Knowt
Note
Studied by 31 peopleNoteStudied by 11 peopleNoteStudied by 46 peopleNoteStudied by 9 peopleNoteStudied by 12 peopleNoteStudied by 32 people
Week 3
Page 1: Introduction
UTM University of Technology Mauritius
Topic: Product and Place of the Marketing Mix
Presented by Dr. Jeynakshi Ladsawut
Department of Tourism and Leisure Studies
Page 2: Learning Objectives
Focus on understanding the learning aspects of the marketing mix.
Page 3: Learning Outcomes
Service Product
Branding
Place
Extending Experiences Internationally
Service
Components of Service
Services
Analysis of Services
Page 4: Key Components
Service Product: Focus on branding and experience.
Place: Emphasis on extending service experiences internationally.
Services: Exploration of various types of services.
Page 5: Service Product Overview
Core product: The essential element that solves the main problem of the customer.
Supplementary services: Elements that enhance the core product and facilitate customer use.
Delivery processes: The methods utilized to deliver the service effectively along with supplementary services.
Page 7: Definition of Service Product
A service product consists of tangible and intangible elements which create customer value.
Core Product: Supplies the primary benefits.
Supplementary Services: Augment the core product and enhance value.
Delivery Processes: Techniques used for the core and supplementary services.
Page 9: Types of Supplementary Services
Facilitating Services: Necessary for service delivery or assist in using the core service.
Enhancing Services: Provide additional value to customers.
Importance of market positioning strategy in determining supplementary services.
Page 11: Flower of Service Diagram
Key Components
Information: Essential details for customers.
Payment: Processes for financial transactions.
Consultation: Customer support interactions.
Billing: Managing customer invoices.
Order-Taking: Managing orders efficiently.
Exceptions: Handling unusual service scenarios.
Hospitality: Ensuring customer comfort.
Safekeeping: Protecting customers' belongings.
Key: Enhancing & facilitating elements.
Page 13: Characteristics of Service Products
Not all core products require supplementary elements.
The nature of products influences the supplementary services offered.
People-processing and high-contact services typically involve more supplementary offerings.
Different service levels allow for added supplementary features.
Low-cost, no-frills services generally need fewer supplementary elements.
Page 14: Managerial Implications
Importance of branding service products and experiences for effective marketing.
Page 16: Definition of Service Products
Defined as a consistent "bundle of output" supported by supplementary services.
Product Line: Organizations typically offer multiple related services.
Business strategies can include a single brand for all products, separate brands, or a mix of both.
Page 18: Coca-Cola Branding Strategy
Various branding strategies employed by Coca-Cola.
Distinction among product lines, stand-alone brands, and brand combinations.
Page 20: Branding Frameworks
Brand Strategies
Corporate Branding: A unified identity for recognition.
Product Branding: Specific branding for services that communicate distinct benefits.
Overview of the "Branded House" versus "House of Brands" concepts.
Page 22: British Airways Branding
British Airways utilizes both corporate and product branding strategies.
Subbrands serve to maintain distinct offerings while sharing a common brand commitment to quality service.
Page 24: New Service Development Categories
Major Service Innovations - New core products for untapped markets.
Major Process Innovations - New delivery processes for existing products.
Product Line Extensions - Additions to current offerings.
Supplementary Service Innovations - New or improved facilitating/enhancing elements.
Service Improvements - Modest enhancements to current service offerings.
Style Changes - Visible modifications in service presentation.
Page 26: Service Process Reengineering
Effect of service processes on customer experience, cost, speed, and productivity.
Importance of reengineering processes for efficiency and service delivery improvement.
Consideration of alternative delivery methods and options for supplementary services.
Page 28: Physical Goods vs. Service Alternatives
Examples
Owning vs. Renting physical goods (e.g., cars, computers).
Performing work oneself vs. outsourcing (e.g., hiring a typist).
Developing service alternatives to goods (e.g., delivery services as substitutes).
Page 29: Market Synergy in Services
Importance of alignment between new products and existing brand image.
Impact of organizational cooperation and internal marketing on product launch success.
Page 30: Overview
Discussion introduction or summary indicated.
Page 72: Discussion Questions
Discuss the components of the flower of service (30 points).
Evaluate factors service marketers need to consider for international service extension (30 points).
Define line extensions (6 points).
Week 3
Page 1: Introduction
UTM University of Technology Mauritius
Topic: Product and Place of the Marketing Mix
Presented by Dr. Jeynakshi Ladsawut
Department of Tourism and Leisure Studies
Page 2: Learning Objectives
Focus on understanding the learning aspects of the marketing mix.
Page 3: Learning Outcomes
Service Product
Branding
Place
Extending Experiences Internationally
Service
Components of Service
Services
Analysis of Services
Page 4: Key Components
Service Product: Focus on branding and experience.
Place: Emphasis on extending service experiences internationally.
Services: Exploration of various types of services.
Page 5: Service Product Overview
Core product: The essential element that solves the main problem of the customer.
Supplementary services: Elements that enhance the core product and facilitate customer use.
Delivery processes: The methods utilized to deliver the service effectively along with supplementary services.
Page 7: Definition of Service Product
A service product consists of tangible and intangible elements which create customer value.
Core Product: Supplies the primary benefits.
Supplementary Services: Augment the core product and enhance value.
Delivery Processes: Techniques used for the core and supplementary services.
Page 9: Types of Supplementary Services
Facilitating Services: Necessary for service delivery or assist in using the core service.
Enhancing Services: Provide additional value to customers.
Importance of market positioning strategy in determining supplementary services.
Page 11: Flower of Service Diagram
Key Components
Information: Essential details for customers.
Payment: Processes for financial transactions.
Consultation: Customer support interactions.
Billing: Managing customer invoices.
Order-Taking: Managing orders efficiently.
Exceptions: Handling unusual service scenarios.
Hospitality: Ensuring customer comfort.
Safekeeping: Protecting customers' belongings.
Key: Enhancing & facilitating elements.
Page 13: Characteristics of Service Products
Not all core products require supplementary elements.
The nature of products influences the supplementary services offered.
People-processing and high-contact services typically involve more supplementary offerings.
Different service levels allow for added supplementary features.
Low-cost, no-frills services generally need fewer supplementary elements.
Page 14: Managerial Implications
Importance of branding service products and experiences for effective marketing.
Page 16: Definition of Service Products
Defined as a consistent "bundle of output" supported by supplementary services.
Product Line: Organizations typically offer multiple related services.
Business strategies can include a single brand for all products, separate brands, or a mix of both.
Page 18: Coca-Cola Branding Strategy
Various branding strategies employed by Coca-Cola.
Distinction among product lines, stand-alone brands, and brand combinations.
Page 20: Branding Frameworks
Brand Strategies
Corporate Branding: A unified identity for recognition.
Product Branding: Specific branding for services that communicate distinct benefits.
Overview of the "Branded House" versus "House of Brands" concepts.
Page 22: British Airways Branding
British Airways utilizes both corporate and product branding strategies.
Subbrands serve to maintain distinct offerings while sharing a common brand commitment to quality service.
Page 24: New Service Development Categories
Major Service Innovations - New core products for untapped markets.
Major Process Innovations - New delivery processes for existing products.
Product Line Extensions - Additions to current offerings.
Supplementary Service Innovations - New or improved facilitating/enhancing elements.
Service Improvements - Modest enhancements to current service offerings.
Style Changes - Visible modifications in service presentation.
Page 26: Service Process Reengineering
Effect of service processes on customer experience, cost, speed, and productivity.
Importance of reengineering processes for efficiency and service delivery improvement.
Consideration of alternative delivery methods and options for supplementary services.
Page 28: Physical Goods vs. Service Alternatives
Examples
Owning vs. Renting physical goods (e.g., cars, computers).
Performing work oneself vs. outsourcing (e.g., hiring a typist).
Developing service alternatives to goods (e.g., delivery services as substitutes).
Page 29: Market Synergy in Services
Importance of alignment between new products and existing brand image.
Impact of organizational cooperation and internal marketing on product launch success.
Page 30: Overview
Discussion introduction or summary indicated.
Page 72: Discussion Questions
Discuss the components of the flower of service (30 points).
Evaluate factors service marketers need to consider for international service extension (30 points).
Define line extensions (6 points).
NoteStudied by 31 peopleNoteStudied by 11 peopleNoteStudied by 46 peopleNoteStudied by 9 peopleNoteStudied by 12 peopleNoteStudied by 32 people