MKT 723 Study Guide - Relationship Marketing, Marketing Mix
13 May 2013
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Document Summary
Services are performances whose output is not physical, consumed at the time of produce and provides added value. Customers expect a high level of service with their physical products. Characteristics of services: intangibles, heterogeneity (no two are exactly alike), simultaneous production/consumption, perishability (can"t be stored or returned) Marketing mix: product, price, place, promotion, people, physical evidence, process. The customer gap difference between the expectations and perceptions. Expectations source from price, advertising and sale promises as well as personal needs, word-of-mouth- and competitive offerings. Properties of consumer products: search (consumer can determine beforehand), experience (determined after purchase/consumption), credence (impossible to evaluate) Consumer choice: need recognition, information search, evaluation of alternatives, purchase, experience, Desired level - highest level of expected service. Adequate level minimum level of acceptable service. Influences of desired service levels are: personal needs, and philosophies. Recovery employee response to service delivery failure (lost room reservation, upgrade given)
