BUS 448 Lecture 7: Service Products
9 Mar 2017
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Document Summary
Bus 448 marketing strategy | branding and positioning. Difficult to eval in terms of quality i. e. schools sell edu as a promise; put certain degree of trust into university. Simultaneous production and consumption customers can affect service outcomes including service qual and customer satisfaction. Perishability services cannot be inventoried for later use unused service capacity lost forever. Serv qual varies across ppl, time and place consistency is hard to ensure dependent on employees. Allows firm to continue to grow and profit. Existing product line new styles new models. Repositioning: involves targeting existing products at new mkts or segments, can involve real or perceived changes to a product. Cost reductions: modification of products to offer perf similar to compete with products at lower price. Determines which ideas from step beforehand are actually worthwhile. Final stage and preparing to sell to general mkt.
