Product Products come in several forms.
A service is the action of doing something for someone or something.
It is largely intangible i. You cannot touch it. You cannot see it. You cannot taste it. You cannot hear it. You cannot feel it. So a service context creates its own series of challenges for the marketing manager since he or she must communicate the benefits of a service by drawing parallels with imagery and ideas that are more tangible.
Search quality is the perception in the mind of the consumer of the quality of the product prior to purchase through making a series of searches. So this is simple in relation to a tangible product because you might look at size or colour for example.
Therefore search quality relates more to products and services.
Experience quality is easier to assess. In terms of service you need to taste the food or experience the service level.
Therefore your experiences allow you to evaluate the level and nature of the service. You remember a great vacation because of the food or service, but by the same token you remember an awful vacation because of the hopeless food or poor service.
Credence quality is based upon the credibility of the service that you undertake. This is down to the reputation of a dentist or of a decorator. Credence is used where you have little knowledge of the topic and where you rely upon the professionalism of the expert.
Perishable Perishable — in that once it has occurred it cannot be repeated in exactly the same way. For example, once a meters Olympic final has been run, there will not be another for 4 more years, and even then it will be staged in a different place with many different finalists.
You cannot put service in the warehouse, or store in your inventory. An interesting argument about perishability goes like this, once a flight has taken off you cannot sell that seat again, hence the airline makes no profit on that seat.
Therefore the airline has no choice but to price at peak when it sells a seat at busy times in order to make a profit. Variable Variability- since the human involvement in service provision means that no two services will be completely identical, they are variable.
For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work. Even with the greatly standardized McDonalds experience, there are slight changes in service, often through no fault of the business itself.
Sometimes Saturday lunchtime will be extremely busy, on other days you may have to wait to go via the drive through. So services tend to vary from one user experience to another.Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal achieving a sustainable competitive advantage.
Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives.
· When choosing among vendors of a product or service, potential customers compare their perceptions of the advantages and disadvantages of each company’s products and regardbouddhiste.com://regardbouddhiste.com · Launching a new product or service isn’t what is used to be.
In the “good old days,” you could hire a PR agency to craft a press release and set up a press regardbouddhiste.com://regardbouddhiste.com A successful product marketing strategy needs to be based on three pillars: 1.
Customer – You need to have a deep understanding of who your customer is, their pain points and their needs.. 2. Product – You need to be able to articulate how your product or service provides value and be able to communicate this internally (your own employees) and externally (to customers, analysts, etc.)regardbouddhiste.com · product strategy, one common theme is the challenge faced by multinationals to both national and cultural identity, a topic that has become popular in regardbouddhiste.com Forrester Research cites four reasons for adopting the customer experience as a rudimentary consideration in the development of a marketing strategy: There are fewer ways for a product or service to find a sustainable regardbouddhiste.com chain-marketing-productservice.