Mkt Chapter 10

Front 1

The US information sector revenue alone for the 4th quarter of 2006 was ________

Back 1

$283 billion

Front 2

The _______ is both the world's premier service exporter and with over ________ in annual imports- is premier export destination as well.

Back 2

United States

$200 billion

Front 3

Conceptual definition of a service product

Back 3

a service is the change in condition of a person, or good belonging to some economic entity, with the approval of the 1st person or economic entity

To correctly define the product(s) of a service industry it is essential to specify exactly what the producer agrees to sell and what the customer agrees to buy.

That is, a determination must be made of what is implicitly or explicitly "contracted for" when a transaction takes place.

Front 4

simple service

Back 4

a standard service whose real output can often be measured in physical units or counts.

ex. A traditional haircut or basic phone service

Front 5

composite service

Back 5

a product that embodies several distinct services that are produced together (by virtue of regulations, production process, safety or hygiene requirements, or
industry practice). The customer is not free to pick and choose among the several services in the composite -- the consumer buys all or none;


e.g., a conventional hotel room rental includes
maid service, salon haircuts include shampooing, or the final product (diagnosis or course of treatment) created by a doctor’s office visit may embody a variety of required diagnostic services

Front 6

service bundle

Back 6

a product containing a collection of services negotiated between the service
provider and the customer and whose composition may vary by customer;

e.g., traditional phone service plus call waiting and/or caller ID, etc., a package of information services that can be transmitted through a common medium (cable, satellite) and that may include voice, data and/or visual services, etc., or different bundles of janitorial services, or legal services, or accounting services, etc.

Front 7

Characteristics of services

Back 7

-Intangibility
-perishability
-variability
-heterogeneity

** "knowledge content" is NOT one of these

Front 8

Intangibility

Back 8

the characteristics of a service that means customers can't see, touch, or smell good service

Front 9

Perishablity

Back 9

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

-capacity management
-inseparability

Front 10

capacity management

Back 10

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

Front 11

inseparability

Back 11

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

Front 12

variabliity

Back 12

from the perspective of the customer, the characteristics 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 characteristics of a service means that it is difficult for humans to replicate service quality.

Front 14

Disintermediation can be effective for services because

Back 14

- it is sometimes useful to eliminate people from the service encounter.

-technology can sometimes provide better service than people.

- of service heterogeneity.

Front 15

Argumented services

Back 15

the core service plus additional services provided to enhance value.

ex. Offering a warranty for the work, or the ability to pay with a credit card.

Front 16

3 categories of products in a service continuum.

Back 16

1) Goods-dominated products
2)equipment- or facility-based services
3) People-based services

**read classifying services pg 312-314.

Front 17

The service encounter occurs when

Back 17

the customer comes into contact with the org.

Front 18

The "moment of truth" is

Back 18

the 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.

Front 19

the 2 dimensions of the service encounter

Back 19

-social contact dimension
-physical dimension

Front 20

servicescape

Back 20

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

Front 21

service quality

Back 21

is about "excellence" in meeting people's needs via social interaction

Front 22

the path to satisfaction

Back 22

exceeding people's service quality expectations

Front 23

exaggerated customer expectations account for ____ of the complaints reported by service businesses.

Back 23

75%

Front 24

effective service recovery concerns

Back 24

how to effectively deal with customer complaints

Front 25

customer satisfaction

(service quality vs customer satisfaction)

Back 25

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

Front 26

service quality

(service quality vs customer satisfaction)

Back 26

involves a comparison to excellence by the customers.

it does NOT involve emotions.

Front 27

relationship between service quality and customer satisfaction

Back 27

quality -> satisfaction -> Purchase intent

Front 28

Search Qualities

Back 28

product characteristics that consumers can examine prior to purchase.

-experience qualities
-credence qualities

**both of these would apply to dental services.

Front 29

experience qualities

Back 29

product characteristics that consumers can determine during or after consumption.

Front 30

credence qualities

Back 30

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

Front 31

service blueprint

Back 31

makes visual the service delivery process.

Front 32

the five service quality gaps

Back 32

1) The gap between consumer expectations and mgt. perceptions of consumer expectations.

2)The gap between mgt. perceptions of consumer expectations and the quality standards set by the firm.

3)The gap between established quality standards and service delivery

4)The gap between service quality standards and consumer expectations

5)The gap between expected service and perceived service.

** NO gap in the model for the difference b/w employee perceptions of satisfaction and consumers' expectations.**

Front 33

critical incident technique

Back 33

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 34

5 dimensions of service quality

Back 34

1) tangibles (makes services difficult to evaluate)
2) reliability
3) responsiveness
4) Assurance
5) empathy

**"courtesy" is NOT one of these.

**responsiveness, assurance and empathy: require a certain amt. of emotional intelligence.

Front 35

3 new marketing mix elements

Back 35

-people
-physical evidence
-process

Front 36

intangibility

Back 36

-difficult for customer to evaluate.
-customer does not take physical possession.
-difficult to advertise and display
-difficult to set and justify prices
-service process is usually not protectable by patents.

Front 37

Avatar

Back 37

a graphic representation of you inside the world. In Second Life they look more or less like humans, though they can be modified in such details

-different hair, eyes, body type, clothes.

Each one is unique, sometimes bizarre.

Front 38

forms of service marketing

Back 38

-people marketing
-place marketing
-idea marketing

retailing is included.

Front 39

4 techniques companies use see if they want you as a customer.

Back 39

- coding
- routing
- targeting
- sharing

**resolving is NOT one of these.