Services Marketing Exam 1

Front 1

Define Services.

Back 1

Activity that is not a physical product and provides a value in intangible ways and is consumed at the time that it is produced.

Front 2

80% of our _________________ (total market value of all of the good and services produced in an economy in a year) is due to services.

Back 2

Gross domestic product.

Front 3

Define Service Industries and Companies.

Back 3

Companies who core product is a service. Ex. American Airlines, Marriott Hotel.

Front 4

Define Service as Products.

Back 4

A range of intangible product offerings that consumers pay for in the marketplace.
Ex. Macy’s sells services such as gift wrapping.

Front 5

Define Customer Service.

Back 5

Service provided in support of a company’s core products.

Front 6

Define Derived Service.

Back 6

The value derived from physical goods is really the service provided by the good, not the good itself. Ex. Pharmaceutical drugs provide medical services.

Front 7

Define Peripheral Services.

Back 7

Services that are sold in addition to physical products.

Front 8

Services are more ______ than concrete products, and concrete products are more ______ than services.

Back 8

Intangible, tangible.

Front 9

List the 4 Factors that Distinguish Services from Goods.

Back 9

1) Intangibility

2) Heterogeneity

3) Simultaneous Production and Consumption

4) Perishability

Front 10

Name the 7 Ps of the Services Marketing Mix.

Back 10

1) Product

2) Place

3) Price

4) Promotion

5) People

6) Physical evidence

7) Process

Front 11

Define People.

Back 11

All humans that have a part in service delivery and influence the buyer’s perceptions.

Front 12

Define Physical Evidence.

Back 12

Environment where the service is delivered and where the provider and the customer interact.

Front 13

Define Process.

Back 13

The actual procedures, mechanisms and flow of activities by which the service is delivered.

Front 14

Name 3 Categories of Properties of Consumer Products.

Back 14

1) Search qualities

2) Experience qualities

3) Credence qualities.

Front 15

Define Search Qualities.

Back 15

Attributes that a consumer cam determine before purchasing a product.

Front 16

Define Experience Qualities.

Back 16

Attributes that can be determined only after purchasing a product or consumption.

Front 17

Define Credence Qualities.

Back 17

Characteristics that the consumer may find impossible to evaluate even after purchasing and consumption. Ex. Car brake realigning.

Front 18

List the 6 Stages in Consumer Decision Making and Evaluation of Services.

Back 18

1) Need recognition
2) Information search
3) Evaluation of alternatives
4) Purchases
5) Consumer experience
6) Post-experience evaluation

Front 19

Define Physiological Needs.

Back 19

Food, water or sleep.

Front 20

Define Safety and Security Needs.

Back 20

Shelter, protection and security.

Front 21

Define Social Needs.

Back 21

Affection, friendship and acceptance.

Front 22

Define Ego Needs.

Back 22

Prestige, success, accomplishment and self-esteem.

Front 23

Define Self-Actualization.

Back 23

Self-fulfillment.

Front 24

Define Evoked Set.

Back 24

Set of products that a consumer considers acceptable in a given product category—smaller with services than goods.

Front 25

List 3 Reasons for a Smaller Evoked Set for Services Versus Goods.

Back 25

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.

Front 26

Define Customer Experience.

Back 26

Encompasses service processes that go from mundane to spectacular.

Front 27

Name the 3 Perceptions that Consumers Judge the Quality of Service on.

Back 27

1) Outcome quality

2) Interaction quality

3) Physical environment quality

Front 28

Define Expectations.

Back 28

Pre-service beliefs about service delivery that are used as standards to measure service performance.

Front 29

Name the 5 Types/Levels of Service Expectations.
From High → Low

Back 29

1) Ideal Expectations or Desires
2) Normative “Should” Expectations
3) Experience Based Norms
4) Acceptable Expectations
5) Minimum Tolerable Expectations

Front 30

Define Desired Service.

Back 30

The level of service a customer “wishes for.” A mix between what can be and what should be.

Front 31

Define Adequate Service.

Back 31

The minimum tolerable level of service the customer will accept.

Front 32

Define Zone of Tolerance.

Back 32

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.

Front 33

Define Reliability.

Back 33

The ability to perform the promised service dependably and accurately.

Front 34

List 5 Service Quality Dimensions.

Back 34

1) Assurance

2) Reliability

3) Responsiveness

4) Empathy

5) Dependability

Front 35

Name 2 Major Influences on Desired Service Level.

Back 35

1) Personal needs

2) Lasting service Intensifiers.

Front 36

Define Derived Service Expectations.

Back 36

Happens when other people drive customer expectations.

Front 37

Define Personal Service Philosophy.

Back 37

Customer’s attitude about the meaning of service and the proper conduct of service providers.

Front 38

Name 5 Factors that Influence Adequate Service.

Back 38

1) Temporary service intensifiers.

2) Perceived service alternatives.

3) Customer self-perceived service role.

4) Situational factors

5) Predicted service

Front 39

Define Temporary Service Intensifiers.

Back 39

Short-term factors that make a customer more aware of the need for a service.

Ex. Emergency situations.

Front 40

Define Perceived Service Alternatives.

Back 40

Other providers from who the customer can get service.

Front 41

Define Customer Self-Perceived Service Role.

Back 41

His/her perception of the degree to which they influence the level of service they receive.

Front 42

Define Situational Factors.

Back 42

Service performance conditions that customers see as beyond the control of the service provider.

Front 43

Define Predicted Service.

Back 43

Level of service that customers believe they are likely to get.

Front 44

Name 4 Internal and External Factors that Influence Desired and Predicted Service Expectations.

Back 44

1) Explicit Service Promises

2) Implicit Service Promises

3) Word of Mouth

4) Past Experience

Front 45

Define Explicit Service Promises.

Back 45

Statements about the service made by the organization to customers.

Front 46

Define Implicit Service Promises.

Back 46

Service-related cues that lead to inferences about what the service should and will be like.

Front 47

Define Word of Mouth.

Back 47

Statements made by parties other than the organization that tell customers what the service will be like.

Front 48

Define Past Experience.

Back 48

Customer’s previous exposure to service that is relevant to the current service.

Front 49

List the 4 Core Dimension that Customers use to Assess the Quality of a Website.

Back 49

1) Efficiency

2) Fulfillment

3) Privacy

4) Reliability

Front 50

Define Offensive Marketing.

Back 50

Market shares, reputation and price premiums help companies attract more and better customers to the business.

Front 51

What is the objective of Offensive Marketing?

Back 51

To acquire new customers, business, accounts.

Front 52

Define Defensive Marketing.

Back 52

Keeping current customers.

Front 53

What is the objective of Defensive Marketing.

Back 53

Retain your current or existing customers. Prevent competitors from stealing your customers.

Front 54

How can you get greater profits for the service firm through high service quality?

Back 54

High svc quality → Customer sat → Behavioral inventions→ Sales and Mkt share → Greater profits for svc firm

Front 55

Name 4 Benefits to an Organization of Customer Retention / Customer Behavior.

Back 55

1) Volume of purchases

2) Engaging in positive WOM

3) Loyal customers are willing to pay a price premium

4) Lower costs

Front 56

Name 5 Strategies to Reduce Perceived Customer Risk for Trying a Service Provider.

Back 56

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.

Front 57

Name the 4 Post Purchase Evaluations of Services.

Back 57

1) Level of satisfaction / dissatisfaction

2) Consumer complaint behavior

3) Repurchase Behavior

4) Attributions of blame