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Marketing > Chs 13, 14, 16, 21 > Flashcards

Chs 13, 14, 16, 21 Flashcards

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1
Q

Most important dimension of service

A

reliability

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2
Q

Represents 75% of US GDP

A

services

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3
Q

How is service considered a theater?

A

Both a service and a performance involves a script, a chronologically ordered representation of the steps that comprise the performance

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4
Q

Service Characteristic:

Intangibility

A

Major characteristic that distinguishes a service from a good, service is not physical, cannot be perceived by the senses or physically possessed, difficult to advertise

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5
Q

_________ help ‘tangibilize’ a service

A

Employees

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6
Q

Service Characteristic:

Inseparability of production and consumption

A

quality of being produced and consumed at the same time

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7
Q

Service Characteristic:

Perishability

A

unused service capacity from one time period cannot be stored for future use, i.e. not showing up for a hair appointment

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8
Q

Service Characteristic:

Heterogeneity

A

service has variations in quality (pro: customization, con- quality is difficult to control); however, automation reduces inconsistencies

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9
Q

Service Characteristic:

Client-based relationships

A

interactions that result in satisfied customers who use a service repeatedly over time- build trust, demonstrate customer commitment, satisfy customers

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10
Q

_________ communication has a key role in client-based relationship-building

A

word-of-mouth

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11
Q

Service Characteristic:

Customer contact

A

the level of interaction between provider and customer needed to deliver the service; High level- health care, real estate, spa services; low level- tax filing, auto repair, dry cleaning

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12
Q

Core service

A

the basic service the basic service experience a customer expects to receive

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13
Q

Supplementary services

A

one or more supportive services used to differentiate the service bundle from competitors’

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14
Q

Serious concern for services

A

inventory management

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15
Q

Service marketers are likely to promote:

A

price, performance documentation, training/certification of personnel, guarantees, availability

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16
Q

Pricing should consider:

A

consumer price sensitivity, nature of the transaction, costs

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17
Q

Prices can be based on:

A

performance for specific tasks, time, level of demand

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18
Q

Consumers often rely on price as an indicator of _______

A

service quality

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19
Q

Market conditions may limit

A

how much can be charged for a specific service

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20
Q

____________ may reduce price flexibility

A

state and local gov’t regulations

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21
Q

Dimension of service quality:

Tangibles

A

physical evidence of the service- clean/professional-looking doctor’s office

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22
Q

Dimension of service quality:

Reliability

A

consistency and dependability in performing the service- accurate bank statement, confirmed hotel reservation

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23
Q

Dimension of service quality:

Responsiveness

A

willingness or readiness of employees to provide the service- an ambulance arriving within 3 minutes

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24
Q

Dimension of service quality:

Assurance

A

knowledge/competence of employees and ability to convey trust and confidence- a highly trained financial advisor, a known and respected service provider

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25
Dimension of service quality: | Empathy
caring and individual attention provided by employees- a store employee listening to and trying to understand a customer's complaint
26
Most important aspect of service quality specifications is
the managers' commitment to service quality
27
Which employees are often the least-trained and lowest-paid?
customer-contact employees
28
_________ employees are the most important link to the customer
customer-contact
29
Service companies must set __________ about their services and deliver on promises
realistic expectations
30
Nonprofit marketing is divided into 2 categories:
nonprofit-organization marketing and social marketing
31
How is nonprofit marketing different? (list of 5)
activities benefit clients, members, or public; greater opportunities for creativity; more difficult to evaluate performance; sometimes controversial; goal is not profit-driven
32
Basic aim is to
obtain a desired response from the target market
33
In nonprofit marketing, the desired responses from the target market are
changed values, financial contribution, donation of services
34
Nonprofit marketing objectives are shaped by
the nature of the exchange and organizational goals
35
Target markets: | Target public
collective of individuals who have an interest in or concern about an organization, product, or social cause
36
Target markets: | Client publics
direct consumers of a product of a nonprofit organization
37
Target markets: | General publics
indirect consumers of a product of a nonprofit organization
38
Brand
a name, term, design, symbol or other feature that identifies one seller's product as distinct from those of other sellers
39
Brand name
the part of a brand that can be spoken including letters, words and numbers
40
Brand mark
the part of a brand that is not made up of words, such as a symbol or design
41
Trademark
a legal designation of exclusive use of a brand
42
Trade name
the full legal name of an organization
43
Buyers benefit from branding in the following ways:
brands identify specific products, are a form of self-expression, help buyers evaluate quality, reduce a buyer's perceived risks, and symbolize status
44
Sellers benefit from branding in the following ways:
brands identify products(making repeat purchases easier), help introduce new products(familiarity), facilitate promotional efforts, and foster brand loyalty
45
Brand loyalty
a customer's favorable attitude toward a specific brand
46
Brand recognition
the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable
47
Brand preference
the degree of brand loyalty in which a customer prefers one brand over competitive offerings
48
Brand insistance
the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute
49
Brand equity
the marketing and financial value associated with a brand's strength in a market
50
Four major elements that underlie brand equity
brand name awareness, brand loyalty, perceived brand quality, and brand associations
51
Types of brands: | Manufacturer brands
initiated by producers to ensure that producers are identified with their products at the point of purchase
52
Types of brands: | Private distributor brands
initiated and owned by a reseller- Walmart Great Value, Kroger Brand, Sears Kenmore
53
Types of brands: | Generic brands
brands indicating only the product category
54
Marketers consider several factors when selecting a brand name:
name should be easy for customers to say/spell/recall, indicate the product's major benefits and suggest a product's uses and special characteristics, should be distinctive, must be compatible with other products in the line
55
A marketer should design a brand that can be
easily protected through registration
56
Brand type from most protectable to least
fanciful (Exxon), arbitrary (Dr. Pepper), suggestive (Spray 'n Wash), descriptive (Minute Rice), generic (aluminum foil)- not protectable
57
Co-branding
using 2 or more brands on one product, capitalizes on the trust and confidence customers have in the brands involved
58
Brand licensing
an agreement whereby a company permits another organization to use its brand on other products for a licensing fee
59
Like a brand, a package can
influence a customers' attitudes toward a product and affect their purchase decisions
60
A package can be a vital part of a product, making it:
more versatile, safer, and easier to use
61
In developing packages, market must take into account
cost, regulations, and consistency
62
Family packaging
using similar packaging for all of a firm's products or packaging that has one common design elements
63
Factors affecting packaging decisions:
promotional role; transportation, storage, and handling; environmentally responsible
64
Second-use packaging
customers see added value in a package that can be reused
65
Category-consistent packaging
a product is packaged in line with the packaging practices for that product category, such as peanut butter
66
Innovative packaging
unusual or unique packaging makes the product stand out from competitors
67
Multiple packaging
offering products in twin packs, tri-packs, six-packs or other forms is useful for some products as it may increase consumption but does not work for all products
68
Handling-improved packaging
making a package easier to handle in the distribution channel
69
Retailing
all transactions in which the buyer intends to consume the product through personal, family, or household use
70
Retailer
an organization that purchases products for the purpose of reselling them to ultimate consumers; play a major role in creating time/place/possession/utility, important to the economy
71
General-merchandise retailers
retail establishments that offers a variety of product lines stocked in considerable depth
72
Specialty stores
emphasize narrow and deep assortments of items
73
Gen. Merch. Retailers: | Department stores
large retail organizations characterized by a wide product mix and organized into separate departments to facilitate marketing efforts and internal management, service oriented
74
Gen. Merch. Retailers: | Discount stores
self service, offer brand-name and private-brand products at low prices, walmart, target, kmart
75
Gen. Merch. Retailers: | Supermarkets
large, self-service stores that carry a complete line of food products, along with some nonfood products, kroger, safeway, jewel
76
Gen. Merch. Retailers: | Superstores
giant retail outlets that carry food and nonfood products found in supermarkets, as well as most routinely purchased consumer products, super kmart, super walmart
77
Gen. Merch. Retailers: | Warehouse club
large-scale, members-only establishments that combine features of cash-and-carry wholesaling with discount retailing, sams and costco
78
Warehouse showrooms
retail facilities in large, low-cost buildings with large on-premises inventories and minimal services, IKEA
79
Specialty Retailers: | Traditional specialty retailers
stores that carry a narrow product mix with deep product lines, shoe carnival and sephora
80
Specialty Retailers: | Category killer
very large specialty store that concentrates on a major product category and competes on the basis of low prices and product availability, michaels, petsmart, B&N
81
Specialty Retailers: | Off-price retailers
buy manufacturers' seconds, overruns, returns, and off-season merchandise for resale to consumers at deep discounts
82
Retailers consider various factors when evaluating potential locations:
location, kinds of product sold, availability of public transportation, customer characteristics, competitors' locations
83
Retail positioning
identifying an unserved or undeserved market segment and serving it through a strategy that distinguishes the retailer from others in the minds of consumers in that segment
84
Atmospherics
the physical elements in a store's design that appeal to consumers' emotions and encourage buying
85
Direct marketing
use of telephone, internet, and nonpersonal media to introduce products to customers, who can then purchase them via mail, telephone or the internet
86
Catalog marketing
an organization provides a catalog from which customers make selections and place orders by mail, telephone or the internet
87
Direct-response marketing
a retailer advertises a product and makes it available through mail or telephone orders
88
Direct selling
marketing of products to ultimate consumers through face-to-face sales presentations at home or in the workplace
89
Automatic vending
the use of machines to dispense products

Marketing (2 decks)

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