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Mraketing MT
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4 characteristics that make a service different from a good
1) Intangibility
2) Inconstancy
3) Inseparability
4) Inventory
Target Market Profile
Demographics
Geographics
Psychographics
Behaviouristics
6 Steps of Market Research
1) Identify problem/solution/opportunity
2) Design research plan
3) Conduct exploratory + qualitative research
4) Collect quantitative primary research
5) Collect, analyze and interpret data
6) Generate report and make recommendations
3 layers of the total product concept
1. Core
2. Actual
3. Augmented
4 types of consumer products
Convenience products
Shopping products
Specialty Products
Unsought Products
Ways to improve the service
How to make service more tangible: advertise to show benefits.
Increase consistency: training, quality checks. People uniforms (professional)
DIFFERENTIATE from competition
Types of primary research
Observational and Experimental
Questionnaire Data
Author
jmali921
ID
243636
Card Set
Mraketing MT
Description
MT
Updated
2013-10-29T15:50:14Z
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