Marketing 4440 Final Exam || with Errorless Solutions 100%.

characteristics of services correct answers intangible, heterogeneous, simultaneous production and consumption, perishable intangibility correct answers services cannot be seen, tasted, felt, heard, or smelled before purchase -cannot be inventoried, so fluctuations in demand are hard to manage -not easy to patent, so can be copied -not easily displayed/communicated so may be hard for customers to assess heterogeneity correct answers no two services will be alike because they are done by humans, and no two customers are alike either (time, organization, people) -ensuring consistent service quality is hard simultaneous production and consumption correct answers sold first, then produced and consumed at the same time -mass production is difficult -service quality highly depends on real time interactions -operations must usually be decentralized perishability correct answers Services cannot be saved, stored, resold, or returned -unable to inventory -must have strong recovery strategies traditional marketing mix correct answers Product, Price, Place, Promotion Additional P's correct answers people, physical evidence, process people correct answers All human actors who play a part in service delivery and thus influence the buyer's perceptions: namely, the firm's personnel, the customer, and other customers in the service environment. -attitudes and behaviors, personal appearance all effect the service physical evidence correct answers The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. process correct answers the procedures, mechanisms, and flow of activities by which the service is delivered, consumed, and cocreated—the service delivery and operating systems. -some services are much more complex than others the provider gaps correct answers 1. the listening gap 2. the service design and standards gap