BU352 Chapter Notes - Chapter 10: Micromarketing, Shortage
Document Summary
Customer service: speciically refers to human or mechanical activities irm undertake to help satisfy their customers" needs and wants. The service sector makes up more than 70% of canada"s economy. Intangible: it cannot be touched, tasted, or seen like a pure product can: makes it dificult for marketers to convey beneits, dificult to show directly to potential customers- marketers must employ symbols and images to promote services. Inconsistent: its quality may vary because it is provided by humans: can reduce service inconsistency through training and standardization, micromarketing can be an advantage but also expensive, internet has reduced service inconsistency. Inventory: it is perishable and cannot be stored for future sale: excess demand results in having to turn customers away in peak periods. Service gap: results when a service fails to meet the expectations that customers have about how it should be delivered.
