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20 Cards in this Set
- Front
- Back
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Distinguishing Characteristics of Services |
Intangibility Heterogeneity Inseparability Perishability |
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Distinguishing Characteristics of Services INTANGIBILITY |
Services cannot be touched or sensed in the same manner as physical goods |
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Distinguishing Characteristics of Services HETEROGENEITY |
Reflects the variation in consistency from one Service Transaction to the next |
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Distinguishing Characteristics of Services
INSEPARABILITY |
Reflects the interconnections among the service provider, the customer involved in receiving the service, and other customers sharing the service experience |
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Distinguishing Characteristics of Services PERISHABILITY |
Services cannot be saved, their unused capacity cannot be stored and they cannot be inventoried |
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Service Marketing Challenges - INTANGIBILITY |
Lack of Service Inventories Lack of Patent Protection Difficulty in Displaying or Communicating Pricing Difficulties |
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Solutions to INTANGIBILITY Concerns Lack of Service Inventories |
Use of Tangible Cues |
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Solutions to INTANGIBILITY Concerns Lack of Patent Protection |
Use of Personal Sources of Information to Help Spread the Word |
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Solutions to INTANGIBILITY Concerns
Difficulty in Displaying or Communicating Services |
Creation of Strong Organizational Images to Reduce Risk |
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Solutions to INTANGIBILITY Concerns Pricing Difficulties |
Utilize Activity-Based Costing (ABC) Approach |
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Service Marketing Challenges - HETEROGENEITY |
Issues with Standardization and Quality Control Moods & Skills Differ from Day to Day and from One Personnel to Another * |
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Solutions to HETEROGENEITY Concerns |
Standardization – providing the same service to all customers to achieve consistency (faster, less expensive, more consistent) vs. Customization – meeting each customer’s exact specifications |
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Service Marketing Challenges - INSEPARABILITY |
Physical Connection of the Service Provider to the Service Involvement of the Customer in the Production Involvement of the Other Customers in the Special challenges in Mass Production of Services |
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Solutions to INSEPARABILITY Concerns Physical Connection of the Service Provider to the Service |
Selecting and Training Public Contact Personnel |
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Solutions to INSEPARABILITY Concerns Involvement of the Customer in the Production Process |
Effectively Managing Consumers |
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Solutions to INSEPARABILITY Concerns Involvement of the Other Customers in the Production Process |
Use of Multisite Locations |
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Service Marketing Challenges - PERISHABILITY |
Demand exceeds supply of service available Demand exceeds optimal levels of supply Lower Demand than Supply Levels |
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Solutions to PERISHABILITY Concerns Demand exceeds supply of service available |
Managing Service Demand - Creative Pricing
Managing Service Supply- Use Part Time Employees |
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Solutions to PERISHABILITY Concerns Demand exceeds optimal levels of suppl |
Managing Service Demand-Reservation Systems Managing Service Supply - Share Capacity with other Providers |
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Solutions to PERISHABILITY Concerns Lower Demand than Supply Levels |
Managing Service Demand Shift Demand to Complementary Services Utilize Non-Peak Demand Periods to Prepare for Peak Demand Periods Managing Service Supply Prepare for Expansion in Advance Utilize 3rd Parties to Increase Supply Sources Increase Customer Participation |
