MKT 723 Chapter Notes - Chapter 9: Service Design, Andor Technology, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Jane Saber

Document Summary

Oversimplification: words are sometimes inadequate to describe a complex service system. Incompleteness: tendency to omit details of the service they"re not familiar with. Subjectivity: biased based on personal experiences. Biased interpretation: the definitions of terms used to describe service design may vary between people and therefore not portray a single message. Due to the intangible nature of services, it is even more important for a new service development system to have four basic characteristics. Although a new services development should be structured, it should not become rigid. Since services are produced and consumer simultaneously, and often involve interaction between employees and customers, it is important for both to be involved in the development of new services. Major or radical innovations: new services for markets as yet undefined. Startup businesses: consists of new services for a market that is already served by exisiting products that meet the same generic needs.