Study guide mktg 358 - EXAM 1
Study guide mktg 358 - EXAM 1 Mktg 358
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This 1 page Study Guide was uploaded by Caroline Goumy on Friday September 9, 2016. The Study Guide belongs to Mktg 358 at University of Mississippi taught by Kathy Wachter in Fall 2016. Since its upload, it has received 4 views. For similar materials see Service marketing in Marketing at University of Mississippi.
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Date Created: 09/09/16
STUDY GUIDE MKTG 358 – EXAM 1 BRING SLIM GREEN SCANTRON + PENCIL Chapter 1 – Introduction to services marketing What is service marketing ? Susan Lee case Chapter 2 – Consumer behavior in a services context Decision making and services choice « Sullivan auto world » and « Dr. Beckett’s Dental office » (textbook) Chapter 3 – Positioning services in competitive markets STP of service marketing CHAPTER 1 CHAPTER 2 CHAPTER 3 3Cs : Customer, company, In what ways can service marketing Decision making and buyer competition (SW analysis) – need be defined ? behaviors occasion and state What makes services marketing Need/situation /occasion context STP different from « goods marketing » ? 3 stages of decision making Attributes (determinant vs (pre-‐ ;encounters ;post-‐purchase) important), service levels (DIY to Comparisons between « traditionnal $$$) marketing » and the service ⇒ Awareness, information marketing paradigm search, evaluating and Target : via « focus » strategy purchase decision (MAM (service ans market levels) Characteristics of services ans modeling and rules) inputs required Positioning : using all the above ⇒ Encounters and moments of analyses to profile and position Differences/similaritie s of goods your service… for current state an d truth (Contact/servuction and services system’ theater : role and future growth opportunities. scripts/staging) Categorization and classification of services (tangible and intangible ⇒ Post consumption : evaluation assets and processing required by ans satisfaction users) What are services ? 7P framework & ability to classify/categorize and present evidence of these given situation Role of customer/fle(frontline employees) relationship(s) (also if STT ; DIY)
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