MKTG470_Chapter 02

MKTG470_Chapter 02 - Chapter2...

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Chapter 2 Consumers often participate in service  delivery Challenge: understand how customers interact Based on the four categories of services: People processing  (air travel) Possession processing  (computer repair) Mental stimulus processing  (weather forecast) Information processing  (health insurance)
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Prepurchase Stage Service Encounter Stage Post-Encounter Stage Prepurchase Stage Customers seek solutions to  aroused needs Evaluating a service may be  difficult for the customer Uncertainty about outcomes  increases perceived risk What risk reduction strategies  can service suppliers develop? Understanding customers’  service expectations Components of customer  expectations
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Customers Seek Solutions to Aroused Needs People buy goods and services  to meet specific needs/wants Your mind, physical  conditions, and external  sources may stimulate need  awareness Companies seek opportunities  by monitoring consumer  attitudes and behavior Consumers will seek out  companies based on past  experience, exposure,  recommendations, etc.  (an evoked set)
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How Product Attributes Affect  Ease of Evaluation Most Goods High in Search attributes High in Experience attributes High in Credence
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This note was uploaded on 10/17/2011 for the course MKTG 470 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

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MKTG470_Chapter 02 - Chapter2...

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