BM302_04_Lecture_Notes_May_2014(3)

BM302_04_Lecture_Notes_May_2014(3) - Services Marketing...

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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 1 Chapter 4:   Developing     Service Products:          Core  and  Supplementary    Elements
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 2 Overview of Chapter 4 Planning and Creating Services The Flower of Service Branding Service Products and Experiences
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 3 Planning and Creating  Service Products
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 4 Service Products A service product comprises of all elements of service performance,  both tangible and intangible, that create value for customers.  Service products consist of: Core Product   central component that supplies the principal,  problem-solving benefits customers seek Supplementary Services   augments the core product, facilitating  its use and enhancing its value and appeal Delivery Processes    used to deliver both the core product and  each of the supplementary services
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 5 Designing a Service Concept  Service concept design must address the following issues: How the different service components are delivered to the  customer The nature of the customer’s role in those processes How long delivery lasts The recommended level and style of service to be offered
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 6 Documenting Delivery Sequence  Over Time Must address sequence in which customers will use each  core and supplementary service Determine approximate length of time required for each  step Information should reflect good understanding of  customers, especially their:  needs habits expectations
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 4 – Page 7 Integration of Core Product,  Supplementary Elements, and  Delivery Process
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Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e
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