Week 31 -
Marketing Mix
for Services
1. Understand concepts that apply specifically to the marketing of services
2. Describe the additional three 3 Ps that apply to services
3. Apply the extended marketing mix to a service
4. Discuss the problems in developing a competitive advantage in services Today's Outcomes: - Premium
- Economy
- Price Skimming
- Psychological
- Captive Product
- Product Line Competitive Advantage Intangibility
Little patent
Few barriers to entry
Interface with customers
Growth hard to achieve
Service quality irregular
Improve productivity
Regulations
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Marketing Mix for Services
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