Chap 5 - Marketing Flashcards
Define the “simultaneity” nature of services.
Services are consumed as they are dispensed
Define the “heterogeneity” aspect of services.
There is a lot of variation in service, because the performance of individuals varies - this can adversely impact quality control
What are the 4 characteristics that differentiate a service from a good/product?
1) Intangibility
2) simultaneity
3) Heterogeneity
4) Perishability
Give the “4 P’s” of the traditional marketing mix
1) Product
2) Price
3) Place
4) Promotion
What 3 additional “P’s” are included in the EXPANDED marketing mix adopted by service marketers?
1) People
3) Physical evidence
3) Process of assembly
Define “market segmentation.”
Dividing the market into smaller, identifiable groups of people with comparable sociodemographic, lifestyle, or behavioral characteristics resulting in similar wants/needs.
Define the “undifferentiated approach” to market segmentation.
Providing a SINGLE (undifferentiated) SERVICE for every participant.
Define a “differentiated approach” to market segmentation.
Providing DIFFERENT SERVICES for different target markets
Define a “concentrated approach” to market segmentation.
Focuses on a SINGLE SERVICE FOR A SPECIFIC TARGET MARKET.
Which approach for market segmentation best describes adaptive recreation?
A concentrated approach
Which approach to market segmentation best describes an agency that focuses on completely inclusive recreation?
An undifferentiated approach
An agency removes all steps to a recreation center’s main entrance, replacing them with a sloping ramp that is easier for all users. What is this an example of?
Universal design
In this pricing model, the price of the service is based on the COST to provide the service
Cost-based pricing
This pricing model considers what the COMPETITION is charging. A service can be priced lower to appeal to the price sensitivity of participants, or maybe placed higher to convey a greater value.
Competition-based pricing
In this pricing model, prices are established based on what the market will bear according to the principles of SUPPLY AND DEMAND.
Demand-based pricing
Define “marketing.”
Development of a product/service to meet the needs of consumers/participants.
Define “promotion.”
Intentional communication of a product or service to its customer base.
Name the 5 types of promotion.
1) Advertising
2) Publicity
3) Direct contact
4) Sales promotion
5) Public relations
WHICH TYPE OF PROMOTION publicly promotes a service via public media, is intentional, calculated, and requires a fee?
Advertising
WHICH TYPE OF PROMOTION disseminates information for free, but is out of the control of the agency?
Publicity
WHICH TYPE OF PROMOTION involves communicating directly with potential participants and is used frequently and recreation setting?
Direct contact or direct sales
WHICH TYPE OF PROMOTION involves using items or activities to help spark interest and generate involvement Beyond what the service alone might achieve?
Sales promotion
Coupons, giveaways, or special events that celebrate a milestone are all examples of WHICH TYPE OF PROMOTION?
Sales promotion
Give 4 examples of how an agency can be inclusive in its advertising efforts
1) Including people with disabilities in ADS
2) Increasing FONT SIZE
3) Providing CAPTION for videos
4) Clearly COMMUNICATING that you welcome people of all abilities and cultures
Staff from your agency attend a local community group meeting for a diverse population. Here, they can talk with individuals, their families, or caregivers about how they might use your services. This is an example of WHICH TYPE OF PROMOTION?
Direct contact
WHICH TYPE OF PROMOTION is least tangible and involves providing a positive community image?
Public relations
Name the 2 tangible aspects of a service that act as physical evidence of inclusion
1) The service ENVIRONMENT
2) The AGENCY IMAGE, as represented by its promotion and service staff
Signage, parking, landscaping, layout, air-quality and temperature, restrooms, waiting rooms, curb cuts, ramps, accessibility, and offices are all elements that should be considered when creating an inclusive __________.
Servicescape
What is the “process of service assembly?”
The act of smoothly connecting individual activities that comprise the full service.
People tend to evaluate service quality in terms of what 5 dimensions?
1) RELIABILITY (consistent delivery/performance)
2) ASSURANCE (that the service will be performed well)
3) EMPATHY (demonstrated for all participants)
4) TANGIBLES (inclusive setting, equipment, and staff)
5) RESPONSIVENESS (and being proactive in meeting participants’ needs)
Name the 7 components of the INCLUSIVE MARKETING MIX.
1) Product
2) Price
3) Place
4) Promotion
5) Physical evidence
6) Participants
7) Process of assembly
** T/F maintaining quality of services is more difficult than maintaining quality of products
True
