Chapter 11 - Marketing What Isn't There Flashcards
Intangibles
Experience-based products that cannot be touched.
Pure Selling Approach
- An agent presents a client’s qualifications to potential buyers until he finds one who is willing to act as an intermediary.
- selling people
Product Improvement Approach
The agent works with the client to modify certain characteristics that will increase market value.
- Selling people
Market Fulfillment Approach
Agent scans the market to identify unmet needs and finds a person or group that meets qualifications and develops a new product.
- Selling People
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.
Services
Intangible products that are exchanged directly from the producer to the customer.
Characteristics of Services
- Intangibility
- Perishability
- Variability
- Inseparability
Intangibility
- Customers can’t see, touch, or smell good service.
- Can’t be inspected or handled before purchasing.
Perishability
- A firm can’t store its services - a case of use it or lose it.
Capacity Management
The process by which organizations adjust their offerings in an attempt to match demand.
Variability
The inevitable differences in a service provider’s performances from one day to the next.
- Humans aren’t perfect, so service changes.
Inseparability
A service can only take place at the time the service provider performs an act on either the customer or the customer’s possession.
Service Encounter
The actual interaction between the customer and the service provider.
Disintermediation
Eliminating the interaction between customers and salespeople so as to minimize negative service encounters.
