Services Marketing Exam 1
MGT 430: Exam 1
-Service: deeds, efforts, or performances
-Goods: objects, devices or things -The distinction between goods and services is not perfectly clear -A product can be classified as either a good or a service
-Scale of Market Entities: the scale that displays a range of products along a continuum based on their tangibility ranging from tangible dominant to intangible dominant
-Tangible Dominant: goods that possess physical properties that can be felt, tasted, and seen prior to the consumer’s purchase decision
-Intangible Dominant: services that lack the physical properties that can be sensed by consumers prior to the consumer’s purchase decision
-Servuction Model: a framework for understanding the consumer’s experience 1. Servicescape: the use of physical evidence to design service environments -Ambient conditions: room temperature and music -Inanimate objects: furnishing -Other physical evidence: signs, symbols 2. Contact Personnel/Service Producers:
-Contact Personnel: employees other than the primary service provider who briefly interact with the customer
-Service Providers: the primary providers of a core service -Waiter or waitress -Dentist -Physician -College instructor 3. Other Customers: customers that share the primary customer’s service experience
-The presence of other customers can enhance or detract from an individual’s service experience -Unruly customers in a restaurant or a night club -Children crying during a church service -Theatergoers carrying on a conversation during a play
4. Organizations and Systems: that part of a firm that reflects the rules, regulations, and processes upon which the organization is based
-Service Economy: includes the “soft parts” of the economy consisting of nine industry supersectors -Education and Health Services -Financial Activities -Government -Information -Leisure and Hospitality -Professional and Business Services -Transportation and
-Service: deeds, efforts, or performances
-Goods: objects, devices or things -The distinction between goods and services is not perfectly clear -A product can be classified as either a good or a service
-Scale of Market Entities: the scale that displays a range of products along a continuum based on their tangibility ranging from tangible dominant to intangible dominant
-Tangible Dominant: goods that possess physical properties that can be felt, tasted, and seen prior to the consumer’s purchase decision
-Intangible Dominant: services that lack the physical properties that can be sensed by consumers prior to the consumer’s purchase decision
-Servuction Model: a framework for understanding the consumer’s experience 1. Servicescape: the use of physical evidence to design service environments -Ambient conditions: room temperature and music -Inanimate objects: furnishing -Other physical evidence: signs, symbols 2. Contact Personnel/Service Producers:
-Contact Personnel: employees other than the primary service provider who briefly interact with the customer
-Service Providers: the primary providers of a core service -Waiter or waitress -Dentist -Physician -College instructor 3. Other Customers: customers that share the primary customer’s service experience
-The presence of other customers can enhance or detract from an individual’s service experience -Unruly customers in a restaurant or a night club -Children crying during a church service -Theatergoers carrying on a conversation during a play
4. Organizations and Systems: that part of a firm that reflects the rules, regulations, and processes upon which the organization is based
-Service Economy: includes the “soft parts” of the economy consisting of nine industry supersectors -Education and Health Services -Financial Activities -Government -Information -Leisure and Hospitality -Professional and Business Services -Transportation and