ADM 3322 Lecture Notes - Lecture 4: Travel Insurance, Colt New Service, Car Rental
9 Oct 2018
School
Department
Course
Professor
Document Summary
Product: defined and consistent bundle of output" as well as the ability to differentiate one from another. Core product: what" the customer is fundamentally buying, central component that supplies the principal benefits, solutions, experience that the customer is seeking. Some are highly intangible (credit card and travel insurance products) Supplementary services: delivery of the core product is usually accompanied by a variety of other service-related activities. Delivery processes: concerns the processes used to deliver the core product and the supplementary services. A core product surrounded by a cluster of supplementary services. There are two kinds of supplementary services. Facilitating supplementary services - either needed for service delivery, or help in the use of the core product. Enhancing supplementary service - add extra value for the customer. In a well-designed and well-managed service organization, the petals and core are fresh and well-formed. Market positioning strategy helps to determine which supplementary services should be included.
