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Study guide mktg 358 - EXAM 1

by: Caroline Goumy

Study guide mktg 358 - EXAM 1 Mktg 358

Marketplace > University of Mississippi > Marketing > Mktg 358 > Study guide mktg 358 EXAM 1
Caroline Goumy

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Chapter 1 – Introduction to services marketing What is service marketing ? Susan Lee case Chapter 2 – Consumer behavior in a services context Decision making ...
Service marketing
Kathy Wachter
Study Guide
service, Marketing
50 ?




Popular in Service marketing

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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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