产品服务与品牌构建教材.ppt

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 Discussion Questions Have you ever been disappointed in an airline? Did you fly that airline again? Good service recovery can turn angry customers into loyal ones. In fact, good recovery can win more customer purchasing and loyalty than if things had gone well in the first place. Therefore, companies should take steps not only to provide good service every time but also to recover from service mistakes when they do occur * * 核心产品总是通过形式产品体现出来的。可以说形式产品是核心产品的载体。附加产品是形式产品的必要补充和保证。 Note to Instructor This Web link is a great example of a store that creates experiences is Jordan’s Furniture in the Boston. These furniture stores include an Imax theater, an amusement park quality motion ride, a trapeze school, and Mardi Gras parades. You can visit their stores through their Web sites. * * * Note to Instructor Discussion Questions What brands do you tend to purchase consistently? Why? This discussion should lead to the consumer benefits of brands including quality and consistency. It is interesting to now ask students what the benefits might be for the seller of having a strong brand. This will include segmentation, positioning, and the ability to communicate product features * Note to Instructor Warning: This is a very GRAPHIC link to the Government of Brazil’s notice of labeling for cigarettes. Although the release is in Spanish, the images for the labeling is given on the right hand side. * Note to Instructor Companies must continually: Assess the value of current services to obtain ideas