Kotler13 services

Kotler13 services - MARKETINGMANAGEMENT MARKETINGMANAGEMENT...

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MARKETING MANAGEMENT MARKETING MANAGEMENT 12 12 th th  edition  edition 13  13  Designing and  Designing and  Managing Services Managing Services Kotler Keller
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  2 Chapter Questions Chapter Questions What are the characteristics of products and how can they be classified? How can companies differentiate products? How can a company build and manage its product mix and product lines? How can companies combine products to create strong co-brands or ingredient brands? How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
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  3 Service Service Any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.
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  4 Continuum of Evaluation for Different Types of Products
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  5 Service Sectors Service Sectors Government Private, nonprofit Business Manufacturing Retail
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  6 Categories of Service Mix Categories of Service Mix Pure tangible good Good with accompanying service Hybrid Service with accompanying goods Pure service
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  7 Service Operation Service Operation Facilities Equipment Personnel Front Office Back Office
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  8 Service Distinctions Service Distinctions Equipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler13 services - MARKETINGMANAGEMENT MARKETINGMANAGEMENT...

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