solomon10_media

solomon10_media - MARKETING Real People, Real Choices...

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CHAPTER 10 Services and Other Intangibles: Marketing the Product That Isn’t There M A R K E T I N G Real People, Real Choices Fourth Edition Michael R. Solomon Greg W. Marshall Elnora W. Stuart
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10-2 Chapter Objectives Describe the four characteristics of services Understand how services differ from goods Explain how marketers create and measure service quality Explain marketing strategies for services Explain the marketing of people, places, and ideas
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10-3 Not-for-Profit Marketing Not-for-profits know marketing is key to success
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10-4 What is a Service? Services are acts, efforts, or performances exchanged from producer to user without ownership rights Consumer services Business services
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10-5 Business Services
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10-6 Characteristics of Services Intangibility Perishability Variability Inseparability
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10-7 Perishability
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10-8 Tangible Benefits MasterCard emphasizes the tangible benefits
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10-9 Figure 10.1: Classification of Services
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10-10 Figure 10.2: Goods/Services Continuum
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10-11 The Goods/ Services Continuum Good-Dominated Products - tangible products supported by supporting services automobiles, home appliances, electronics Equipment or Facility-Based Services - heavy reliance on both equipment and personnel hospitals, tanning salons, health clubs People-Based Services decorators, realtors Video : Starbucks and its focus on service
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10-12 Core and Augmented Services Core service is a benefit that a customer gets from the service Augmented services are additional offerings
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solomon10_media - MARKETING Real People, Real Choices...

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