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12 Cards in this Set

  • Front
  • Back
4 I's of Services
1.) Intangibility
2.) Inconsistency
3.) Inseparability
4.) Inventory
services cannot be held, touched, or seen before the purchase decision. They tend to be more difficult for consumers to evaluate
developing, pricing, promotion, and delivering services is challenging, because the quality of service is often inconsistent. Attempts to reduce inconsistency can be made through standardization and training.
the consumer cannot separate that deliverer of the service from the service itself.
inventory carrying costs are more subjective and are related to idle production capacity, which is when the service provider is available, but there is no demand.
Services of Continuum
As companies look at what they bring to the market, there is a range from the tangible to the intangible or good-dominant to service-dominant offerings
3 Classifications of Services
a. Are they delivered by people or equipment?
-Equipment based services do not have the marketing concerns of inconsistency because people are removed from the provision of the service

b. Are they profit, or nonprofit?
-Nonprofit organizations excess in revenue over expenses are not taxed or distributed to shareholders. When excess revenue exists, the money goes back into the organizations treasury to allow continuation of the service.

c. Are they government sponsored?
-Although there is no direct ownership and they are non profit organizations, governments at the federal, state, and local levels provide a broad range of services. Ex: USPS
Customer contact audit
A flowchart of the points of interaction between consumer and service provider. This is particularly important in high-contact services such as hotels, and car rental agencies.
tangible goods such as clothing and furniture have search properties, such as color, size, and style, which can be determined before purchase.
services such as restaurants and child care have experience properties, which can only be discerned after purchase or during consumption
services provided by professionals such as medical diagnoses and legal services had credence properties, or characteristics that the consumer may find impossible to evaluate even after purchase and consumption
Capacity management
Service organizations must manage the availability of the offering so that: 1.Demand matches capacity over the duration of the demand cycle. 2. The organizations assets are used in ways that will maximize the return on investment.