Chapter 2 Flashcards
What are some target marketing questions to consider?
What are common characteristics of important
market segments?
What dimensions can be used to segment the market,
demographic, psychographic?
How important are various segments?
What needs does each have?
How well are these needs being served, in what
manner, by whom?
What are some service concept questions to consider when deciding your vision?
What are important elements of the service to be
provided, stated in terms of results produced for
customers?
How are these elements supposed to be perceived by
the target market segment, by the market in general,
by employees, by others?
How do customers perceive the service concept?
What efforts does this suggest in terms of the manner
in which the service is designed, delivered, marketed?
When looking at the vision for a service company what is the operating strategy topics you might want to go over?
What are important elements of the strategy:
operations, financing, marketing, organization, human
resources, control?
On which will the most effort be concentrated?
Where will investments be made?
How will quality and cost be controlled: measures,
incentives, rewards?
What results will be expected versus competition in
terms of, quality of service, cost profile, productivity,
morale/loyalty of servers?
When designing a service what are aspects of the delivery system you specifically want to consider?
What are important features of the service
delivery system including: role of people,
technology, equipment, layout, procedures?
What capacity does it provide, normally, at
peak levels?
To what extent does it, help insure quality
standards, differentiate the service from
competition, provide barriers to entry by
competitors?
What are some ways to compete in the service industry when being a cost leader?
Seeking Out Low-cost Customers
Standardizing a Custom Service
Reducing the Personal Element in
Service
Delivery (promote
self-service)
Reducing Network Costs (hub and
spoke)
Taking Service Operations Off-line
What are ways you can differentiate yourself in the service industry?
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Making the Intangible Tangible (memorable)
Customizing the Standard Product
Reducing Perceived Risk
Giving Attention to Personnel Training
Controlling Quality
What are same ways that focusing on one specific need can help your service business?
Buyer Group: (e.g. USAA insurance and
military officers)
Service Offered: (e.g. Shouldice Hospital
and hernia patients)
Geographic Region: (e.g. Austin Cable
Vision and TV watchers)
What is a service qualifier?
To be taken seriously a
certain level must be attained on the
competitive dimension, as defined by
other market players.
What is a service winner?
The competitive
dimension used to make the final choice
among competitors.
What is a service loser?
Failure to deliver at or
above the expected level for a
competitive dimension.
