Chapter 12 Vocab Flashcards
Capacity Management
Integrating the service component of the marketing mix with efforts to influence consumer demand.
Customer Contact Audit
A flowchart of the points of interaction or “service encounters” between consumers and a service provider.
Customer Experience Management (CEM)
The process of managing the entire customer experience within the company.
Four I’s of Service
The four unique elements to services: intangibility, inconsistency, inseparability, and inventory.
Gap Analysis
A type of analysis that compares the differences between the consumer’s expectations about and experiences with a service based on dimensions of service quality.
Idle Production Capacity
Occurs when the service provider is available but there is no demand for the service.
Internal Marketing
The notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers.
Off-peak Pricing
Charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service.
Service Continuum
The range of offerings companies bring to the market, from the tangible to the intangible or the product-dominant to the service-dominant.
Services
Intangible activities or benefits that an organization provides to satisfy consumers’ needs in exchange for money or something else of value.
Seven Ps of Services Marketing
An expanded marketing mix concept for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process.
