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Various aspects of marketing services, including brand development through multibranding and new brands, the intangible nature and characteristics of services, the service-profit chain, and services marketing strategies. Topics covered include external marketing, internal marketing, interactive marketing, managing service differentiation, managing service quality, managing service productivity, and international product and services marketing.
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Multibranding
offers a way to establish different featuresand appeal to different buying motives. New brands
developed based on belief that the powerof its existing brand is waning and a newbrand name is needed. Also used forproducts in new product category.
Intangibility:
Services cannot be seen, tasted, felt, heard, orsmelled before purchase. Inseparability: - Services cannot be separated from theirproviders. Variability: - Quality of services depends on who providesthem and when, where, and how they aredelivered. Perishability: - Services cannot be stored for later sale or use.
External marketing:
Traditional marketing via the 4 “P’s” Internal marketing: - Effective training and motivation ofcustomer contact employees Interactive marketing: - Delivering interactions during the serviceencounter that are satisfying to the buyer
Managing service differentiation:
Develop a differentiated offer, delivery, and image. Managing service quality: - Be customer obsessed, set high service qualitystandards, have good service recovery, empowerfront-line employees. Managing service productivity: - Train current employees or hire new ones, increasequantity and sacrifice quality, harness technology.
1. Define product **and the major classifications of products and services.
Describe the decisions companies makeregarding their individual products andservices, product lines, and product mixes.
Discuss branding strategy – the decisions firmsmake in building and managing their brands.
Identify the four characteristics that affect themarketing of a service and the additionalmarketing considerations that services require.
Discuss two additional product issues: sociallyresponsible product decisions and internationalproduct and services marketing.**
