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Study_Guide_for_Lecture_12_-_Services

Study_Guide_for_Lecture_12_-_Services - Study guide for...

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Study guide for lecture 12: Services Why do a separate lecture 0. We talked about the product/service bundle 0. All products have a service component 1. Standard marketing principles apply 1. 4 p’s 2. However, when the product is primarily intangible, there are some unique issues 3. These issues give us an opportunity to develop more focused marketing programs What is a Service 4. Service: Intangible activities or benefits that an organization provides to consumers  in exchange for money or something else of value 5. Internal marketing: A service organization must have employees on board before  successful programs can be directed at customers 0. Goods/services continuum 0. No such thing as a pure good or a pure service 1. Good dominated offering 0. BMW service plan 1. Toll free number on a can of peas 2. Service dominated offering 2. Dental checkup 3. Balanced offering 3. Tanning booth 6. Service as a process 2. People processing 3. Possession processing 4. Mental stimulus processing 5. Information processing Marketing 431 Study Guides  ©  2009 Lecture 12: Services page 1
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Characteristics of services Intangibility 7. The goal is to make the “product” real 6. Visualization 0. Create a picture in the customer’s mind 7. Association 1. Pair the service with a tangible object, or known celebrity 8. Physical representation 8. “Productization” 9. Documentation 9. Past Performance  10. Capability Variability 10. Issue – people are not machines 11. Training 12. Franchising 2. A promise of        consistency 13. Uniforms 3. Appearance of     consistency Inseparability 11. The issue – logistics 14. Producer and consumer work together to create service 4. The Dolly Parton solution 15. Maximize efficiency of producer 5. Dentist office Marketing 431 Study Guides  ©  2009 Lecture 12: Services page 2
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