BSM 100 Lecture Notes - Lecture 10: Service Provider, Product Differentiation, Intangibility
16 Feb 2018
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Document Summary
Bsm 100: new business - idea to reality. Measure of success in the business world is survival. Lecture 10 (till page 177): product (and promotion) - creating and. We understand" changes in value & attitude. + brand (quality // history) + reputation (woms // recent memory) + values of co. (identity) + communication of co. + service guarantee + packaging (1st impression // investment) Inseparability - service provider & customer (presence simultaneously) Variability - same service provider - can"t commodities. Creating need // desire (vary on type of ppl, situation) Believe in due diligence w/ 3rd party providers (apps) Current product - improvement with all products. Connect to varied customer base (safety in volumes) Shopping - fit needs, productivity, takes time/stay (i. e computer, furniture) Extra value // target group // packaging. Specialty - exclusive to time, place // no close alternative (i. e suit, winter jacket) Unsought - necessarily, doesn"t hope to burglar (i. e insurance)
