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Marketing > Chs 13, 14, 16, 21 > Flashcards

Chs 13, 14, 16, 21 Flashcards

1
Q

Most important dimension of service

A

reliability

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2
Q

Represents 75% of US GDP

A

services

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3
Q

How is service considered a theater?

A

Both a service and a performance involves a script, a chronologically ordered representation of the steps that comprise the performance

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4
Q

Service Characteristic:

Intangibility

A

Major characteristic that distinguishes a service from a good, service is not physical, cannot be perceived by the senses or physically possessed, difficult to advertise

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5
Q

_________ help ‘tangibilize’ a service

A

Employees

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6
Q

Service Characteristic:

Inseparability of production and consumption

A

quality of being produced and consumed at the same time

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7
Q

Service Characteristic:

Perishability

A

unused service capacity from one time period cannot be stored for future use, i.e. not showing up for a hair appointment

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8
Q

Service Characteristic:

Heterogeneity

A

service has variations in quality (pro: customization, con- quality is difficult to control); however, automation reduces inconsistencies

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9
Q

Service Characteristic:

Client-based relationships

A

interactions that result in satisfied customers who use a service repeatedly over time- build trust, demonstrate customer commitment, satisfy customers

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10
Q

_________ communication has a key role in client-based relationship-building

A

word-of-mouth

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11
Q

Service Characteristic:

Customer contact

A

the level of interaction between provider and customer needed to deliver the service; High level- health care, real estate, spa services; low level- tax filing, auto repair, dry cleaning

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12
Q

Core service

A

the basic service the basic service experience a customer expects to receive

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13
Q

Supplementary services

A

one or more supportive services used to differentiate the service bundle from competitors’

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14
Q

Serious concern for services

A

inventory management

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15
Q

Service marketers are likely to promote:

A

price, performance documentation, training/certification of personnel, guarantees, availability

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16
Q

Pricing should consider:

A

consumer price sensitivity, nature of the transaction, costs

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17
Q

Prices can be based on:

A

performance for specific tasks, time, level of demand

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18
Q

Consumers often rely on price as an indicator of _______

A

service quality

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19
Q

Market conditions may limit

A

how much can be charged for a specific service

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20
Q

____________ may reduce price flexibility

A

state and local gov’t regulations

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21
Q

Dimension of service quality:

Tangibles

A

physical evidence of the service- clean/professional-looking doctor’s office

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22
Q

Dimension of service quality:

Reliability

A

consistency and dependability in performing the service- accurate bank statement, confirmed hotel reservation

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23
Q

Dimension of service quality:

Responsiveness

A

willingness or readiness of employees to provide the service- an ambulance arriving within 3 minutes

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24
Q

Dimension of service quality:

Assurance

A

knowledge/competence of employees and ability to convey trust and confidence- a highly trained financial advisor, a known and respected service provider

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25
Q

Dimension of service quality:

Empathy

A

caring and individual attention provided by employees- a store employee listening to and trying to understand a customer’s complaint

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26
Q

Most important aspect of service quality specifications is

A

the managers’ commitment to service quality

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27
Q

Which employees are often the least-trained and lowest-paid?

A

customer-contact employees

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28
Q

_________ employees are the most important link to the customer

A

customer-contact

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29
Q

Service companies must set __________ about their services and deliver on promises

A

realistic expectations

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30
Q

Nonprofit marketing is divided into 2 categories:

A

nonprofit-organization marketing and social marketing

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31
Q

How is nonprofit marketing different? (list of 5)

A

activities benefit clients, members, or public; greater opportunities for creativity; more difficult to evaluate performance; sometimes controversial; goal is not profit-driven

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32
Q

Basic aim is to

A

obtain a desired response from the target market

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33
Q

In nonprofit marketing, the desired responses from the target market are

A

changed values, financial contribution, donation of services

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34
Q

Nonprofit marketing objectives are shaped by

A

the nature of the exchange and organizational goals

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35
Q

Target markets:

Target public

A

collective of individuals who have an interest in or concern about an organization, product, or social cause

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36
Q

Target markets:

Client publics

A

direct consumers of a product of a nonprofit organization

37
Q

Target markets:

General publics

A

indirect consumers of a product of a nonprofit organization

38
Q

Brand

A

a name, term, design, symbol or other feature that identifies one seller’s product as distinct from those of other sellers

39
Q

Brand name

A

the part of a brand that can be spoken including letters, words and numbers

40
Q

Brand mark

A

the part of a brand that is not made up of words, such as a symbol or design

41
Q

Trademark

A

a legal designation of exclusive use of a brand

42
Q

Trade name

A

the full legal name of an organization

43
Q

Buyers benefit from branding in the following ways:

A

brands identify specific products, are a form of self-expression, help buyers evaluate quality, reduce a buyer’s perceived risks, and symbolize status

44
Q

Sellers benefit from branding in the following ways:

A

brands identify products(making repeat purchases easier), help introduce new products(familiarity), facilitate promotional efforts, and foster brand loyalty

45
Q

Brand loyalty

A

a customer’s favorable attitude toward a specific brand

46
Q

Brand recognition

A

the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable

47
Q

Brand preference

A

the degree of brand loyalty in which a customer prefers one brand over competitive offerings

48
Q

Brand insistance

A

the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute

49
Q

Brand equity

A

the marketing and financial value associated with a brand’s strength in a market

50
Q

Four major elements that underlie brand equity

A

brand name awareness, brand loyalty, perceived brand quality, and brand associations

51
Q

Types of brands:

Manufacturer brands

A

initiated by producers to ensure that producers are identified with their products at the point of purchase

52
Q

Types of brands:

Private distributor brands

A

initiated and owned by a reseller- Walmart Great Value, Kroger Brand, Sears Kenmore

53
Q

Types of brands:

Generic brands

A

brands indicating only the product category

54
Q

Marketers consider several factors when selecting a brand name:

A

name should be easy for customers to say/spell/recall, indicate the product’s major benefits and suggest a product’s uses and special characteristics, should be distinctive, must be compatible with other products in the line

55
Q

A marketer should design a brand that can be

A

easily protected through registration

56
Q

Brand type from most protectable to least

A

fanciful (Exxon), arbitrary (Dr. Pepper), suggestive (Spray ‘n Wash), descriptive (Minute Rice), generic (aluminum foil)- not protectable

57
Q

Co-branding

A

using 2 or more brands on one product, capitalizes on the trust and confidence customers have in the brands involved

58
Q

Brand licensing

A

an agreement whereby a company permits another organization to use its brand on other products for a licensing fee

59
Q

Like a brand, a package can

A

influence a customers’ attitudes toward a product and affect their purchase decisions

60
Q

A package can be a vital part of a product, making it:

A

more versatile, safer, and easier to use

61
Q

In developing packages, market must take into account

A

cost, regulations, and consistency

62
Q

Family packaging

A

using similar packaging for all of a firm’s products or packaging that has one common design elements

63
Q

Factors affecting packaging decisions:

A

promotional role; transportation, storage, and handling; environmentally responsible

64
Q

Second-use packaging

A

customers see added value in a package that can be reused

65
Q

Category-consistent packaging

A

a product is packaged in line with the packaging practices for that product category, such as peanut butter

66
Q

Innovative packaging

A

unusual or unique packaging makes the product stand out from competitors

67
Q

Multiple packaging

A

offering products in twin packs, tri-packs, six-packs or other forms is useful for some products as it may increase consumption but does not work for all products

68
Q

Handling-improved packaging

A

making a package easier to handle in the distribution channel

69
Q

Retailing

A

all transactions in which the buyer intends to consume the product through personal, family, or household use

70
Q

Retailer

A

an organization that purchases products for the purpose of reselling them to ultimate consumers; play a major role in creating time/place/possession/utility, important to the economy

71
Q

General-merchandise retailers

A

retail establishments that offers a variety of product lines stocked in considerable depth

72
Q

Specialty stores

A

emphasize narrow and deep assortments of items

73
Q

Gen. Merch. Retailers:

Department stores

A

large retail organizations characterized by a wide product mix and organized into separate departments to facilitate marketing efforts and internal management, service oriented

74
Q

Gen. Merch. Retailers:

Discount stores

A

self service, offer brand-name and private-brand products at low prices, walmart, target, kmart

75
Q

Gen. Merch. Retailers:

Supermarkets

A

large, self-service stores that carry a complete line of food products, along with some nonfood products, kroger, safeway, jewel

76
Q

Gen. Merch. Retailers:

Superstores

A

giant retail outlets that carry food and nonfood products found in supermarkets, as well as most routinely purchased consumer products, super kmart, super walmart

77
Q

Gen. Merch. Retailers:

Warehouse club

A

large-scale, members-only establishments that combine features of cash-and-carry wholesaling with discount retailing, sams and costco

78
Q

Warehouse showrooms

A

retail facilities in large, low-cost buildings with large on-premises inventories and minimal services, IKEA

79
Q

Specialty Retailers:

Traditional specialty retailers

A

stores that carry a narrow product mix with deep product lines, shoe carnival and sephora

80
Q

Specialty Retailers:

Category killer

A

very large specialty store that concentrates on a major product category and competes on the basis of low prices and product availability, michaels, petsmart, B&N

81
Q

Specialty Retailers:

Off-price retailers

A

buy manufacturers’ seconds, overruns, returns, and off-season merchandise for resale to consumers at deep discounts

82
Q

Retailers consider various factors when evaluating potential locations:

A

location, kinds of product sold, availability of public transportation, customer characteristics, competitors’ locations

83
Q

Retail positioning

A

identifying an unserved or undeserved market segment and serving it through a strategy that distinguishes the retailer from others in the minds of consumers in that segment

84
Q

Atmospherics

A

the physical elements in a store’s design that appeal to consumers’ emotions and encourage buying

85
Q

Direct marketing

A

use of telephone, internet, and nonpersonal media to introduce products to customers, who can then purchase them via mail, telephone or the internet

86
Q

Catalog marketing

A

an organization provides a catalog from which customers make selections and place orders by mail, telephone or the internet

87
Q

Direct-response marketing

A

a retailer advertises a product and makes it available through mail or telephone orders

88
Q

Direct selling

A

marketing of products to ultimate consumers through face-to-face sales presentations at home or in the workplace

89
Q

Automatic vending

A

the use of machines to dispense products

Marketing (2 decks)

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