Value Through Services - Chapter 9

Question 1

exaggerated promises barrier

Answer 1

a barrier to the matching of expected and perceived service levels caused by the unwarranted building up of expectations by exaggerated promises

Question 2

halo customers

Answer 2

customers that are not directly targeted but may find the product attractive

Question 3

inadequate delivery barrier

Answer 3

a barrier to the matching of expected and perceived service levels cause by the unwillingness of service providers to provide the necessary resources

Question 4

inseparability

Answer 4

a characteristic of services, namely that their production cannot be separated from their consumption

Question 5

intangibility

Answer 5

a characteristic of services, namely that they cannot be touched, seen, tasted or smelled

Question 6

misconception barrier

Answer 6

a failure by marketers to understand what customers really value about their service

Question 7

perishability

Answer 7

a characteristic of serivces, namely that the capability of a service business, such as a hotel room, cannot be stored- if it is not occupied, this is lost income that cannot be recovered.

Question 8

service

Answer 8

any deed, performance or effort carried out for the customer

Question 9

services marketing mix

Answer 9

product, price, promotion, place, physical evidence, process and people (7 P’s)

Question 10

variability

Answer 10

a characteristic of services, namely that, being delivered by people, the standard of their performance is open to variation