Chapter 8.1 Products and Services

Chapter 8.1 Products and Services - ! Issues to consider: !...

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Chapter 8 Part the First
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34-1$,)$2 &5#$2./.0.)6*
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Product Target Chapter 8, Part II Next Slides
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! Functional ! Protect ! Inform ! Strategic ! In±uence in-store choice ! Reinforce brand image ! Di f erentiate the brand ! Advertize
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! When? (not exhaustive) ! Appeal to di f erent market segments. ! Compete directly with a major competitor. ! Gain shelf space with distributors.
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Unformatted text preview: ! Issues to consider: ! Cannibalization ! Resources ! Focus Continuum How does one even out demand? Variability: People vs. Things Due to Inseparability 1. Internal Service Quality 2. Satisfed Employees 3. Greater Service Value 4. Satisfed Customers 5. Profts Employee support is CRITICAL to service success...
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Chapter 8.1 Products and Services - ! Issues to consider: !...

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