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Marketing Plan Essay

562 words - 3 pages

MKT 350, Lecture 4

• Service purchase & consumption:

1. Emotion & mood: are feeling of a person that influences his/her perceptions of their experiences.

 Moods refer to transient feeling states that occur at specific times and in specific situations, whereas emotions are more intense, stable and persuasive.

 If a service customer is in a “bad mood”- it is more likely that he interprets the service in a negative manner.

 When another customer in the service establishment is frustrated-

 Positive moods can make customers more obliging and willing to participate in behaviors that help service encounters succeed.

 A customer in a good emotional state is probably going to overlook the delays in service.

 Moods and emotions influence service customers to be bias in the way they judge service encounters and providers.

• Postpurchase evaluation:

 The customers may feel more responsible for ...view middle of the document...

 If consumers greater perceived risks in service, they probably depend on brand loyalty to a greater extent than in products.

 “Regular customer” allows the seller to understand his/her taste better.

 The role of culture in services:

a. Culture:

 International marketing,

 Individual countries are becoming multicultural.

a. Values and attitudes differ across cultures:

Values and attitudes help us determine what is right, important and/or desirable.

b. Manners and customs represent a culture’s views of appropriate ways of behaving.

c. Material culture:

d. Aesthetics refers to cultural ideas about beauty and good taste.

e. Education and social institutions:

 The services marketing mix:

(I) Traditional marketing mix:

(II) Expanded mix for services:

(II) People: all human actors who play a part in service delivery and thus influence the buyer’s perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment.

 The service provider or contact person can be very important. In most cases, the provider is the service itself.

 In some cases, the contact person may play what appears to be a relatively small part in service delivery. (Admission off, Library etc.)

 In many situations, customers themselves can also influence service delivery, thus affecting service quality and their own satisfaction.

 Customers not only influence their own service outcomes, but they can influence other customers as well.

(III) Physical evidence: The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.

 Physical evidence of service includes all the tangible representation of service such as brochures, letterhead, business cards, report cards, equipments etc.

(IV) Process: The actual procedures, mechanisms, and flow of activities by which the service is delivered- the service delivery and operating systems.

 Some services are very complex, requiring the customer to follow a complicated and extensive series of actions to complete the process.

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