MKTG 2030 Chapter 7: Marketing 2030 Chapter 7.docx
Document Summary
Operational factor: technology must move customers smoothly through the service. Environmental factor: create environment to attract customers. Location factor: having several convenient locations: people based services: Intangibility: perishability: firm cannot store its service, capacity management: organizations adjust their offerings to match demand, variability: differences in services. Inseparability: service takes only when service provider provides it (not beforehand: service encounter: the actual interaction between the customer and the service provider, disintermediation: the process of eliminating interaction between customers and service providers. Innovation: anything that customers perceive as new and different: critical to the success of the first for two reasons, technology is advancing fast pace, high cost of developing them and the higher cost of new products that fail. Interest: awareness, evaluation, trial, adoption, confirmation, the diffusion of innovations, adopter categories: Innovators: the first segment of a population to adopt a product. Early adopters: those who adopt an innovation early in the diffusion process but later than the innovators.
