Services marketing
13 important questions on Services marketing
What is a service?
Consumer oriented services: Drycleaning, retail travel
Business services: Consulting.
What are goods-dominated products?
Strategy of including a service with the purchase of physical goods
What is a core service?
Exp. airplane: core: travel.
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What is a augmented services?
(example airplane: Frequent flier miles, sky caps, in-flight entertainments, internet access.)
What are the 3 methods to measure service quality
- gap analysis
- critical incident technique
What is critical incident technique?
What to do when there is a service failure?
- resolve the problem
- Do not further inconvenience the customer.
What are equipment or facility-based services?
What are the three positions of the tangibles to the intangibles?
- Equipment or facility based products
- People- based products.
What are the 3 subsequent extra P's?
- Process: This relates to the procedures, mechanisms and routines that are put in place by organizations in a bid to deliver value to the customer .
- Physical evidence: This relates to the environment where the service is delivered and can also include any tangible cues relating to the serve on offer (how clean something looks, the layout/lightning) §
What are the physical elements of the service encounter?
- other tangibles.
What are 3 market approaches to sell a 'person/celebrity'
- Product improvement approach (new name, new image, plastic surgery)
- Market fulfilment approach (Identify unmet need, develop a new product)
What are experience qualities?
Example: can't predict how good a holiday we'll have until we experience is, so marketers need to reassure customers Before the dacht that they are in for good time.
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