Overview Of Service Marketing Flashcards
Progression of value and evolution of consumer behavior
Service economy
Examples of Service Economy
- Education and Health Services
- Financial Activities
- Government
- Information
- Leisure and Hospitality
- Professional and Business Services
- Transportation and Utilities
- Wholesale and Retail Trade
- Other Services
Generally accepted that it includes the “soft parts” of the economy consisting of
different industry sectors
Service Economy
Wholesale and Retail Trade
Sales to Businesses
Automobile Dealers
Clothing, Accessory, General Merchandise Stores
Grocery Stores
Transportation and Utilities
Air Transportation
Truck Transportation and Warehousing
Utilities (Power, water)
Information
Broadcasting
Internet Services and Data Processing
Motion Picture and Video Industries
Publishing
Software publishers
Telecommunications
Financial Activities
Banking
Insurance
Securities, Commodities, and other Investments
Professional and Business
Services
Advertising and Public Relations Services
Computer Systems Design and Related Services
Employment Services
Management, Scientific and Technical
Consulting Services, Scientific Research and Devt
Services
Education and Health Services Child Day Care Services
Educational Services
Health Care
Social Assistance
Education and Health Services
Arts, Entertainment, and Recreation
Food Services and Drinking Places
Hotels and other Accommodations
Leisure and Hospitality
Advocacy, Grantmaking, and Civic
Organizations
Federal Government
State and Local Government
Government
Providing Services including Repair, Personnel
care, salon, pet services, parking, etc.
Other Services
At the heart of services marketing is the ______
Consumer
As marketers, we are required to:
Understand and Explain how consumers process information
Be familiar and understand 6 steps that comprise the consumer decision process model
Refers to all consumer activities occurring before the acquisition of
the service
The PREPURCHASE Stage: THE STIMULUS
This stage begins when an individual receives a stimulus that incites
a consumer to consider a purchase
The PREPURCHASE Stage: THE STIMULUS
may be a commercial cue, a social cue, or physical cue
Stimulus
The PREPURCHASE Stage: THE STIMULUS
are the result of promotional efforts
Commercial cues
The PREPURCHASE Stage: THE STIMULUS
Occurs when consumers realize that they need to do
something to get back to a normal state of comfort
The PREPURCHASE Stage: PROBLEM AWARENESS
may be based on a shortage (a need) or
on an unfulfilled desire (a want)
Problem Awareness
are unsatisfactory conditions
Needs
are desires to obtain more satisfaction
Wants
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
The PREPURCHASE Stage: PROBLEM AWARENESS
If the consumer does not recognize a shortage or unfulfilled
desire the decision process stops
The PREPURCHASE Stage: PROBLEM AWARENESS
The awareness of a problem demands a solution from the consumer or
buyer, and usually implies that a potential purchase of service will ensue
The PREPURCHASE Stage: INFORMATION SEARCH
Consumer collects information regarding possible alternatives that will
resolve the buyer’s problem
The PREPURCHASE Stage: INFORMATION SEARCH
access to consumer’s own memories about possible
alternatives
Internal search
involves collection of new information
External search
Marketers that understand consumer information search process have a
much better chance of strategically locating information and making
information easily accessible to consumers
The PREPURCHASE Stage: INFORMATION SEARCH
This is the important outcome of the pre-purchase stage
The CONSUMPTION Stage: CHOICE
This decision is accompanied by a set of expectations about the
performance of the service / product
The CONSUMPTION Stage: CHOICE
The activities of buying, using and disposing are grouped together and
labeled the consumption process
The CONSUMPTION Stage: CHOICE
During this stage, consumers may experience varying levels of cognitive
dissonance – doubt that the correct purchase or decision has been
made
The POSTPURCHASE Stage: POSTPURCHASE EVALUATION
Marketers often attempt to minimize cognitive dissonance by reassuring
the customer that the correct decision has been made
The POSTPURCHASE Stage: POSTPURCHASE EVALUATION
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.
The POSTPURCHASE Stage: POSTPURCHASE EVALUATION
helps to structure our thinking and guide our understanding
regarding consumer behavior
The consumer decision process
• Commercial
Cue
• Physical
Cue
• Social Cue
Stimulus
• Shortage
• Unfulfilled
Desire
Problem awareness
• Internal
• External
Information search
• Multiattribute
Models
Evaluation of alternatives
• Buying
• Using
• Disposing
Choice
• Evaluation of
Satisfaction
Postpurchase
Evaluation
