14. Branding strategies (fig. 11-7) 15. Packaging and labeling 7
17. Warranty o o Warranty – statement indicating the liability of the manufacturer for product deficiencies. o Limited Coverage Warranty - specifically states the bounds of coverage and noncoverage o Full Warranty - no limits of noncoverage o Express warranty - written statements of liabilities –ex.Hyundai o Implied warranty – assign responsibility for product deficiencies to the manufacturer Chapter 12 –Services Marketing 1. 4 I's of services o Intangibility—can’t be held, touched, or seen before purchase (ex. Haircuts) o Inseparability of production and consumption Consumer cannot separate deliverer of the service from the service itself --good experience at a University or not based on experience Self-service things like ATMs seem less personal o Inconsistency (Heterogeneity) Quality of a service is often inconsistent Taylor swift has a cold and she sings at her concert o Inventory (Perishability) Idle production capacity —when the service provider is available but there is no demand for the service Inventory cost (when it is actually products NOT for services) 8
2. Services continuum (fig. 12-3) o 3. 3 ways to classify services o Delivery by People or Equipment Supercuts, reliant energy o Profit or Nonprofit Organizations UPS, AMA o Government Sponsored United States Postal Service ® 4. Gap analysis o Assessing service quality o Difference btw expectation and experience of service (over or under-delivered) Expectations are influenced by: word-of-mouth, communications, personal needs, past experiences, and promotional activities Experiences are determined by: how an org. delivers its service 9
5. Dimensions of service quality o Assessing service quality o Reliability is MOST IMPORTANT************ 6. Customer contact audit o The customer contact audit is a flowchart of the points of interaction between consumer and service provider. o Customer contact audits are particularly important in high-contact services such as hotels, educational institutions, and automobile rental agencies. o The interactions identified in a customer contact audit often serve as the basis for developing relationships with customers. o Relationship marketing o (touch point example, do it by phone, online, problems afterward) 10
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