Lecture Ch 12_BB - Jade S. DeKinder Jade S. DeKinder What...

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Unformatted text preview: Jade S. DeKinder Jade S. DeKinder What You Should Know n The stages in the product life cycle n The four dimensions of the product life cycle n The three ways to manage a product through its life cycle n The four steps in creating brand equity Click to edit Master subtitle style Chapter 12: Managing Services Professor Jade DeKinder Jade S. DeKinder Jade S. DeKinder What You Will Know n The four Is of Services n Three ways to classify services n The three types of goods based on evaluations n How to manage the marketing of services Jade S. DeKinder Jade S. DeKinder Services n Intangible activities or benefits that an organization provides to consumers in exchange for money or something of value Jade S. DeKinder Jade S. DeKinder Four Is of Service n Intangibility : services cannot be held, touched or seen before purchasing n Marketers try to make them tangible to consumers Jade S. DeKinder Jade S. DeKinder Four Is of Service n Inconsistency : the quality of a service is often inconsistent n Services depend on the people who provide them Jade S. DeKinder Jade S....
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Lecture Ch 12_BB - Jade S. DeKinder Jade S. DeKinder What...

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