HTH 102 Study Guide - Final Guide: Marketing Mix, Intangibility, Service Management

• School: Ryerson University
• Department: Hospitality and Tourism Management
• Course: HTH 102
• Professor: Christopher Gibbs

Document Summary

Intangibility: services cannot be touched, seen, heard or tasted before purchase, heterogeneity, the quality of a service depends on who provides it and when, where and how. Inseparability: services cannot be separated from their providers, perishability, services cannot be stored and sold or used later. Marketing goods vs. services: goods, production -> marketing -> consumption, services, production, consumption, marketing. Of greatest important in marketing a service it provides evidence of the quality of the service: customers actively participate in most service processes- thus need to be customer-centric. Post consumption marketing: review sites, picture/video sharing, social media, personal blogs, travel writers, relationships & experiences, critical moments of truth. Internal marketing: employees are service organizations" greatest assets, since they are the only people who can create and maintain relationships with external customers, service management views employees as internal customer . Internal marketing aims to create a trustful relationship with the firm"s employees, so that they live the brand.