Textbook Notes (368,566)
Canada (161,966)
Administration (1,247)
ADM3322 (7)
Chapter

CH7, Services Marketing, 1st Canadian Edition

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Department
Administration
Course
ADM3322
Professor
Michael Guolla
Semester
Fall

Description
Relationship Marketing Customers as Strangers Product offering Attractive relative to alternatives Source of Competitve Advantage Attractiveness Buying Activity Interest exploration trial Focus of Selling Awareness of offerings facilitating selling Relationship Time Horizon Nonepossible to have no interactions or knowledge of firm Sustainability of Competitive Advantage Low must find new ways to be attractive Primary Relationship Goal Acquire Business Customers as Acquaintances Product offering Parity product as industry standard Source of Competitive Advantage Satisfaction Buying Activity Facilitate and reinforce buying activity Focus of Selling Familiarity and general knowledge Relationship Time Horizon Shortbuyer can switch firms withou
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