X hits on this document

161 views

0 shares

0 downloads

0 comments

4 / 44

Marketing Exam Study!

      • o

        Defined space and place rentals – private space shared with other customers

      • o

        Labour and expertise rentals – hire people

      • o

        Access to shared physical environments – share use of an environment, not private

      • o

        Systems and networks: access & usage – rent right to participate

  • -

    Service product

    • o

      A service product comprises of all the elements of the service performance, both tangible and intangible, that creates value for customers

Distinctive service marketing challenges

  • -

    Most service products cannot be inventoried

    • o

      Most services involve actions or performances, so it can’t usually be stocked

      • o

        If there’s no demand, unused capacity is wasted and firm loses the chance to create value from these assets

  • -

    Intangible Elements usually dominate value creation

      • o

        Usually intangible elements like internet-based transactions and the expertise and attitudes of service personal create most value in service performances

  • -

    Services are often difficult to visualize and understand

      • o

        Mental intangibility, they cannot picture their service they receive so they may night purchase it

      • o

        Businesses educate customers and provide confidence for the customers

  • -

    Customers may be involved in Co-production

      • o

        Customers may need to co-operate with service personnel in hair salons, hotels, quick- service restaurants, libraries, ATM

      • o

        Customers often function as partial employees?

  • -

    People may be part of the service experience

      • o

        Sometimes depends on the attitude of people (employees), if they have a bad attitude, there may be a bad service experience

      • o

        Even people standing in line with you

      • o

        Should organize segments that are similar together, and ones that are different, set them apart

  • -

    Operational Inputs and Outputs Tend to Vary More Widely

      • o

        When a service is delivered face to face, and consumed as it’s produced, final “assembly: must take place in real time

      • o

        Performance, speed, and quality may vary widely

  • -

    Time Factor Frequently Assumes Great Importance

      • o

        Many services now a day are in more of a hurry, willing to pay extra to save time

      • o

        Should minimize customer waiting times

  • -

    Distribution make take place through non-physical channels

      • o

        Manufactures require physical distribution channels to move their products from factory to customers

      • o

        Service businesses are able to use electronic channels to deliver all or most of their service elements (internet)

8 P’s of service

  • -

    Product Elements

    • o

      Service products lie at the heart of a firm’s marketing strategy, if it’s poorly designed, it won’t create meaningful value for customers

      • o

        Service products need a core product that response to the customers’ primary need and an array of supplementary service elements that help use the core product effectively 4

Downloaded for free at www.uofgexamnetwork.com

Document info
Document views161
Page views169
Page last viewedWed Dec 07 23:59:50 UTC 2016
Pages44
Paragraphs2313
Words14476

Comments