chapter 8 (1) Flashcards
1
Q
risks in attempting to describe services with words alone
A
oversimplifaction
incompleteness
subjectivity
biased interpretation
2
Q
types of new service
A
major or radical innovation
Start up business
New services for the currently served market
Service line extensions
Service improvements
Style changes
3
Q
Service innotation and development process
A
Business strategy development or review
New serviec strategy development
Idea generation (screen ideas against new service strategy)
Concept development and evaluation (test concept with customers and employees)
Business analysis (test for profitability and feasibility)
Servie development and testing (conduct service prototype test)
marketing test (test service and other marketing mix elements)
Commercialization
4
Q
A
