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MKTG Chapter 12
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Side A ------ Side B Service ------ the result of applying human or mechanical efforts to people or objects Four Unique Characteristics of Service ------ IntangibleInseparableHeterogeneousPerishable Intangibility ------ the inability of services to be touched, seen, tasted, heard or felt in the same manner that goods can be sensed Search Quality ------ a characteristic that can be easily assessed before purchase Experience Quality ------ a characteristic that can be assessed only after use Credence Quality ------ a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience Inseparability ------ the inability of the production and consumption of a service to be separated. Consumers must be present during the production Heterogeneity ------ the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods Perishability ------ the inability of services to be stored, warehoused, or inventoried Four Unique Characteristics of Services ------ ReliabilityResponsivenessAssuranceEmpathy Reliability ------ the ability to perform the service dependably, accurately, and consistently Responsiveness ------ the ability to provide prompt service Assurance ------ the knowledge and courtesy of employees and heir ability to convey trust Empathy ------ caring, individualized attention to customers Tangibles ------ the physical evidence of the service Gap Model ------ a model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality Gap between what customers want and what management thinks customers want ------ This gap results from a lack of understanding or a misinterpretation of the customers' needs, wants, or desires. Gap between what management thinks customers want and the quality specifications that management develops to provide the service ------ this gap is the result of management's inability to translate customers' needs into delivery systems within the firm Gap between the service quality specifications and the service that is actually provided ------ due to the inability of management and employees to do what should be done. Poorly trained or poorly motivated workers can cause this gap Gap between what the company provides and what the customer is told it provides ------ communication gap Service as a Process (four categories) ------ People ProcessingPossession ProcessingMental Stimulus ProcessingInformation Processing People Processing ------ takes place when the service is directed at a customerEX: transportation, hairstyling, health clubs, dental and health care Possession Processing ------ occurs when the service is directed at customers' physical possessionsEX: lawn care, car repair, dry cleaning, veterinary services Mental Stimulus Processing ------ refers to service directed at people's mindsEX: entertainment, spectator events, theater performances, education Information Processing ------ services that use technology or brainpower directed at a customer's assetsEX: insurance, banking, consulting Core Service ------ the most basic benefit the consumer is buying Supplementary Services ------ a group of services that support or enhance the core service Mass Customization ------ a strategy that uses technology to deliver customized services on a mass basis Distribution Strategies for Service ------ must focus on such issues as convenience, number of outlets, direct versus indirect distribution, location, and scheduling Key factor influencing the selection of a service provider ------ convenience Promotion Strategy ------ Stressing tangible cluesUsing personal information sourcesCreating a strong organizational imageEngaging in post-purchase communication Price Strategy ------ it is important to define the unit of service consumption Three Categories of Pricing Objectives ------ Revenue-oriented pricingOperations-oriented pricingPatronage-oriented pricing Revenue-oriented pricing ------ maximizing the surplus of income over costs Operations-oriented pricing ------ match supply and demand by varying prices Patronage-oriented pricing ------ maximize the number of customers using the service Relationship Marketing (Three Levels) ------ Level 1 - firm uses pricing incentives to encourage customers to continue doing business with itLevel 2 - uses pricing incentives but seeks to build social bonds with customersLevel 3 - uses financial and social bonds but adds structural bonds to the formula Internal Marketing ------ treating employees as customers and developing systems and benefits that satisfy their needs Nonprofit Organization ------ an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment Nonprofit Organization Marketing ------ the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets Three Issues Relating to Target Markets (Nonprofit) ------ Apathetic or strongly opposed targetsPressure to adopt undifferentiated segmentation strategiesComplementary Positioning Three Product-Related Distinctions (Nonprofit) ------ Benefit complexityBenefit strengthInvolvement Promotional Resources (Nonprofit) ------ Professional volunteersSales promotion activitiesPublic service advertisingPeer to peer communications 5 Pricing Decisions (Nonprofit) ------ Pricing objectivesNon-financial pricesIndirect paymentSeparation between payers and usersBelow-cost pricing
Side A ------ Side B Service ------ the result of applying human or mechanical efforts to people or objects Four Unique Characteristics of Service ------ IntangibleInseparableHeterogeneousPerishable Intangibility ------ the inability of services to be touched, seen, tasted, heard or felt in the same manner that goods can be sensed Search Quality ------ a characteristic that can be easily assessed before purchase Experience Quality ------ a characteristic that can be assessed only after use Credence Quality ------ a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience Inseparability ------ the inability of the production and consumption of a service to be separated. Consumers must be present during the production Heterogeneity ------ the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods Perishability ------ the inability of services to be stored, warehoused, or inventoried Four Unique Characteristics of Services ------ ReliabilityResponsivenessAssuranceEmpathy Reliability ------ the ability to perform the service dependably, accurately, and consistently Responsiveness ------ the ability to provide prompt service Assurance ------ the knowledge and courtesy of employees and heir ability to convey trust Empathy ------ caring, individualized attention to customers Tangibles ------ the physical evidence of the service Gap Model ------ a model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality Gap between what customers want and what management thinks customers want ------ This gap results from a lack of understanding or a misinterpretation of the customers' needs, wants, or desires. Gap between what management thinks customers want and the quality specifications that management develops to provide the service ------ this gap is the result of management's inability to translate customers' needs into delivery systems within the firm Gap between the service quality specifications and the service that is actually provided ------ due to the inability of management and employees to do what should be done. Poorly trained or poorly motivated workers can cause this gap Gap between what the company provides and what the customer is told it provides ------ communication gap Service as a Process (four categories) ------ People ProcessingPossession ProcessingMental Stimulus ProcessingInformation Processing People Processing ------ takes place when the service is directed at a customerEX: transportation, hairstyling, health clubs, dental and health care Possession Processing ------ occurs when the service is directed at customers' physical possessionsEX: lawn care, car repair, dry cleaning, veterinary services Mental Stimulus Processing ------ refers to service directed at people's mindsEX: entertainment, spectator events, theater performances, education Information Processing ------ services that use technology or brainpower directed at a customer's assetsEX: insurance, banking, consulting Core Service ------ the most basic benefit the consumer is buying Supplementary Services ------ a group of services that support or enhance the core service Mass Customization ------ a strategy that uses technology to deliver customized services on a mass basis Distribution Strategies for Service ------ must focus on such issues as convenience, number of outlets, direct versus indirect distribution, location, and scheduling Key factor influencing the selection of a service provider ------ convenience Promotion Strategy ------ Stressing tangible cluesUsing personal information sourcesCreating a strong organizational imageEngaging in post-purchase communication Price Strategy ------ it is important to define the unit of service consumption Three Categories of Pricing Objectives ------ Revenue-oriented pricingOperations-oriented pricingPatronage-oriented pricing Revenue-oriented pricing ------ maximizing the surplus of income over costs Operations-oriented pricing ------ match supply and demand by varying prices Patronage-oriented pricing ------ maximize the number of customers using the service Relationship Marketing (Three Levels) ------ Level 1 - firm uses pricing incentives to encourage customers to continue doing business with itLevel 2 - uses pricing incentives but seeks to build social bonds with customersLevel 3 - uses financial and social bonds but adds structural bonds to the formula Internal Marketing ------ treating employees as customers and developing systems and benefits that satisfy their needs Nonprofit Organization ------ an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment Nonprofit Organization Marketing ------ the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets Three Issues Relating to Target Markets (Nonprofit) ------ Apathetic or strongly opposed targetsPressure to adopt undifferentiated segmentation strategiesComplementary Positioning Three Product-Related Distinctions (Nonprofit) ------ Benefit complexityBenefit strengthInvolvement Promotional Resources (Nonprofit) ------ Professional volunteersSales promotion activitiesPublic service advertisingPeer to peer communications 5 Pricing Decisions (Nonprofit) ------ Pricing objectivesNon-financial pricesIndirect paymentSeparation between payers and usersBelow-cost pricing
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