Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

nutrition > Marketing > Flashcards

Marketing Flashcards

1
Q

Adam Smith’s famous book

A

The Wealth of Nations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

The Wealth of Nations Author

A

Adam Smith

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

The Wealth of Nations Published what year and country

A

1776 in Great Britain

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Was originally associated with the work that servants did for their masters.

A

Service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Over a huge variety of different and often very complex activities, making them difficult to define.

A

Service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

“honorable, useful, or necessary, created services that perished at the time of production and therefore didn’t contribute to wealth.

A

Unproductive labor

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

argue that services involve a form of rental through which customers can obtain benefits.

A

Christopher Lovelock and Evert Gummesson

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

seven strategic levers of services marketing used to develop strategies for meeting customer needs profitably in competitive markets.

A

7ps

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Five broad categories within the non-ownership framework

A

Labor, skills, and expertise rentals.
Rented goods services
Defined space and facility rentals
Access to shared facilities
Access and use of networks and systems

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

are economic activities performed by one party to another. Often time-based

A

Service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

are performed on people’s bodies or to their physical possessions

A

Tangible actions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

are performed on people’s minds or to their intangible assets.

A

Intangible Action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Service directed at people’s bodies.

A

People processing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

service directed at people’s mind

A

Menta stimulus processing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Service directed at physical possession.

A

Possession processing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Service directed at intangible assets

A

Information processing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Intangibility, Heterogeneity, Inseparability of production and consumption, and Perishability of output.

A

IHIP

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

lie at the heart of a firm’s marketing strategy.

A

Service product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Service distribution may take place through physical or electronic channels

A

Place and Time

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What should we tell customers and prospects about our services

A

Promotion and Education

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

product value, payment is very important in allowing a value exchange to take place

A

Price and Other User Outlays

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Smart managers know that where services are concerned, how a firm does things is as important as what it does

A

Process

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

the design of the physical environment or services cape

A

Physical Environment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

direct interaction between customers and service employees

A

People

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

need awareness, information search, evaluation of alternatives, and making a purchase decision.

A

Prepurchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

When a person or organization decides to buy or use a service, it is triggered by an underlying need or needs arousal.

A

Need Awareness.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

Once a need has been recognized, customers are motivated to search for solutions to satisfy that need.

A

Information Search

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

can be derived from past experiences or external sources such as social media, and online reviews. The brand comes from people’s minds when need a product or service

A

Evoked set

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

narrow it down to a few alternatives to seriously consider, and these alternatives

A

Consideration set

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

model holds that consumers use service attributes important to them to evaluate and compare alternative offerings in their consideration set.

A

Multi-Attribute Model

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

The multi-attribute model assumes that consumers can evaluate all important attributes before purchasing.

A

Service attribute

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

They are tangible characteristics that customers can evaluate before purchasing.

A

Search attribute

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

they cannot be evaluated before purchase.

A

Experience attribute

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

these are characteristics that customers find hard to evaluate even after consumption

A

Credence attribute

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

usually greater for services that are high in experience and credence attributes, and first-time users are likely to face greater uncertainty.

A

Perceieved risk

36
Q

formed during the search and decision-making process through a customer’s search and evaluation of information and alternatives

A

Expectation

37
Q

The type of service customers hopes to receive is termed the desired service. It’s a “wished for” level.

A

Desired Service

38
Q

The minimum level of service customers will accept without being dissatisfied,

A

Adequate Service

39
Q

This is the level of service that customers actually anticipate receiving at a specific service encounter.

A

Predicted service

40
Q

It can be difficult for firms to achieve consistent service delivery at all touch points across many service delivery channels, branches, and often thousands of employees.

A

Zone of tolerance

41
Q

quite simple and can be made quickly without too much thought.

A

Purchase decision

42
Q

an organized approach where customers are presented with coherent evidence of the company’s targeted image and its value proposition.

A

Evidence management

43
Q

barrow the word “Moments of Truth”

A

Richard Normann

44
Q

the customer initiates, experiences, and consumes the service.

A

Service encounter

45
Q

means there is direct contact between customers and the firm throughout the entire service delivery.

A

High contact service

46
Q

involve little, physical contact

A

Low-contact service

47
Q

service delivery consists of a series of events that customers experience as a performance

A

Theater Metaphor

48
Q

is a particularly useful approach for high-contact service providers

A

Metaphor

49
Q

defined as combinations of social cues or expectations of society that guide behavior in a specific setting or context.

A

Role theory

50
Q

define a role as “a set of behavior patterns learned through experience and communication

A

Stephen Grove and Ray Fisk

51
Q

means that the customer can change the situation and ask for customization beyond what the firm typically offers.

A

Behavioral control

52
Q

means that the customer can choose between two or more standardized options

A

Decision control

53
Q

refers to the customer understanding why something happens. Also, can predict what happen next.

A

Cognitive control

54
Q

Cognitive control Also called as

A

predict control

55
Q

evaluation of the service performance. Future Intentions.

A

Post-encounter stage

56
Q

If performance is better than expected.

A

Positive disconfirmation

57
Q

If performance perceptions are worse than expected.

A

Negative dosconfirmation

58
Q

If it is as expected

A

Confirmation of expectations

59
Q

survey instrument developed by Valarie Zeithaml and her colleagues.

A

SERVQUAL

60
Q

Is seen as a generic measurement tool that can be applied across a broad spectrum of service industries.

A

SERVQUAL

61
Q

is a customer’s willingness to continue patronizing a firm over the long-term

A

Loyalty

62
Q

The opposite of loyalty.

A

Defection

63
Q

implies a defined and consistent “bundle of output” as well as the ability to differentiate one bundle of output from another.

A

Product

64
Q

Service performances are experienced rather than owned.

A

Service product

65
Q

is “what” the customer is fundamentally buying.

A

Core Product

66
Q

central component supplying the principal benefits and solutions that customers seek.

A

Core Product

67
Q

which augment the core product, both facilitating its use and enhancing its value.

A

Supplementary Service

68
Q

The third component in designing a service concept concerns the processes used to deliver both the core product and each of the supplementary services.

A

Delivery Processes

69
Q

consists of the core service and a range of supplementary services.

A

Flower of Service

70
Q

Facilitating Service

A

Information
Order-taking
Billing
Payment

71
Q

Enhancing Services

A

Consultation
Hospitality
Safekeeping
Exceptions

72
Q

To obtain full value from any good or service, customers need relevant information Order-Taking.

A

Information

73
Q

Once customers are ready to buy, a key supplementary element comes into play

A

Order-taking

74
Q

common to almost all services

A

Billing

75
Q

In most cases, a bill requires the customer to take action on payment

A

Payment

76
Q

In contrast to information, which suggests a simple response to customers’ questions consultation. Involves a dialog to probe for customer requirements and then develop a tailored solution.

A

Consultation

77
Q

It represents a more subtle approach to consultation because it involves helping customers to better understand their situations so they can come up with their “own” solutions and action programs.

A

Counseling

78
Q

should ideally reflect the pleasure of meeting new customers and greeting old ones when they return.

A

Hospitality

79
Q

When customers are visiting a service site, they often want assistance with their personal possessions.

A

Safe Keeping

80
Q

Involve supplementary services that fall outside the routine of normal service delivery.

A

Expectation

81
Q

Type of expectation

A

Special requests
Problem-solving
Handling of complaints/suggestions /compliments
Restitution

82
Q

A customer may request service that requires a departure from normal operating procedures. Common requests relate to personal needs

A

Special requests

83
Q

Sometimes normal service delivery (or product performance) fails to run smoothly because of an accident, delay, equipment failure, or a customer having difficulty using a product.

A

Problem-Solving

84
Q

This activity requires well-defined procedures. It should be easy for customers to express dissatisfaction, offer suggestions for improvement, or pass on compliments.

A

Handling of complaints/suggestions /compliments

85
Q

Many customers expect to be compensated for serious performance failures. Compensation may take the form of repairs under warranty, legal settlements, refunds, an offer of free service, or other forms of payment-in-kind.

A

Restitution

nutrition (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions