Banyan Tree – Developing a Powerful Service Brand Synopsis Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. Now‚ the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree‚ its
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The unique requirements of the additional 3P’s—people‚ physical evidence‚ and process are driven by the particular characteristics of service—intangibility‚ inseparability‚ variability‚ and perish ability. These characteristics also pose more marketing complexities which require different management activities. All services are experiences—some are long in duration and some are short; some are complex and others are simple; some are mundane‚ whereas others are exciting and unique. (Wilson‚ Zeithaml
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I. Executive Summary. Channels of distribution are critical to the success of a manufacturer. A well designed channel creates time‚ place and ownership utility for the consumer and can augment the manufacturer’s product. Distribution channels may move product directly from the manufacturer to the consumer‚ or make use of intermediaries between the manufacturer and the consumer. This report consists of two parts: Part 1 explains some of the major concepts relating to distribution channels‚ and Part
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PART 1 Foundations for Services Marketing Part Contents 1 Introduction to Services 2 Consumer behaviour in services 3 Customer expectations of service 4 Customer perceptions of service 5 Conceptual framework of the book: the gaps model of service quality 3 28 54 76 103 This first part of the text provides you with the foundations needed to begin your study of services marketing. The first chapter identifies up-to-date trends‚ issues‚ and opportunities in services as a backdrop for the
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Maytag’s Marketing Strategy Plan If asked what you know about Maytag’s marketing program‚ the first thing to come to mind would probably be its "lonely repairman" ad campaigns. For 35 years‚ those ads have helped position Maytag as a reliable brand for major appliances. Gordon Jump‚ an actor who really was a former Maytag repairman‚ played the lonely repairman role in ads for 14 years. In 2004‚ another veteran character actor‚ Hardy Rawls‚ took on that job. Although Maytag’s basic positioning
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ABSTRACT What does one of the oldest forms of public transport have to offer one of the newest? This paper examines this question by comparing the various best practice approaches to risk assessment within the rail industry to that of the spaceflight industry. By examining risk assessment and risk management approaches to publicaccountable operations‚ specific techniques and processes that present sectoral best-practice can be presented. Specifically‚ the paper explores common tools and
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Edgett‚ S. 1994. The Traits of Successful New Service Development. Journal of Services Marketing‚ Vol • Core product screening‚ rough process • Concept testing (internal) Edvardsson‚ B. & Olsson‚ J. 1999. Key concepts for new service development. In: Lovelock. C.‚ • Concept development Vandermerwe‚ S • Service blueprinting • Prototype testing (internal) Hodgson‚ P. 1990. New tourism product development. Market research’s role. Tourism • Business analysis • Formal product blueprinting Management Holloway
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Lee‚ H.‚ 2003. Japan: a nation of coffee lovers. Euromonitor International. Lee‚ H.‚ 2004. Coffee brews a future in China? Euromonitor International. Lindhe‚ J.‚ 2008. One skinny cap to go. Business Review Weekly‚ 7 August. (accessed 1 5.08.08.). Lovelock‚ C‚ Patterson‚ P.G.‚ Walker‚ R.‚ 2007. Services Marketing: An Asia Pacific and Australian Perspective. Pearson Education‚ Singapore. Martin‚ S.‚ 2008. Starbucks: a study in liberal failure. Part II. Conservatism Today‚ 29 July‚ (accessed 29.08.08
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George and Hiram C. Barksdale‚ "Marketing Activities in the Service Industries‚" Journal of Marketing‚ Vol. 38 No. 4 (October 1974)‚ pp. 65-70. * Bennion‚ F. A. R.‚ Professional Ethics‚ London‚ Charles Knight‚ 1969. * Eiglier‚ P.‚ Langeard‚ E.‚ Lovelock‚ C. H.‚ Bateson‚ J. E. G. and Young‚ R. F.‚ Marketing Consumer Services: New Insights‚ Cambridge‚ Mass.‚ Marketing Science Institute‚ 1977. * European Journal of Marketing‚ Special issue on Marketing of Services‚ Vol. 11 No. 6‚ 1977.
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Lancaster University Management School Working Paper 2004/046 Diagnosis and Improvement of Service Quality in the Insurance Industries of Greece and Kenya Rand‚ Graham K The Department of Management Science Lancaster University Management School Lancaster LA1 4YX UK ©Rand‚ Graham K All rights reserved. Short sections of text‚ not to exceed two paragraphs‚ may be quoted without explicit permission‚ provided that full acknowledgement is given. The LUMS Working Papers series can be accessed
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