Chapter 12Servicesare intangible activities or benefits that an organization provides to satisfy consumers' needs inexchange for money or something else of value.Which statement about services in the U.S. economy is true? Show
 Which two factors are unique with respect to services, and are part of the four I's? Sahil is having trouble deciding on which college to attend. While there are buildings, classrooms, andlibraries to evaluate, the most important part of the service, the actual teaching and learning, is Sahil is having trouble deciding on which college to attend. While there are buildings, classrooms, andlibraries to evaluate, the most important part of the service, the actual teaching and learning, is Because a service, either completely or partially, has qualities that cannot be touched, held, seen, tasted,or otherwise evaluated prior to purchase, it is described as being ______. Which two of the following would be considered services? To address the intangible nature of her services and allow patients to compare them to those of others, amedical provider may ______. Recent WTO estimates show that all countries combined exported ________ valued at $19.4 trillion and________ valued at $5.2 trillion. IntangibilityA defining characteristic of a service is that it is intangible – it is not something physical that you can see, touch, or taste. Learning Objectives Describe how intangibility differentiates a service from a product. Key TakeawaysKey Points
Key Terms
Intangibility Intangibility is used in marketing to describe the inability to assess the value gained
from engaging in an activity using any tangible evidence. It is often used to describe services where there isn't a tangible product that the customer can purchase, that can be seen, tasted, or touched. This is the most defining characteristic of a service that differentiates it from a product. Intangible Service: Teachers provide a service that is intangible. InseparabilityInseparability is a service characteristic that makes it impossible to disconnect the production of the service from its consumption. Learning Objectives Describe inseparability in services marketing and how it distinguishes services from goods Key TakeawaysKey Points
Key Terms
Inseparability
Inseparability (also known as simultaneity) is used in marketing to describe a key quality of services that distinguishes them from goods. The Importance Of Service Delivery Service marketing is comprised of people, processes, and physical evidence, all of which which are unique to the marketing of services. Haircut: A barber is part of the haircut service that he delivers to his customer. A haircut is delivered to and consumed by a customer simultaneously. PerishabilityPerishability of services implies that service capacity cannot be stored, saved, returned, or resold once rendered to a customer. Learning Objectives Describe why business services are perishable and how perishability impacts services marketing Key TakeawaysKey Points
Key Terms
Perishability Perishability is used in marketing to describe the way in which a service capacity cannot be stored for
sale in the future. Services cannot be stored, saved, returned, or resold once they have been used. Once rendered to a customer, the service is completely consumed and cannot be delivered to another customer. Perishable Entity: What an airline ticket entitles a customer to cannot be stored, saved, returned, or resold after the flight. It is a perishable entity. HeterogeneityHeterogeneity, also known as variability, describes the uniqueness of service offerings. Learning Objectives Discuss how heterogeneity relates to service quality and delivery Key TakeawaysKey Points
Key Terms
While products can be homogeneous and mass produced, the same is not true of services. The term heterogeneity describes the uniqueness of service offerings (also known as variability). In other words,
services are generated, rendered, and consumed at one time. The service can never be exactly repeated as the same point in time, location, or circumstances, or with the same configurations or resources, even if the same consumer requests the same service. McDonald's Big Mac: Big Macs are mass produced and almost identical, but the same is not true for the services rendered by the staff. Given that services are heterogeneous, it is essential that each and every customer receive excellent service. Heterogeneity of service quality does not imply that no two customers can receive great service, it just means that no two transactions can be repeated identically. It is the quality of the service that will essentially set two competing firms with similar products and services apart. Marketers can leverage the service offering to
differentiate themselves from the competition and attract customers. Client-Based RelationshipsClient-service providers aim to build a level of trust with clients that leads to long lasting buyer-seller relationships. Learning Objectives Discuss how relationship-building helps retain customers in a competitive marketing environment Key TakeawaysKey Points
Key Terms
Client-Based Relationships Relationships are a key factor when it comes to the marketing of services. Since the product is intangible, a large part of the customer's buying decision will depend on the degree to which he or she trusts the seller. Therefore, the service provider should listen to the needs of the customer, fulfill them through the appropriate service offering, and build a long-lasting relationship that will lead to repeat sales
and positive word-of-mouth. Building RelationshipsBuilding client-based relationships is also important due to the increasing homogeneity of product offerings. For example, many beauty salons that offer homogeneous, or similar, services such as a haircut, coloring, and styling. Having an unkempt and unsanitary salon will ensure the client will never come back. Something as simple as cleanliness is a good way to increase client confidence, especially since a client does not know how a haircut will turn out until it is done. Due to the increasing number of salons available, it would be very easy for a client to go elsewhere. However, being friendly, professional, and listening to the needs of the client will help ensure that the client will be a repeat customer. Competitive Success: Rolls Royce PLC maintains a competitive edge in the airplane engine industry by adding valued services to improve the quality of its engine. Licenses and AttributionsCC licensed content, Shared previously
CC licensed content, Specific attribution
What does it mean to say that services are generally considered to be intangible multiple choice question?Services are generally considered to be intangible; that is, they cannot be held, touched, or seen before purchase.
Which is an example of an intangible product that is considered a service quizlet?Services that cannot be touched, tasted, or seen like a pure product can. Example: Physical Examination-- you can see and hear the doctor but the service itself is intangible. Services are produced and consumed at the same time; ie-- a haircut.
Why is intangibility an important characteristic of services?The defining characteristics of a service are: Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product.
Which item would be considered an intangible product quizlet?Intangible: can not be touched, as opposed to a physical good (an object). Digital files such as a piece of music, a picture, or a news article are all examples of intangible goods.
Are intangible activities or benefits that an organization provides to satisfy consumers needs in exchange for money or something else of value?Services are intangible activities or benefits that an organization provides to satisfy consumer needs in exchange for money or something else of value, such as an airline trip.
Are intangible activities or benefits that an organization provides to satisfy consumers needs in exchange for money or something else of value quizlet?are intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. Intangibility: A service cannot be held, touched, or seen before the purchase decision.
|
What does it mean to say that services are generally considered to be intangible?
zusammenhängende Posts
Urheberrechte © © 2024 defrojeostern Inc.
