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Marketing Notes

Marketing Notes

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Published by gohelgohel

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Published by: gohelgohel on Oct 22, 2009
Copyright:Attribution Non-commercial

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10/16/2012

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1
Introduction to ServicesServices Characteristics V/s Goods
Goods ServicesResulting implications
TangibleIntangible-Services cannot be inventoried.-Patented.-Readily displayed or communicated.-Pricing is difficult.StandardizedHeterogeneous-Service delivery and customer satisfactiondepend on employee actions.-Service quality depends on uncontrollablefactorsProductionSimultaneous production-Customers & employees affectthe serviceseparate from and consumption outcome.consumptionNonperishablePerishable-Difficult to synchronize supplyand demand with services.-Services cannot be returned or resold.
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2
The services triangle and technology
ProvidersCustomersCompanyTechnology
Internal Marketing
Enabling promises
Interactive Marketing
Keeping promises
External Marketing
Making promises
Expanded Marketing Mix For Services
ProductPlacePromotionPrice
Physical good featuresChannel type -Promotion blendFlexibilityQuality levelExposure-SalespeoplePrice levelAccessoriesIntermediariesNumberTermsPackagingOutlet locationsSelectionDifferentiationTrainingWarrantiesTransportationIncentivesDiscountsProduct linesStorage-AdvertisingAllowanceBrandingManaging channelsTargetsMedia typesTypes of adsCopy thrust-Sales promotion-Publicity
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3
PeoplePhysical evidenceProcess
-EmployeesFacility design-Flow of activitiesRecruitingEquipmentStandardizedTrainingSignageCustomizedMotivationEmployees dress -Number of stepsRewards -Other tangiblesSimpleTeamworkReportsComplex-CustomersBusiness cards-Customer involvementEducationStatementsTrainingGuarantees
Consumer Behaviour in Services
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