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Services and Nonprofit Organization Marketing
Chapter 12
16
Marketing
Undergraduate 4
03/27/2012

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Term
the result of applying human or mechanical efforts to
people or objects
Definition
Service
Term
the inability of services to be touched, seen, tasted,
heard, or felt in the same manner that goods can be sensed
Definition
Intangibility
Term
a characteristic that can be easily assessed before purchase
Definition
Search Quality
Term
a characteristic that can be assessed only after use
Definition
Experience Quality
Term
a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience
Definition
Credence Quality
Term
the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods
Definition
heterogeneity
Term
the inability of services to be stored, warehoused, or inventoried
Definition
Perishability
Term
the ability to perform a service dependably, accurately,
and consistently
Definition
Reliability
Term
theabilityto provide prompt service
Definition
Responsiveness
Term
the knowledge and courtesy of employees and their ability to convey trust
Definition
Assurance
Term
the physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service
Definition
Tangibles
Term
the most basic benefit the consumer is buying
Definition
core service
Term
a group of services that support or enhance the core service
Definition
Supplementary Services
Term
a strategy that uses technology to deliver customized services on a mass basis
Definition
Mass customization
Term
reating employees as customers and developing systems and benefits that satisfy their needs
Definition
Internal Marketing
Term
an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment
Definition
Non profit organization
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