F10 MKTG 3104 Student 12. Services Marketing

F10 MKTG 3104 Student 12. Services Marketing - Marketing...

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Click to edit Master subtitle style 11/5/10 Marketing 3104 Services Marketing
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11/5/10 Objectives Distinguish services from products Analyze unique service characteristics and their implications Assess quality dimensions for services
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11/5/10 The Service Continuum An offering may combine goods and services. PERSONAL BIKE THERAPY, SOAP PC CHEF RACE MASSAGE Good Service
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11/5/10 Characteristics of Services (4 I ’s) 1. Intangibility – unable to see or touch before purchase Managerial Implications: à Buyers use surrogates to judge quality (word of mouth, price, brand, reputation)
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11/5/10 Characteristics of Services (4 I ’s) 2. Inseparability – difficulty of distinguishing the service from the service deliverer Managerial Implications: l Critical importance of interactions (see customer contact analysis)
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11/5/10 Characteristics of Services (4 I ’s) 3. Inventory - services cannot be inventoried Managerial Implications: l importance of capacity management
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11/5/10 Characteristics of Services
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This note was uploaded on 11/04/2010 for the course MKTG 3340 taught by Professor Smith during the Spring '10 term at Roanoke.

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F10 MKTG 3104 Student 12. Services Marketing - Marketing...

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