ISO-8859-1__Consumer Behaviour in Services

ISO-8859-1__Consumer Behaviour in Services -...

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    Consumer Behaviour in  Consumer Behaviour in  Services Services
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    The Services Marketing Triangle The Services Marketing Triangle Internal Marketing Interactive Marketing External Marketing Company (Management ) Customers Employees enabling the promise” “delivering the promise” setting the promise” Cleaning/ maintenance services Financial/ banking services Restaurant industry Interactive Interactive marketing marketing
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    Ways to Use the  Ways to Use the  Services Marketing Triangle Services Marketing Triangle Overall Strategic  Assessment How is the service  organization doing  on all three sides of  the triangle? Where are the  weaknesses? What are the  strengths? Specific Service  Implementation What is being promoted  and by whom? How will it be delivered  and by whom? Are the supporting  systems in place to  deliver the promised  service?
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    Scope of Consumer  Scope of Consumer  Behavior Behavior How individuals make decisions to spend  their valuable resources (  time, money &  effort ) What they buy When they buy Where they buy  Why they buy How often
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    Pre-purchase activities Purchase/Selection Post-purchase activities
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    Consumer Decision Processes Consumer Decision Processes Decision Making Model Decision Making Model Need Recognition Information Search External External Search Search Internal Search Pre-purchase Evaluation Purchase Consumption, Post-consumption Evaluation & Divestment Individual Influence Environmental Influences
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This note was uploaded on 05/21/2010 for the course MARKETING 107 taught by Professor Vivian during the Spring '10 term at SCA NC.

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ISO-8859-1__Consumer Behaviour in Services -...

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