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UGA / Marketing / MARK 3000 / What are the 5 dimensions of quality?

What are the 5 dimensions of quality?

What are the 5 dimensions of quality?


School: University of Georgia
Department: Marketing
Course: Principles of Marketing
Professor: Kristy mcmanus
Term: Spring 2017
Tags: Marketing
Cost: 50
Name: MARK 3000 Final Exam Study Guide
Description: Final Exam
Uploaded: 04/30/2017
3 Pages 130 Views 5 Unlocks

MARK 3000 Final Exam Study Guide

Services Chapter

-Product: Physical good, idea, or service

-Service: Intangible offering that involves a deed, performance, or  effort that cannot be physically possessed

-Intangible: Cannot be seen, touched, tasted, felt, stored; requires  using cues to make more tangible We also discuss several other topics like What is the relationship between cognitive development and emotional development?

*Production and consumption are simultaneous

-Heterogeneous: Different from time to time Don't forget about the age old question of How do you draw newman projections?

-Perishable: Services cannot be produced ahead of time and stored We also discuss several other topics like What type of research is a case study?

5 Dimensions of Quality

Reliability: The ability to perform the service dependably and  accurately

Responsiveness: The willingness to help customers and provide prompt service We also discuss several other topics like How do phototrophs and chemotrophs differ in where they get their energy?

Assurance: The ability of employees to convey trust and confidence Empathy: The caring, individualized attention provided to customers Tangibles: The appearance of physical facilities, equipment, personnel,  and communication materials Don't forget about the age old question of What 1896 supreme court case created the separate but equal doctrine?
If you want to learn more check out What is the meaning of “total war”?

Knowledge gap

-Customer expectations for service quality  

-Management perceptions of customer expectations

Standards gap

-Management perceptions of customer expectations

-Standards specifying service to be delivered

Delivery gap

-Standards specifying service to be delivered

-Actual service delivered

Communication gap

-Actual service delivered  

-Service provider communications about service quality

Expanded 4 Ps of Services

People: Employees, customers, etc.

Physical evidence: Tangible part, “servicescape”

Processes: Activities which lead up to and are a part of the service Product: Emphasize service process

Place: Generally no intermediaries

Price: Harder to set and justify to customers for many services Promotion: Focus on making services seem tangible

Global Chapter

-Globalization: Process by which goods, services, capital, people,  information, and ideas flow across national borders

Global Marketing:

Economic analysis using metrics

Infrastructure and technology (transportation, communication,  distribution channel, commerce)

Sociocultural analysis

Government actions (quota, tariff, exchange control, trade agreement)



Artificially raises prices

Lowers demand


Maximum limit

Reduces availability of imported goods

Trade Agreements

European Union






*Definition: The common set of values shared by its citizens that  determine what is socially acceptable

Power distance: Willingness to accept social inequality as natural Uncertainty avoidance: Rely on orderliness, structure, formal  procedures

Individualism: Obligation to and dependence on groups Masculinity: Values are male-oriented, male domination in positions of  power

Time orientation: Long term = Acceptance of longer time horizons

Pricing Strategies



-Anti-dumping policies

-Economic conditions

-Competitive factors

Strategy Chapter

Marketing Planning

Step 1: Business mission & objectives

Step 2: Situation analysis SWOT

Step 3: Identify opportunities (segmentation, targeting, positioning) Step 4: Implement marketing mix (product, price, place, promotion) Step 5: Use marketing metrics to make decisions

Ways to Consolidate-

-Harvesting: Cut back on resources devoted to product/market -Divestment: Eliminate entire product line or division -Retrenchment: Cut back entirely

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