marketing ch10

experience-based products
intangible products that are exchanged directly from the producer to the customer
the characteristic of a service that means customers can’t see, touch, or smell the good
the characteristic of a service that makes it impossible to store for later sale or consumption
capacity management
the process by which organizations adjust their offerings in an attempt to match demand
the characteristic of a service that means that even the same service performed by the same individual for the same customer can vary
the characteristic of a service that means that it is impossible to separate the production of a service from the consumption of that service
service encounter
the actual interaction between the customer and the service provider
a service that requires the customer to obtain an outcome without the intervention of a human provider
core service
the basic benefit of having a service performed
augmented service
the core service plus additional services provided to enhance value
the actual physical facility where the service is performed, delivered, and consumed
search qualities
product characteristics that the consumer can examine prior to purchase
experience qualities
product characteristics that customers can determine during or after consumption
credence qualities
product characteristics that are difficult to evaluate even after they have been experienced
gap analysis
a marketing research method that measures the difference between a customer’s expectation of service quality and what actually occurred
place marketing
marketing activities that seek to attract new businesses, residents, or visitors to a town, state, etc.
idea marketing
marketing activities that seek to gain market share from a concept, philosophy, belief, on issue by using elements of the marketing mix to create or change a target market’s attitude or behavior

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