiting
- Training
- Motivation
- Rewards
- Teamwork
Customers:
- Education
- Training - 20Physical Evidence- Facility design
- Equipment
- Signage
- Employee dress
- Web pages
Other tangibles:
- Reports
- Business cards
- Statements
- Guarantees - 21Relationship Marketing*Attracting, developing, & retaining customer relationships to build strong customer loyalty
- 22Levels of Relationship MarketingLevel 1: Pricing incentives
Level 2: Pricing incentives + social bonds with customers
Level 3: Pricing incentives + social bonds + structural bonds - 23Core ServiceThe most basic benefit the customer is buying
- 24Supplementary ServiceA group of services that support or enhance the core service
- 25Gaps ModelCustomer Gap: difference between customer expectations & perceptions
Provider Gap 1 (Listener Gap): not knowing what customers expect
Provider Gap 2 (Service Design & Standards Gap): not having the right designs & standards
Provider Gap 3 (Service Performance Gap): not delivering to service standards
Provider Gap 4 (Communication Gap): not matching performance to promises
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- Business Analyst Marketing Flashcards on Marketing Chapter 12, created by Jack Fogel on 30/11/2025.
- Created by
- Jack Fogel
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