The Marketing Book 5th Edition

582 The Marketing Book Summary data The transactional database needs historical data. Otherwise there can be no record of a cust ...

What are direct marketing and interactive marketing? 583 book first published in 1991. Its author was Regis McKenna, a marketing ...

584 The Marketing Book Unless marketers are in a monopolistic situation and have absolutely no competitors (and who is ever in t ...

CHAPTER 23 The marketing of services ADRIAN PALMER Introduction Is the marketing of services fundamentally different to the mark ...

586 The Marketing Book Services have had a major impact on national economies and many service indus- tries have facilitated imp ...

The marketing of services 587 became the norm, relationships emerged as a source of competitive advantage. Many car companies in ...

588 The Marketing Book movement towards value through experiences is quite patchy, as witnessed by the profitable growth of ‘no ...

The marketing of services 589 which to judge quality. While some services (such as restaurants) are rich in such tangible cues, ...

590 The Marketing Book service being provided. A person buying a ticket for a concert by Madonna may derive no benefit at all fr ...

The marketing of services 591 customers’ needs, it also has the effect of reducing variability of processes and outcomes. The va ...

Wholesale Urgent A meal in Car Management timber medical a restaurant repairs Consultancy supplies Goods orientation Service ori ...

Ticket issuing equipment Reliability Vehicle Comfort Speed Speed/ Accuracy Ticketing Procedures The core service; Transport Fron ...

Intangibility: Services are increasingly augmented with tangible evidence (e.g. brochures, staff uniforms). Goods are increasing ...

The marketing of services 595 reflecting the fact that products cannot be classified into dichotomous goods and services categor ...

596 The Marketing Book Extent of inseparability Some services can only be provided in the presence of customers, whereas others ...

The marketing of services 597 involvement – a pay and display car park involves minimal human input in the form of checking tick ...

598 The Marketing Book marketing needs has provided great opportun- ities for companies who have extended their product range in ...

The marketing of services 599 to satisfy customers’ needs. In addition to the four traditional elements of the marketing mix, it ...

The core service offer Peace of mind Security The secondary service offer Flexibility Benefits Ease of purchase “Excess” deducti ...

The marketing of services 601 structures; and the effects of distorted markets for services. The inseparable nature of services ...