lecture 15 - Product III Services Marketing The Product...

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Product III: Services Marketing The Product That Isn’t There
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From last class… The role of the PLC. Key elements of PLC (axes!) Stage-based implications for marketing action. Decisions about multiple products. Lines Mixes What “branding” is, and why it matters. How it happens (again, key decisions)
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Brand Strategy Lite
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What you should know. Key differences between goods and services. Factors that describe a service. Key types of service design. Key types of services. How PLC, product mix, and branding strategy apply to services.
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What is a “service business?” Facilities-based services Field-based services A service business is the management of organizations whose primary business requires interaction with the customer to produce the service. The Service is the Solution” The Service is the Solution” -- AT&T ad -- AT&T ad
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Service Characteristics
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The Service Triangle The Customer The Service Strategy The People The Systems
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