Chapter 12 Objectives and Terms Essay

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Chapter 12 Objectives and Terms
Discuss the importance of services to the economy
Discuss the differences between services and goods
Describe the components of service quality and the gap model of service quality
Develop marketing mixes for services
Discuss relationship marketing in services
Explain internal marketing in services
Discuss global issues in services marketing
Describe nonprofit organization marketing
Glossary

Chapter 12

assurance
The knowledge and courtesy of employees and their ability to convey trust. core service
The most basic benefit the consumer is buying. credence quality
A characteristic that consumers might have difficulty assessing even after purchase because they do not have the necessary knowledge or experience. empathy Caring, individualized attention to customers. experience quality
A characteristic that can be assessed only after use. gap model
A model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality. heterogeneity The variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods. inseparability The inability of the production and consumption of a service to be separated. Consumers must be present during the production. intangibility The inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed. internal marketing
Treating employees as customers and developing systems and benefits that satisfy their needs. mass customization
A strategy that uses technology to deliver customized services on a mass basis. nonprofit organization
An organization that exists to achieve some goal other than the usual

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