Marketing Chapter 12-20

Front 1

4 characteristics of Service

Back 1

Perishability
Heterogeneity
Inseparability
Intangibility

Front 2

Perishability

Back 2

inability of services to be stored, ware housed, or inventoried. (Empty hotel room or airplane seat)

Front 3

Heterogeneity

Back 3

variability of the inputs & outputs of services which causes services to tend to be less standardized and uniform that good. (Different barbers do better/worse jobs)

Front 4

Inseparability

Back 4

inability of the production and consumption of a service to be separated. Consumers must be present during the production. (Haircuts or surgery)

Front 5

Intangibility

Back 5

inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed.

Front 6

3 qualities of Intangibility

Back 6

Search quality
Experience quality
Credence Quality

Front 7

Search quality

Back 7

characteristic that can be assessed before purchase. (Color of a shoe)

Front 8

Experience quality

Back 8

characteristic that can be assessed after use. (After you eat a meal)

Front 9

Credence Quality

Back 9

characteristic where a consumer has difficulty with the purchase after because they do not have the knowledge or experience about the item.

Front 10

5 qualities of Service

Back 10

Tangibles
Reliability
Empathy
Assurance
Responsiveness

Front 11

Tangibles

Back 11

physical evidence of a service. Shows the tools, facilities, and equipment used to provide the service. Also shows the staff as personal appearance.

Front 12

Reliability

Back 12

ability to perform a service dependably, accurately, and consistently.

Front 13

Empathy

Back 13

caring, individualized attention to customers.

Front 14

Assurance

Back 14

Knowledge and courtesy of employees and their ability to convey trust.

Front 15

Responsiveness

Back 15

ability to provide prompt service. (serving lunch to someone in a hurry)

Front 16

The Gap Model of Service Quality

Back 16

Identifies the 5 gaps that can cause problems in service delivery and influence customer evaluations of service quality.

Front 17

Gap 1

Back 17

Gap between what customers want and what management thing customers want.

Front 18

Gap 2

Back 18

Gap between what management thinks customers want and the quality specifications that management develops to provide that service.

Front 19

Gap 3

Back 19

Gap between the service quality specifications and the service that is provided.

Front 20

Gap 4

Back 20

Gap between what the service that is provided and what the customers is told it provides. ( campaign)

Front 21

Gap 5

Back 21

Gap between the service that customers recieve and the service they want.

Front 22

3 functions performed by the middle man

Back 22

Transactional functions
Logistical functions
Facilitating functions

Front 23

Transactional functions

Back 23

contacting potential customers to make them aware of existing products and explain the features, advantages, and benefits.

Front 24

Logistical functions

Back 24

include transportation and storage of assists, as well as sorting, accumulation, consolidation, and/or allocation for the purpose of conforming to customer requirements.

Front 25

Facilitating functions

Back 25

Research that provides info. about channel members and consumers by getting answers to key questions. Financing ensures that channel members have the money to keep products moving through the channe to the ultimate consumer.

Front 26

4 Channels for Consumer Goods

Back 26

Wholesaler Channel
Retailer Channel
Agent/Broker Channel
Direct Channel

Front 27

Wholesaler Channel

Back 27

low cost items that are commonly purchased. (places selling candy and cigarettes in gas stations)

Front 28

Retailer Channel

Back 28

large and buys large quanities from the manufacturer. (Wal Mart)

Front 29

Agent/Broker Channel

Back 29

used in markets with small retailers and lack of resources.

Front 30

Direct Channel

Back 30

distribution where producers sell directly to the consumer. (Catalog shopping)

Front 31

Dual Distribution

Back 31

use of 2 or more channel to distribute the same product to target markets.

Front 32

5 Managing Channel Relationships

Back 32

Power
Partnering
Control
Conflict
Leadership

Front 33

Power

Back 33

capacity of a marketing channel member to control/influence the behavior of other channel members.

Front 34

Partnering

Back 34

joint effort by all members to create a channel that serves customers and creates competitive advantage.

Front 35

Control

Back 35

one marketing channel member intentionally affects another members behavior.

Front 36

Conflict

Back 36

clash of goals and methods between members.

Front 37

Leadership

Back 37

member that exercises authority and power over the activities of other channel members.

Front 38

3 Market Coverage Stratagies

Back 38

Intensive Distribution
Selective Distribution
Exclusive Distribution

Front 39

Intensive Distribution

Back 39

aims at having a product available in every outlet where target customers might want to buy. (7-11 selling slushies)

Front 40

Selective Distribution

Back 40

achieved by screening dealers to eliminate all but a few in any single area. (HBO using Apple for shows but not using Netflix)

Front 41

Exclusive Distribution

Back 41

Establishes one or a few dealers within a given area. (specialty goods that concentrate in a single area. Rolls Royce)

Front 42

Category Killer

Back 42

specialty discount store that heavily dominates its narrow merchandise segment. ( Best Buy=electronics, IKEA=Home furniture, Office Plus=office supplies)

Front 43

Agents & Brokers

Back 43

facilitate the sale of a product from producer to end user by representing retailers, wholesalers, and manufacturers. Do not take title to a product. (Home selling agent bring home owner and prospective buyer together, but doesnt take ownership of the home)