Chapter 13 Pt. 2 Flashcards
4PS- development of service:
Package or bundle, core or supplementary, customization as competitive advantage, sell set packages, difficult to evaluate beforehand, create trust, signal quality and consistency.
4PS- distribution of services:
Customer goes to facility, service goes to customer, short direct supply chain, short direct supply chain, less warehousing, less transportation, more inventory management, more soothing demand, sometimes replace employees with equipment.
4PS- promotion of services:
Explain the service, use cues to symbolize the service, guarantees and proof of training, use concrete specific language, personal selling, allow trial use, word of mouth is critical.
4PS- pricing of services:
Consider price sensitivity nature of transaction and costs, peak demand is significant customer desire for service at same time.
Pricing based on:
Performance of special tasks, time spent performing services, demand for service.
Customer evaluation of service quality:
Search qualities are tangible attributes that can be evaluated, experience qualities are attributes that can only be determined during consumption, credence qualities are attributes consumers may not be able to evaluate even afterwards.
5 dimensions of service quality:
Tangibles, reliability, responsiveness, assurance, empathy.
Factors affecting service quality analysis of customers:
Expectations which is desired level, acceptable level, zone of tolerance, use marketing research.
Factoring affecting service quality service quality specifications:
Factoring affecting service quality service quality specifications: establish goals, develop service specifications tied to customer desires, teach employees, ensure management commitment.
Factors affecting service quality employee performance:
Factors affecting service quality employee performance: least-trained lowest-paid, crucial link to customers, empower employees, reward beyond standard measures.
Factors affecting service quality Management of service expectations:
Set realistic expectations, under-promise over-deliver, do not make promises that can’t be kept, customers rely on promises, ensure all employees on same page to deliver promises.
Nonprofit marketing:
Achieve goal other than profit market share or return on investment, social marketing (promoting social causes), beneficiaries are users or general public, more opportunities for creativity, desire change in values/beliefs/actions or donation.
Nonprofit marketing mix:
Product is idea or service, distribution is how ideas will be available to clients, price is monetary time an d social value, promotion is use advertising and publicity to communicate with clients and the public.
