Class Notes (1,100,000)
CA (620,000)
UOttawa (30,000)
ADM (3,000)
Lecture 5

ADM3322 Lecture 5: Chapter 4 Developing Service Products


Department
Administration
Course Code
ADM 3322
Professor
Marzena Cedzynski
Lecture
5

This preview shows pages 1-3. to view the full 14 pages of the document.
There%should%be%synergy%between%topics%chosen%for%the%case
!
Everybody%needs%to%present
!
Presentation%and%then%group%discussion%
!
Initiate%group%discussion%after%presentation%
!
Essential%if%you%can%use%positioning%map
!
Group&presentation:
FRAMEWORK&FOR&EFFECTIVE&SERVICES&MARKETING
Lecture'5')Chapter'4'Developing'Service'Products
Wednesday,% September% 23,%2015
10:48%PM

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Lecture'5')Chapter'4'Developing'Service'Products

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Describing%service%product%in%terms%of%flower%of%services%instead%of%layers
!
Brand%is%imp%part%when%you%are%describing%our%product
!
Very%often%people%believe%core%product%cannot%be%differentiated%because%it%is%a%
commodity
!
E.g.%Nike%in%terms%of%core%product%is%just%Shoes.%But%what%kind%of%benefits%and%
what%kind%of%problem%our%service%or%product%is%solving,%so%it%offers%solution%to%a%
problem.%We%buy%Nike%because%they%supplement%it%with%bunch%of%values.%They%
put%an%image%in%our%mind.%We%associate%Nike%with%best%performance,%athletes.%%
!
A%product%has%many%layers
!
People%would%evaluate%products%from%different%angles
!
4.1&THE&FLOWER&OF&SERVICE&
We%may%choose%a%service%over%another%one%cause%they%have%something%
we%like
There%are%many%brands%our%there%selling%the%same%commodity,%but%they%
!
A&Core&Product&Surrounded&by&Cluster&of&Supplementary&Services&
You're Reading a Preview

Unlock to view full version