MKTG 3301 EXAM 2 (8-13) STUDY GUIDE
communication gap - Answers - a type of service gap; refers to the difference between
the actual service provided to cusomers and the service that the firm's promotion
program promises
customer service - Answers - specifically refers to human or mechanical activities firms
undertake to help satisfy their customers' needs and wants
delivery gap - Answers - a type of service gap; the difference between the firm's service
standards and the actual service it provides to customers
distributive fairness - Answers - pertains to a customer's perception of the benefits he or
she received compared with the costs(inconvenience or loss) that resulted from a
service failure
emotional support - Answers - concern for others well-being and support of their
decisions in a job setting
empowerment - Answers - in context of service delivery, means allowing employees to
make decisions about how service is provided to customers
heterogeneity - Answers - as it refers to the differences between the marketing of
products and services, the delivery of services is more
inseparable - Answers - a characteristic of a service: it is produced and consumed at
the same time; that is, service and consumption are inseparable
instrumental support - Answers - providing the equipment or systems needed to perform
a task in a job setting
intangible - Answers - a characteristic of a service; it cannot be touched, tasted, or seen
like a pure product can
knowledge gap - Answers - a type of service gap, that reflects the difference between
the customers' expectations and the firms perception of those expectations
perishable - Answers - a characteristic of a service; it cannot be stored for use in the
future
procedural fairness - Answers - refers to the customer's perception of the fairness of the
process used to resolve complaints about the service
, service - Answers - any intangible offering that involves a deed, performance, or effort
that cannot be physically possessed; intangible customer benefits that are produced by
people or machines and cannot be separated from the producer
service gap - Answers - results when a service fails to meet the expectations that
customers have about how it should be delivered
service quality - Answers - customers' perceptions of how well a service meets or
exceeds their expectations
standards gap - Answers - a type of service gap; pertains to the difference between the
firm's perceptions of customers' expectations and the service standards it sets
voice-of-customer (VOC) program - Answers - an ongoing marketing research system
that customer inputs and integrates them into managerial decisons
zone of tolerance - Answers - the area between customers' expectations regarding their
desired service and the minimum level of acceptable service--that is, the difference
between what the customer really wants and what he or she will accept before going
elsewhere
innovation - Answers - the process by which ideas are transformed into new products
and services that will help firms grow
diffusion of innovation - Answers - the process by which the use of an innovation,
whether a product or a service, spreads throughout a market group over time and over
various categories or adopters.
pioneers - Answers - New product introductions that establish a completely new market
or radically change both the rules of competition in a market; also called breakthroughs
first movers - Answers - Product pioneers that are first to create a market or product
category making them readily recognizable to consumers and thus establish a
commanding and early market share lead
innovators - Answers - those buyers who want to be the first to have the new product or
service.
early adopters - Answers - the second group of consumers in the diffusion of innovation
model, after innovators, to use a product or service innovation; generally don't like to
take as much risk as innovators but instead wait and purchase the product after careful
review
early majority - Answers - A group of consumers in the diffusion of innovation model that
represents approximately 34 percent of the population; members don't like to take much
risk and therefore tend to wait until bugs are worked out of a particular product or
communication gap - Answers - a type of service gap; refers to the difference between
the actual service provided to cusomers and the service that the firm's promotion
program promises
customer service - Answers - specifically refers to human or mechanical activities firms
undertake to help satisfy their customers' needs and wants
delivery gap - Answers - a type of service gap; the difference between the firm's service
standards and the actual service it provides to customers
distributive fairness - Answers - pertains to a customer's perception of the benefits he or
she received compared with the costs(inconvenience or loss) that resulted from a
service failure
emotional support - Answers - concern for others well-being and support of their
decisions in a job setting
empowerment - Answers - in context of service delivery, means allowing employees to
make decisions about how service is provided to customers
heterogeneity - Answers - as it refers to the differences between the marketing of
products and services, the delivery of services is more
inseparable - Answers - a characteristic of a service: it is produced and consumed at
the same time; that is, service and consumption are inseparable
instrumental support - Answers - providing the equipment or systems needed to perform
a task in a job setting
intangible - Answers - a characteristic of a service; it cannot be touched, tasted, or seen
like a pure product can
knowledge gap - Answers - a type of service gap, that reflects the difference between
the customers' expectations and the firms perception of those expectations
perishable - Answers - a characteristic of a service; it cannot be stored for use in the
future
procedural fairness - Answers - refers to the customer's perception of the fairness of the
process used to resolve complaints about the service
, service - Answers - any intangible offering that involves a deed, performance, or effort
that cannot be physically possessed; intangible customer benefits that are produced by
people or machines and cannot be separated from the producer
service gap - Answers - results when a service fails to meet the expectations that
customers have about how it should be delivered
service quality - Answers - customers' perceptions of how well a service meets or
exceeds their expectations
standards gap - Answers - a type of service gap; pertains to the difference between the
firm's perceptions of customers' expectations and the service standards it sets
voice-of-customer (VOC) program - Answers - an ongoing marketing research system
that customer inputs and integrates them into managerial decisons
zone of tolerance - Answers - the area between customers' expectations regarding their
desired service and the minimum level of acceptable service--that is, the difference
between what the customer really wants and what he or she will accept before going
elsewhere
innovation - Answers - the process by which ideas are transformed into new products
and services that will help firms grow
diffusion of innovation - Answers - the process by which the use of an innovation,
whether a product or a service, spreads throughout a market group over time and over
various categories or adopters.
pioneers - Answers - New product introductions that establish a completely new market
or radically change both the rules of competition in a market; also called breakthroughs
first movers - Answers - Product pioneers that are first to create a market or product
category making them readily recognizable to consumers and thus establish a
commanding and early market share lead
innovators - Answers - those buyers who want to be the first to have the new product or
service.
early adopters - Answers - the second group of consumers in the diffusion of innovation
model, after innovators, to use a product or service innovation; generally don't like to
take as much risk as innovators but instead wait and purchase the product after careful
review
early majority - Answers - A group of consumers in the diffusion of innovation model that
represents approximately 34 percent of the population; members don't like to take much
risk and therefore tend to wait until bugs are worked out of a particular product or
