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Service Marketing > Overview Of Service Marketing > Flashcards

Overview Of Service Marketing Flashcards

1
Q

Progression of value and evolution of consumer behavior

A

Service economy

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2
Q

Examples of Service Economy

A
  1. Education and Health Services
  2. Financial Activities
  3. Government
  4. Information
  5. Leisure and Hospitality
  6. Professional and Business Services
  7. Transportation and Utilities
  8. Wholesale and Retail Trade
  9. Other Services
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3
Q

Generally accepted that it includes the “soft parts” of the economy consisting of
different industry sectors

A

Service Economy

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4
Q

Wholesale and Retail Trade

A

Sales to Businesses
Automobile Dealers
Clothing, Accessory, General Merchandise Stores
Grocery Stores

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5
Q

Transportation and Utilities

A

Air Transportation
Truck Transportation and Warehousing
Utilities (Power, water)

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6
Q

Information

A

Broadcasting
Internet Services and Data Processing
Motion Picture and Video Industries
Publishing
Software publishers
Telecommunications

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7
Q

Financial Activities

A

Banking
Insurance
Securities, Commodities, and other Investments

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8
Q

Professional and Business
Services

A

Advertising and Public Relations Services
Computer Systems Design and Related Services
Employment Services
Management, Scientific and Technical
Consulting Services, Scientific Research and Devt
Services

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9
Q

Education and Health Services Child Day Care Services
Educational Services
Health Care
Social Assistance

A

Education and Health Services

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10
Q

Arts, Entertainment, and Recreation
Food Services and Drinking Places
Hotels and other Accommodations

A

Leisure and Hospitality

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11
Q

Advocacy, Grantmaking, and Civic
Organizations
Federal Government
State and Local Government

A

Government

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12
Q

Providing Services including Repair, Personnel
care, salon, pet services, parking, etc.

A

Other Services

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13
Q

At the heart of services marketing is the ______

A

Consumer

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14
Q

As marketers, we are required to:

A

 Understand and Explain how consumers process information
 Be familiar and understand 6 steps that comprise the consumer decision process model

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15
Q

Refers to all consumer activities occurring before the acquisition of
the service

A

The PREPURCHASE Stage: THE STIMULUS

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16
Q

This stage begins when an individual receives a stimulus that incites
a consumer to consider a purchase

A

The PREPURCHASE Stage: THE STIMULUS

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17
Q

may be a commercial cue, a social cue, or physical cue

A

Stimulus

The PREPURCHASE Stage: THE STIMULUS

18
Q

are the result of promotional efforts

A

Commercial cues

The PREPURCHASE Stage: THE STIMULUS

19
Q

Occurs when consumers realize that they need to do
something to get back to a normal state of comfort

A

The PREPURCHASE Stage: PROBLEM AWARENESS

20
Q

may be based on a shortage (a need) or
on an unfulfilled desire (a want)

A

Problem Awareness

21
Q

are unsatisfactory conditions

A

Needs

22
Q

are desires to obtain more satisfaction

A

Wants

23
Q

If consumer recognizes either need or want, decision process
continues as the consumer seeks to resolve their current
problem and proceeds on the information search phase

A

The PREPURCHASE Stage: PROBLEM AWARENESS

24
Q

If the consumer does not recognize a shortage or unfulfilled
desire the decision process stops

A

The PREPURCHASE Stage: PROBLEM AWARENESS

25
Q

The awareness of a problem demands a solution from the consumer or
buyer, and usually implies that a potential purchase of service will ensue

A

The PREPURCHASE Stage: INFORMATION SEARCH

26
Q

Consumer collects information regarding possible alternatives that will
resolve the buyer’s problem

A

The PREPURCHASE Stage: INFORMATION SEARCH

27
Q

access to consumer’s own memories about possible
alternatives

A

Internal search

28
Q

involves collection of new information

A

External search

29
Q

Marketers that understand consumer information search process have a
much better chance of strategically locating information and making
information easily accessible to consumers

A

The PREPURCHASE Stage: INFORMATION SEARCH

30
Q

This is the important outcome of the pre-purchase stage

A

The CONSUMPTION Stage: CHOICE

31
Q

This decision is accompanied by a set of expectations about the
performance of the service / product

A

The CONSUMPTION Stage: CHOICE

32
Q

The activities of buying, using and disposing are grouped together and
labeled the consumption process

A

The CONSUMPTION Stage: CHOICE

33
Q

During this stage, consumers may experience varying levels of cognitive
dissonance – doubt that the correct purchase or decision has been
made

A

The POSTPURCHASE Stage: POSTPURCHASE EVALUATION

34
Q

Marketers often attempt to minimize cognitive dissonance by reassuring
the customer that the correct decision has been made

A

The POSTPURCHASE Stage: POSTPURCHASE EVALUATION

35
Q

Strategies to minimize cognitive dissonance include aftersale contact
with the customer, providing a reassuring letter in the packaging of the
product, providing warranties and guarantees, and reinforcing the
consumer’s decision through the firms, advertising.

A

The POSTPURCHASE Stage: POSTPURCHASE EVALUATION

36
Q

helps to structure our thinking and guide our understanding
regarding consumer behavior

A

The consumer decision process

37
Q

• Commercial
Cue
• Physical
Cue
• Social Cue

A

Stimulus

38
Q

• Shortage
• Unfulfilled
Desire

A

Problem awareness

39
Q

• Internal
• External

A

Information search

40
Q

• Multiattribute
Models

A

Evaluation of alternatives

41
Q

• Buying
• Using
• Disposing

A

Choice

42
Q

• Evaluation of
Satisfaction

A

Postpurchase
Evaluation

Service Marketing (3 decks)

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