市场营销学第八章概要1.pptVIP

* * * * * * * * Note to Instructor * Note to Instructor Companies must continually: Assess the value of current services to obtain ideas for new ones. Assess the costs of providing these services. Develop a package of services to satisfy customers and provide profit to the company. * * Note to Instructor Product line stretching is when a company lengthens its product line beyond its current range. Product line filling occurs when companies add more items within the present range of the line. Downward product line stretching is used by companies at the upper end of the market to plug a market hole or respond to a competitor’s attack. Upward product line stretching is by companies at the lower end of the market to add prestige to their current products. Combination line stretching is used by companies in the middle range of the market to achieve both goals of upward and downward line stretching. * Note to Instructor In slideshow view, click on movie icon to launch Swiss Army video snippet. See accompanying DVD for full video segment. Product mix width is the number of different product lines the company carries. Product mix length is the total number of items the company carries within its product lines. Product mix depth is the number of versions offered of each product in the line. Consistency is how closely the various product lines are in end use, production requirements, or distribution channels. * * Note to Instructor Intangibility refers to the fact that services cannot be seen, tasted, felt, heard, or smelled before they are purchased. Inseparability refers to the fact that services cannot be separated from their providers. Variability refers to the fact that service quality depends on who provides the services as well as when, where, and how they are provided. Perishability refers to the fact that services cannot be stored for later sale or use. * * * * * * * * * * Note to Instructor * Note to Instructor The text has example for each of these: It should