MAR2 Chapter 9 Flashcards

1
Q

4 Characteristics of services

A

Intangibility (can’t touch), Perishability (Can’t store/save), Variability (service can very every time), Inseperability (production and consumption of service are inseperable)

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2
Q

Service

A

Acts/efforts/performances exchanged from producer to user without ownership rights

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3
Q

Service encounter

A

Interaction between customer and service provider

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4
Q

Disintermediation

A

Removing middleman (E.G. self-service petrol stations and hotels)

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5
Q

Augmented service

A

additional service offerings that differentiate the firm from the competition (companies providing free shipping / have a nice lobby etc.)

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6
Q

Expensians of the original 4 P’s

A

People, Process, Physical evidence

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7
Q

Servicescape

A

Environment in which service is delivered and where is interacted (the exterior design, colours, smells etc.)

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8
Q

Search qualities

A

Product attributes that can be examined BEFORE purchase (color/style/fit/price)

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9
Q

Experience qualities

A

Attributes that can be determined during or after purchase (Holiday)

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10
Q

Credence qualities

A

Attributes that we find difficult to evaluate, even after. (Doctor’s diagnosis)

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11
Q

SERVQUAL

A

Scale to measure consumers’ expectations and perceptions of service quality

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12
Q

5 SERVQUAL components

A

Reliability, Empathy, Tangible, Assurance, Responsiveness (RETAR)

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13
Q

Gap analysis

A

Measurement approach that gauges difference in expectations and reality of service

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14
Q

Critical incident technique

A

Company collecting and analyzing very specific customer complaints

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15
Q

Trends that will provide opportunities and challenges

A

Changing demographics (population’s age, needs of older population), Globalization (increased need for logistics and distribution services to move products around the world), Technological advances, Shift to flow of information

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16
Q

Pure selling approach

A

Agent presents a client’s qualifications to ‘buyers’

17
Q

Product improvement approach

A

agents work with client to modify certain characteristics

18
Q

Market fulfilment approach

A

Agent scans market to identify unmet needs, then finds a new product (band, singer) to fill it