L19 Marketing services Flashcards
what is a service
an intangible activity or a benefit that an organisation provides to meet a certain customer need in exchange for money or some other value
what are the 4 ‘i’s of services
- intangibility
- inconsistency
- inseparability
- inventory
what is intangibility
a property of something that exists but can’t be touched, exactly described or evaluated
how do you market intangibility
show the experience and the benefits
what is inconsistency
quality varies as service provider varies with respect to attitudes, skills, mood
how do you avoid inconsistency
- staff training
- standardisation
what is inseparability
product and consumption are simultaneous
how to ensure customers get what they order?
- emphasis on people
- self-service tech
can services be stored as inventory
no
what is idle production capacity
when more is produced then what the market is demanding
what are the 7 P’s of services marketing
- product
- price
- place
- promotion
- physical environment
- people
- process
how is a physical environment important
the appearance of the environment influence the customers perception
how are people important
they define a service
what is the process
the actual procedures, mechanisms and flow of activities by which the service is created and delivered
