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57 Cards in this Set

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Define Services.
Activity that is not a physical product and provides a value in intangible ways and is consumed at the time that it is produced.
80% of our _________________ (total market value of all of the good and services produced in an economy in a year) is due to services.
Gross domestic product.
Define Service Industries and Companies.
Companies who core product is a service. Ex. American Airlines, Marriott Hotel.
Define Service as Products.
A range of intangible product offerings that consumers pay for in the marketplace.
Ex. Macy’s sells services such as gift wrapping.
Define Customer Service.
Service provided in support of a company’s core products.
Define Derived Service.
The value derived from physical goods is really the service provided by the good, not the good itself. Ex. Pharmaceutical drugs provide medical services.
Define Peripheral Services.
Services that are sold in addition to physical products.
Services are more ______ than concrete products, and concrete products are more ______ than services.
Intangible, tangible.
List the 4 Factors that Distinguish Services from Goods.
1) Intangibility

2) Heterogeneity

3) Simultaneous Production and Consumption

4) Perishability
Name the 7 Ps of the Services Marketing Mix.
1) Product

2) Place

3) Price

4) Promotion

5) People

6) Physical evidence

7) Process
Define People.
All humans that have a part in service delivery and influence the buyer’s perceptions.
Define Physical Evidence.
Environment where the service is delivered and where the provider and the customer interact.
Define Process.
The actual procedures, mechanisms and flow of activities by which the service is delivered.
Name 3 Categories of Properties of Consumer Products.
1) Search qualities

2) Experience qualities

3) Credence qualities.
Define Search Qualities.
Attributes that a consumer cam determine before purchasing a product.
Define Experience Qualities.
Attributes that can be determined only after purchasing a product or consumption.
Define Credence Qualities.
Characteristics that the consumer may find impossible to evaluate even after purchasing and consumption. Ex. Car brake realigning.
List the 6 Stages in Consumer Decision Making and Evaluation of Services.
1) Need recognition
2) Information search
3) Evaluation of alternatives
4) Purchases
5) Consumer experience
6) Post-experience evaluation
Define Physiological Needs.
Food, water or sleep.
Define Safety and Security Needs.
Shelter, protection and security.
Define Social Needs.
Affection, friendship and acceptance.
Define Ego Needs.
Prestige, success, accomplishment and self-esteem.
Define Self-Actualization.
Self-fulfillment.
Define Evoked Set.
Set of products that a consumer considers acceptable in a given product category—smaller with services than goods.
List 3 Reasons for a Smaller Evoked Set for Services Versus Goods.
1) Customers have to visit the service establishment.

2) Customers are unlikely to find more than 2 places that offer the same service in an area.

3) Difficult to get adequate pre-purchase information about services.
Define Customer Experience.
Encompasses service processes that go from mundane to spectacular.
Name the 3 Perceptions that Consumers Judge the Quality of Service on.
1) Outcome quality

2) Interaction quality

3) Physical environment quality
Define Expectations.
Pre-service beliefs about service delivery that are used as standards to measure service performance.
Name the 5 Types/Levels of Service Expectations.
From High → Low
1) Ideal Expectations or Desires
2) Normative “Should” Expectations
3) Experience Based Norms
4) Acceptable Expectations
5) Minimum Tolerable Expectations
Define Desired Service.
The level of service a customer “wishes for.” A mix between what can be and what should be.
Define Adequate Service.
The minimum tolerable level of service the customer will accept.
Define Zone of Tolerance.
The extent to which customers recognize and are willing to accept a variation in performance of services.

-Different customers have different zones of tolerance.

-Zones of tolerance vary for service dimensions.
Define Reliability.
The ability to perform the promised service dependably and accurately.
List 5 Service Quality Dimensions.
1) Assurance

2) Reliability

3) Responsiveness

4) Empathy

5) Dependability
Name 2 Major Influences on Desired Service Level.
1) Personal needs

2) Lasting service Intensifiers.
Define Derived Service Expectations.
Happens when other people drive customer expectations.
Define Personal Service Philosophy.
Customer’s attitude about the meaning of service and the proper conduct of service providers.
Name 5 Factors that Influence Adequate Service.
1) Temporary service intensifiers.

2) Perceived service alternatives.

3) Customer self-perceived service role.

4) Situational factors

5) Predicted service
Define Temporary Service Intensifiers.
Short-term factors that make a customer more aware of the need for a service.

Ex. Emergency situations.
Define Perceived Service Alternatives.
Other providers from who the customer can get service.
Define Customer Self-Perceived Service Role.
His/her perception of the degree to which they influence the level of service they receive.
Define Situational Factors.
Service performance conditions that customers see as beyond the control of the service provider.
Define Predicted Service.
Level of service that customers believe they are likely to get.
Name 4 Internal and External Factors that Influence Desired and Predicted Service Expectations.
1) Explicit Service Promises

2) Implicit Service Promises

3) Word of Mouth

4) Past Experience
Define Explicit Service Promises.
Statements about the service made by the organization to customers.
Define Implicit Service Promises.
Service-related cues that lead to inferences about what the service should and will be like.
Define Word of Mouth.
Statements made by parties other than the organization that tell customers what the service will be like.
Define Past Experience.
Customer’s previous exposure to service that is relevant to the current service.
List the 4 Core Dimension that Customers use to Assess the Quality of a Website.
1) Efficiency

2) Fulfillment

3) Privacy

4) Reliability
Define Offensive Marketing.
Market shares, reputation and price premiums help companies attract more and better customers to the business.
What is the objective of Offensive Marketing?
To acquire new customers, business, accounts.
Define Defensive Marketing.
Keeping current customers.
What is the objective of Defensive Marketing.
Retain your current or existing customers. Prevent competitors from stealing your customers.
How can you get greater profits for the service firm through high service quality?
High svc quality → Customer sat → Behavioral inventions→ Sales and Mkt share → Greater profits for svc firm
Name 4 Benefits to an Organization of Customer Retention / Customer Behavior.
1) Volume of purchases

2) Engaging in positive WOM

3) Loyal customers are willing to pay a price premium

4) Lower costs
Name 5 Strategies to Reduce Perceived Customer Risk for Trying a Service Provider.
1- Services guarantees

2- Reduce intangibility issue

3- Offer free trial periods or offer something at a low cost.

4- Maintain consistent service quality.

5- Display service certifications, licensures, degrees, awards, expertise etc.
Name the 4 Post Purchase Evaluations of Services.
1) Level of satisfaction / dissatisfaction

2) Consumer complaint behavior

3) Repurchase Behavior

4) Attributions of blame