Internal marketing is marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.
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The packaging concept states what the package should be or do for the product.
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Resellers may actually take ownership of the product and participate in the marketing, including the advertising.
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The materials and ingredients used in producing the product are obtained from other companies who are referred to as distributors.
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The primary purpose of marketing activities is to facilitate and encourage exchange transactions with potential customers.
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Merchant wholesalers sell goods and services directly to final consumers for their personal, non business use.
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A service can be defined as “any activity or benefit that one party can offer another that is essentially intangible and that does not result in the ownership of anything.”
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The intangible nature of many services can create unique challenges for marketers.
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Auction sites, such as eBay, QXL are examples of Consumer-to-Consumer (C2C) channels.
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A channel of distribution is any series of firms (or individuals) who participate in the flow of products to final user or customer.
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The marketing concept applies to production firms, but not to service industries.
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The marketing concept means that an organization aims the majority of its efforts at satisfying customers, at a profit.
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Often, the best way to improve customer value, and beat the competition, is to be first to satisfy a need that others have not even considered.
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It is more costly to retain current customers by satisfying their needs, than to get new customers by taking them away from a competitor.
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A dissonance-reducing buying behavior is designed to probe consumers’ hidden, subconscious motivations.
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Consumer buying behavior refers to the buying behavior of businesses.
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A ____________ is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
A. Service
B. Demand
C. Need
D. Physical object
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Distinct characteristic of services is_____________
A. Intangibility
B. Inseparability
C. Variability
D. Perishability
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All of the following are examples of services EXCEPT:
A. Banking
B. Hotels and motels
C. Tax preparation
D. Computer software
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Services are typically produced and consumed simultaneously. This is an example of the ________ characteristic of services.
A. Intangibility
B. Variability
C. Inseparability
D. Simultaneously
E. Perishability
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