Overview Of Service Marketing

Question 1

Progression of value and evolution of consumer behavior

Answer 1

Service economy

Question 2

Examples of Service Economy

Answer 2

1. Education and Health Services
2. Financial Activities
3. Government
4. Information
5. Leisure and Hospitality
6. Professional and Business Services
7. Transportation and Utilities
8. Wholesale and Retail Trade
9. Other Services

Question 3

Generally accepted that it includes the “soft parts” of the economy consisting of
different industry sectors

Answer 3

Service Economy

Question 4

Wholesale and Retail Trade

Answer 4

Sales to Businesses
Automobile Dealers
Clothing, Accessory, General Merchandise Stores
Grocery Stores

Question 5

Transportation and Utilities

Answer 5

Air Transportation
Truck Transportation and Warehousing
Utilities (Power, water)

Question 6

Information

Answer 6

Broadcasting
Internet Services and Data Processing
Motion Picture and Video Industries
Publishing
Software publishers
Telecommunications

Question 7

Financial Activities

Answer 7

Banking
Insurance
Securities, Commodities, and other Investments

Question 8

Professional and Business
Services

Answer 8

Advertising and Public Relations Services
Computer Systems Design and Related Services
Employment Services
Management, Scientific and Technical
Consulting Services, Scientific Research and Devt
Services

Question 9

Education and Health Services Child Day Care Services
Educational Services
Health Care
Social Assistance

Answer 9

Education and Health Services

Question 10

Arts, Entertainment, and Recreation
Food Services and Drinking Places
Hotels and other Accommodations

Answer 10

Leisure and Hospitality

Question 11

Advocacy, Grantmaking, and Civic
Organizations
Federal Government
State and Local Government

Answer 11

Government

Question 12

Providing Services including Repair, Personnel
care, salon, pet services, parking, etc.

Answer 12

Other Services

Question 13

At the heart of services marketing is the ______

Answer 13

Consumer

Question 14

As marketers, we are required to:

Answer 14

 Understand and Explain how consumers process information
 Be familiar and understand 6 steps that comprise the consumer decision process model

Question 15

Refers to all consumer activities occurring before the acquisition of
the service

Answer 15

The PREPURCHASE Stage: THE STIMULUS

Question 16

This stage begins when an individual receives a stimulus that incites
a consumer to consider a purchase

Answer 16

The PREPURCHASE Stage: THE STIMULUS

Question 17

may be a commercial cue, a social cue, or physical cue

Answer 17

Stimulus

The PREPURCHASE Stage: THE STIMULUS

Question 18

are the result of promotional efforts

Answer 18

Commercial cues

The PREPURCHASE Stage: THE STIMULUS

Question 19

Occurs when consumers realize that they need to do
something to get back to a normal state of comfort

Answer 19

The PREPURCHASE Stage: PROBLEM AWARENESS

Question 20

may be based on a shortage (a need) or
on an unfulfilled desire (a want)

Answer 20

Problem Awareness

Question 21

are unsatisfactory conditions

Answer 21

Needs

Question 22

are desires to obtain more satisfaction

Answer 22

Wants

Question 23

If consumer recognizes either need or want, decision process
continues as the consumer seeks to resolve their current
problem and proceeds on the information search phase

Answer 23

The PREPURCHASE Stage: PROBLEM AWARENESS

Question 24

If the consumer does not recognize a shortage or unfulfilled
desire the decision process stops

Answer 24

The PREPURCHASE Stage: PROBLEM AWARENESS

Question 25

The awareness of a problem demands a solution from the consumer or buyer, and usually implies that a potential purchase of service will ensue

Answer 25

The PREPURCHASE Stage: INFORMATION SEARCH

Question 26

Consumer collects information regarding possible alternatives that will resolve the buyer’s problem

Answer 26

The PREPURCHASE Stage: INFORMATION SEARCH

Question 27

access to consumer’s own memories about possible alternatives

Answer 27

Internal search

Question 28

involves collection of new information

Answer 28

External search

Question 29

Marketers that understand consumer information search process have a much better chance of strategically locating information and making information easily accessible to consumers

Answer 29

The PREPURCHASE Stage: INFORMATION SEARCH

Question 30

This is the important outcome of the pre-purchase stage

Answer 30

The CONSUMPTION Stage: CHOICE

Question 31

This decision is accompanied by a set of expectations about the performance of the service / product

Answer 31

The CONSUMPTION Stage: CHOICE

Question 32

The activities of buying, using and disposing are grouped together and labeled the consumption process

Answer 32

The CONSUMPTION Stage: CHOICE

Question 33

During this stage, consumers may experience varying levels of cognitive dissonance – doubt that the correct purchase or decision has been made

Answer 33

The POSTPURCHASE Stage: POSTPURCHASE EVALUATION

Question 34

Marketers often attempt to minimize cognitive dissonance by reassuring the customer that the correct decision has been made

Answer 34

The POSTPURCHASE Stage: POSTPURCHASE EVALUATION

Question 35

Strategies to minimize cognitive dissonance include aftersale contact with the customer, providing a reassuring letter in the packaging of the product, providing warranties and guarantees, and reinforcing the consumer’s decision through the firms, advertising.

Answer 35

The POSTPURCHASE Stage: POSTPURCHASE EVALUATION

Question 36

helps to structure our thinking and guide our understanding regarding consumer behavior

Answer 36

The consumer decision process

Question 37

• Commercial Cue • Physical Cue • Social Cue

Answer 37

Stimulus

Question 38

• Shortage • Unfulfilled Desire

Answer 38

Problem awareness

Question 39

• Internal • External

Answer 39

Information search

Question 40

• Multiattribute Models

Answer 40

Evaluation of alternatives

Question 41

• Buying • Using • Disposing

Answer 41

Choice

Question 42

• Evaluation of Satisfaction

Answer 42

Postpurchase Evaluation