Marketing Test 4 Chapter 10

Front 1

The selected parts of the US service sector generated:

Back 1

Over 6 Trillion in 2006 and accounted for 68% of the us GDP

Front 2

Service Product

Back 2

A service is a change in the condition of a person, or a good belonging to some economic entity, brought about as the result of the activity of some other economic entity, with the approval of the first person or economic entity.

Front 3

The united states is both the worlds:

Back 3

Premier services exporter and with over 200 billion in annual imports - its premier export destination as well

Front 4

Type of service products

Back 4

1. simple service
2. composite service
3. service bundle

Front 5

simple service

Back 5

a standard service (haircut)

Front 6

compositie service

Back 6

a product that embodies several distinct services that are produced together

Front 7

service bundle

Back 7

a product containing a collection of services negotiated between the service provider and the customer

Front 8

intangibility

Back 8

the characteristics of a service that means customers cant see touch or smell good service

Front 9

perishability

Back 9

the characteristic of a service that makes it impossible to store for later sale or consumption

Front 10

capacity management

Back 10

the process by which orgs adjust their offerings in attempts to manage demand

Front 11

inseperability

Back 11

production and consumption of services cannot be separated, therefore, it is not possible to store services in inventory

Front 12

variability

Back 12

from the perspective of the customer, the characteristic of a service that means that even the same service performed by the same individual for the same customer can vary

Front 13

heterogeneity

Back 13

from the perspective of the service provider, the characteristic of a service that means that it is difficult for humans to replicate service quality

Front 14

What is offered by service firms (video)

Back 14

note that customer service is PART of what is offered by service firms

Front 15

disinter mediation can be effective for services because

Back 15

a. it is sometimes useful to eliminate people from the service-encounter
b. technology can sometimes provide better service than people
c. of service heterogeneity

Front 16

augmented services

Back 16

the core service plus additional services provided to enhance value

(offering a warranty for the work, or the ability to pay with a credit card)

Front 17

the service encounter occurs when:

Back 17

the customer comes into contact with the org

Front 18

the "moment of truth"

Back 18

occurs next and is that moment of time within the service encounter when the customer will decide to come away with either a positive or negative impression of the service encounter

the service encounter has both a social contact dimension and a physical dimension (the physical evidence portion of the experience, termed the service scape)

Front 19

servicescape

Back 19

the actual physical facility where the service is performed, delivered, and consumed

Front 20

service quality is about

Back 20

excellence in meeting peoples needs via social interaction

Front 21

the path to satisfaction

Back 21

exceeding peoples service quality expectations

Front 22

exaggerated (unrealistic) customer expectations account for about ....

Back 22

75% of the complaints reported by service businesses

Front 23

effective service recovery concerns with....

Back 23

how to effectively deal with customer complaints

Front 24

customer satisfaction

Back 24

refers to a consumer's judgment as to how fulfilling an exchange is both cognitively and emotionally

Front 25

quality

Back 25

involves a comparison to excellence by the customers. Service quality does NOT involve emotions (among other differences)

Front 26

qSp

Back 26

Quality - satisfaction - purchase intention

Front 27

search qualities

Back 27

product characteristics that consumers can examine prior to purchase
1. experience qualities
2. credence qualities

NOTE: both of these would apply to dental services

Front 28

experience qualities

Back 28

product characteristics that consumers can determine during or after consumption

Front 29

credence qualities

Back 29

product characteristics that are difficult to evaluate even after they have been experienced.

Front 30

Service experience blueprint

Back 30

NOTE: that the service blueprint makes visual the service delivery process

Front 31

The five service quality gaps include

Back 31

1.between consumer expectations and mgt perceptions of consumer expectations
2. between mgt perceptions of consumer expectations and the quality standards set by the firm
3. between established quality standards and service delivery
4. between service quality standards and consumer expectations
5. between expected service and perceived service

Front 32

critical incident technique

Back 32

a method for measuring service quality in which marketers use customer complaints to identify critical incidents -specific face-to-face contacts between customers and service providers that cause problems and lead to dissatisfaction

Front 33

NOTE about gaps

Back 33

There is no gap in the model for the difference between employee perceptions of satisfaction and consumers' expectations

Front 34

These require a certain amount of emotional intelligence

Back 34

responsiveness
assurance
empathy

Front 35

Know these five true dimensions of service quality

Back 35

1. tangibles
2. reliability
3. responsiveness
4. assurance
5. empathy

NOTE courtesy is not one of these

Front 36

The key to effective service recovery is

Back 36

an acceptable apology

The three characteristics of a "good" apology are:
1. acknowledgment
2. regret
3. commitment to reform

Front 37

intangibility

Back 37

-difficulty for customer to evaluate
-difficult to advertise
-difficult to set prices
-service process is usually not protect able by patents

Front 38

3 new marketing mix elements

Back 38

people
physical evidence
process

Front 39

avatar

Back 39

a graphic representation of you inside the world (second life)

Front 40

People, places, ideas

Back 40

Note that all of these are forms of service marketing

Including retailing!

Front 41

4 techniques to increase value as a customer

Back 41

coding
routing
targeting
sharing

NOTE resolving is NOT one of these