Week 5 Service Marketing

Question 1

CHARACTERISTICS OF SERVICES

Answer 1

1. INTANGIBILITY
2. INSEPERABILITY
3. VARIABILITY
4. PERISHABILITY

Question 2

Which cannot be seen, tasted, felt, heard, or
smelled before they are bought. The strategy
for making the service offering more tangible
is to try to draw the buyer’s attention to
tangible features like place, people, price,
equipment or communications that they see.

Answer 2

INTANGIBILITY

Question 3

Which are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. Both the provider and the consumer affect the service outcome

Answer 3

INSEPERABILITY

Question 4

Whose quality may vary greatly
depending on who provides them and
when, where, and how.

Answer 4

VARIABILITY

Question 5

Which cannot be stored for later sale or use.
Service perishability is not a problem when
demand is steady. It is, however, when demand fluctuates.

Answer 5

PERISHABILITY

Question 6

Since the customer and the service provider
interact to provide the service, the interaction must
be controlled and constantly improved. Successful service companies focus their attention on both their customer and their employees.

Answer 6

MARKETING STRATEGIES FOR
SERVICES FIRMS

Question 7

It is a marketing by a service firm to train and
effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

Answer 7

INTERNAL MARKETING

Question 8

INTERNAL MARKETING CHARACTERISTICS

Answer 8

1. For the firm to deliver consistently high service quality, marketers must get everyone in the organization to practice a customer orientation.
2. Internal marketing must precede external marketing.

Question 9

It is marketing by a service firm that recognizes that perceived service quality depends
heavily on the quality of buyer-seller interaction. The marketer cannot assume that they will satisfy the customer simply by providing good technical service.

Answer 9

INTERACTIVE MARKETING

Question 10

3 MAJOR MARKETING TASKS

Answer 10

1. Competitive Differentiation
2. Service Quality
3. Service Productivity

Question 11

This can occur by differentiating the offer, the delivery, and their images.

Answer 11

Competitive Differentiation

Question 12

By consistently delivering higher quality than the competition, the firm can make progress in customer retention

Answer 12

Service Quality

Question 13

GOOD SERVICE RECOVERY

To have a good service system, the organization
must:

Answer 13

a. empower front-line employees

b. be customer obsessed

c. set high service quality standards

d. watch service performance closely

Question 14

Increase productivity by training employees better. Work on quality as well as quantity of service. Use technology to help. Firms must watch pushing productivity at the expense of service quality.

Answer 14

Service Productivity