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41 Cards in this Set
- Front
- Back
What does service marketing mean? |
A concept based on recognition of the uniqueness of all services; branch of marketing that specifically applies to the service industries. |
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Generic |
all common organizations |
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Contextual |
unique, depends on the situation |
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What are the 6 generic differences between services and products? |
Intangibility Services cannot be tested and evaluated the same way as we try on clothes before we buy it. We have to experience them to know how they work. |
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What are the 6 generic differences between services and products? |
Production Methods Products are manufactured, assembled, and physically transported to the point of sale. |
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What are the 6 generic differences between services and products? |
Perishability The sale of an empty hotel room, airline seat, or convention center meeting room is lost forever if not sold. There is only one chance to enjoy a summer vacation or holiday in any given year. |
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What are the 6 generic differences between services and products? |
Distribution Channels Customers come to our store to buy. We buy stock to sell. |
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What are the 6 generic differences between services and products? |
Cost Determination Services are variable and intangible. |
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What are the 6 generic differences between services and products? |
Relationship Of Services To Providers Services are inseparable from others who provide them. Like a restaurant has their reputation for their unique food. |
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What are the 6 contextual differences between services and products? |
Narrow definition of marketing Less emphasis on marketing research, value to marketing decisions is not fully appreciated. |
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What are the 6 contextual differences between services and products? |
Lack Of Appreciation For Marketing Skills Technical skills like food prep, housekeeping is more known than our marketing skills. |
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What are the 6 contextual differences between services and products? |
Different Organizational Structures General Manager vs. director of sales. |
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What are the 6 contextual differences between services and products? |
Lack of Data on Competitive Performance Not much information. |
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What are the 6 contextual differences between services and products? |
Impact of Government Regulation and Deregulation Tight government control limits marketing flexibility |
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What are the 6 contextual differences between services and products? |
Constraints and Opportunities for Non-Profit Marketers |
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
Shorter exposure to services Less time to make a good or bad impression on customers. Example: fast food restaurants. |
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
More emotional buying appeal Harley Davidson, emotional and personal feelings. |
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
Greater importance on managing experience clues Customers can see and sense various experience clues with services. Physical environment, price, communication, and customers. |
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
Greater emphasis on stature and imagery Organizations put great effort into creating the desired mental associations. |
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
More variety and types of distribution channel We have a unique set of travel intermediaries, like travel agents. |
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
More dependence on complementary organizations
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
Easier copying of services Products are difficult to replicate.
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What are the 8 specific differences affecting the marketing of hospitality and travel services? |
More emphasis on off-peak promotion Customers make a large emotional investment in their vacations or holidays. The capacity to produce is usually fixed. There is more pressure to use available capacity in off-peak periods. |
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What are the four other unique approaches required in hospitality and travel marketing? |
Use more than 4P's- People, packaging, programming, and partnership. |
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What are the four other unique approaches required in hospitality and travel marketing? |
Greater significance of word-of-mouth information Powerful effect on people's choices of hospitality and travel services. |
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What are the four other unique approaches required in hospitality and travel marketing? |
More use of emotional appeals in promotions Companies must be given personalities with which customers can associate. |
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What are the four other unique approaches required in hospitality and travel marketing? |
Greater difficulties with new-concept testing Amenity creep. |
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What are the three key relationships among organizations and individuals in the hospitality and travel industry? |
Industry organizations |
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What are the three key relationships among organizations and individuals in the hospitality and travel industry? |
The Destination Mix Concept |
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What are the three key relationships among organizations and individuals in the hospitality and travel industry? |
Visitors and residents |
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TRUE OR FALSE Services marketing has developed at a faster pace than the marketing in the manufacturing and packed-goods industry |
FALSE |
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TRUE OR FALSE Contextual differences are caused by variations in organizations' management philosophies and practices, and in external environments |
TRUE |
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TRUE OR FALSE Each organization involved in a packaged vacation has its own separate identity and need not worry about the level of service delivered by the other organizations |
FALSE |
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TRUE OR FALSE There are more emotional and irrational buying appeals associated with the purchase of products |
FALSE |
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TRUE OR FALSE Some of the approaches for marketing manufactured goods either do not apply, or need to be modified, to fit the service industries |
TRUE |
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Which of the following is not a generic difference between the marketing of services and products? |
Narrow definition of marketing |
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One of the three unique relationships is: |
The destination mix |
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Services marketing means that: |
services are unique and require their own branch of marketing |
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Two of the contextual differences between the marketing of services and products are: |
different organizational structures and the narrow definition of marketing |
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The system of distribution is characterized by: |
The lack of physical distribution |
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The key distinction between generic and contextual differences is that: |
generic differences are unchangeable; contextual differences can be corrected in the future. |