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

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Unformatted text preview: Product III: Services Marketing The Product That Isn’t There 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) Brand Strategy Lite 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. 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 Service Characteristics The Service Triangle The Customer The Service Strategy The People The Systems Comparing Goods & Services...
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This note was uploaded on 04/01/2008 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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

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