Chapter 10 Flashcards
intangibles
experience-based products
services
intangible products that are exchanged directly from the producer to the customer
intangibility
the characteristic of a service that means customers can’t see, touch, or smell good service
perishability
the characteristic of a service that makes it impossible to store for later sale or consumption
capacity management
the process by which organizations adjust their offerings in an attempt to match demand
variability
the characteristic of a service that means that even the same service performed by the same individual for the same customer can vary
inseparability
the characteristic of a service that means that it is impossible to separate the production of a service from the consumption of that service
service encounter
the actual interaction between the customer and the service provider
disintermediation
a service that requires the customer to obtain an outcome without the intervention of a human provider
core service
the basic benefit of having a service performed
augmented services
the core service plus additional services provided to enhance value
servicescape
the actual physical facility where the service is performed, delivered, and consumed
search engine optimization
a systematic process of ensuring that your firm comes up at or near the top of lists of typical search phrases related to your business
search qualities
product characteristics that the consumer can examine prior to purchase
experience qualities
product characteristics that customers can determine during or after consumption
credence qualities
product characteristics that are difficult to evaluate even after they have been experienced
SERVQUAL
a multiple item scale used to measure service quality across dimensions of tangibles, reliability, responsiveness, assurance, and empathy
gap analysis
a marketing research method that measures the difference between a customer’s expectation of a service quality and what actually occurred
critical incident technique
a method for measuring service quality in which marketers use customer complaints to identify critical incidents
place marketing
marketing activities that seek to attract new businesses, residents, or visitors to a town, state, country, or some other site
idea marketing
marketing activities that seek to gain market share for a concept, philosophy, belief, or issue by using elements of the marketing mix to create or change a target market’s attitude or behavior
new dominant logic for marketing
a reconceptualization of traditional marketing to redefine service as the central deliverable and the actual physical products purveyed as comparatively incident to the value proposition
