ch8and9 Product II0 - PRODUCT Ii C296 class 12: Chapter 8 &...

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1 PRODUCT Ii Instructor: Chen Wang Oct,20,2011
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Agenda § Service as Product § Brand § Brand Characteristics 2
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Service as Product 3
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Intangible § Services cannot be seen, tasted, felt, heard, or smelled before purchase.  Challenge 1: difficult to convey benefits 4
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Intangible 5
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Intangible  Challenge 2: difficult to promote 6
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Inseparable § Produced and consumed at the same time.  Challenge: purchase risk is high for consumers 7
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Variable § Quality of services depends on who provides them and when, where, and how  Challenge: inconsistent service quality 8
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Variable 9
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Variable 10
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Variable  Opportunity: micromarketing 11
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Perishable § Cannot be stored for later sale or use  Challenge: hard to manage supply and demand 12
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Perishable 13
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Brand Brand Recognition Test 14
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Brand The answers: 01. Heineken 02. adidas 03. Toyota 04. British Airways 05. BP 06. Google 07. BMW 08. Vodafone 15 09. Ford 10. McDonald’s 11. Coca Cola 12. Olympic Games 13. Microsoft 14. IBM 15. Nike 16. Pepsi 17. GE 18. Qantas 19. Nokia 20. Virgin
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This note was uploaded on 12/13/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at The University of British Columbia.

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ch8and9 Product II0 - PRODUCT Ii C296 class 12: Chapter 8 &...

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