Marketing Review_StudyGuide

Marketing Review_StudyGuide - Marketing Review Product...

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Marketing Review Product  Policy and the 3 Service P’s Product/Service definition- How do you define the product New product development- how do you develop new product Defining the product/service: o Core Product/service o Facilitating Service o Must be present for the guest to use the core service o Hotel example: reservation system, check-in/check-out o Supporting Services o Add value and differentiate o Must be properly planned and implemented to create competitive  advantage o Hotel example: business center, fitness facilities, technology butler o Facilitating products for 1 mkt segment may be supporting products for  another (i.e. though families may not require restaurants and valet,  business travelers might)  o Augmented Product (the entire bundle/whole package) o Includes accessibility, atmosphere, customer interaction with the  service org., customer participation, and customers’ interactions  with each other o how you are offering something, not just what you are offering-  other things affect o What is offered AND how it is offered Product considerations: Accessibility:  how accessible the product is in terms  of location and hrs of operation Atmosphere - critical element in services.  Appreciated through the sense. Sensory terms  describe atmosphere as set of surroundings. Include:  sight, touch, sound and scent o Affects purchase behavior 4 ways: 
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Attention creating - i.e. using Mexican  building to attract attention  Message creating  to potential  customers- ex. Stucco exterior and tile  roof suggests restaurant is Mexican  Effect creating - colors, sounds and  textures arouse visceral reaction that  stimulate purchase- ex. Festive music  and bright colors at restaurant good for  purchasing margaritas Mood-creating - high load and low load  (ex. High load-bright colors, loud music,  crowds and movement)  Customer interactions with the service system managers think about how customers use product in  three phases: joining (when customer make initial  inquiry contact), consumption (when service is  consumed- ex. Dining at a restaurant, when individual  is guest)  and detachment (when customer is through  using product and departs- ex. Getting bell person for  bags and then leaving for airport) Customer interactions w/ other customers customers become part of product (i.e. be careful  placing skiers next to snowboarders-should manage  customers to avoid complaints)  Coproduction - involving guest in service delivery  increase capacity, improve customer satisfaction, and  reduce costs (i.e. inserting card gives you locker key 
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