MARKETING SERVICE

Question 1

The definition of marketing service

Answer 1

A service is defined as needs, efforts, or performances – Intangible(无形的）
A goods is defined as A good is defined as objects, devices, or things -Tangible（有形的）

Question 2

What is good continuum?

Answer 2

Pure goods ——————————Pure service

Question 3

Intangibility of services

Answer 3

Primary different (saving money to bank or a random company). Services evaluated subjectively prior to
purchase and Goods evaluated objectively prior to purchase

Question 4

People look at the tangible things to assess intangible thing

Answer 4

True

Question 5

what is the marketing problem of intangible?

Answer 5

How to promote intangible things? How to protect your intangible service from being copied? How to pricing?
• Patent(专利） Protection
• Communication
• Pricing

Question 6

What is strategy of intangible?

Answer 6

• Strategies
• Stress Tangible Cues
• Use Personal Sources
• Stimulate Word-of-Mouth Communications
• Create Image
• Use Cost Accounting
• Post Purchase Communications (send survey to customer)

Question 7

what is the marketing problem of inseparability？

Answer 7

• Outcome dependent on consumer

* Centralized Mass Production

Question 8

Inseparability of production and assumption

Answer 8

• Cannot separate production from the consumer (洗衣液）
• The customer is involved in the production process and outcomes is also dependent on customers
• Other customers are involved in the production process

Question 9

Inseparability strategy

Answer 9

• Selection and Training (飞机上有人吵）
• Managing
• Multi-Site Locations

Question 10

Heterogeneity/inconsistency/variability problem

Answer 10

• Variability inherent in service delivery process
• Services occur in real time with no chance to
intercept problems
• Quality control measures are often too late

Question 11

strategy of heterogeneity

Answer 11

No two customers are the same. The strategy is customize the services, industrialize service.

Question 12

Perishability strategy

Answer 12

Adjust Demand and Capacity（飞机座位空出）

Question 13

How to adjust demand and capacity for solving perishability?

Answer 13

Control of Demand
• Differential Pricing
• Cultivating Non-Peak Demand
• Complimentary Services (等位的时候给零食吃）
• Reservation Systems
 Control of Supply
• Part-Time Employees
• Peak-Time Efficiency Routines
• Increased Consumer Participation
• Shared Services
• Facilities for Expansion

Question 14

Perishability problem

Answer 14

Inventory

Question 15

Performance = ƒ(expected service, perceived service)

Answer 15

True

Question 16

Benefits of Customer Satisfaction

Answer 16

• Positive word-of-mouth
• Customers purchase frequently, defect less
• Insulation from price competition
• Attract better employees

Question 17

The Quest for Customer Satisfaction

Answer 17

Common Mistakes
• Customer service as cost rather than an investment
• Customer service is not a constantly rising bar
• Failure to link customer satisfaction to the bottom lines

Question 18

Customer will switch before they complain

Answer 18

1/4 customer switch and 1/27 customer complain

Question 19

The Future: Service Quality

Answer 19

• Customer satisfaction is a short term, transaction specific measure
• Service quality is a long-term measure of performance
• Five quality dimensions

Question 20

five dimension of service quality

Answer 20

Tangibles
Reliability 
Responsiveness 
Assurance 
Empathy

Question 21

service model:

Answer 21

service quality affect customer satisfaction, then affect customer loyalty and profit

Question 22

Services subjectively prior to the purchase

Answer 22

True

Question 23

Post purchase communication of intangible service is important, why?

Answer 23

Such as satisfied survey will stimulate world of mouth(牙医打电话来询问）