BUAD 307 Lecture Notes - Lecture 15: Service Recovery, Price Skimming, Multichannel Marketing

• School: USC
• Department: Business Administration
• Course: BUAD 307
• Professor: Davide Proserpio, Yanhao Wei

Document Summary

Exam format: 90% of second half of the course. Services (13), pricing (14), supply chain (15), multichannel marketing (16), imc (17), advertising (18), 1 question about the speaker (shy sayadi) Service: intangible, involves an effort and performance that cannot be physically possessed, consumption and production are at the same time. Five service quality dimensions (zone of tolerance, 9 pt scale) Service recovery paradox: customers can be happier with a good service recovery response than if there wasn"t a service failure in the first place. Fake reviews: inflated positive or negative responses. Management responses to reviews: addressing negative reviews, thanking positive reviewers. Price: everything you exchange for the purchased product (effort, time, research) High-low pricing (groupon), targeting different segments who wouldn"t normally pay a high price for services, can try out something for a lower price. Penetration pricing; set a low price at the beginning of a product"s life cycle to build market share (new tesla)