Marketing Ch12 part2

Marketing Ch12 part2 - Service Differentiation: ordering...

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Service Differentiation: ordering ease refers to how easy it is for the customer to place an order within a company; delivery refers to how well the product or service is brought to the customer; installation refers to work done to make a product operational in its planned location; customer training refers training the customer’s employees to use the vendor’s equipment properly and efficiently; customer consulting refers to data, information systems, and advice services that the seller offers to buyers; maintenance and repair services; returns Product hierarchy: need family, product family, product class, product line, product type, item (stock keeping unit or product variant) A product system is a group of diverse but related items that function in a compatible manner. A product mix (product assortment) is the set of all products and items a particular seller offers for sale. Width of a product mix refers to how many different product lines the company carries. Length
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Marketing Ch12 part2 - Service Differentiation: ordering...

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