BU352 Study Guide - Final Guide: Psychographic, Guerrilla Marketing, Days Inn
Document Summary
The moderately priced days inn an the upscale four seasons hotel both provide sleeping accommodations, but their respective guests have considerably different expectations of service. Why do their expectations differ: companies can"t standardize services, service quality shows wide variations, services are inseparable from their providers, services have high perishable rate. How do wholesalers create place utility: by providing prompt delivery, extending credit to product manufacturers, providing sales force to call upon potential suppliers, undertaking free product design and customization. A cake mix marketer offers consumers the chance to win a caribbean vacation if their recipe is chosen as the winner of a baking contest. What is this typ of promotion called: industry promotion, contest (by chance/probability, sweepstake, spiff. What o prestige price objectives emphasize: quality and exclusivity, revenue maximization, cost minimization, sales maximization. Selling up is a technique in which salespeople try to persuade customers to buy higher-priced items than they had originally intended: true, false.
