Search for notes by fellow students, in your own course and all over the country.

Browse our notes for titles which look like what you need, you can preview any of the notes via a sample of the contents. After you're happy these are the notes you're after simply pop them into your shopping cart.

My Basket

You have nothing in your shopping cart yet.

Title: Service Formulation Process
Description: Service Marketing - Marketing Management

Document Preview

Extracts from the notes are below, to see the PDF you'll receive please use the links above


Mar
ket
i
ngSt
r
at
egyFor
mul
at
i
onPr
ocess
Mar
ket
i
ngst
r
at
egyr
ef
er
st
ot
hepol
i
ci
esandkeydeci
si
onsi
nt
hef
i
el
dofmar
ket
i
ng
adopt
edbymanagementt
hathav
ei
mpactoncompany

sper
f
or
mance
...

Unl
i
kecor
por
at
est
r
at
egywhi
chi
sconcer
nedwi
t
ht
hedeci
si
onsmadei
nan
or
gani
zat
i
oncompr
i
si
ngmanybusi
nessuni
t
s,
mar
ket
i
ngst
r
at
egyi
sconcer
nedwi
t
ha
par
t
i
cul
arbusi
nessuni
tst
r
at
egy

...
Whendev
el
opi
ngmar
ket
i
ngst
r
at
egy
,
i
ti
snecessar
yt
oconsi
dert
he
f
ol
l
owi
ngf
act
or
s:
t
hest
r
at
egi
cobj
ect
i
v
es,
demandf
or
ecast
,
pr
ef
er
encesofcust
omer
s,
macr
oenv
i
r
onment
al
t
r
ends,
compet
i
t
i
v
eenv
i
r
onment
,
t
hecompet
i
t
or
s’
st
r
at
egi
es,
t
he
company

smai
nr
esour
cesandcor
ecompet
enci
es
...
Asshowni
nf
i
gur
e2
...
Thef
i
r
m needst
oi
dent
i
f
yi
t
sst
r
engt
hsandweaknessesas
wel
l
ascor
ecompet
enci
es,
anal
y
zet
r
endsi
nt
hemacr
oenv
i
r
onment
,
andconduct
mar
ketandcompet
i
t
oranal
y
si
s
...
Af
t
ersel
ect
i
ngt
ar
getcust
omer
s,
i
ti
s
necessar
yt
odi
f
f
er
ent
i
at
eacompany

smar
ketof
f
er
i
ngf
r
om compet
i
ngof
f
er
i
ngsand
dev
el
opt
hebestposi
t
i
oni
ngst
r
at
egy

...
Whendev
el
opi
ngmar
ket
i
ngst
r
at
egy
,
exi
st
i
ngi
nt
er
dependenci
esamongt
he
mar
ket
i
ngmi
xel
ement
sshoul
dbeconsi
der
ed,
t
her
ebyeachoft
hem canbeusedt
o
suppor
teachot
heri
nor
dert
or
ei
nf
or
cet
heposi
t
i
oni
ngofmar
ketof
f
er
i
nganddel
i
v
er
hi
ghser
v
i
cequal
i
t
yt
oachi
ev
ecompet
i
t
i
v
eadv
ant
age
...

Mi
ssi
onst
at
ement-i
sast
at
ementt
hatpr
ov
i
desi
nf
or
mat
i
onaboutcompany

sgoal
s,
maj
orpol
i
ci
es,
v
al
ues,
andcompet
i
t
i
v
eadv
ant
age
...
Ser
v
i
cecompani
esst
r
essdi
f
f
er
entcompet
i
t
i
v
eadv
ant
agest
hanmanuf
act
ur
er
s
...
Mi
ssi
onst
at
ementi
scr
uci
al
f
ordev
el
opmentof
mar
ket
i
ngst
r
at
egyanddesi
gni
ngamar
ket
i
ngpr
ogr
am,
whi
chshoul
dr
ef
l
ectcompany

s
v
al
uesandcompet
i
t
i
v
eadv
ant
age
...
Ther
ear
ef
our
way
si
nwhi
chacompanycandev
el
opi
t
spr
oduct
sandmar
ket
s
...
Af
i
r
m pur
sui
ngapr
oductdev
el
opmentst
r
at
egyi
nt
r
oducesnew
pr
oduct
sandsel
l
st
hem i
nt
ocur
r
entmar
ket
susual
l
yt
hr
oughexi
st
i
ngchannel
s,
t
aki
ng

adv
ant
ageofgai
nedexper
i
ence,
andof
t
enofbr
andawar
enessandbr
andl
oy
al
t
y

...
I
nt
hi
scasei
tneedst
oconductmar
ketr
esear
ch,
t
hendesi
gn
pr
omot
i
onal
campai
gn,
anddev
el
opdi
st
r
i
but
i
onnet
wor
k
...

Compet
i
t
i
v
est
r
at
egy-i
sast
r
at
egywhi
chi
sf
ocusedongai
ni
ngcompet
i
t
i
v
eadv
ant
age
i
nt
hemar
ket

...
The
f
i
r
stopt
i
onf
oraf
i
r
mt
obui
l
dasust
ai
nabl
ecompet
i
t
i
v
eadv
ant
ageov
eri
t
sr
i
v
al
si
s
ov
er
al
l
costl
eader
shi
p
...
Af
i
r
m canal
sopur
sueadi
f
f
er
ent
i
at
i
onst
r
at
egywhi
chmeanst
hati
tdel
i
v
er
s
somet
hi
ngv
al
uabl
et
ocust
omer
sandchar
gesahi
gherpr
i
cef
oraddedv
al
ue
...
I
ti
spossi
bl
et
oachi
ev
eanexcel
l
ence
i
nser
v
i
cequal
i
t
y
,
speedofdel
i
v
er
y
,
cust
omerser
v
i
ce,
br
andexcl
usi
v
i
t
y
,
andot
her
f
act
or
s
...
Af
ocus
st
r
at
egymeanst
hatacompanyconcent
r
at
esonasmal
l
segmentandi
tgai
ns
compet
i
t
i
v
eadv
ant
ageei
t
hert
hr
oughcostl
eader
shi
port
hr
oughdi
f
f
er
ent
i
at
i
on
...
St
r
at
egi
cobj
ect
i
v
esar
el
ongt
er
m andcanbecl
assi
f
i
ed
i
nt
oanumberofcat
egor
i
es,
i
ncl
udi
ngf
i
nanci
al
obj
ect
i
v
eswhi
chf
ocusoni
mpr
ov
i
nga
company

spr
of
i
t
abi
l
i
t
y
,
sal
esandmar
ketshar
eobj
ect
i
v
esai
mi
ngatgr
owi
ngmar
ket
shar
eandi
ncr
easi
ngsal
es,
humanr
esour
cesobj
ect
i
v
eswhi
chconcent
r
at
eont
he
sel
ect
i
onanddev
el
opmentoft
hewor
kf
or
ce,
andi
nt
er
nal
pr
ocessesobj
ect
i
v
esput
t
i
ng
st
r
essonenhanci
ngoper
at
i
onal
ef
f
i
ci
ency

...
Theyi
ncl
ude
mar
ketr
esour
cesl
i
kepr
oduct
s,
br
ands,
di
st
r
i
but
i
onchannel
s;
humanr
esour
ceswhi
ch
ar
et
hepeopl
ewi
t
hi
nacompany
;
phy
si
cal
r
esour
ces,
suchasbui
l
di
ngs,
v
ehi
cl
es,
and
equi
pment
;
andf
i
nanci
al
r
esour
ces,
f
orexampl
ecash,
l
oansandequi
t
y

...

Mar
ketanal
y
si
s-t
heanal
y
si
soft
hemar
ket
i
ngenv
i
r
onmenti
sconsi
der
edwi
t
ht
he
i
dent
i
f
i
cat
i
onoft
heci
r
cumst
ancesout
si
det
hecompanywhi
chhav
eani
mpactoni
t
s
per
f
or
mance
...
Thekeyobj
ect
i
v
eoft
hemar
ket
i
ngenv
i
r
onmentanal
y
si
si
st
o
di
st
i
ngui
sht
hosef
act
or
swhi
char
ecr
uci
al
,
t
husbecauseofi
t
scompl
exi
t
y
,
i
ti
s
r
easonabl
et
or
educet
hemar
ketanal
y
si
st
ot
womai
ncat
egor
i
es:
t
he
macr
oenv
i
r
onmentandt
hecompet
i
t
i
v
eenv
i
r
onment

...
The
macr
oenv
i
r
onment
al
t
r
endsmayl
eadt
onewoppor
t
uni
t
i
esandt
hr
eat
sandf
ort
hi
s
r
easont
heyshoul
dbecar
ef
ul
l
yexami
ned
...
Demogr
aphi
canal
y
si
sr
ef
er
st
ot
hemoni
t
or
i
ngofpopul
at
i
on,
i
t
ssi
ze,
gr
owt
h
r
at
e,
agedi
st
r
i
but
i
on,
et
hni
cgr
oups,
aswel
l
ashousehol
dpat
t
er
ns,
andeducat
i
onal
l
ev
el
s
...
Economi
cenv
i
r
onmentcanbeconsi
der
edi
n
t
wodi
mensi
ons:
macr
oeconomi
candmi
cr
oeconomi
c
...
Thecompet
i
t
i
v
e
env
i
r
onmenti
sdi
v
i
dedi
nt
of
i
v
egr
oups:
compet
i
t
or
s,
pot
ent
i
al
ent
r
ant
s,
subst
i
t
ut
es,
buy
er
s,
andsuppl
i
er
s
...
Asegmenti
sper
cei
v
ed
unat
t
r
act
i
v
eandexpensi
v
et
ocompet
ei
fi
tal
r
eadycont
ai
nsnumer
ousandst
r
ong
compet
i
t
or
s
...
Thehi
gher
t
heent
r
ybar
r
i
er
sar
e,
t
hemor
edi
f
f
i
cul
ti
st
oent
ert
hemar
ketanddobusi
nesswi
t
hi
na
gi
v
eni
ndust
r
y

...
I
ft
hecompet
i
t
i
on
f
r
om subst
i
t
ut
esi
nt
ensi
f
i
es,
i
thasani
mpactonpr
i
cesandpr
of
i
t
si
nt
hemar
ket

...
Whenbuy
er
sbecomeconcent
r
at
edoror
gani
zed,
t
hei
r
bar
gai
ni
ngpowergr
ows
...
Asegmenti
sconsi
der
edunat
t
r
act
i
v
ewhensuppl
i
er
sar
e
power
f
ul
andswi
t
chi
ngcost
sar
ehi
gh
...



Title: Service Formulation Process
Description: Service Marketing - Marketing Management