Session 2

Question 1

Triggers of need:

Answer 1

1. Unconscious minds (e.g., personal identity and aspirations)
2. Physical conditions (e.g., hunger)
3. External sources (e.g., a service firm’s marketing activities)

Question 2

Evoked set -

Answer 2

– a set of products and brands that a consumer considers during the decision-making process – that is derived from past experiences or external sources.

Question 3

Credence attributes -

Answer 3

those that customers find impossible to evaluate confidently even after purchase and consumption (E.g., hygiene conditions of the kitchen and the healthiness of the cooking ingredients).

Question 4

Control -

Answer 4

a major driving force of consumers behavior and satisfaction.

Question 5

Behavioral control -

Answer 5

means that the customer can change the situation and ask for customization beyond what the firm typically offers, e.g. surprise birthday song/cake.

Question 6

Decisional control -

Answer 6

means that the customer can choose between two or more standardized options, but without changing either option; e.g. choosing between 2 tables in a restaurant.

Question 7

Cognitive control -

Answer 7

refers to the customer understanding why something happens, e.g. a service provider has no control over certain circumstances (flight delay).

Question 8

Customer-driven Services Marketing Strategy The 3 “C’s”:

Answer 8

1. Customers
2. Competitors
3. Company

Question 9

Basic focus strategies for services:

Answer 9

1. Fully focused - a limited range of services to a narrow and specific market segment, e.g. a private jet charter services for wealthy individuals and companies.
2. Market focused - a wide range of services to a narrowly defined target market, e.g. Rentokil Initial (a B2B service provider that outsources services related to facilitating maintenance – pest control and hygiene).
3. Service focused - a narrow range of services to a fairly broad market, e.g. Starbucks.
4. Unfocused - serving broad markets, providing a wide range of services, e.g. department stores/supermarkets.

Question 10

Positioning strategy -

Answer 10

creating, communicating, and maintaining distinctive differences that will be noticed and valued by the customers.

Question 11

Positioning process:

Answer 11

1. Define points of parity (POP)
2. Define points of difference (POD)
3. Focus on the most distinctive POD to build the value proposition
4. Use a perceptual map

Question 12

Perceptual maps -

Answer 12

are visual representations of consumer perceptions and preferences. They provide quantitative pictures of market situations, and the way consumers view different products, services, and brands along various dimensions.