internal marketing
service firm must orient and motivate its customer contact employees and supporting service people to work as a team to provide customer satisfaction
service-profit chain
links service firm profits with employee and customer satisfaction
interactive marketing
service quality depends heavily on the quality of the buyer-seller interation during the service encounter
managing service differentiation
creates a competitive advantage from the offer, delivery, and image of the service
managing service quality
provides a competitive advantage by delievering consistently higher quality than its competitors
industrial products
products purchased for further processing or use in conducting a business
unsought products
consumer products that the consumer does not know about or knows about but does not normally think of buying
capital items
industrial products that aid in the buyers production or operations
material and parts
include raw materials and manufactured and parts usually sold directly to industrial users
supplies and services
include operating supplies, repair and maintenance items, and business services
organization marketing
consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization
place marketing
activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward particular places
social marketing
use of commerical marketing concepts and tools in programs, designed to influence individuals behavior to improve their well-being and that of society
product attributes
benefits of the product
quality level
level of quality that supports the product's positioning
conformance quality
product's freedom from defects and consistency in delievering a targeted level of performance
style
describes the apparence of the product
design
contributes to a product's usefulness as well as to its looks
packaging
involves designing and producing the container or wrapper for a product
labels
identify the product or brand, describe attributes, and provide promotion
product line
group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same of outlets, or fall within given price ranges