| A | B |
|---|
| person receiving the service | best judge of service quality |
| service | satisfying the needs of customers |
| superior service | exceeds expectations |
| satisfactory service | meeting expectation |
| service marketing's focus | controlling demand |
| broad, long-range planning | strategic planning |
| SWOT analysis | strengths, weaknesses, opportunities, trends |
| moments of truth | when employees & guests interact |
| level capacity strategy | same amount of capacity is offered no matter how high the demand |
| chased demand strategy | capacity varied to suit the demand level |
| price | most common method to influence demand |
| market segmentation | viewing the market as smaller markets |
| target market | customers with similar product & service preferences |
| poor service | when customer demands are not met |
| mission statement | the business's objectives |
