Exam 2- Service marketing Flashcards
1
Q
- Services Marketing
- How Services are Different (4 I’s)
A
- Intangibility
- Inseparability
- Inconsistency
- Inventory
2
Q
- Consumer behavior issues with services
A
Search
Experience
Credence
3
Q
Search
A
See
4
Q
Credence
A
trust
5
Q
Experience
A
Experience
6
Q
- Strategy Issues: 4 P’s
A
Product
promotion
price
place
7
Q
Product: Commodity like
A
Used, not owned
Quality issues
Technical
Functional
8
Q
Promotion: Internal Marketing
A
●People-intensive
●Brand = Employees
9
Q
Price: Yield Management
A
●Supply/Demand Imbalances
●More Forms of Competition
10
Q
Place: Franchising
A
●Short Channels
●Convenient Locations
11
Q
- Service recovery systems
A
You preplan what you do if you have a problem
12
Q
Service problem
Intangibility
Franchise solution
A
Promotion and branding
13
Q
Service problem
Inseparability
Franchise solution
A
Standard Operations & controls
14
Q
Service problem
Labor Intense/Quality
Franchise solution
A
Training
15
Q
Service problem
Discretionary
Franchise solution
A
Multiple Locations
