BU352 Chapter Notes - Chapter 10: Micromarketing, Shortage, Liquid Oxygen
Document Summary
Lo1: differences between services and product marketing (final exam sa) intangible: services cannot be touched, tasted or seen like a product can o difficult to convey the benefits of services o. But when these cues are negative, you are quick to make judgements about the firm based on these cues, not their service o ex. Educational institutions promote the quality of their services by boosting about their famous faculty, alumni and happy students sitting in front of a fascinating professor. Lo2: providing great service the gaps model gaps model highlights areas where customers believe they are getting less or poorer services than they expect (the gaps) and how those gaps can be closed. There are 4 service gaps knowledge gap: difference between customer expectations and firm"s perception of those customer expectations. Firms can close this gap by matching customer expectations through research. Standards gap: difference between the firm"s perceptions of customer"s expectations and the service standards it sets.
