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11 Cards in this Set
- Front
- Back
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Hidden Sector: |
Scope of services is sometimes underestimated becauseservices may be lumped with goods in assigning revenues EX: delivery, installation, training, maintenance, repair. |
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Core Service: |
basicservices that firms provide to be competitive ex/ Phoneorders, picking up packages, tracking them, shipping on time, providing proofof delivery |
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Peripheral Service: |
Peripheral:supplementary, extra services to foster competitive advantage ex/Shippingadvice for clients, packing materials, real-time mobile device tracking |
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Non-Profit Marketing: |
This form of marketing is conducted by organizationsand individuals that operate in the public interest or that foster a cause anddo not seek financial profits |
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examples of non-profit marketing |
Organizations (charities, unions, trade associations) People (political candidates) Ideas (stop smoking) Other goods/services |
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Socialmarketing: |
used to gain acceptability of social ideas (environmental protection) |
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Unique Attributes of Services: |
( Intangibility, Perishability, Inseparability, Variability) |
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Intangibility: |
Cannot be displayed, transported, stored, packaged, orinspected before buying likephysical products Requires using cues to aid customers Atmosphere is important to convey value Images are used to convey benefit of value |
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Perishability: |
Cannot be stored for future sale To deal with perishability a firm can: Market similar services to segments with differentdemand patterns Market new services with different demand patternsfrom existing services Offer incentives during non-peak periods Etc. Goal is to balance demand and supply patterns (regulate demand) as well as possible |
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Inseparability: |
1) Serviceprovider and his/her services are inseparable (service provider isindispensable and customer contact is integral); Quality of servicedepends on skill and ability 2) The production andconsumption of a service are inseparable, making itimpossible to produce and store a service prior to consumption; Littleopportunity to test a service before use Lowering Risk offering guarantees |
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Variability: |
There may be differing service performance from onetime to another (evenif the same person provides the service) ●Serviceblueprint may help ●Potential solution: industrializationof services (e.g.,electronic financial transactions vs. human bank tellers) |
