Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Services Marketing > Lecture 1: Introduction > Flashcards

Lecture 1: Introduction Flashcards

1
Q

What are two things to keep in mind when doing services marketing?

A
  1. What market am I in?
  2. Who is my customer? (Segmentation)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is provider gap 1?

A

Not knowing what customers expect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What is provider gap 2?

A

Not selecting the right service designs and standards

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is provider gap 3?

A

Not delivering the service standards

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What is provider gap 4?

A

Not matching performance to promises

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What is provider gap 5?

A

The difference between customer expectations and perception of services received

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are key factors leading to gap 1 (not knowing what customers expect)?

A
  1. Inadequate Marketing Research Orientation (MRO)
  2. Lack of Upward Communication
  3. Insufficient Relationship Focus
  4. Inadequate Service Recovery
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What are key factors leading to gap 2? (not selecting the right service designs and standards)

A
  1. Poor service design
  2. Absence of customer-driven standards
  3. Evidence and Servicescape (inappropriate physical)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What are key factors leading to gap 3? (not delivering the service standards)

A
  1. Deficiencies in Human Resource Policies
  2. Failure to Match Supply and Demand
  3. Customers not Fulfilling Roles
  4. Problems with Service intermediaries
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are key factors leading to gap 4? (Not matching performance to promises)

A
  1. Lack of integrated services marketing communications
  2. Ineffective management of customer expectations
  3. Overpromising
  4. Inadequate horizontal communications
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

According to the book what is the definition of services?

A

Deeds, processes and performances

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What are the two dimensions of the services process matrix?

A
  1. Labour intensity
  2. Interaction and Customization
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are the 4 quadrants of the services process matrix?

A
  1. Service Factory (airlines, trucking, hotel)
  2. Service Shop (hospital, auto repair)
  3. Mass Service (retailing, wholesaling, university)
  4. Professional Service (doctors, lawyers, accountants)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are challenges for managers regarding low interaction/customization

A
  • Marketing
  • Attention to physical surroundings
  • Standardizations of operations
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are challenges for managers regarding LOW labor intensity

A
  • Capital decisions
  • Technological advances
  • Peaks
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are challenges for managers regarding HIGH labor intensity

A
  • Hiring
  • Training
  • Employee welfare
17
Q

What are challenges for managers regarding HIGH interaction/customization?

A
  • Fighting costs
  • Maintaining quality
  • Reacting to customer intervention
18
Q

What are 4 characteristics of services?

A
  • Intangible
  • Perishable
  • Simultaenous production and consumption
  • Heterogeneity

Services Marketing (10 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions