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Flashcards in Services Deck (18):
1

What are the 5 characteristics that make services different from goods?

Intangibility
Inseparability
Perishability
Variability
Impossibility of being owned

2

Outline the 7Ps

Product
Price
Promotion
Place
People
Processes
Physical Evidence

3

What are the 3 types of marketing in service industries?

Internal

External

Interactive

4

What makes up the "Product" element of services?

Core service - Essential benefits offered to the customer through the service

Secondary service - Tangible element of the service e.g. food at restaurant

5

How is "promotion" different for services?

They are intangible - difficult to promote in terms of touch/experiment

6

What affects "processes" in the 7Ps?

Inseparability - customer is sometimes part of producing the final product

7

Why is "physical evidence" important in services marketing (2 points)?

Intangibility - added perceived risk as it is difficult for the customer to judge the service.

Physical evidence reduces the percieved risk

8

How is "price" different in the services sector (2 points)?

Due to inseparability - consumed at the point of sale so price discrimination is more effective

Segments of the market can be charged different prices

9

Why are "people" added to the marketing mix?

Perceived quality of the service is sometimes dependant on human interaction

10

What characteristic of services alters the "place" concept?

Inseparability

11

What are the 2 types of services (explain each)?

Producer services - inputs to firms' production processes

Consumer services - Customers who have bought a product are provided with extra services e.g. technical support/warrranty

12

Why must we use the extended marketing mix for service marketing?

The traditional 4Ps marketing mix is limited in its application to services

13

What does the "service marketing triangle" do (3 points)?

Breaks a firms marketing tasks into 3 types.

Each side represents a type of marketing

The corners are the agents who interact

14

What are the three types of marketing in the "service marketing triangle"?

Internal (company > employees)

External (company > customers)

Interactive (employees > customers)

15

What is the marketing that goes on between the employees and customers?

Explain

Interactive marketing

Goal is to satisfy customers to generate customer loyalty

16

What marketing happens between the company and the customers?

Explain

External marketing

Showing customers how the provided services benefit them (uses 4 Ps)

17

What marketing occurs between the company and its employees?

Explain

Internal marketing

Company must invest in employee quality and performance

18

What paper can you refer to when discussing the "impossibility of ownership" characteristic / limitations of the other characteristics of services?

Lovelock & Gummesson (2004)