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thorough marketing midterm

Line filling diet coke diet coke lime diet coke

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Line filling (diet coke, diet coke lime, diet coke cherry) o Product mix : all product lines and items: width, length, depth, and consistency o SERVICES MARKETING o Government o Private not-for-profit organizations o Business services o Four service characteristics: o Service intangibility : services can’t be seen, tasted, felt, heard, or smelled before bought (ex: cosmetic surgery, Broadway show) o Service inseparability : services are produced and consumed at the same time and cannot be separated from providers (if employee provides service, employee becomes part of the service)
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o Service variability : the quality of services may vary greatly depending on who provides them and when, where, and how (ex: Marriott having better reputations than others) o Service perishability : services can’t be stored for later sale or use (missing appointments) o Service-profit chain : links service firm profits with employee and customer satisfaction o Internal marketing : service firm must orient and motivate its customer- contact employees and supporting service people to work as a team to provide customer satisfaction o Interactive marketing : service quality depends heavily on the quality of the buyer-seller interaction during the service encounter – if you don’t differentiate, you’re just another commodity o Brand equity : differential effect that knowing the brand name has on customer response to the product and its marketing o Building strong brands: brand positioning (establish a mission and vision for brand) brand name selection (easy to pronounce, remember, catchy, translatable) brand sponsorship (national brands, licensing, co-branding) brand development (line extension, brand extension, multi-brand, new brand) o Managing brands: a customers’ brand experience creates and shapes the reputation of a brand (advertisement AND experience)
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