Marketing Chapter 2

Front 1

What does service marketing mean?

Back 1

A concept based on recognition of the uniqueness of all services; branch of marketing that specifically applies to the service industries.

Front 2

Generic

Back 2

all common organizations

Front 3

Contextual

Back 3

unique, depends on the situation

Front 4

What are the 6 generic differences between services and products?

Back 4

Intangibility

Services cannot be tested and evaluated the same way as we try on clothes before we buy it. We have to experience them to know how they work.

Front 5

What are the 6 generic differences between services and products?

Back 5

Production Methods

Products are manufactured, assembled, and physically transported to the point of sale.

Front 6

What are the 6 generic differences between services and products?

Back 6

Perishability

The sale of an empty hotel room, airline seat, or convention center meeting room is lost forever if not sold. There is only one chance to enjoy a summer vacation or holiday in any given year.

Front 7

What are the 6 generic differences between services and products?

Back 7

Distribution Channels

Customers come to our store to buy. We buy stock to sell.

Front 8

What are the 6 generic differences between services and products?

Back 8

Cost Determination

Services are variable and intangible.

Front 9

What are the 6 generic differences between services and products?

Back 9

Relationship Of Services To Providers

Services are inseparable from others who provide them. Like a restaurant has their reputation for their unique food.

Front 10

What are the 6 contextual differences between services and products?

Back 10

Narrow definition of marketing

Less emphasis on marketing research, value to marketing decisions is not fully appreciated.

Front 11

What are the 6 contextual differences between services and products?

Back 11

Lack Of Appreciation For Marketing Skills

Technical skills like food prep, housekeeping is more known than our marketing skills.

Front 12

What are the 6 contextual differences between services and products?

Back 12

Different Organizational Structures

General Manager vs. director of sales.

Front 13

What are the 6 contextual differences between services and products?

Back 13

Lack of Data on Competitive Performance

Not much information.

Front 14

What are the 6 contextual differences between services and products?

Back 14

Impact of Government Regulation and Deregulation

Tight government control limits marketing flexibility

Front 15

What are the 6 contextual differences between services and products?

Back 15

Constraints and Opportunities for Non-Profit Marketers

Front 16

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 16

Shorter exposure to services

Less time to make a good or bad impression on customers. Example: fast food restaurants.

Front 17

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 17

More emotional buying appeal

Harley Davidson, emotional and personal feelings.

Front 18

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 18

Greater importance on managing experience clues

Customers can see and sense various experience clues with services. Physical environment, price, communication, and customers.

Front 19

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 19

Greater emphasis on stature and imagery

Organizations put great effort into creating the desired mental associations.

Front 20

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 20

More variety and types of distribution channel

We have a unique set of travel intermediaries, like travel agents.

Front 21

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 21

More dependence on complementary organizations

Front 22

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 22

Easier copying of services

Products are difficult to replicate.

Front 23

What are the 8 specific differences affecting the marketing of hospitality and travel services?

Back 23

More emphasis on off-peak promotion

Customers make a large emotional investment in their vacations or holidays. The capacity to produce is usually fixed. There is more pressure to use available capacity in off-peak periods.

Front 24

What are the four other unique approaches required in hospitality and travel marketing?

Back 24

Use more than 4P's-

People, packaging, programming, and partnership.

Front 25

What are the four other unique approaches required in hospitality and travel marketing?

Back 25

Greater significance of word-of-mouth information

Powerful effect on people's choices of hospitality and travel services.

Front 26

What are the four other unique approaches required in hospitality and travel marketing?

Back 26

More use of emotional appeals in promotions

Companies must be given personalities with which customers can associate.

Front 27

What are the four other unique approaches required in hospitality and travel marketing?

Back 27

Greater difficulties with new-concept testing

Amenity creep.

Front 28

What are the three key relationships among organizations and individuals in the hospitality and travel industry?

Back 28

Industry organizations

Front 29

What are the three key relationships among organizations and individuals in the hospitality and travel industry?

Back 29

The Destination Mix Concept

Front 30

What are the three key relationships among organizations and individuals in the hospitality and travel industry?

Back 30

Visitors and residents

Front 31

TRUE OR FALSE

Services marketing has developed at a faster pace than the marketing in the manufacturing and packed-goods industry

Back 31

FALSE

Front 32

TRUE OR FALSE

Contextual differences are caused by variations in organizations' management philosophies and practices, and in external environments

Back 32

TRUE

Front 33

TRUE OR FALSE

Each organization involved in a packaged vacation has its own separate identity and need not worry about the level of service delivered by the other organizations

Back 33

FALSE

Front 34

TRUE OR FALSE

There are more emotional and irrational buying appeals associated with the purchase of products

Back 34

FALSE

Front 35

TRUE OR FALSE

Some of the approaches for marketing manufactured goods either do not apply, or need to be modified, to fit the service industries

Back 35

TRUE

Front 36

Which of the following is not a generic difference between the marketing of services and products?

Back 36

Narrow definition of marketing

Front 37

One of the three unique relationships is:

Back 37

The destination mix

Front 38

Services marketing means that:

Back 38

services are unique and require their own branch of marketing

Front 39

Two of the contextual differences between the marketing of services and products are:

Back 39

different organizational structures and the narrow definition of marketing

Front 40

The system of distribution is characterized by:

Back 40

The lack of physical distribution

Front 41

The key distinction between generic and contextual differences is that:

Back 41

generic differences are unchangeable; contextual differences can be corrected in the future.