Chapter 4 Flashcards
Implied a defined and consistent bundle of output as well as the ability to differentiate one bundle of output from another
PRODUCT
services are (blank) rather than owned.
Experienced
Compromises of all the elements of the service performance, both physical and intangible, that create value for customers
Service Product
The service concept is represented by?
- Core product
- Supplementary Services
- Delivery Process
is “what” the customer is fundamentally buying .
Core Product
Central component supplying the principal benefits and solutions that customers seek.
Customer Product.
Augment the core product, both facilitating its use and enhancing its value.
Supplementary Services.
tend to become commoditized as an industry matures and competition increases.
Core Product
The process used to deliver both the core product and each of the supplementary services
Delivery Processes
Consists the CORE SERVICE and a RANGE of supplementary services.
Flower of service
FLOWER OF SERVICE(CLOCK WISER)
INFORMATION
CONSULTATION
ORDER-TAKING
HOSPITALITY
SAFEKEEPING
EXCEPTIONS
BILLING
PAYMENT
Customers need relevant information to obtain full value from any good or service.
Information
Once customers are ready to buy, a key supplementary elements comes into play
Order-Taking
Is the process of issuing invoices and collecting payments from customers.
Billing
the customer tallies up the amount of an order and authorizes a card payment
Self-Billing
Is the voluntary transfer of money, equivalent, or other valuable items from one person to another.
Payment
Inserting card, cash, or token into a mchine, electronic funds.
Self-service
Cash handling or change giving, check handling.
Direct to payee or Intermediary
Automated systems, readable tickets that operate entry gate,.
Automatic deduction from financial deposits,
It involves dialog to probe for customer requirements and then develop a tailored solution.
Consultation.
Consists of advice from a knowledgeable service person in response to the request.
Consultation.
Requires an understanding of each customer’s current situation, before suggesting a suitable course of action.
Effective consultation.
Represents a more subtle approach to consultation because it involves helping customers to better understand their situation.
Counselling
This approach can be a particularly valuable supplement to services such as health treatments.
Counselling
means extending a welcome to guests or offering a home away from home.
Hospitality
Should ideally reflect the pleasure of meeting new customers and greeting old ones when they return.
Hospitality.
When customers are visiting a service site, they often want assistance with their personal possessions,
Safekeeping
involves supplementary services that fail outside the routing of normal service deliver
Exceptions.
Common requests relate to personal needs.
Special requests.
Sometimes normal service delivery fails to run smoothly as a result of an accident.
Problem-Solving.
This activity requires well-defined procedure.
handling of complaints/suggestions/compliments.
Is the act of making up for damages or harm.
Restitutions.
Too many requests may indicate that standard procedures need?
revamping
it is used to describe a company, such as the Virgin Group.
Branded House.
Applies its brand name to multiple offerings in often unrelated fields.
Branded House.
Which the corporate or the master brand is the main reference point, but the product itself has a distinctive name too.
Sub-brands.
The product brand dominates but the corporate name is still featured.
Endorsed Brands.y
Many Hotel companies uses this approach.
Endorsed Brands.
This model is great if you want to leverage the familiarity of the master brand.
Endorsed Brands.
This is where the most consumers don’t even know the master brand behind some of the famous products they use.
House of Brands.
Branding is not only used to differentiate service, but also to clearly differentiate service level. This is called?
Service Tiering.
Is the value premium that comes wit a brand.
Brand Equity.
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.
Brand Equity.
Is a marketing term that describes a brand’s value.
Brand Equity.
Mainly thru advertising, service facilities, and personnel
Company’s presented brand.
From word of mouth and publicity. These are outside of the firm’s control.
External brand communications.
What the customer has gone through when they patronized the company.
Customer experience with the company.
The ability to recognize and recall a brand when provided with a cue.
Brand awareness.
What comes to the customer’s mind when a brand is mentioned.
Brand Meaning.
The degree of marketing advantage that a bran has over its competitors.
Brand Equity.
Hierarchy of New Service Categories.
- Style Changes
- Service Improvements
- Supplementary service innovations
- Process line extensions.
- Product line extensions.
- Major Process Innovations
- Major Service Innovations.
Represents the simplest type of innovation, typically involving no changes in either processes or performance.
Style Changes.
Are the most common type of innovations. They involve small changes in the performances of current products.
Service Improvements.
Often, it is the little things that matter and customers appreciate it.
Service Improvements.
Take the form of adding new facilitating or enhancing service elements to an existing core service.
Supplementary service innovations.
Often represent distinctive new ways of delivering existing products.
Process line extensions.
The intention is to offer more convenience and a different experience for existing customers.
Process line extensions.
Are additions to a company’s current product lines.
Product line extensions.
Consist of using new process to deliver existing core products in new ways with additional benefits.
Major Process innovations.
Are new core products for markets that have not been previously defined.
Major service innovations.
They usually include bot new service characteristics and radical new processes.
Major service innovations.
The new product fits well the existing image of the firm, its expertise and resources.
Market Synergy.
There are strong inter-functional cooperation and coordination.
Organizational Factors.
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.
Market Research Factors.
