MARK 3000 - Chapters 2,8,13 - Grantham UGA EXAM 2024
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Module
MRKT 3000
Institution
MRKT 3000
Services - Any intangible offering that involves a deed, performance, or effort that cannot be physically possessed.
Intangible customer benefits that are produced by people or machines and cannot be separated from the producer.
Customer Service - Specifically refers to the human or mechanical...
MARK 3000 - Chapters 2,8,13 - Grantham
UGA EXAM 2024
Services - Any intangible offering that involves a deed, performance, or effort that
cannot be physically possessed.
Intangible customer benefits that are produced by people or machines and cannot be
separated from the producer.
Customer Service - Specifically refers to the human or mechanical activities firms
undertake to help satisfy their customers' wants and needs.
Intangible - A characteristic of a service; it cannot be touched, tasted, or seen like a
pure product can.
Inseparable - A characteristic of a service; it is produced and consumed at the same
time, that is service and consumption are inseparable
Heterogeneity - As it refers to the differences between the marketing of products and
services, the delivery of services is more variable
Perishable - A characteristic of a service; it cannot be stored for use in the future
Service Gap - Results when a service fails to meet the expectations that customers
have about how it should be delivered
Knowledge Gap - A type of service gap which reflects the difference between
customer's expectations and firm's perception of those expectations.
MARK 3000 - Chapters 2,8,13 - Grantham UGA
, MARK 3000 - Chapters 2,8,13 - Grantham UGA
Standards Gap - A type of service gap which pertains to the difference between the
firm's perceptions of customer's expectations and the service standard it sets.
Delivery Gap - A type of service gap which is the difference between the firm's service
standards and the actual service it provides to customers.
Communication Gap - A type of service gap which refers to the difference between the
actual service provided to customers and the service that the firm's promotion program
promises.
Service Quality - Customer's perceptions of how well a service meets or exceeds their
expectations
Voice-of-Customer Program (VOC) - An ongoing marketing research system that
collects customer inputs and integrates them into managerial decisions.
Distributive Fairness - Pertains to a customer's perception of the benefits he or she
received compared with the costs that resulted from a service failure.
Procedural Fairness - Refers to the customer's perception of the fairness of the process
used to resolve complaints about service.
Globalization - Refers to the processes by which goods, services, capital, people,
information and ideas flow across national borders.
Trade Deficit - Results when a country imports more goods than it exports
MARK 3000 - Chapters 2,8,13 - Grantham UGA
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