Service Products, Core Elements, and Branding Strategies Flashcards

A comprehensive vocabulary review deck of 100 flashcards covering core and supplementary service elements, Flower of Service, service characteristics, marketing strategies, intellectual property, brand architecture models, and service branding models based on lecture transcripts.

Service Product

All elements of service performance, both physical and intangible, that create value for customers.

Core Product

The central component that supplies the principal, problem-solving benefits or desired experiences customers fundamentally seek.

Supplementary Services

Services that augment the core product by facilitating its use and enhancing its value and appeal to the customer's overall experience.

Delivery Processes

The processes used to deliver both the core product and each of the supplementary services.

Facilitating Supplementary Services

Supplementary service elements that aid in the use of the core product or are required for service delivery.

Enhancing Supplementary Services

Supplementary service elements that add extra value and appeal for customers.

Flower of Service Framework

A visual framework depicting the core product surrounded by clusters of facilitating and enhancing supplementary service elements.

Information (Supplementary Service)

A facilitating service where customers receive details about how to obtain and use a product or service.

Order Taking (Supplementary Service)

A facilitating process where customers learn what is available and secure delivery commitments in a fast, smooth manner.

Billing (Supplementary Service)

A facilitating service requiring clear, accurate, and intelligible documentation of fees owed.

Payment (Supplementary Service)

A facilitating service that makes transactions simple and convenient so customers pay faster and more cheerfully.

Consultation (Supplementary Service)

An enhancing service offering tailored advice and dialogue suited to each customer's specific needs and situation.

Hospitality (Supplementary Service)

An enhancing service where customers who invest time and effort to visit a business are treated as welcome guests.

Safekeeping (Supplementary Service)

An enhancing service ensuring customers do not have to worry about looking after personal possessions brought to a service site.

Exceptions (Supplementary Service)

An enhancing service providing flexibility for special requests and responsiveness when things do not go according to plan.

Service Intangibility

The characteristic that services cannot be seen, tasted, felt, heard, or smelled before purchase.

Service Inseparability

The characteristic that services cannot be separated from their providers.

Service Variability

The characteristic that service quality depends directly on who provides them, as well as when, where, and how.

Service Perishability

The characteristic that services cannot be stored for later sale or use.

Non-physical Product

A term for a service product because it has no physical existence and cannot be seen or touched.

Public Sector Services Marketing

Service offerings provided by government entities through courts, employment services, hospitals, police, and fire departments.

Not-for-Profit Services Marketing

Service offerings delivered through non-commercial organizations like museums, colleges, and non-profit hospitals.

Business Sector Services Marketing

Service offerings delivered by commercial enterprises through airlines, banks, hotels, and firms.

Price Strategy in Services

Marketing approach where a firm gives full confidence about pricing to target customers and adopts different pricing methods to retain them.

Product Mix Strategy

Marketing strategy acknowledging that most service organizations offer a line of products rather than just a single product.

Promotion Mix Strategy

Strategy where a service firm disseminates and advertises its service products through personal selling, advertising, sales promotion, and publicity.

Personal Selling

A component of the promotional mix involving direct personal interaction to present and promote service products.

Sales Promotion

Short-term incentive activities used within promotional strategies to stimulate interest and purchasing of services.

Advertising

Promotional strategy method involving public dissemination of information regarding product quality and features.

Publicity

Promotional strategy component aimed at securing non-paid public exposure and information distribution for service offerings.

Distribution Strategy

The selection of suitable places and intermediary channels to move a service product from producer to consumer.

People Strategy

Strategy leveraging employee skill and intelligence through proper training, motivation, and supportive facilities to achieve organizational goals.

Physical Strategy

Strategy focusing on applying appropriate delivery methods and pricing processes tailored to the specific nature of the service.

Service Branding Strategy

A strategy using a name, term, sign, symbol, or design to identify services and emphasize the benefit they provide to consumers.

Rudimentary Branding

A brand name combined with a trademark, functioning as both a guarantee of authenticity and a trustworthy promise of performance.

Market Research (Branding)

One of the main areas in the brand building process involved in investigating markets and observing competitors.

Brand Positioning

A main area in brand building focused on establishing a distinctive place for the brand relative to competitors.

Integrated Communication

A main brand building area that ensures consistent messaging across all brand promotional touchpoints.

Logo

A company's graphical representation and simplest visual mark that triggers consumer feelings and aids recognition.

Name Choice Guidelines

Branding principles recommending names be distinct, short, evocative of meaning, pleasant sounding, ownable, and made with unusual sounds.

Brand Protection

Defending corporate identity, logos, slogans, and offerings against product and trademark piracy.

Intellectual Property

Differentiating business assets including logos, corporate identity, products, services, and processes protected by law via patents, copyright, and trademarks.

Trademarks

Legal protections that prevent other businesses from selling a product under the same name to help build and defend a brand.

Copyrights

Legal protection for logos, music, or original works of authorship ensuring no third party can display or profit from them without consent.

Patents

Legal rights granted to an inventor to exclude others from making, using, or selling an invention for a specified time until an expiration date.

Brand Identity

The collection of visual and physical company elements (logo, business cards, uniforms, layout, ads, jingle) that customers contact.

Brand (Core Concept)

A non-concrete marketing foundation representing the emotional and psychological relationship and gut feelings between a company and consumers.

Gut Feeling

The intuitive emotional and psychological response consumers experience when interacting with a company.

Brand Equity

The overall value and perception of a brand enhanced over time through consistent branding, experiences, awareness, quality, association, and loyalty.

Brand Awareness

An element of brand equity reflecting customer recognition and familiarity with a brand.

Perceived Quality

An element of brand equity representing the customer's evaluation of the overall operational superiority of a product or service.

Brand Association

An element of brand equity covering any mental connection or attribute linked in memory to a brand.

Brand Loyalty

An element of brand equity defined by customer commitment and repeat usage driven by positive branded experiences.

Brand Monitoring

The constant process of conducting market research and observing existing and new competitors to maintain market relevance.

Rebranding

A step in the branding process involved in revising or updating a brand identity, logo, or name over time.

Corporate Brand

An easily recognized parent-level brand that carries meaning for customers across all company offerings.

Product-Level Branding

Branding applied to individual service offerings to differentiate distinct output bundles from one another.

Brand Architecture Models

Strategies that organize brands and their offerings under a single, overarching corporate, parent, umbrella, family, or master brand.

Master Brand

The highest-level overarching corporate or parent brand in a brand architecture structure.

Branded House

A brand architecture model where the master organization owns several sub-brands that explicitly incorporate the master name or logo with descriptors.

Google (Brand Architecture Context)

A primary example of a Branded House featuring sub-brands like Google Chrome, Google Cloud, and Google Maps under a corporate voice.

Apple (Brand Architecture Context)

An example of a Branded House where sub-brands benefit from master visibility with descriptors placed beside or underneath the logo.

House of Brands

A brand architecture model where an organization owns a collection of distinct, individually positioned brands under an overarching parent.

Procter & Gamble

An example of a House of Brands architecture operating multiple distinct individual brands across personal care and home product segments.

GM Car Makes

An example of a House of Brands architecture featuring distinctly positioned car makes like Cadillac, GMC, and Chevrolet.

Endorsed Brand Architecture

An architecture where individual product brands dominate while utilizing features, visibility, and support from the parent corporate brand.

Marriott (Branding Context)

An example of Endorsed Branding where sub-brands feature unique logos supported by the master brand placed below.

Kellogg's (Branding Context)

An example of Endorsed Branding where sub-brands are supported by the parent company logo placed above.

Sub-brands

Brands within a parent brand that possess distinct product lines and defined qualities while adhering to parent values.

Nike Sub-brands Portfolio

A collection of distinct sub-brands under Nike including Air Jordan, Cole Haan, Converse, and Hurley catering to specific customer needs.

Nike Air Jordan

A sub-brand within the Nike umbrella specifically targeting basketball aficionados with sneakers.

Cole Haan

A luxury brand within the Nike sub-brand portfolio offering shoes, bags, and coats.

Converse

A sub-brand under Nike catering to younger demographics with sport and casual shoes.

Hurley

A Nike sub-brand offering active lifestyle sportswear, shoes, and accessories.

Service Branding Model

A framework showing how Presented Brand, External Communications, and Customer Experience shape Awareness, Meaning, and Brand Equity.

Company's Presented Brand

A primary component of the Service Branding Model representing direct brand communications created and presented by the firm.

External Brand Communications

A model component consisting of word-of-mouth, publicity, and external messaging received by consumers about a brand.

Customer Experience with Company

Direct service encounters and interactions that shape customer trust, brand meaning, and brand equity.

Brand Meaning

The total psychological and emotional associations that customers attach to a brand after experiencing service performance.

Brand Promise

The value proposition that serves as the heart and soul of a brand.

Branded Service Experience

Crafting emotional touchpoints and interpersonal trust by aligning all service delivery aspects with the Flower of Service model.

Petals Metaphor

The metaphor within the Flower of Service emphasizing the necessity for consistency in the color and texture of each supplementary petal.

Employee Investment

Training and motivating workforce personnel so they can successfully deliver brand promises and create customer loyalty.

Risk Reduction via Branding

The capability of strong brands to lower a customer's perceived monetary, social, or safety risks when evaluating intangible services.

Surrogates for Tangibles

The function of strong brands as substitute indicators of quality when customers cannot inspect or test physical products prior to buying.

Commodity Status in Services

The condition in mature service industries where core products become highly similar across competing providers.

Package of Benefits

The combined offer provided by service firms, comprising a core product and accompanying supplementary service elements.

Service Concept Design Issues

Key design considerations specifying component delivery methods, customer process roles, delivery duration, and prescribed service style.

Customer Role in Delivery

The nature and extent of participation required from the customer during the service execution process.

Service Delivery Duration

The time period or duration over which service execution and performance take place.

Single Brand Alternative

A corporate strategic choice where a firm uses one unified brand to cover all of its service offerings.

Stand-Alone Brand Alternative

A corporate branding strategy where a separate, distinct brand is created for each individual service offering.

Mergers and Acquisitions (Branding Impact)

Corporate restructuring events that frequently result in the creation of Endorsed Brand architectures.

New Service Development Drivers

Industry dynamics driven by intense competition and rising consumer expectations that mandate continuous innovation.

Counterfeit Products Threat

Product piracy leading to lost sales and severe damage to corporate image and brand reputation.

Scheduling Process

An element of core product delivery planning that manages timing and operational sequence.

Hotel Core Product Example

In a luxury hotel context, a bed for the night in an elegant private room with a bathroom supplying basic accommodation and security.

Hotel Supplementary Services Example

Elements including reservations, valet parking, room service, wake-up calls, cocktail bars, and business centers.

Package Delivery Core Service

The fundamental service requirement for a package to arrive at the correct address on time and without damage.

Trade Secret

A legal form of intellectual property protection used to secure proprietary business techniques, designs, and internal knowledge.