WEEK 5

Question 1

Characteristics of Services

Answer 1

-intangibility
-inseperability
-variability
-perishability

Question 2

which cannot be seen, tasted, felt, heard, or smelled before they are bought. The strategy for making the service offering more tangible is to try to draw the buyer’s attention to tangible features like place, people, price, equipment or communications that they see.

Answer 2

Intangibility

Question 3

which are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. Both the provider and the consumer affect the service outcome.

Answer 3

Inseparability

Question 4

whose quality may vary greatly depending on who provides them and when, where, and how.

Answer 4

Variability

Question 5

which cannot be stored for later sale or use. Service perishability is not a problem when demand is steady. It is, however, when demand fluctuates.

Answer 5

Perishability

Question 6

Since the customer and the service provider ______ to provide the service, the interaction must be ___________. Successful service companies focus their attention on both their _________.

Answer 6

interact; controlled and constantly improved; customer and their employees.

Question 7

Service profit chain

Answer 7

Chain
1. Internal service quality
2. Satisfied and productive service employees
3. Greater service value
4. Satisfied and loyal customer
5. Healthy and service profit growth

Question 8

It is a marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

Answer 8

Internal marketing

Question 9

1. For the firm to deliver consistently high service quality, marketers must get everyone in the organization to practice a ________.
2. Internal marketing must precede ______.

Answer 9

customer orientation; external marketing

Question 10

It is marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer-seller interaction. The marketer cannot assume that they will satisfy the customer simply by providing good technical service.

Answer 10

Interactive Marketing

Question 11

3 major marketing tasks

Answer 11

1. Competitive differentiation
2. Service quality
3. Service productivity

Question 12

This can occur by differentiating the offer, the delivery, and their images.

Answer 12

Competitive differentiation

Question 13

By consistently delivering higher quality than the competition, the firm can make progress in customer retention.

Answer 13

Service quality

Question 14

Increase productivity by training employees better. Work on quality as well as quantity of service. Use technology to help. Firms must watch pushing productivity at the expense of service quality.

Answer 14

Service productivity

Question 15

To have a good service system, the organization must:

Answer 15

a. empower front-line employees
b. be customer obsessed
c. set high service quality standards
d. watch service performance closely