The Advertisement for a Pool Reads "A Vinyl Pool from Parker's

question 33

Essay

The advertisement for a pool reads "a vinyl pool from Parker's for just $5,000." When David contacted the firm for the pool, the customer service representative tells David that the total cost will be $8,000. When David enquires about the extra $3,000, the customer service representative says that is for installation. Which service-quality gap does this situation demonstrate?

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Definitions:

Tapestry Segment

Classification of neighborhoods based on demographic and socioeconomic characteristics to understand consumer behavior and lifestyle patterns.

Geodemographic Segmentation

The process of classifying populations based on geographical and demographic factors for marketing and research purposes.

Loyalty Segmentation

The process of dividing a customer base into groups based on their loyalty to the brand or company, often used to tailor marketing efforts and rewards.

Benefit Segmentation

A marketing strategy where the market is divided into segments based on the different benefits consumers seek from the product.