MKT 100 Lecture Notes - Lecture 9: Services Marketing, Ebay, Service Recovery

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

March 23, 2017: know the difference between product line breadth and product line depth, breadth: number of product lines, depth: number of products within a product line. Increase breadth: add new product lines, decrease breadth, delete entire product lines. Value of branding: elaborated on ebay. Brand overview: branding leads to > brand equity, brand ownership strategies, and brand name strategies. Brand dilution: occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold. The service product continuum goes from service dominant to product dominant: most offerings lie somewhere in the middle. Economic importance of service: developed economies are increasingly service oriented economies. Services marketing differs from product marketing: unique characteristics affecting service. Inseparable production and consumption: lower risk by offering guarantees or warranties, production and consumption are simultaneous. Inconsistency: not acceptable in service, training and standardization, customized services to meet specific needs, bundled packages, replace people with machines, self-service technology, the internet.