MKTG Chapter 12

Marketing Chapter 12 Study Guide

44 cards   |   Total Attempts: 182
  

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Front Back
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