Service Marketing

6. Trying to market everything to everybody (which wouldn't work)
7. Enhance features
9. processing Tangible actions to goods and other physical possessions belonging to customers.
11. Extent to which a firm serves few or many markets.
13. Focuses on a narrow range of services to a broad market
15. A customer’s commitment to continue patronizing a specific firm over an extended period of time.
16. Concentrate on a narrow market but offering a wide range in that specific product.
19. stimulus processing Intangible actions directed at people’s minds.
20. The resources the reputation, the constraints organization has, various challenges and values.

1. A contractual association between a franchiser (typically a manufacturer, wholesaler, or service organization) and independent businesspeople.
2. segmentation Process of dividing a market into distinct groups within each of which all customers share relevant characteristics that distinguish them from customers in other segments, and respond in similar ways to a given set of marketing efforts
3. effect Tendency for consumer ratings of one prominent product characteristic to influence ratings for many other attributes of that same product.
4. The physical product
5. Focus one area and one area only
8. customers Employees who receive services from an internal supplier (another employee or department) as a necessary input to performing their own jobs.
10. processing Services that involve tangible actions to people’s bodies.
12. leader A firm that bases its pricing strategy on achieving the lowest costs in its industry.
14. Deals with size, composition (male, females), time, location and trends.
17. The brand or packaging of the product
18. mining Extracting useful information about individuals, trends, and segments from often-massive amounts of customer data.