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Services to Consumers
1. Gyms
2. Cleaning Services
3. Restaurant Chains
$4. Insurance
- Heterogeneity of consumer behaviour and usage patterns across countries = Greater adaptation for services marketed to consumers
Services to Organizations
1. Communication services
2. Financial Services
3. Software development
4. Database Management
5. Construction
6. Computer Support
7. Accounting
8. Advertising
9. Consulting
Difference Between Services and Products
Services are:
- Intangible - They cannot be stored or readily displayed
- Simultaneous - Production and consumption happen at same time
- Heterogeneous - Production lines do not exist to deliver standardized products or consistent quality
- Perishable - Cannot be stored
International Service Providers
- More than 1/2 Fortune 500
- Value produced exceeds manufactured products
- 25% world trade
Transferring Service Models Abroad
- Guaranteeing quality worldwide = hard
- Fewer opportunities for economies of scale
- Back-stage elements (planning and implementation) are EASIER to standardize than front-stage elements (aspects of service encounters)
Culture and Service Experience
- Culture affects a number of aspects of the service experience:
- Customer expectations
- Service levels
- Equal customer treatment?
- Waiting experience
- Time
- Waiting in line
- Service Personnel
- Gender
- Social Class
- Appearance
- Training
Branding
- More than a name - Also the intangible association with the name
- User Imagery
- Usage Imagery
- Type of personality the brand portrays
- Type of relationship brand seeks to build with customers
Branding Decisions
- Globally recognized brand name = asset
- Gives product credibility
- Enables consumers to identify the product
- Helps consumers make choices faster and more easily
Brand Name Decisions
- Arbitrary or invented word (Lexus)
- English ( or foreign language) word by unrelated to product (Cheer)
- English ( or foreign language) that suggests some purpose of the product (Mr. Clean)
- English (or foreign language) word descriptive of product but may not be understandable to outsiders (Pampers)
- Geographic place or common surname (KFC)
- Device, design, number or some other element (3M)
Three Key Dimensions of Brand Evaluation
1. Quality Signal
- Global brands become a cue for quality
2. Global myth
- Local brands show what we are; global brands show what we want to be.
3. Social Responsibility
- Because the firms behind global brands are perceived to have extraordinary power and influence, consumers expect these companies to address social problems.
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