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characteristics of services

1) intangibility
2) inseparability
3) perishability (cannot be stored)
4) heterogeneity (variation in quality)
5) client-based relationships
6) customer contact

core service

basic service customer expects to receive

supplementary service

relates to core service, DIFFERENTIATES service bundle from competitors


makes it difficult for consumers to evaluate a service prior to purchase


advantage: marketers can customize services to match the specific needs of individual customers

tangible cues

well-groomed personnel, clean facilities
very important, since it's the only thing a consumer SEES

promotion of services

more likely to promote price, guarantee, availibility, etc. than goods mfr
word-of-mouth is extremely important, b/c heterogeneity and intangibility of services

pricing of services

1) performance of specific tasks
2) demand-base pricing (perishability, peak demand)
since services are intangible, consumers rely more on the PRICE

service quality

customers' perception of how ell service meets or exceeds expectations

experience qualities

attributes judged during purchase or consumption of service

credence qualities

attributes consumers are unable to eval even after purchasing b/c you lack SKILL (like fixing car)

zone of tolerance

diff b/w "desired" lvl of service & "acceptable" lvl of service

employee performance

direct rel.ship b/w satisfaction of employees & customers
customer contact employees are often least-trained and lowest paid

nonprofit organization marketing

uses marketing concepts & techniques by organizations whose goals don't include making profits

social marketing

promotes social causes (AIDS research, recycling)

nonprofit marketing

allows greater opps for creativity
chief beneficiaries are the nonprofit's clients, public, etc.

target public

(nonprofit) collection of indiv who have interest/concern about an organiz., social cause, product

client public

direct consumer of the product

general public

indirect consumer of the product

nonprofit's marketing mix

distribution - how ideas & services will be made available to clients
promotion - advertising & publicity
pricing - based on user's ability to pay, when nonprofits accept donations, they use variable pricing

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