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15 Cards in this Set
- Front
- Back
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What are some examples of service industries? |
Healthcare, professional services, financial services, hospitality, travel, etc. |
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What is the most popular service sector? |
Finance, insurance, and real estate. |
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Is service imperative in a goods-focused business? |
Yes. |
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The need and GDP of service is _______________. |
Increasing. |
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8 central paradoxes of technological products: |
1. Control/chaos 2. Freedom/enslavement 3. New/obsolete 4. Competence/incompetence 5. Efficiency/inefficiency 6. Fulfills/creates needs 7. Assimilation/isolation 8. Engaging/disengaging |
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4 characteristics of services: |
Intangible, heterogeneous, perishable, and simultaneous production and consumption. |
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What makes services intangible? |
They cannot be inventoried, patented, displayed or communicated, and pricing is difficult. |
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What makes services heterogeneous? |
Satisfaction depends on employee and customer actions, depends on uncontrollable factors, no sure knowledge of service delivered matches what was planned. |
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What makes services apart of simultaneous production and consumption? |
Customers participate in and affect the transaction, customers affect each other, employees affect the outcome, decentralization may be essential, and mass production is difficult. |
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What makes services perishable? |
Services cannot be returned or resold and it is difficult to synchronize supply and demand. |
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Search, experience, and credence qualities |
Search: Jewelry, house, cars Experience: Vacation, Haircut, child care Credence:Legal service, car repair, medical diagnosis |
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Examples of challenges for service marketers: |
Pricing, improving, designs, communicating, protecting service ideas, etc. |
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4 elements an org controls that can be used to satisfy or communicate with customers: (marketing mix) |
Product, price, place, and promotion. |
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What 3 P's are apart of the expanded mix for services? |
People, physical evidence, and process/ |
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2 ways to use the 7 P's? |
Overall strategic assessment: measure effectiveness, is the mix aligned well, strengths and weaknesses? Specific service implementation: customer? service? effective? what changes are needed? |
