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Marketing Services

Marketing Services

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Marketing Services

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  1. Marketing Services Unit 9

  2. Marketing properties of services • Experience • Search • Credence • High divergence Credence Q: How do you get customers to buy services without knowing properties beforehand

  3. Making services contagious • Tipping Point by Gladwell • Connectors (p.46) • Strength of weak ties • Mavens (p. 60) • Salesmen (persuaders) (p.77)

  4. Marketing doesn’t retain customers. Workers do. • Losing-sensitive characteristic Production worker Marketing 9a & 9b: Disney trains hospitality personnel in surrounding businesses to get questions right

  5. Price Guessing • Cost-based • Market-based • Value-based • Standardized-pricing • Signal-pricing

  6. 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