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The Marketing of Services

This class was created by Brainscape user Alina Maaß. Visit their profile to learn more about the creator.

By: Alina Maaß
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Decks in this class (11)

1. What is Service Marketing
Extended marketing mix for services,
Characteristics of services,
Intangibility and implications
7  cards
2. Service Encounter Frameworks
Service encounter,
Design brief,
Blueprinting
9  cards
3. Relationships, Partnerships and Networks
Types of network relationships,
Relationship marketing leaky buck...,
Ladder of loyalty
10  cards
4. Engaging Employees in Service Delivery
The power of brand champions,
Internal marketing,
Controlling and empowering staff
5  cards
5. Bots and AI- Implications for Services
Turing test,
Concerns about ai,
Intelligences of ai
3  cards
6. Developing Services Brands
Key characteristics of a brand,
Positioning the brand,
Repositioning
3  cards
7. Marketing Communications for Services
Stages in promotion planning process,
Extended promotion mix for services
2  cards
8. Service Quality
Servqual,
Advantages of servqual,
Criticisms of servqual
5  cards
9. Innovation and New Service Development
The service lifecycle concept,
New service development,
New service development process
3  cards
10. The Pricing of Services
Area of price discretion,
Approaches to problems of variabl...,
Yield management
4  cards
11. Globalisation of Services
Major international marketing dec...,
Methods of international trade in...,
Defining which markets to enter
4  cards

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The Marketing of Services

  • Class purpose General learning

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