Chapter_11_-_service_marketing

Chapter_11_-_service_marketing - Study Guide for Marketing...

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Unformatted text preview: Study Guide for Marketing 431 Summer 2009 Chapter 11 Service Management Why do a separate lecture We talked about the product/service bundle All products have a service component Standard marketing principles apply 4 ps However, when the product is primarily intangible, there are some unique issues These issues give us an opportunity to develop more focused marketing programs What is a Service Service: Intangible activities or benefits that an organization provides to consumers in exchange for money or something else of value Internal marketing: A service organization must have employees on board before successful programs can be directed at customers Goods/services continuum No such thing as a pure good or a pure service Good dominated offering BMW service plan Toll free number on a can of peas Service dominated offering Study Guide for Chapter 11 Service Management Page 1 Marketing 431, Summer 2009 2009 Dental checkup Balanced offering Tanning booth Service as a process People processing Possession processing Mental stimulus processing Information processing Core and supplementary services Layers of the product Customization Standardize More efficient Customize Sustain higher prices Mass customization Use technology to deliver customized services to a mass market Dell computer Study Guide for Chapter 11 Service Management Page 2 Marketing 431, Summer 2009 2009 Characteristics of services Intangibility The goal is to make the product real Visualization Create a picture in the customers mind Association Pair the service with a tangible object, or known celebrity Physical representation Productization Documentation Past Performance Capability Issue people are not machines Training Franchising A promise of consistency Study Guide for Chapter 11 Service Management Page 3 Marketing 431, Summer 2009 2009...
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This note was uploaded on 10/16/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Chapter_11_-_service_marketing - Study Guide for Marketing...

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