Business Marketing CH 13

What should marketers do to promote the consistency and reliability of their services most effectively?

Train employees and develop standard procedures for dealing with customers

The intangibility aspect of a service means that

consumers may have a problem evaluating service offerings.

The necessary interaction between service provider and customer that allows a service to be delivered is called

customer contact.

In general, differences between goods and services are determined by the

degree of tangibility.

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

human labor

Personal trainers cannot complete their work without their clients present because of the ____ feature of services.

inseparability

Some services are time sensitive, meaning that a significant number of customers desire the service around the same time. This point in time is called

peak demand.

The fact the services cannot be inventoried and then sold at a later date is called

perishability.

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

promise too much and cause customer expectations beyond what they can deliver.

When service companies change high-contact services into low-contact services, the

service becomes less personalized.