Glossary
Chapter 11: The Marketing of ServicesJump to a chapter's terms: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24
- Business services
- Services such as repairs and maintenance, consulting and professional advice, installation, equipment leasing, marketing research, advertising, temporary office personnel and caretaking services. p. 320
- Client publics
- In non-business organisations, direct consumers of a product. p. 337
- Consumer services
- Services such as education, healthcare, leisure, catering, tourism, financial, entertainment, home maintenance and other services to help consumers. p. 320
- Credence qualities
- Attributes that cannot be assessed even after purchase and consumption. p. 323
- Customer's zone of tolerance
- The difference between the customer's desired level of expectations and th customer's acceptable level of expectations. p. 332
- Differential advantage
- Something desired by the customer that only one company-not its rivals-can offer. p. 328
- Experience qualities
- Attributes that can be assessed only after purchase and consumption, including satisfaction and courtesy. p. 323
- Extended marketing mix for services
- In addition to the standard "4Ps" marketing mix-product, promotion, price and place/distribution-there are 3 Ps: process, physical evidence (ambience) and people. p. 329
- Five category classification
- A method of analysing services according to five criteria: type of market, degree of labour intensiveness, degree of customer contact, skill of service provider and goal of the service provider. p. 324
- General publics
- In non-business organisations, indirect consumers of a product. p. 337
- Heterogeneity
- Variability in the quality of service because services are provided by people, and people perform inconsistently. p. 324
- Inseparability
- In relation to production and consumption, a characteristic of services that means they are produced at the same time as they are consumed. p. 323
- Intangibility
- An inherent quality of services that are performed and therefore cannot be tasted, touched, seen, smelled or possessed. p. 323
- Negotiation
- Mutual discussion or communication of terms and methods in an exchange situation. p. 334
- Non-business marketing
- Activities conducted by individuals and organisations to achieve some goal other than ordinary business goals of profit, market share or return on investment. p. 334
- Opportunity cost
- The value of the benefit that is given up by selecting one alternative instead of another. p. 339
- Perishability
- A characteristic of services whereby unused capacity on one occasion cannot be stockpiled or inventoried for future occasions. p. 324
- Persuasion
- The act of prevailing upon someone by argument to facilitate an exchange?. p. 334
- Search qualities
- The tangible attributes of a service that can be viewed prior to purchase. p. 323
- Service
- An intangible product involving a deed, a performance or an effort that cannot be physically possessed. p. 320
- Service expectations
- A factor used in judging service quality involving impressions from past experiences, word-of-mouth communication and the company's advertising. p. 330
- Service quality
- Customers' perception of how well a service meets or exceeds their expectations. p. 330
- Service quality factors
- Factors that increase the likelihood of providing high quality service: understanding customer expectations, service quality specifications, employee performance, managing service expectations. p. 331
- Target public
- A collective of individuals who have an interest in or concern about an organisation, a product or a social cause. p. 337