MKT 337 Study Guide - Midterm Guide: Mass Customization
Document Summary
Core service: the most basic benefit that consumer is buying. Supplementary service: a group of services that support or enhance the core service. As core services become a commodity, marketers usually emphasize supplementary services. Customize or standardize: (1) mass customization a strategy that uses technology to deliver customized services on a mass basis. Issues to consider in determining distribution (place) of services: (1) convenience; (2) number of outlets; (3) direct or indirect distribution; (4) location; and (5) scheduling. User personal info sources: (1) spokesperson, celebrity, real customers. Special pricing challenges for services: (1) defining unit of service consumption and (2) determining multiple elements are (cid:862)(cid:271)undled(cid:863) or pri(cid:272)ed separately. Revenue-oriented pricing: maximize surplus of income over costs. Operations-oriented pricing: match supply and demand by varying price. Patronage-oriented pricing: maximize number of customers by varying price. 2) social financial: design services to meet customer needs.
