MKT 723 Chapter Notes - Chapter 4: Process Design, Kfc, Pizza Hut

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Julie Kellershohn

Document Summary

Billing can be: periodic statements of account activity. There are several types of exceptions: special requests common requests relate to personal needs, including care for children, dietary requirements, medical needs, etc. These are common in the travel and hospitality industries: problem-solving needed when service delivery or product performance fails, handling of complaints/suggestions/compliments this requires well-defined procedures. It should be easy for customers to express dissatisfaction, etc: restitution many customers expect to be compensated for serious performance failures. Brands which owns the following brands: kfc, pizza hut, and taco bell. Building brand equity: brand equity is the value premium that comes with a brand. New service development: 7 categories of new services, style changes represent the simplest type of innovation, typically involved no changes in either process or performance. Ex: online courses are transforming higher education by using cutting edge technology, the internet, and smart devices: major service innovations new core products for markets that have not been previously defined.