Introduction to Service Marketing Flashcards
are economic activities performed by one
party to another.
Service
Hired to perform work that customer either
cannot or choose not to do themselves.
Labor, skills, and expertise rentals
Use of certain portion of a larger facility
such as building, vehicle, or area.
Defined space and facility rentals
rent the right to share the use of a facility.
Such facilities may be a combination of
indoors, outdoors, and virtual.
Access to shared facilities
rent the right to participate in a specified
network.
Access to and use of networks and
systems
Performed in people’s bodies or to their physical
possession.
Tangible Action
Performed on people’s mind or to their
non-physical assets
Intangible Action
4 Broad Categories of Services
- People Processing
- Possession Processing
- Metal Stimulus Processing
- Information Processing
a. sought out services directed at themselves.
b. Customer must enter the service factory
People Processing
a. ask a service organization to provide
tangible treatment for some physical
possession,
Possession Processing
a. education, news and information,
professional advice, and some religious
activities.
Mental Stimulus Processing
processed by information and
communications technology, or by
professionals.
Information Processing
The 7Ps of Services Marketing
- Product Element
- Place and Time
- Price and Other user Outlays
- Promotion and Education
- Process
- Physical Environment
- People
a. service product that will offer value to
target customers and satisfy their needs
b. Service products usually consist of a core
product that meets the customers’ primary
need,
Product Element
a. Service distribution may take place through
physical or electronic channels, depending
on the nature of the service
Place and Time
a. allowing a value exchange to take place.
Price and Other User outlays
a. providing the necessary information and
advice;
b. persuading target customers to buy the
service product;
c. encouraging them to take action at specific
times
Promotion and Education
difficulty in
understanding the value and benefits of a
service before purchasing it.
Mental Intangibility
cannot be
touched or experienced by the other senses.
Physical Intangibility
a. how a firm does things is as important as
what it does.
b. necessary to design and implement
effective processes for the creation and
delivery of services.
Process
a. service business that requires customers to
enter the service factory, you’ll also have to
spend time thinking about the design of the
“servicescape.”
Physical Environment
a. covers the recruitment, training, and
motivation of service employees to deliver
service quality and productivity.
People
Service Consumption Stage
● Pre-Purchase Stage
● Service Encounter Stage
● Post-Encounter Stage
information search and
evaluation of alternatives before a decision is
reached.
Need Awareness
