Chapter 12 Flashcards
Intangible activities or benefits that an organization provides to satisfy consumers needs in exchange for money or something else of value
Services
Services are a performance rather than an object, something is being done for you, and it cannot be seen held or touched before purchase
Intangibility
Variabilty in the quality of the service due to variability in the people who deliver the service and variability in what can be offered to customers
Inconsistency
Services have the difficulty of separating the service itself from the deliverer of the service
Inseparability
The cost of maintaining the ability to deliver a service
Inventory
The service provider is available but there is no demand for the service
idle production capacity
The type of analysis asks consumers to assess their expectations and experiences on dimensions of service quality
Gap Analysis
Consists of charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service
Off Peak Pricing
Based on the notion that a service organization must focus on its employees or internal market before successful programs can be directed at customers
Internal Market
Seven P’s of Marketing Services
Product, People, Price, Place, Promotion, Physical Environment, and Process
The service component of the marketing mix must be integrated with efforts to influence consumer demand
Capacity Management
