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characteristics of services
3) perishability (cannot be stored)
4) heterogeneity (variation in quality)
5) client-based relationships
6) customer contact
advantage: marketers can customize services to match the specific needs of individual customers
well-groomed personnel, clean facilities
very important, since it's the only thing a consumer SEES
promotion of services
more likely to promote price, guarantee, availibility, etc. than goods mfr
word-of-mouth is extremely important, b/c heterogeneity and intangibility of services
pricing of services
1) performance of specific tasks
2) demand-base pricing (perishability, peak demand)
since services are intangible, consumers rely more on the PRICE
attributes consumers are unable to eval even after purchasing b/c you lack SKILL (like fixing car)
direct rel.ship b/w satisfaction of employees & customers
customer contact employees are often least-trained and lowest paid
nonprofit organization marketing
uses marketing concepts & techniques by organizations whose goals don't include making profits
allows greater opps for creativity
chief beneficiaries are the nonprofit's clients, public, etc.
(nonprofit) collection of indiv who have interest/concern about an organiz., social cause, product
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