SHBXCCS004 Study Guide - Final Guide: Premium Pricing, Investor Relations, Internal Communications
Document Summary
To differentiate their offers, companies create and manage customer experiences with their brands or company. Companies that market experiences realise that customers are really buying much more than just p&s. Describe the decisions companies make regarding their individual products and services, product lines and product mixes: marketers make p&s decisions at 3 levels: individual product decisions, product line decisions, and product mix decisions. Product mix has 4 dimensions width, length, depth and consistency. These dimensions are the tools for de(cid:448)elopi(cid:374)g the (cid:272)o(cid:373)pa(cid:374)(cid:455)(cid:859)s product strategy. Identify the 4 characteristics that affect the marketing of a service and the additional marketing considerations that services require: services characterised by key characteristics. Perishability - a different kind of inventory. Inseparability - simultaneous delivery and consumption: each characteristic poses problems and marketing requirements, marketers work to find ways to increase productivity of providers who are inseparable from their products. Offer high service quality increase service productivity. Brands positioning must be continually communicated to consumers.
