About This Chapter
AMA PCM Exam: Products & Services - Chapter Summary
In this chapter, we discuss things like services marketing, the service gap model, and the dimensions of service quality. The content in the chapter relates to Domain 4: Value Creation, which makes up 10% of the AMA PCM Certification Exam. By chapter's end you will also have covered:
- Invention, innovation, and diffusion
- Business vs consumer products
- Product mix breadth vs product line depth
- The zone of tolerance
- Recovery from bad service experiences
Our lessons are always available for study on your schedule. The topic-searchable videos come with transcripts. If you miss a quiz question, there will be a link back to the place in the video you need to review. Text lessons highlight key terms in bold type. For both types of lessons, our experienced instructors are here to answer any questions you have though our user interface.
1. Mechanisms of Cultural Change: Invention, Diffusion & Innovation
This lesson will seek to explain the concept of cultural change. In doing so, it will highlight the change mechanisms of invention and innovation. It will also explain the different types of diffusion.
2. Classes of Adopters: Innovators, Early, Late and Laggards
In this lesson, you will learn how innovative products are adopted by consumers. You will learn the five classes of adopters and the role each plays in this process. You will also learn why it is important for marketers to understand this process in order to successfully introduce innovative products to the marketplace.
3. Product Life Cycles: Development, Design and Beyond
Have you ever considered that products, like humans, have a life cycle? You will learn about product life cycles and how they are designed and developed. See how a product goes from its introduction to being retired.
4. Consumer Products: Convenience, Shopping, Specialty & Unsought Products
In this lesson, you will learn the difference between business and consumer products. We will also discuss the different ways they can be classified, which include the areas of convenience, shopping, specialty and unsought.
5. Product Mix Breadth vs. Product Line Depth
Most brands and businesses sell an assortment of products or services. In this lesson, you will learn the difference between a product mix's breadth and a product line's depth.
6. Services Marketing: The Difference Between Services and Goods
In this lesson, you'll learn the difference between a service and a good. Discover how services are marketed to a consumer using different techniques.
7. What Is the Service Gap Model?
Customer satisfaction is the key to business success. In this lesson, you'll learn more about the Service Gap Model and the differences between perceived service and expected service.
8. Service Quality: Definition & Dimensions
What do you consider when you gauge the quality of the customer service you receive? Businesses must consider different aspects of service quality in order to meet and exceed customer expectations. This lesson will define service quality and explain its dimensions.
9. Zone of Tolerance: Definition & Example
You've probably heard a survey or poll reported with a margin of error. In this lesson, we'll learn why it isn't always cost-effective to make something perfect, and thus, why it is important to define a zone of tolerance.
10. How Organizations Recover From Bad Service Experiences
It is a known fact that people are more likely to talk about a bad service experience more than they are to talk about a good service experience. This is why every organization needs to have a plan to recover from bad service experiences.
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Other chapters within the AMA PCM Exam Study Guide - Professional Certified Marketer course
- AMA PCM Exam: Fundamentals of Marketing
- AMA PCM Exam: Marketing Ethics
- AMA PCM Exam: Marketing Analysis
- AMA PCM Exam: Consumer Behavior
- AMA PCM Exam: Business-to-Business Marketing
- AMA PCM Exam: Global Marketing
- AMA PCM Exam: Segment Targeting & Positioning
- AMA PCM Exam: Marketing Research
- AMA PCM Exam: Branding & Packaging Decisions
- AMA PCM Exam: Pricing Concepts & Methods
- AMA PCM Exam: Supply Chain & Channel Management
- AMA PCM Exam: Retailing & Multichannel Marketing
- AMA PCM Exam: Integrated Marketing Communications
- AMA PCM Exam: Advertising, Public Relations & Sales Promotion
- AMA PCM Exam: Direct Marketing & CRM
- AMA PCM Exam: Interactive Marketing - Internet/Social Media
- AMA PCM Exam: Interactive Marketing - Personal Selling & Sales Management
- AMA PCM Exam: Marketing Metrics
- AMA PCM Exam Study Guide - Professional Certified Marketer Flashcards