Standardization Versus Localization Levitt argues that because the world is shrinking – due to heaps of technology‚ communication and so forth – well managed companies should shift their emphasis from customizing items to offering globally standardized products that are advanced‚ functional and low priced for all. Coca-Cola being an international brand found everywhere in the world still has not standardized its marketing. The differences in consumer behavior still prevail across countries. Many
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Service Quality By definition‚ a service includes several distinct characteristics. A service is intangible and difficult to store. In a service‚ customers are extensively present as participants in the process. The inseparability of a service is due to the fact that it is simultaneously produced by the provider and consumed by the customer. This is because services are heterogeneous and known to vary from service – provider to service – provider‚ from customer to customer‚ and from day to day
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CHALLENGE ON KBANK’S SERVICE EXCELLENCE By Natnicha PRACHAKITTIKUL (ETU20150043) MSc in International Luxury and Brand Management ESC Rennes School of Business Abstract Many people have doubt about KASIKORNBANK (KBank) service. As double standard still remains in KBank branch services‚ it is urgent need for KBank to improve its services in order to meet its commitment “Towards Service Excellence (at every level)”. In this essay‚ five features of service‚ 7Ps service marketing mix‚ and SERVQUAL
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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 products
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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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ANSWER KEY A Name__________________________ Row__________ Marketing 3213 Summer 2011 Distance Learning Exam 3 Do not open this booklet until instructed to do so. Darken the correct answer to each of the questions on the answer
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The first significant difference between physical good and service good is intangibility of service good. Different from physical good‚ services are intangible activities which provide want‚ satisfaction and are not necessary related to the sale of a product or another service‚ and does not result in the ownership of anything. According to Berry and Parasuraman‚ a physical good is in essence an object while a service good is in essence a performance. Consumers cannot see‚ touch‚ weigh and test out
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12/17/2010 MSc OR/BAC | Courier Services | Managing Business Operations | SERVICE OPERATIONS MANAGEMENT - group 5 | Contents Service Definition 2 Intangibility 2 Heterogeneity 2 Inseparability 2 Perishability 2 Service Classification 3 The Volume Measure (Silvestro) 3 Other Service Classification Models 4 Service Design 5 What is the philosophy behind the service design? 5 What to deliver to courier service customers? 6 How to deliver? 7 The blueprint diagram 7 Customer actions
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value to the customer and also on the customer relationship. Some of the basic features of Services are: 1. Intangibility: Services are intangible which cannot be touched or viewed‚ so it is difficult for clients to tell in advance what they will be getting. For example‚ banks promote the sale of credit cards by emphasizing the advantages derived from possessing a credit card. 2. Inseparability:
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1. The simplest and easiest way to enter a global marketplace is by: a. creating a killer product b. exporting c. importing d. joint ventures e. having low prices 2. Which of the following statements about pricing is true? a Pricing is the least important marketing mix element during a recession. b Consumers rate ‘reasonable price’ as the most important consideration in purchase decisions. c Pricing is unaffected by changes in the business cycle. d Most consumers believe price has little
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