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