Summary: Essential Service Marketing Management | 9789001802660 | Wouter de Vries, et al

Read the summary and the most important questions on Essential service marketing management | 9789001802660 | Wouter de Vries jr., Piet van Helsdingen, Ton Borchert.

• 1 Services marketing management

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• What is the definition of a service

  Services are intangible activities that perish relatively quickly and which, during interactive consumption, satisfy direct needs rather than the desire for material possesion.

• What is the definition of service concept?

  A service concept encompasses the entire presentation of the service package in the experience of the consumer or the organisation.

• What is the definition of service benefits?

  Service benefits are the total advantage that a customer derives from the performance and features of the various component of a service delivered by an organisation

• What are the reasons that make converting desired benefits into profitable services hard?

  - It is not easy to assess the user requirements and benefits
  -Advantages for users change over time
  -Measuring these benefits will not always be possible

• What is the difference between bundling and unbundling?

  When  bundling occurs people all services offered in a single package, in contrary to unbundling where people pay for each service separately

• What are the four ways of explaining service concept?

  1. In terms of marketing mix
  2. In terms of the perception of service delivery
  3. By using the elements of the services package
  4. By using a mental image

• The definition of marketing 1.0 The definition of marketing 2.0 The definition of marketing 3.0

  • The period in which factory products were mainly sold by sales staff
  • The period in which marketing is characterized by consumer-orientation
  • The period which involves around meeting customers'needs, approaching the customer as a fully rounded and this is also the period in which consumers talk back to providers

• Name five new marketing subjects

  1. industrial marketing
  2. retail marketing
  3. non-profit marketing
  4. international marketing
  5. Services marketing

• Name the three distinction in an environmental analysis

  • Micro(Internal)
  • Meso (Transactional)
  • Macro (Contextual)

• What are the steps of the DNA model of De Vries JR and Dekker

  1. what are the phases of the service delivery process?
  2. Who must be involved in these phases?
  3. Which phases take place in the back office and which in the front office?