MCS 1000 Lecture Notes - Lecture 10: Online Banking, Marketing Mix, Toothpaste

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Archie Bonifacio

Document Summary

Continuous innovation: requires no new learning by customers, new improved shaver, toothpaste. Dynamically continuous innovation: disrupts customer"s normal routine but does not require totally new learning, electric toothbrush, ketchup bottle redesign. Discontinuous innovation: requires new learning and consumption patterns by customers. Seven categories for new services: major service innovations new core products for which the market had not been previously defined. Fedex overnight delivery, ebay"s online auction: major process innovations innovative new process to deliver existing core services. Online colleges and universities have revolutionized the way we learn online mba: service-line extensions additions to existing services. Canadian banks now offer insurance offerings: process line extensions greater convenience. Bank offering telephone or internet banking: supplementary-service innovations adding new elements to the core service or improving existing supplementary services to accompany the core services.