MKTG470_Chapter 04

MKTG470_Chapter 04 - Chapter4 CoreProduct

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Chapter 4 Core Product Central component that supplies the principal,  problem-solving benefits customers seek Supplementary services Augment the core product, facilitating its use  and enhancing its value and appeal Delivery Processes Used to deliver both the core product and  each of the supplementary services
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Considerations for service  design Delivery process (including sequence) Customer’s role and level of involvement Customer needs and expectations Length of service Service level desired
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The Flower of Service Core Information Consultation Order Taking Hospitality Payment Billing Exceptions Safekeeping Facilitating elements            Enhancing elements KEY :
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Facilitating           Enhancing Information Order-Taking Billing Payment Consultation Hospitality Safekeeping Exceptions
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MKTG470_Chapter 04 - Chapter4 CoreProduct

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