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Understanding Intangible Services: Definitions, Characteristics, and Customer Orientation, Quizzes of Principles of Marketing

Service ManagementCustomer ServiceBusiness StrategyMarketing

The concept of intangible services, their definitions, characteristics, and the importance of customer orientation. Topics include intangibility, inseparability, perishability, heterogeneity, level of interaction, physical appearance, customer orientation model, ability to deliver, read the customer, and personal relationship. The document also discusses the impact of personality traits on customer orientation and the role of promotion and pricing in service delivery.

What you will learn

  • What are the four areas of services?
  • What is the Customer Orientation Model?
  • What are the characteristics of intangible services?
  • How does the Customer Orientation Model predict customer satisfaction?
  • What are intangible services?

Typology: Quizzes

2016/2017

Uploaded on 05/30/2017

ctwebb12
ctwebb12 🇺🇸

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Download Understanding Intangible Services: Definitions, Characteristics, and Customer Orientation and more Quizzes Principles of Marketing in PDF only on Docsity! TERM 1 Services are... DEFINITION 1 Intangible performance and cannot be physically possessed TERM 2 What are Intangible performance? DEFINITION 2 Doing something for customer they cannot take home. For example cooking food. The food can be taken home, but the cooking service cannot be. TERM 3 What is meant when something cannot be physically possessed? DEFINITION 3 It cannot be saved. A seat on a flight from Boston to LA cannot be saved. It can be rescheduled, but not saved. TERM 4 What are the 4 areas of services? DEFINITION 4 Intangibility, inseparability, perishability, and heterogeneity. TERM 5 Intangibility means... DEFINITION 5 there is not a physical representation of the service. TERM 6 Inseparability means DEFINITION 6 customers must interact with the service provider at sometime in the transaction. TERM 7 Perishability means DEFINITION 7 the service has an expiration date. Some examples are seats on a fight and happy hours at restaurants. The restaurant can earn during the hours of operation and by having a happy hour it extends the expected servicing of patrons. TERM 8 Heterogeneity DEFINITION 8 Different, even in the same firm. For example, two waitresses can serve the same food in entirely different ways. TERM 9 Customer contact has 3 elements, what are they? DEFINITION 9 Level of interaction, physical appearance, and customer orientation. TERM 10 Level of interaction DEFINITION 10 how intimate service providers are with customers. TERM 21 CO/ Contact time interaction... DEFINITION 21 assesses the time spent with customer and levels of satisfaction &/or commitment. TERM 22 High customer orientation and high contact time (with cust.) DEFINITION 22 High level of satisfaction &/or commitment. TERM 23 Low customer orientation and low contact time (with cust.) DEFINITION 23 low level of satisfaction &/or commitment. TERM 24 Highcustomer orientation and low contact time (with cust.) DEFINITION 24 low level of satisfaction &/or commitment. TERM 25 Low customer orientation and high contact time (with cust.) DEFINITION 25 low level of satisfaction &/or commitment. TERM 26 Credentials DEFINITION 26 tangible evidence of expertise. Examples are degrees on walls at Dr. and lawyers offices. TERM 27 Pleasure/Pain (prospect theory) DEFINITION 27 High levels of pleasure want to be spread out over time. For example, a coffee rewards card. high levels of pain want to be taken all at once. For example, having three cavities and going to dentist. TERM 28 Rituals DEFINITION 28 Having an activity which gives people who receive your service a sense of experiencing something. For example the ducks at the hotel in Memphis or tea time at the Arizona Biltmore. TERM 29 Promotion and pricing of services 3 areas DEFINITION 29 tangible cues, sampling, and supply /demand pricing. TERM 30 Tangible cues DEFINITION 30 a reference to a service provided. for example, the oil sticker reminding you of your last service and your next service. TERM 31 Sampling a service DEFINITION 31 getting a time period to try it out. For example netflix providing a month free to watch unlimited shows. TERM 32 Supply/ demand pricing has tree key areas. DEFINITION 32 by the job, time based and time sensitive. TERM 33 By the job pricing DEFINITION 33 services provided based on the service provided which is similar to other customers. Pest control is an example. One rate for homes 1500 square feet or below. TERM 34 Time based pricing DEFINITION 34 Services provided have an allotment of time which determines price. Lawyers are an example with billable hours. TERM 35 Time sensitive pricing DEFINITION 35 As the time the service is provided draws near, it costs more. The supply of the service providers time and effort is fixed, the demand increase as time gets closer to providing that service. TERM 46 Are there differences between process and outcome? DEFINITION 46 Yes. The process can still produce the same outcome, but it can still lead to poor experiences. TERM 47 Services failure example DEFINITION 47 Steak with mushroom sauce served to someone with a mushroom allergy. TERM 48 Satisfaction response DEFINITION 48 How firms react to service failures. TERM 49 High Empathy and High Response DEFINITION 49 Lead to upward sloping (rising) satisfaction rates and lead to downward sloping (falling) negative WOM rates. TERM 50 Low Empathy and Low Response DEFINITION 50 Lead to flat satisfaction rates and high flat negative WOM rates. TERM 51 Long term focus DEFINITION 51 Providing customer satisfaction beyond short-run profits. For example, the GratefulDead would allow people to record their music at the show to build brand loyalty. TERM 52 Services "Winning Organizations" DEFINITION 52 Three areas - 1. long-term focus 2. teamwork 3. lack of entitlement. TERM 53 Lack of Entitlement DEFINITION 53 Not believing you are owed anything by your firm, the customer or any stakeholder. TERM 54 Integrated Marketing Communications DEFINITION 54 The process of managing the promotional tools in such a way that a synergistic communications effect is created. TERM 55 What does Integrated Marketing Communications do? DEFINITION 55 Unifying all Marketing Communication tools. Sends a consistent message that promotes company goals. Each tool reaches the audience in a different way. TERM 56 Reasons Integrated Marketing Communications growth? DEFINITION 56 1) Fragmentation of Media 2) Database technology 3) Consumer empowerment 4) Advertising Clutter TERM 57 Fragmentation of Media DEFINITION 57 Many more outlets which allow firms to create many different messages. TERM 58 Database technology DEFINITION 58 Firms can now profile and group customers into by several different interests. TERM 59 Consumer empowerment DEFINITION 59 Big reason for IMC growth. Firms fight for consumer trust which has empowered consumer voice and purchase behaviors. TERM 60 Advertising Clutter DEFINITION 60 So many messages, what sticks out? TERM 71 noise DEFINITION 71 unwanted or filtered out distractionsfrom communication process. TERM 72 Some Objectives of Promotion are... DEFINITION 72 To 1. Create Awareness, 2. Stimulate Demand and3. Encourage Product Trial. *NOTE - All Three relate to AIDA Model. TERM 73 Create Awareness DEFINITION 73 Let people know what kind of product you have. TERM 74 Stimulate Demand DEFINITION 74 presentation of product - sell benefits, not features. TERM 75 AIDA DEFINITION 75 Attention Interest Desire Action. TERM 76 Additional Promotion Objectives include... DEFINITION 76 Identify prospects, Retain loyal customers, Combat competitive promotional efforts, and Reduce sales fluctuations. TERM 77 Identify prospects means... DEFINITION 77 find people who might be interested. TERM 78 Advertising DEFINITION 78 Paid mass mediated attempt to persuade TERM 79 Pioneer/ Competitive DEFINITION 79 For industry and head to head types of advertisement. TERM 80 Comparison Advertisements DEFINITION 80 Comparing features to competitive brands. TERM 81 Ads for public good DEFINITION 81 Attempt to persuade behavior, like drunk driving ads. TERM 82 The Media-Planning Process DEFINITION 82 3 areas - target audience, advertising objectives and media plan TERM 83 Media planning Process DEFINITION 83 consist of media plan, class and vehicle. TERM 84 media plan DEFINITION 84 Where firms put messages in ads for target market TERM 85 media class DEFINITION 85 broad category like tv. TERM 96 Mass media DEFINITION 96 require technology and reaches many people simultaneously. TERM 97 Mass media attributes DEFINITION 97 Very little contact with consumers, delayed feedback. Communicator may have little sense for audience and it is usually complex. TERM 98 Strengths of Mass media DEFINITION 98 reaches large audience, builds long-term image and message is repeated. TERM 99 weaknesses of Mass media DEFINITION 99 Intrusive, clutter, and may reach people who are not the target. TERM 100 types of appeal DEFINITION 100 story line, humor, sex, fear, testimonial. TERM 101 story line DEFINITION 101 a recurring theme in the ads that allows audience to see the story unfold. Budweiser frogs are an example. TERM 102 Humor DEFINITION 102 Attracts attention, enhances credibility, and puts consumer in a good mood. Some drawbacks are ads can wear out and get stale. TERM 103 sex appeal DEFINITION 103 Works if products enhance attractiveness. Example is Victoria secrets online show. TERM 104 Fear DEFINITION 104 Ads which touch our fears to get us to act. TERM 105 Testimonial ads DEFINITION 105 When an advocacy position is taken in a message. TERM 106 What does advertising do? DEFINITION 106 Leads to higher attitude towards ad, which leads toward higher attitude towards brand and then leads to behavior. TERM 107 Attitude DEFINITION 107 Stopping power TERM 108 Memorability DEFINITION 108 Locking power TERM 109 Persuasion DEFINITION 109 Selling benefits, not features. After attention and memorability. TERM 110 Recall vs Recognition DEFINITION 110 Recall is unaided memory, recognition is aided memory.