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Ch 12 MARKETING; Services and Non-Profit Marketing Flashcards

Ch 12 MARKETING; Services and Non-Profit Marketing Flashcards

Terms Definitions
Service
The result of applying human or mechanical efforts to people or objects
Intangibility
the inability of services to be touches, seen, tasted, heard or felt in the sam manner that goods can be sensed
Search Quality
A characteristic that can be easily assessed before purchase
Experience quality
A characteristic that can be assessed only after use
Credence quality
A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience.
Inseparability
the inability of the production and consumption of a service to be separated ; consumers must be present during the production
Heterogeneity
The variability of the inputs and outputs of services which causes services to tend to be less standardized and uniform than goods.
Perishability
The inability of services to be stored, warehoused or inventoried
Reliability
The ability to perform a service dependably, accurately and consitently
Responsiveness
The ability to provide prompt service
Assurance
The knowledge and courtesy of employees and their ability to convey trust.
Empathy
Caring, individualized attention to customers
Tangibles
The physical evidence of a service including the physical facilities, tools and equipment used to provide the service.
Gap Model
A model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality
Core service
The most basic benefit the consumer is buying
Supplementary services
A group of services that support or enhance the core service.
Mass customization
A strategy that uses technology to deliver customized services on a mass basis.
Internal marketing
Treating employees as customers and developing systems and benefits that satisfy their needs.
Nonprofit organization
An organization that exists to achieve some goal other than the usual business goals of profit, market share or return on investment.
nonprofit organization marketing
the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets
Public Service advertisment (PSA)
an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.
Liam Smith 06-Nov-2017

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