HTH 102 Lecture Notes - Lecture 4: Zipcar, Services Marketing
6 Mar 2016
School
Department
Course
Professor
Document Summary
This paper provides an approach for branding a service. The approach integrates david aaker"s brand identity framework, with the. Ips of services marketing and the economic classification of goods. The 7ps of services are product, price, place, promotion, physical evidence, process and people. The economic classification divides goods into search, experience and credence goods. In general products have more search properties and services have more experience and credence properties. The paper argues that the key to branding search, experience and credence goods is, giving the customer information, delight and education respectively. Clicker feedback o o o o o o o o o. You have just become the manager of a bowling alley and your boss has asked you to focus on branding. Providing customers with information about the bowling alley"s services. Introduce a new slogan called complete solutions for bowing fans . Keep it simple cars by the hour or day gas and insurance included .
