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Service Marketing > Chapter 1 (Terms) > Flashcards

Chapter 1 (Terms) Flashcards

1
Q

are economic activities performed by one party to another.

A

Services

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2
Q

Often time-based, these performances bring about desired results to recipients,
objects, or other assets.

A

Services

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3
Q

In exchange for money, time, and effort, service customers expect value from access to labor, skills, expertise, goods, facilities, networks, and systems.

A

Services

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4
Q

However, they do not normally take ownership of the physical elements involved.

A

Services

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5
Q

provide benefits without ownership

A

Services

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6
Q

2.Most New Jobs Are Generated by
____________

 Beauty and cosmetics
 Banking
 Design
 Fitness
 Health care
 Hospitality
 Landscaping

  • Consulting
  • Advertising
  • Staffing and Recruitment
  • Call Center Representative
  • Travel and Reservation
A

Services

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7
Q

WHY STUDY SERVICES?

*Understanding Services Offers Personal Competitive Advantage

 Learning about the distinctive characteristics of services and how they affect both customer behavior and marketing strategy will give you important insights and perhaps create a _______________ for your own career.

 The knowledge gained from studying __________________ books may even encourage you to think about starting your own service business.

A

competitive advantage
service marketinG

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8
Q

WHY STUDY SERVICES?

Powerful Forces are Transforming _______________
 Government Policies
 Social Changes
 Business Trends
 Advances in IT
 Internationalization

A

Service Markets

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9
Q

is a form of marketing businesses that provide a service to their customers to increase brand awareness and sales.

A

services marketing

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10
Q

Unlike product marketing, ________________ focuses on advertising intangible transactions that provide value to customers.

A

services marketing

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11
Q

_______________ focuses on bringing intangible benefits to customers, or benefits that they can’t see, touch or feel. Professionals use service marketing to build loyalty and
maintain long-term relationships with customers.

A

services marketing

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12
Q

______________ differs from product marketing because it allows customers to personalize services based on their needs and receive them by meeting the service
provider in person.

Typically, the customer can begin using the service immediately upon
purchase. ___________________ often persuade their target audiences and increase sales by using a framework called the seven Ps of service marketing, a set of best practices that
builds upon the four Ps of product marketing.

A

Service marketing
Service marketers

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13
Q

Focuses on marketing tangible, physical products

A

Product Marketing

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14
Q

Focuses on marketing intangible, non-
physical services

A

Service marketing

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15
Q

Involves promoting and selling a specific product to consumers

A

Product Marketing

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16
Q

Involves promoting and selling a specific service to consumers

A

Service marketing

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17
Q

Emphasizes the features, functionality, and benefits of the product

A

Product Marketing

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18
Q

Emphasizes the value, quality, and customer experience of the service

A

Service marketing

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19
Q

Tangible products can be seen, touched, and evaluated before purchase

A

Product Marketing

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20
Q

Intangible services are experienced and evaluated during delivery

A

Service marketing

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21
Q

Often involves packaging, branding, and physical product attributes

A

Product Marketing

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22
Q

Often involves customer interactions,
service delivery, and customization

A

Service marketing

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23
Q

______________ may include warranties, guarantees, or product return policies

A

Product Marketing

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24
Q

__________________ may focus on service guarantees, customer satisfaction, or service level agreements

A

Service marketing

25
Q

 In this type of service processing, the customer must be physically present for the service to be delivered.

A

People Processing

26
Q

Some of the most common types of service processing involve people.

 Health care
 Lodging
 Passenger transportation
 Fitness centers
 Haircutting salons

A

People Processing

27
Q

When the customer is not required to be present while giving the necessary
service, then it is a type of service process involving objects.

A

Possession Processing

28
Q

 These are procedures where the input is from the customer, but the processing does not require the customer’s presence at all.

 Repair and maintenance work
 Warehousing
 Recycling of waste
 Laundry or dry cleaning

A

Possession Processing

29
Q

The customer is not required to be present at all and not even an object of the customer is required. He just
needs to understand what is happening. The physical exchange of objects or people is not necessary.

A

Mental Stimulus

30
Q

These services touch people’s minds and have the power to shape attitudes and influence behavior

A

Mental Stimulus

31
Q

In this type of service processing, there is only _______ work involved. As this is very difficult to measure, it is
classified as intangible.

 Advertising
 Movies
 Religious Activities
 Theatre performance
 Education
 News
 Professional Advice

A

Mental Stimulus

32
Q

processing describes intangible actions directed at a customer’s assets.

A

Information Processing

33
Q

In this category, little direct involvement with the customer may be needed once the service request has been initiated.

 Examples of information-processing services include
 Insurance
 Banking and consulting.

A

Information Processing

34
Q

The __________________ is a significant tool for creating the right marketing strategy and its implementation through effective tactics.

A

marketing mix

35
Q

 The assessment of the roles of your product, promotion, price, and place plays a vital part in your marketing approach.

A

marketing mix

36
Q

The _________________ is a variation of the four p’s of product marketing and
focuses only on customer service industries like hotels, insurance companies, salons, aviation, etc.

A

7ps of service marketing

37
Q

 The ____________________ mix are Product, Price, Place, Promotion, People, Process, and Physical evidence.

A

7ps of the service marketing

38
Q

_____________________ is a model that focuses on creating an emotional connection with your customers. This is done by providing them with high-quality, valuable customer experiences to achieve customer satisfaction. Additionally, this approach helps to build loyalty and encourage repeat business.

A

7ps of service marketing

39
Q

The product is the actual thing you are selling to the customer.

A

PRODUCT

40
Q

In a hotel, this could be a room with a bed or an airline ticket that can take you anywhere in the world.

 There are different types of products depending on the industry you are in and the target market. For
example, a hotel might have different products depending on if it is a 3-star or 5-star hotel.

A

PRODUCT

41
Q

 Service products consist of a core product that meets the customers’ primary need and a variety of
supplementary service elements that are mutually reinforcing, and add value to help customers to use
the core product more effectively. Supplementary service elements include providing information,
consultation, order taking, hospitality, handling exceptions, etc.

A

PRODUCT

42
Q

 The building where the service happens

 Additional products customers can buy during the service, such as hairspray in a hair salon

A

PRODUCT

43
Q

 Explicit services that offer an obvious benefit, like pain relief from a massage

 Implicit services that provide a psychological benefit, like feeling more confident after a haircut

A

PRODUCT

44
Q

 ________________ that offer an obvious benefit, like pain relief from a massage

 ________________ that provide a psychological benefit, like feeling more confident after a haircut

A

Explicit services
Implicit services

45
Q

Pricing strategies affect how customers react to prices, recurring fees and discounts. Customers often use price to predict the quality of a service.

So if a business provides a high-quality service, they’re more likely to attract customers if they have higher prices. Companies also consider these factors when thinking about price:

A

Price

46
Q

Overhead costs like advertising, rent and insurance
 Cost of labor and materials
 The price of competitors’ services
 Price packets, which educate customers about all the services a company
provides

A

Price

47
Q

Service distribution may take place through physical or electronic channels (or both), depending on the
nature of the service.

For example, today’s banks offer customers a wide range of distribution channels, including visiting a bank branch, using a network of ATMs, doing business by telephone, online banking on
a desktop, and using apps on a smartphone

A

Place

48
Q

Businesses that sell services often require the customer to come to them, location is important.

Customers often purchase services near where they live, which means a business is more likely to make a
sale if it chooses a location closer to its target audience.

A

Place

49
Q

Place also refers to where and when a business places its ads.

Some other location-based factors that businesses consider include:

 What their customers’ typical schedules are
 Whether customers can access the business by walking or driving
 Where the business advertises online
 Where competitors locate their businesses

A

Place

50
Q

____________ focuses on making potential customers aware of a brand and helping them determine the quality of that brand’s services. Businesses often Offer services that look similar to their competitors’ services, so using promotional material can help a business distinguish itself.

A

Promotion

51
Q

Businesses do this by advertising frequently and targeting their advertisements to address the wants and needs of their target audiences.

The types of advertisements often
include:
 Contests
 Livestreams
 Endorsements from influential figures
 Social media advertising

A

Promotion

52
Q

This refers to the people who work for a company in customer-facing roles. These people can affect a customer’s level of satisfaction as much as the service they provide because customers associate services with the people who deliver them.

Effective customer service can motivate customers to return to the business for additional services as repeat buyers and also refer their
peers to the business.

A

PEOPLE

53
Q

Businesses apply several methods to strengthen the customer service of
their staff, including:

 Training staff on how to greet customers, answer questions about the services they provide and
resolve customer challenges

 Creating a service script so that staff can create a unified, consistent customer experience

 Establishing a protocol for upselling so customers feel comfortable when a staff member suggests purchasing additional products and services

 Instructing staff to remember important details about repeat customers, such as their career
path and interests.

A

People

54
Q

Businesses train their staff members to perform a service using a set process.

A

Process

55
Q

These processes ensure that the employee delivers a service efficiently and that customers can expect a consistent standard of quality.

A

Process

56
Q

Many companies use process mapping to teach their staff what actions to perform when delivering a service. Process mapping usually consists of the following:

 Symbols that visualize each step of the process, which can make it easier for employees to follow

 Details about when and where the action happens

 Flowcharts showing how each step transitions into another

 A regular revision process to strengthen existing steps and add new ones

A

Pocess

57
Q

Physical evidence refers to everything your customers see when interacting with your business.

This includes:
 The physical environment where you provide the product or service.

 The layout or interior design

 Your packaging – Packaging relates to how your product looks–from its design down to the use of recyclable materials if possible–and also any instructions needed by consumers before using it correctly such as dosage amounts or warnings about potential side effects.

 Your branding – Small things like the receipt you provide and the logo also contribute to your
brand awareness and recall.

A

PHYSICAL EVIDENCE

58
Q

Why an understanding of the 7 P’s of services is important?

In ___________________, knowing these elements play a crucial role to create a
customer-centric marketing plan for you as a service provider.

A

services marketing

59
Q

Why an understanding of the 7 P’s of services is important?

By understanding your _____________ (who you are serving), how you
communicate with them (your process), what products and customer service you provide (products and services), and how much they should pay (prices) – you can design efficient marketing strategies that will achieve your business
objectives.

A

customers

Service Marketing (8 decks)

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