Podcast
Questions and Answers
What distinguishes services from customer service?
What distinguishes services from customer service?
- Customer service is a component of the overall services strategy. (correct)
- Services are focused on relationship maintenance.
- Services are exclusively provided by service companies.
- Customer service aims to ensure efficiency in service delivery.
Which characteristic is true for both services and products?
Which characteristic is true for both services and products?
- Both contribute to the company's offerings. (correct)
- Both can be patented.
- Both can be inventoried.
- Both can be demonstrated immediately.
Why can't services be legally patented?
Why can't services be legally patented?
- They lack a unique selling proposition.
- They are easily replicated by competitors.
- They are physical goods that have been consumed.
- They are actions or performances rather than tangible items. (correct)
What is a significant difference between product marketing and service marketing?
What is a significant difference between product marketing and service marketing?
Which of the following statements about services is correct?
Which of the following statements about services is correct?
What distinguishes the nature of services from goods in terms of production and consumption?
What distinguishes the nature of services from goods in terms of production and consumption?
Why can services never be exactly alike?
Why can services never be exactly alike?
What contributes to the challenge in ensuring consistent service quality?
What contributes to the challenge in ensuring consistent service quality?
What makes mass production of services impossible?
What makes mass production of services impossible?
How do customers affect the service experience?
How do customers affect the service experience?
What is an essential characteristic of perishable services?
What is an essential characteristic of perishable services?
What aspect is crucial for a company to fulfill its promises to customers?
What aspect is crucial for a company to fulfill its promises to customers?
What does external marketing primarily focus on?
What does external marketing primarily focus on?
Why is anticipating demand important in service delivery?
Why is anticipating demand important in service delivery?
What can result from a tendency to overpromise in service marketing?
What can result from a tendency to overpromise in service marketing?
How does employee satisfaction relate to customer satisfaction?
How does employee satisfaction relate to customer satisfaction?
What is an important strategy for service recovery when issues arise?
What is an important strategy for service recovery when issues arise?
Which of the following best defines internal marketing?
Which of the following best defines internal marketing?
What is the primary focus of interactive marketing?
What is the primary focus of interactive marketing?
How does technology influence interactive marketing?
How does technology influence interactive marketing?
What element of the service marketing mix addresses employee roles in service delivery?
What element of the service marketing mix addresses employee roles in service delivery?
What is one aspect of physical evidence in services marketing?
What is one aspect of physical evidence in services marketing?
Why is it necessary for businesses to adapt their marketing strategies?
Why is it necessary for businesses to adapt their marketing strategies?
Which factor is part of the process in the service mix?
Which factor is part of the process in the service mix?
What reflects a customer's subjective evaluation of a service?
What reflects a customer's subjective evaluation of a service?
Which of the following is NOT a component of the service marketing mix?
Which of the following is NOT a component of the service marketing mix?
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Study Notes
Services
- Services are actions or activities that complement a company's products or core business.
- Examples of service companies include utilities, hotels, banks, and hospitals.
- Many manufacturers, such as automobile or computer companies, also provide services.
Difference between Services and Customer Service
- Services: Focus on developing actions that enhance a company's overall efficiency and performance.
- Customer Service: Provides support for the company's core products. Its goal is to assist customers and build positive relationships.
Service Marketing vs. Product Marketing
- Product Marketing: Deals with tangible goods that can be inventoried, patented, and easily demonstrated.
- Service Marketing: Focuses on intangible services that are performances or actions.
- Services cannot be inventoried or patented.
- Services are heterogeneous, meaning they vary depending on the customer and employee interaction.
- Services are produced and consumed simultaneously, making mass production impossible.
- Services are perishable and cannot be stored or returned.
Service Marketing
- Service Marketing Triangle: illustrates the three key elements of service marketing:
- External Marketing: Formulates promises made to customers about the service and its delivery.
- Internal Marketing: Ensures employees have the necessary skills, tools, and motivation to fulfill the promises made to customers.
- Interactive Marketing: Represents the delivery of the promise through customer interactions and employee involvement.
- Marketing Mix (Service Version): The 7P's of service marketing:
- Product: The service itself.
- Price: The cost of the service.
- Place: Where the service is delivered.
- Promotion: How the service is marketed.
- People: The employees and customers involved in service delivery.
- Physical Evidence: Tangible aspects of the service experience, such as the environment, signage, and equipment.
- Process: The flow of activities involved in providing the service.
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