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11 Cards in this Set

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  • Back
4 I's of services
Intangibility
Inconsistency
inseparability
inventory
Services continuum
a range from the tangible to the intangible of good dominant to service dominant offerings available in the market place
3 ways to classify services
1) they are delivered by people or equipment
2) they are profit or nonprofit
3) they are government sponsored
gap analysis
differences between the consumer's expectations and experience
dimensions of service quality
reliability
tangibles
responsiveness
assurance
empathy
customer contact audit
a flowchart of the points of interaction between consumer and service provider
search, experience, and credence properties
search-tangible goods that have properties of color, size, and shape
experience- can only be discerened after purchase (restuarants)
credence-charac. that the consumer may find impossible to evaluate even after purchase and consumption(dr.'s)
importance of branding
because services are intangible and more difficult to describe, the brand name or identifying logo is important to consumers
capacity management
integrating the service component of the marketing mix with efforts to influence consumer demand
internal marketing
based on the notion that a service organization must focus on its employees or internal market before successful programs can be directed at customers
4 p's of marketing mix
price
place
product
promotion