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Reading 10: The marketing mix for services/non-profit Marketing - Coggle…
Reading 10: The marketing mix for services/non-profit Marketing
Special Characteristics of services
Intangibility
Inseparatibility
Variability
Perishability
People
Key role in representing brand
Influence customer receptiveness
Forming accurate first impressions - influence future interactions
Relationship Quality
Selecting/Training staff - ensure staff have skills required to support offering.
Processes
Differing Visiblities
Multiple processes for different customers
Maintaining efficiency
Physical Evidence
Service Quality/Component of service experience
Atmosphere/Decor/Quality/Ambiance
Representing Brand/Tangible support of offering