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MKT1002 > Lecture 14 Services Marketing > Flashcards

Lecture 14 Services Marketing Flashcards

1
Q

True or false: services are products?

A

Services are intangible products

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2
Q

Which is tangible? Physical goods or services?

A

Physical goods

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3
Q

Which is homogenous?

Physical goods or services?

A

Physical goods

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4
Q

Which has production, distribution and consumption as simultaneous processes?
Physical goods or services?

A

Services

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5
Q

What is a service?

A

An activity or process

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6
Q

Where is the core value created for physical goods?

A

Core value processed in a factory

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7
Q

Where is the core value created for services?

A

Core value produced in the buyer-seller interaction

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8
Q

For which type of product do customers participate in production?

A

Services

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9
Q

For which type of product can stock be kept?

A

Physical goods

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10
Q

For which product is there a transfer of ownership?

A

Physical goods

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11
Q

What do most products have?

A

A service component

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12
Q

What 4 things could the service component be?

A

Equipment based
People based e.g. varying skill levels
Personal needs
Business needs

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13
Q

What are 3 types of service industry?

A

Government
Private not-for-profit organisations
Business organisations

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14
Q

What does the continuum range from?

A 
Pure service
Teaching
House cleaning
Plumbing repair
Restaurant
Made to measure clothing
New car
Radio
Soft drinks
Salt
Pure commodity good
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15
Q

What are the two sides to the tangibility spectrum?

A

Tangible dominant and intangible dominant

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16
Q

What are the 6 types of service industry?

A 
Health care
Professional services
Financial services
Hospitality
Travel
Others
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17
Q

What is included in the healthcare service?

A

Hospitals, medical practices, dentistry, eye care

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18
Q

What is included in the professional services?

A

Accounting, legal, architectural

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19
Q

What is included in financial services?

A

Banking, investment advising, insurance

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20
Q

What is included in hospitality?

A

Restaurant, hotel/motel, bed and breakfast, ski resort, rafting

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21
Q

What is included in travel services?

A

Airlines, travel agencies, theme park

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22
Q

What are the other services?

A

Hair styling, pest control, plumbing, lawn maintenance, counselling, health clubs

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23
Q

What are the 4 service characteristics?

A

Intangibility
Variability
Inseparability
Perishability

24
Q

What is intagibility?

A

Services cannot be seen, tasted, heard, felt or smelled before purchase

25
Q

What is meant by variability?

A

Quality of service depends on who provides them and when, where and how

26
Q

What is meant by inseparability?

A

Services cannot be separated from their providers

27
Q

What is meant by perishability?

A

Services cannot be stored for later sale or use

28
Q

How are services created?

A

Through direct interactions with customers

29
Q

What are the 3 additional marketing strategies required by services?

A

Service-profit chain
Internal marketing
Interactive marketing

30
Q

What does service-profit chain do?

A

It links the service firm profits with employee and customer satisfaction

31
Q

How does service-profit chain work?

A 
Internal service quality
Satisfied and productive service employees
Greater service value
Satisfied and loyal customers
Healthy service profits and growth
32
Q

What is internal marketing between?

A

The employees and the company

33
Q

What is external marketing between?

A

The company and the customers

34
Q

What is interactive marketing between?

A

Customers and employees

35
Q

What does internal marketing mean?

A

That the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction

36
Q

What does interactive marketing mean?

A

It means that service quality depends heavily on the quality of the buyer-seller interaction during the service encounter

37
Q

What are three factors associated with interactive marketing?

A

Service differentiation
Service quality
Service productivity

38
Q

What does managing service differentiation create?

A

A competitive advantage

39
Q

What are 3 parts of managing service differentiation?

A

Offer
Delivery
Image

40
Q

What does managing service quality do?

A

It enables a service firm to differentiate itself by delivering consistently higher quality than its competitors provide

41
Q

What does managing service productivity refer to?

A

The cost side of marketing strategies for service firms

42
Q

What are two things involved in managing service productivity?

A

Employee hiring and training

Service quantity and quality

43
Q

What are the 5 determinants of service quality?

A 
Reliability
Responsiveness
Assurance
Empathy
Tangibles
44
Q

What is meant by reliability?

A

Delivering on promises

45
Q

What is meant by responsiveness?

A

Willing to help

46
Q

What is meant by assurance?

A

Inspiring trust and confidence

47
Q

What is meant by empathy?

A

Individualising customers

48
Q

What is meant by tangibles?

A

Physical representation

49
Q

What are the 7Ps for services?

A 
Product
Price
Place
Promotion
People
Process
Physical evidence
50
Q

What is included in the product part of the 7Ps?

A 
Physical good features
Quality level
Accessories
Packaging
Warranties
Product lines
Branding
51
Q

What is included in the place part of the 7Ps?

A 
Channel type
exposure
Intermediaries
Outlet location
Transportation
Storage
52
Q

What is included in the promotion part of the 7Ps?

A 
Promotion blend
Salespeople
Advertising 
Sales promotion
Publicity
53
Q

What is included in the price part of the 7Ps?

A 
Flexibility
Price level
Terms
Differentiation
Allowances
54
Q

What is included in the people part of the 7Ps?

A

Employees
Customers
Communicating culture and values
Employee research

55
Q

What is included in the physical evidence part of the 7Ps?

A 
Facility design
Equipment
Signage
Employee dress
Other tangibles
56
Q

What is included in the process part of the 7Ps?

A

Flow of activities
Number of steps
Level of customer involvement

57
Q

What methods can be used to improve services marketing?

A

Develop a customer oriented mission statement
Support for quality improvement initiatives
regular customer satisfaction research
Monitor standards and communicating results
Establish systems for customer complaints and feedback
Encourage employee participation
Reward excellent service

MKT1002 (17 decks)

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