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Service MKT Chap 6 (Buyer Characteristics (Frequency of consumption…
Service MKT Chap 6
Buyer Characteristics
Frequency of consumption
Season tickets, members of certain loyalty tiers get priority pricing, discount etc
Group Membership
corporate, affiliation with certain groups
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Physical Fences
Basic Product
Size of rental car, seat in theater, type of hotel room
Amneties
Free breakfast at hotel, airport pick up, valet parking
Service Level
Priority wait listing, seperate check in, personal butler
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Consumption Fences
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Location of Consumption
Price depends on departure location, prices vary by cities