MKTG 2800 Chapter Notes - Chapter 12: Marketing Mix, Switching Barriers, Relationship Marketing
11 Sep 2017
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Document Summary
Services - intangible activities or benefits (such as airline trips, financial advice, or automobile repair) that an organization provides to satisfy consumers" needs in exchange for money or something else of value. Inconsistency - quality varies with each person"s capabilities and day-to-day job performance. Inseparability - the consumer cannot (and does not) separate the deliverer of the service from the service itself. Inventory - with services, inventory carrying costs are more subjective and are related to idle production capacity, which is when the service provider is available but there is no demand for the service. Service continuum - range of product-dominant to service-dominant offerings. Search properties, such as color, size, and style, which can be determined before purchase. Experience properties, which can be discerned only after purchase or during consumption. Credence properties, or characteristics that the consumer may find impossible to evaluate even after purchase and consumption. Gap analysis - differences between the consumer"s expectations and experience.
