Marketing in Services
A firm's marketing offerings are divided into core elements and _______ service elements
What are supplementary
The second stage of the three stage model of service consumption
Service Encounter
The extent of a company's focus strategy can be described along two dimensions Market focus and _______focus
Service
There are two kinds of supplementary service, facilitating supplementary service and __________
Enhancing supplementary Services
The three interrelated flows, which partially address the question of what is distributed are, Information/promotion flow, negotiation flow and___________
Product Flow
Which P in the Marketing mix is basically referred to as communication
Promotion
The Pre-purchase stage of the consumption model begins with__________
Need Awareness
In a ________focus strategy a company concentrates on a narrow market segment, but has a wide range of services
Market
Beginning with the letter "B" this is a form of supplementary services
Billing
In deciding how the services are delivered three options are used by service firms, the customer goes to the service organization, the service organization goes to the customer and ________
Customer and service organization transact remotely
In terms of the process perspective_______refers to services that are directed at people's mind, such as education, news information etc
Mental stimulus processing
__________represent tangible characteristics customers can evaluate before purchase
Search Attributes
_______attributes determine buyers’ choices between competing alternatives
Determinant
Type of enhancing supplementary service that involve the pleasure of meeting people, courtesy and consideration for customers' needs
Hospitality
_________represents a popular way for service firms to expand service concept
Franchising
What are the three management functions that are central to meeting the needs of service customers?
Marketing, Operations and Human Resources
This system represents the combination of service and production
Servuction system
In developing an effective positioning strategy three types of analyses must be considered, market analysis, internal analysis and ___________
Competitor analysis
________ is used to describe a company that applies its brand name to multiple offerings in often unrelated fields eg. Virgin
Branded House
In terms of place and time decisions of service delivery, ie where and when, several constraints may have an impact on the decision. Climate and terrain fall under this type of constraint
Geographic
Services involve a form of "renting". In terms of the five categories, in which of the categories customers are able to obtain the temporary right to use a physical good they prefer not to own? Eg. a boat
Rented goods services
In regards to types of perceived risks of purchasing and using services,________risk deals with personal fear and emotions
Psychological
Resources, reputation, constraints and values are considered in which of the Market positioning strategy?
Internal Analysis
Service processes affect customers and also cost, speed, and productivity; _______represent the process of analyzing and redesigning processes to achieve faster and better performance
Reengineering
Drivers favoring adoption of transnational strategies by service firms include: cost, competition, technology, market and_______
Government