MKTG Chapter 12

44 cards

Marketing Chapter 12 Study Guide


 
  
Created Oct 25, 2010
by
askinner

 

 
Table View
 
Download
 
Print

Flashcard Set Preview

  Side A   Side B
1
Service
 
the result of applying human or mechanical efforts to people or objects
2
Four Unique Characteristics of Service
 
IntangibleInseparableHeterogeneousPerishable
3
Intangibility
 
the inability of services to be touched, seen, tasted, heard or felt in the same manner that...
4
Search Quality
 
a characteristic that can be easily assessed before purchase
5
Experience Quality
 
a characteristic that can be assessed only after use
6
Credence Quality
 
a characteristic that consumers may have difficulty assessing even after purchase because they...
7
Inseparability
 
the inability of the production and consumption of a service to be separated. Consumers must...
8
Heterogeneity
 
the variability of the inputs and outputs of services, which causes services to tend to be...
9
Perishability
 
the inability of services to be stored, warehoused, or inventoried
10
Four Unique Characteristics of Services
 
ReliabilityResponsivenessAssuranceEmpathy
11
Reliability
 
the ability to perform the service dependably, accurately, and consistently
12
Responsiveness
 
the ability to provide prompt service
13
Assurance
 
the knowledge and courtesy of employees and heir ability to convey trust
14
Empathy
 
caring, individualized attention to customers
15
Tangibles
 
the physical evidence of the service
16
Gap Model
 
a model identifying five gaps that can cause problems in service delivery and influence customer...
17
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,...
18
Gap between what management thinks customers want and the quality specifications that management...
 
this gap is the result of management's inability to translate customers' needs into delivery...
19
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...
20
Gap between what the company provides and what the customer is told it provides
 
communication gap
21
Service as a Process (four categories)
 
People ProcessingPossession ProcessingMental Stimulus ProcessingInformation Processing
22
People Processing
 
takes place when the service is directed at a customer
EX: transportation, hairstyling,...
23
Possession Processing
 
occurs when the service is directed at customers' physical possessions
EX: lawn care, car...
24
Mental Stimulus Processing
 
refers to service directed at people's minds
EX: entertainment, spectator events, theater...
25
Information Processing
 
services that use technology or brainpower directed at a customer's assets
EX: insurance,...
26
Core Service
 
the most basic benefit the consumer is buying
27
Supplementary Services
 
a group of services that support or enhance the core service
28
Mass Customization
 
a strategy that uses technology to deliver customized services on a mass basis
29
Distribution Strategies for Service
 
must focus on such issues as convenience, number of outlets, direct versus indirect distribution,...
30
Key factor influencing the selection of a service provider
 
convenience
31
Promotion Strategy
 
Stressing tangible cluesUsing personal information sourcesCreating a strong organizational...
32
Price Strategy
 
it is important to define the unit of service consumption
33
Three Categories of Pricing Objectives
 
Revenue-oriented pricingOperations-oriented pricingPatronage-oriented pricing
34
Revenue-oriented pricing
 
maximizing the surplus of income over costs
35
Operations-oriented pricing
 
match supply and demand by varying prices
36
Patronage-oriented pricing
 
maximize the number of customers using the service
37
Relationship Marketing (Three Levels)
 
Level 1 - firm uses pricing incentives to encourage customers to continue doing business with...
38
Internal Marketing
 
treating employees as customers and developing systems and benefits that satisfy their needs
39
Nonprofit Organization
 
an organization that exists to achieve some goal other than the usual business goals of profit,...
40
Nonprofit Organization Marketing
 
the effort by nonprofit organizations to bring about mutually satisfying exchanges with target...
41
Three Issues Relating to Target Markets (Nonprofit)
 
Apathetic or strongly opposed targets
Pressure to adopt undifferentiated segmentation strategies
Complementary...
42
Three Product-Related Distinctions (Nonprofit)
 
Benefit complexityBenefit strengthInvolvement
43
Promotional Resources (Nonprofit)
 
Professional volunteersSales promotion activitiesPublic service advertisingPeer to peer communications
44
5 Pricing Decisions (Nonprofit)
 
Pricing objectivesNon-financial pricesIndirect paymentSeparation between payers and usersBelow-cost...

No comments yet! Be the first to add a comment below!

Please login to post comments.
After login, we will forward you back to this flashcard.


Upgrade and get a lot more done!
Upgrade    Cancel