Marketing Services

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					Marketing Services

          Unit 9
Marketing properties of
services
   Experience
   Search
   Credence

   High divergence        Credence


Q: How do you get customers to buy services
without knowing properties beforehand
Making services contagious

   Tipping Point by Gladwell
       Connectors (p.46)
           Strength of weak ties
     Mavens (p. 60)
     Salesmen (persuaders) (p.77)
Marketing doesn’t retain
customers. Workers do.


          Marketing             Production worker




   Losing-sensitive characteristic

      9a & 9b: Disney trains hospitality personnel in
      surrounding businesses to get questions right
Price Guessing

   Cost-based
   Market-based
   Value-based
   Standardized-pricing
   Signal-pricing
Given them something
tangible that they don’t have
   Souvenirs of service
     T-shirts
     Workbooks

     Man purse

     Pens

     Portfolios

     Calendar

     Promotional gizmos of all kinds

     Tufte’s $120 worth of books in a $300 seminar

				
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posted:8/25/2012
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