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SERVICE MARKETING - NN > Chapter 4 > Flashcards

Chapter 4 Flashcards

1
Q

Implied a defined and consistent bundle of output as well as the ability to differentiate one bundle of output from another

A

PRODUCT

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2
Q

services are (blank) rather than owned.

A

Experienced

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3
Q

Compromises of all the elements of the service performance, both physical and intangible, that create value for customers

A

Service Product

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4
Q

The service concept is represented by?

A
  1. Core product
  2. Supplementary Services
  3. Delivery Process
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5
Q

is “what” the customer is fundamentally buying .

A

Core Product

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6
Q

Central component supplying the principal benefits and solutions that customers seek.

A

Customer Product.

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7
Q

Augment the core product, both facilitating its use and enhancing its value.

A

Supplementary Services.

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8
Q

tend to become commoditized as an industry matures and competition increases.

A

Core Product

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9
Q

The process used to deliver both the core product and each of the supplementary services

A

Delivery Processes

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10
Q

Consists the CORE SERVICE and a RANGE of supplementary services.

A

Flower of service

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11
Q

FLOWER OF SERVICE(CLOCK WISER)

A

INFORMATION
CONSULTATION
ORDER-TAKING
HOSPITALITY
SAFEKEEPING
EXCEPTIONS
BILLING
PAYMENT

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12
Q

Customers need relevant information to obtain full value from any good or service.

A

Information

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13
Q

Once customers are ready to buy, a key supplementary elements comes into play

A

Order-Taking

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14
Q

Is the process of issuing invoices and collecting payments from customers.

A

Billing

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15
Q

the customer tallies up the amount of an order and authorizes a card payment

A

Self-Billing

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16
Q

Is the voluntary transfer of money, equivalent, or other valuable items from one person to another.

A

Payment

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17
Q

Inserting card, cash, or token into a mchine, electronic funds.

A

Self-service

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18
Q

Cash handling or change giving, check handling.

A

Direct to payee or Intermediary

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19
Q

Automated systems, readable tickets that operate entry gate,.

A

Automatic deduction from financial deposits,

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20
Q

It involves dialog to probe for customer requirements and then develop a tailored solution.

A

Consultation.

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21
Q

Consists of advice from a knowledgeable service person in response to the request.

A

Consultation.

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22
Q

Requires an understanding of each customer’s current situation, before suggesting a suitable course of action.

A

Effective consultation.

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23
Q

Represents a more subtle approach to consultation because it involves helping customers to better understand their situation.

A

Counselling

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24
Q

This approach can be a particularly valuable supplement to services such as health treatments.

A

Counselling

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25
Q

means extending a welcome to guests or offering a home away from home.

A

Hospitality

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26
Q

Should ideally reflect the pleasure of meeting new customers and greeting old ones when they return.

A

Hospitality.

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27
Q

When customers are visiting a service site, they often want assistance with their personal possessions,

A

Safekeeping

28
Q

involves supplementary services that fail outside the routing of normal service deliver

A

Exceptions.

29
Q

Common requests relate to personal needs.

A

Special requests.

30
Q

Sometimes normal service delivery fails to run smoothly as a result of an accident.

A

Problem-Solving.

31
Q

This activity requires well-defined procedure.

A

handling of complaints/suggestions/compliments.

32
Q

Is the act of making up for damages or harm.

A

Restitutions.

33
Q

Too many requests may indicate that standard procedures need?

A

revamping

34
Q

it is used to describe a company, such as the Virgin Group.

A

Branded House.

35
Q

Applies its brand name to multiple offerings in often unrelated fields.

A

Branded House.

36
Q

Which the corporate or the master brand is the main reference point, but the product itself has a distinctive name too.

A

Sub-brands.

37
Q

The product brand dominates but the corporate name is still featured.

A

Endorsed Brands.y

38
Q

Many Hotel companies uses this approach.

A

Endorsed Brands.

39
Q

This model is great if you want to leverage the familiarity of the master brand.

A

Endorsed Brands.

40
Q

This is where the most consumers don’t even know the master brand behind some of the famous products they use.

A

House of Brands.

41
Q

Branding is not only used to differentiate service, but also to clearly differentiate service level. This is called?

A

Service Tiering.

42
Q

Is the value premium that comes wit a brand.

A

Brand Equity.

43
Q
A
44
Q

Is what the customers are willing to pay for the service, beyond what they are willing to pay for a similiar service that has no brand.

A

Brand Equity.

45
Q

Is a marketing term that describes a brand’s value.

A

Brand Equity.

46
Q

Mainly thru advertising, service facilities, and personnel

A

Company’s presented brand.

47
Q

From word of mouth and publicity. These are outside of the firm’s control.

A

External brand communications.

48
Q

What the customer has gone through when they patronized the company.

A

Customer experience with the company.

49
Q

The ability to recognize and recall a brand when provided with a cue.

A

Brand awareness.

50
Q

What comes to the customer’s mind when a brand is mentioned.

A

Brand Meaning.

51
Q

The degree of marketing advantage that a bran has over its competitors.

A

Brand Equity.

52
Q

Hierarchy of New Service Categories.

A
  1. Style Changes
  2. Service Improvements
  3. Supplementary service innovations
  4. Process line extensions.
  5. Product line extensions.
  6. Major Process Innovations
  7. Major Service Innovations.
53
Q

Represents the simplest type of innovation, typically involving no changes in either processes or performance.

A

Style Changes.

54
Q

Are the most common type of innovations. They involve small changes in the performances of current products.

A

Service Improvements.

55
Q

Often, it is the little things that matter and customers appreciate it.

A

Service Improvements.

56
Q

Take the form of adding new facilitating or enhancing service elements to an existing core service.

A

Supplementary service innovations.

57
Q

Often represent distinctive new ways of delivering existing products.

A

Process line extensions.

58
Q

The intention is to offer more convenience and a different experience for existing customers.

A

Process line extensions.

59
Q

Are additions to a company’s current product lines.

A

Product line extensions.

60
Q

Consist of using new process to deliver existing core products in new ways with additional benefits.

A

Major Process innovations.

61
Q

Are new core products for markets that have not been previously defined.

A

Major service innovations.

62
Q

They usually include bot new service characteristics and radical new processes.

A

Major service innovations.

63
Q

The new product fits well the existing image of the firm, its expertise and resources.

A

Market Synergy.

64
Q

There are strong inter-functional cooperation and coordination.

A

Organizational Factors.

65
Q

Detailed and scientifically designed market research studies are conducted early in the development process with a clear idea of the type of information to be obtained.

A

Market Research Factors.

SERVICE MARKETING - NN (5 decks)

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