Chapter 6 List and briefly describe the four major steps in designing a customer-driven marketing strategy? Marketing segmentation: Dividing a market into smaller segments of buyers with distinct needs‚ characteristics‚ or behaviors that might require separate marketing strategies or mixes. Market targeting: The process of evaluating each market segments attractiveness and selecting one or more segments to enter. Differentiation: Differentiating the market offering to create superior customer value
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1.def of service marketing and how is it different from goods The definitions of service marketing can be defined as the services covers a heterogeneous range of intangible products and activities that are difficult to summarize within a simple definition. According to the Rathmell‚ he states that ’goods are produced. services are performed. The product can be touch n see but services only can be judge. 2. do you agree with the extension of marketing mix? Why? The 4Ps marketing mix which
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1996). This is the excitement of service qualities compare to product qualities. Service qualities have four characteristics‚ which is‚ heterogeneity‚ tangibility‚ inseparability and perishability. Since one of the main goals of health care organization is to meet and exceed customer expectation‚ improving levels of patient satisfaction is very critical for their long term success. Service quality has been
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range of line)‚ stretching (lengthens beyond current range ). prod. mix decisions (set of all prod lines + items): width (# of different pls) length (total # of items within pls)‚ depth (# of versions offered of each prod) services mgmt : intangibility‚ inseparability‚ variability‚ perishability. mrkting strats serv firms: service-profit chain (links emp with cust satisfaction)‚ internal mgmt (motivate emp to work as team)‚ interactive mgmt (train emp in cust. service)brand: helps customers identify
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JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL Jönköping University The S e rv ic e B r an d i n g Mo d el Small Service Firms’ Approach to Building Brand Equity Master’s thesis within Marketing Authors: Hermansson‚ Frida Larsson‚ Josephine Tutor: Jönköping Gustavsson‚ Veronica May 2005 Master’s Thesis within Marketing Title: Author: Tutor: Date: Subject terms: The Service Branding Model – Small Service Firms’ Approach to Building Brand Equity Frida Hermansson & Josephine Larsson Veronica Gustavsson
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To be successful in the automobile industry marketing has to be focused on in cooperation with service and sales features of the industry. The test is that marketing cars varies as of marketing service station for those similar cars‚ and service station posture with different marketing challenges. Marketing a car contains of both marketing the main item for consumption and the car that counters to the buyers’ mainly want and involves transference of ownership. Lovelock has explain that the additional
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Oklahoma being the 18th largest state in the US has large vast amount of nursing homes‚ hospitals‚ Dialysis and Hospice care facilities. There are 308 Certified nursing homes state wide‚ 160 hospital states wide‚ 60 dialysis facilities state wide‚ and 53 hospice facilities state wide. The market size to providing services and obtaining local contracts with each healthcare facilities wholesome. However‚ being a private ambulance services there would be no Market share to pay and entire ownership
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Operations Management textbook notes CHAPTER 1 * Services are deeds‚ processes and performances. Interactions between customers and service employees and physical resources. * Roles of services in economy: financial services‚ manufacturing‚ distribution services‚ personal services‚ government‚ business‚ infrastructure * Services are not peripheral activities but rather an integral part of society * Stage of economic Activity: 1) Quinary- extending human potential (health
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Case study Village Volvo 1. Describe Village Volvo’s Service Package • Supporting Facility 1. Location Suburban location –problem: when customer bring and leave their car for reparation‚ they might have problems to get back to town. 2. Interior decoration Waiting room is equipped with a TV‚ comfortable chairs 3. Supporting equipment? Not specified 4. Architectural appropriateness? New butler building (prefabricated metal structure) four work bays‚ an office‚ waiting area and
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Inseparability Inseparability of production and consumption involves the simultaneous production and consumption which characterizes most services. Whereas goods are first produced then sold and then consumed‚ services are first sold‚ then produced and consumed simultaneously(Regan‚ 1963).Since the customer must be present during the production of many services‚ for example an airline trip‚ inseparability “forces the buyer into intimate contact with the production process”(Carmen and Langeard‚ 1980)
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