If you wish to have an Excel file emailed to you, please email here with "marketing" in the subject line!
| Chapter 11 | |
| Intangibles | Experience-based products that cannot be touched |
| Idea Marketing | Marketing activities that seek to gain market share for a concept, philosophy, belief, or issue by using elements of the marketing mix to create or change a target market's attitude or behavior |
| Services | Intangible products that are exchanged directly from the producer to the customer |
| Capacity Management | The process by which organizations adjust their offerings in an attempt to match demand |
| Service Encounter | The actual interaction between the customer and the service provider |
| Disintermediation | The process of eliminating interaction between customers and salespeople |
| Embodying | The inclusion of a service with a purchase of a physical good |
| Core Service | The basic benefit of having a service performed |
| Augmented services | The core service plus additional services provided to enhance value |
| Internal Marketing | Marketing activities aimed at employees in an effort to inform them about the firm's offerings and their high quality |
| Gap analysis | A marketing research methodology that measures the difference between a customer's expectation of a service quality and what actually occurred |
| Critical incident technique | A method for measuring service quality in which marketers use customer complaints to identify critical incidents, specific face-to-face contacts between customers and service providers that cause problems and lead to dissatisfaction |
| Physical evidence | A visible signal that communicates not only a product's quality but also the product's desired market position to the consumer |
| Chapter 12 | |
| Price | The value that customers give up or exchange to obtain a desired product |
| Bartering | The practice of exchanging a good or service for another good or service of like value |
| Price elasticity of demand | The percentage change in unit sales that results from a percentage change in price |
| Variable costs | The costs of production (raw and processed material, parts, and labor) that are tied to, and vary depending on, the number of units produced |
| Fixed costs | Costs of production that do not change with the number of units produced |
| Total costs | The total of the fixed costs and the variable costs for a set number of units produced |
| Break-even analysis | A method for determining the number of units that a firm must produce and sell at a given price to cover its costs |
| Marginal analysis | A method that uses cost and demand to identify the price that will maximize profits |
| Marginal Cost | The increase in total cost that results from producing one additional unit of a product |
| Marginal revenue | The increase in total revenue (income) that results from producing and selling one additional unit of a product |
| Price subsidies | Government payments made to protect domestic businesses or to reimburse them when they must price at or below cost to make a sale. The subsidy can be a cash payment or tax relief |