Marketing Chapter 12
Marketing Chapter 12 MAR 250
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This 3 page Class Notes was uploaded by Melanie Guerrero on Sunday February 28, 2016. The Class Notes belongs to MAR 250 at Pace University taught by Harvey Markowitz in Winter 2016. Since its upload, it has received 21 views. For similar materials see Principles of Marketing (20335) in Marketing at Pace University.
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Date Created: 02/28/16
Marketing Chapter 12 Vocabulary: Capacity management – integrating the service component of the marketing mix with efforts to influence consumer demand Customer contact audit – a flowchart of the points of interaction between consumer and service provider Customer experience management (CEM) – the process of managing the entire customer experience with the company Four I’s of services – Intangibility, Inconsistency, Inseparability, Inventory Gap analysis – type of analysis that compares the differences between the consumer’s expectations about and experiences with a service based on dimensions of service quality Idle Production capacity – when the service provider is available but there is not demand for the service Internal marketing – based on the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers Off-peak pricing – consists of charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service Service continuum – the range of offerings companies bring to the market, from the tangible to the intangible or the product-dominant to service-dominant Services – intangible activities or benefits that an organization provides to satisfy consumers’ needs in exchange for money or something else of value Seven P’s of services marketing – Product, Price, Promotion, Place, People, Physical environment, Process I. Uniqueness of Services A. The four I’s 1. Intangibility a. Services that can’t be held, touched or seen before the purchase decision 2. Inconsistency a. Developing, pricing, promoting, and delivering services is challenging because the quality of a service if often inconsistent 3. Inseparability a. The consumer cannot separate the deliverer of the service from the service itself b. Self-service technologies 4. Inventory a. Inventory problems exist with products because many items are perishable and because there are costs associated with handling inventory B. The service continuum 1. Service continuum – vocab** C. Classifying Services 1. Delivery by people or equipment 2. For-profit or nonprofit organizations II. How consumers purchase services A. The purchase process 1. Tangible products such as clothing, jewelry, and furniture have search properties (color, size, style) which can be determined before purchase 2. Services such as restaurants and child care have experience properties, which can be discerned only after purchase or during consumption B. Assessing service quality 1. Gap analysis – vocab** C. Customer contact and relationship marketing 1. Customer contact audit – vocab** a. A customer’s car rental activities b. Relationship marketing – the contact between a service provider and a customer represents a service encounter that is likely to influence the customer’s assessment of the purchase III. Managing the Marketing of services *7 P’s of services marketing* A. Product (Service) B. Price C. Place (Distribution) D. Promotion E. People 1. Internal marketing – vocab** 2. Customer Experience management – vocab** F. Physical Environment G. Process 1. Capacity management – vocab** IV. Services in the future A. New and better changes B. New data and information about service consumers and providers is also leading to changes in service delivery and consumption C. A growing interest in sustainability and “green” businesses is also changing the services industry
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