MKTG 2800 Lecture 12: CHAPTER 12 SERVICES MARKETING

• School: University of Denver
• Department: Marketing
• Course: MKTG 2800
• Professor: Young Sandra

Document Summary

Services: intangible activities or benefits that an organization provides to satisfy consumers" needs in exchange for money or something else of value. Intangibility: can"t be held, touched, or seen before the purchase decision. Inseparability: cannot separate the deliverer of the service from the service itself. Inventory: idle production capacity: when the service provider is available but there is no demand for the service. Service continuum: range of product-dominant to service-dominant offerings. Consumers purchase services: understand how the consumer makes a service purchase decision, understand how the consumer evaluates quality, determine how to present a differential advantage relative to competing offerings. Gap analysis: differences between the consumer"s expectation and experience; asks consumers to assess their expectations and experiences on dimensions of service quality. Customer contact audit: flowchart of the points of interaction between consumer and service providers.