IBUS 465 Lecture Notes - Lecture 14: Intangibility, Brand Loyalty, Mass Media
7 Dec 2018
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Dimensions of the international product offer: three levels. Core product benefits: easier to standardize than the support services. Support services: can be tailored the business & corporate culture or individual customers to. This signifies that products can be seen as vehicles for service that allow customers to get their satisfaction while using the product. Perishability: cannot be stored for future use, which means estimating s/d is essential. Heterogeneity: services are all different because they involve people, even more so when done internationally. Inseparability: production and consumption of services is simultaneous in most cases. People processing services: customers become part of the production process education, healthcare, food services, hotels. Possession processing: tangible actions to physical objects to improve their value to customers (car repair, freight transport, electrical equipment installation) This category offers the best opportunities for global standardization compared to the precedent ones. In addition to the service core, supplementary services can be provided:
