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12 terms

Marketing Chapter 12

Services- the intangible product
STUDY
PLAY
False
The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider.
knowledge
Jackson manages an upscale French restaurant in the Washington, D. C. area. His restaurant offers a few specials each evening in addition to its regular menu. Jackson has trained his waiters and waitresses to report comments and requests for items that have previously only been offered as specials. Jackson uses this information to reduce the _______________ gap in services marketing.
intangible
Because services are ____________, it is often difficult for marketers to convey the benefits to consumers.
distributive fairness
Randall arrived at the hotel to find that, although he had a guaranteed reservation, the hotel had no rooms available. He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates. Randall was upset because, in his opinion, the hotel's solution did not incorporate:
increased customer purchases and positive word of mouth
Sam was called in to meet with his boss, Tricia. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Tricia explained that he had handled the situation well, listening to the customer and finding a fair solution. Tricia commented, "Even more importantly, working the way you did to correct the error could result in ___________________."
Standards gap
Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1700 to train a new employee?
grocery store
Along the service-product continuum, which of the following would be considered the most product dominant?
communication
Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the ____________ gap associated with their service.
True
One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.
True
Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.
Instrumental support
__________________ represents the systems and equipment resources that service providers need to be able to close the delivery gap.
customers know what they want but not what they need to accomplish their goal
Empowering employees as a means of reducing service delivery gaps is particularly important in situations where: