7第七讲产品、服务和品牌：构建顾客价值.ppt

产品、服务和品牌：构建顾客价值 不同产品和服务的无形性比较 产品特征 百丽的多品牌 品牌策略 * Note to Instructor Discussion Questions Have you ever been disappointed in an airline? Did you fly that airline again? Good service recovery can turn angry customers into loyal ones. In fact, good recovery can win more customer purchasing and loyalty than if things had gone well in the first place. Therefore, companies should take steps not only to provide good service every time but also to recover from service mistakes when they do occur * * Note to Instructor Companies must continually: Assess the value of current services to obtain ideas for new ones. Assess the costs of providing these services. Develop a package of services to satisfy customers and provide profit to the company. * Note to Instructor Las Vegas has worked hard to bring themselves into the forefront as a major destination for business and leisure. This YouTube ad is from their famous “What happens in Vegas, stays in Vegas” campaign. * Note to Instructor Las Vegas has worked hard to bring themselves into the forefront as a major destination for business and leisure. This YouTube ad is from their famous “What happens in Vegas, stays in Vegas” campaign. * * Note to Instructor In slideshow view, click on movie icon to launch Swiss Army video snippet. See accompanying DVD for full video segment. Product mix width is the number of different product lines the company carries. Product mix length is the total number of items the company carries within its product lines. Product mix depth is the number of versions offered of each product in the line. Consistency is how closely the various product lines are in end use, production requirements, or distribution channels. * Note to Instructor In slideshow view, click on movie icon to launch Swiss Army video snippet. See accompanying DVD for full video segment. Product mix width is the number of different product lines the company carries. Product mix length is the total number of items the company carrie