CE8 H8 Flashcards
What items belong on the most right (pure service) of the product-services continuum of Shostack?
Education, Insurance advice, electricity in home
What are the four characteristics of services?
- Intangibility
- Perishability
- Heterogeneity
- Inseparability
Which extra P’s become very relevant in services marketing?
People, Process and Physical aspects
What are the three elements of the product?
- Core customer benefits
- Actual product
- Augmented product
Which factor gives more reason to work towards more standardization?
Markets are becoming more homogeneous
What is the main reason for the use of the BCG matrix?
To identify in which market to invest in (and which not)
What is a good benefit of having a strong international brand?
Price premium
What is it called when a brand is using a single brand name in there marketing practice for the sale of two or more related products
Umbrella brand
