F10+MKTG+3104+Student+12.+Services+Marketing+ppt

F10+MKTG+3104+Student+12.+Services+Marketing+ppt -...

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Marketing 3104 Services Marketing
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Objectives Distinguish services from products Provide intangible activities or benefits Analyze unique service characteristics and their implications (intangibility, inconsistency, inventory, inseparability) Assess quality dimensions for services (reliability, responsive) Evaluate issues in service failure and recovery
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The Service Continuum An offering may combine goods and services. PERSONAL BIKE THERAPY, SOAP PC CHEF RACE MASSAGE Good Service
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Characteristics of Services (4 I ’s) 1. Intangibility – unable to see or touch before purchase Managerial Implications: Buyers use surrogates to judge quality (word of mouth, price, brand, reputation) Harder to convey benefits Trust is central to success
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Characteristics of Services (4 I ’s) 2. Inseparability – difficulty of distinguishing the service from the service deliverer Managerial Implications: Critical importance of interactions (see customer contact audit) Need for internal marketing Opportunity to build relationships
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F10+MKTG+3104+Student+12.+Services+Marketing+ppt -...

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