product decisions Flashcards
4Ps > 7Ps
original: price, place, product, promotion
additional: people, process, physical evidence
dimensions of international product offer
augment product - support service
actual product - product attributes
core product - benefits
what does augment product include
delivery, installation, guarantees
after sale service: repair, maintenance, spare parts
what does actual product include
brand name, quality , design, packaging, size and colour variants, country of origin, price, staff behaviour
what does core product include
features, performance, perceived value, image, technology
rate from high to low the possibilities of standardizing elements of products when it comes to the dimensions of international product offer
augment product
actual product
core product
what is characteristics of services
intangibility
heterogeneity
inseparability
pershability
what is global marketing of service
uniformity, pricing, customers wants and needs, buyer perception, customer loyalty
what is categories of service
people processing, possession processing, information-based
what entails service in B2B
fewer and larger buyers (geographically concentrated)
inelastic demand
many participants in the buying process
professional buyers
closer relationships
technological links
what is eservice
business activity of value exchange that is accessible through electronic networks. involves distribution and personalizing resources in real time over the internet
which keywords are linked to eservice
interactive, customization, real time, internet only, delivered digitally
what is categories of brand
brand loyalty, brand awareness, perceived quality, brand association
