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MKT 2317 > Chapter 10: Services and Non-Profit Organizations Marketing > Flashcards

Chapter 10: Services and Non-Profit Organizations Marketing Flashcards

1
Q

How do Service Differ from Goods

A
  • Intangible
  • inseparable
  • heterogeneous
  • perishable
  • intangible qualities
  • search quality
  • experience quality
  • credence quality
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2
Q

How do Service Differ from Goods: Intangible

A

cannot be touched, seen, tasted, heard, or felt in the same manner as goods

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3
Q

How do Service Differ from Goods: Inseparable

A

sold , products, and consumed at same time. Allows customer input in service.

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4
Q

How do Service Differ from Goods: Heterogeneous

A

tend to be less standardized and uniform than goods. Skills differ from person to person.

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5
Q

How do Service Differ from Goods:Perishable

A

cannot be stored, warehoused, or inventoried.

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6
Q

How do Service Differ from Goods: search quality

A

a characteristic that can be easily assesed before purchase (colour of the car)

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7
Q

How do Service Differ from Goods: experience

A

a characteristic that they assessed only after use, such as the quality of meal in a restaurant.

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8
Q

How do Service Differ from Goods: credence quality

A

-a characteristic that consumer may have difficult assessing even have purchase because they do not have the necessary knowledge or training. (medical services)

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9
Q

Components of Service Quality

A
  • Reliability
  • Responsiveness
  • Assurance
  • Empathy
  • Tangibles
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10
Q

Components of Service Quality: Reliability

A

The ability to perform dependably, accurately, and consistently

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11
Q

Components of Service Quality: Responsiveness

A

the ability to provide prompt service

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12
Q

Components of Service Quality: Assurance

A

the knowledge and courtesy of employees

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13
Q

Components of Service Quality: Empathy

A

caring, individualized attention to customers

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14
Q

Components of Service Quality: Tangibles

A

the physical evidence of a service

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15
Q

Product Strategies for Services

A
  • Process
  • Core and Supplementary
  • Standardization or customization
  • Service mix
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16
Q

people processing

A

takes place when the service is directed at a customer (hair-styling, transportation )

17
Q

people processing

A

occurs when the service is directed at customers’ physical possessions (lawn care, car repair)

18
Q

mental stimulus processing

A

refers to services directed at people’s minds (entertainment, spectator sports )

19
Q

information processing

A

describes services that use technology or brainpower directed at a customer’s assets

20
Q

Product Strategies for Services: Core and Supplementary

A

• Core service
○ The most basic benefit the customer is buying
• Supplementary service
• A group of services that support or enhance the core services
Core services are the draw, supplementary is how service gain a competitive edge.

21
Q

Standardization or customization

A

-Services are customized and response to customer needs. Standardized services are more efficient and cost less.

To incorporate both we use mass customization:
○ Mass customization –> a strategy that uses technology to deliver customized services on a mass basis

22
Q

Service Mix :

A

place (distribution) Strategy

  • promotion strategy
  • Pricing Strategy
23
Q

Service Mix : Place (Distribution) Strategy

A
  • Convenience
    • Number of outlets - to meet market demand (don’t want to do more than necessary.
    • Direct or indirect distribution - through your own firm or through other firms.
    • Location
    • Scheduling
24
Q

Service Mix : Promotion Strategy

A
  • Stress tangible cues- example is hotel using towels, pillow mints etc.
    • Use personal information sources- using something a customer is familiar with (celebrity), or something they can relate to personally
    • Create a strong organizational image- manage the physical environment of the service facility, the appearance of the service employees, and the tangible items associated with a service.
    • Engage in post-purchase communication
25
Q

Service Mix : Pricing Strategy

A
  • Define the unit of service consumption- is the service based on the consumption or time? Does it include tangible items
    • Determine if multiple elements are “bundled” or priced separately
26
Q

Pricing Objectives

A
  • Revenue-oriented pricing
  • operations-oriented pricing
  • patronage-oriented pricing
27
Q

Pricing Objectives: Revenue-oriented pricing

A

maximize the surplus of income over costs

28
Q

Pricing Objectives: operations-oriented pricing

A

match supply and demand by varying price

29
Q

Pricing Objectives: Patronage-oriented pricing

A

maximize the number of customers by varying price

MKT 2317 (14 decks)

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