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Unformatted text preview: 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: 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 and towel, helping yourself to breakfast set up)...
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This lab report was uploaded on 02/20/2009 for the course H ADM 243 taught by Professor Rkwortnik during the Fall '06 term at Cornell.
- Fall '06