Chapter 12-Services and Nonprofit Organization Marketing

service
the result of applying human or mechanical efforts to people or objects
intangibility
the inability of services to be touched, seen, tasted, heart, or felt in the same manner that goods can be sensed
search quality
a characteristic that can be easily assessed before purchase
experience quality
a characteristic that can be assessed only after use
credence quality
a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience
inseparability
the inability of the production and consumption of a service to be separated; consumers must be present during the production
heterogeneity
the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods
perishability
the inability of services to be stored, warehoused, or inventoried
reliability
the ability to perform a service dependably, accurately, and consistently
responsiveness
the ability to provide prompt service
assurance
the knowledge and courtesy of employees and their ability to convey trust
empathy
caring, individualized attention to customers
tangibles
the physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service
gap model
a model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality
core service
the most basic benefit the consumer is buying
supplementary services
a group of services that support or enhance the core service
mass customization
a strategy that uses technology to deliver customized services on a mass basis
internal marketing
treating employees as customers and developing systems and benefits that satisfy their needs
nonprofit organization
an organization that exists to achieve some goal other than the usual business goal of profit, market share, or return on investment
nonprofit organization marketing
the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets
public service advertisement (PSA)
an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization