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23 views

40

Uploaded by

Baraa
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© © All Rights Reserved
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o Gives a new product instant recognition and faster acceptance

o Involves some risk


o May confuse the image of the main brand
o If a brand extension fails it may harm consumer attitudes toward other products
carrying the name brand name
- Multibrands – Companies often introduce more brands in the same category
o Offers a new way to establish different features and appeal to different buying
motives
o Drawback – each brand may obtain only a small market share and none may be
very profitable
- New brands – A company might believe that the power of its existing brand name is
weakening and a new brand name is needed

Managing Brands:
- Brands positioning must be continuously communicated
- Brands are not maintained by advertising but by brand experience
- Companies need to periodically audit their brands strengths and weaknesses

Service Marketing:
- Service industries include government (courts, hospitals, police, postal service…), private
not-for-profit organizations (museums, charities, churches…) business organizations
(airlines, banks, insurance companies, hotels…)

Nature and Characteristics of a Service:


- 4 characteristics:
- Service intangibility – they cannot be seen, tasted, felt, heard or smelled before they
are bought
- Service inseparability – they are produced and consumed at the same time and cannot
be separated from their providers
- Service variability – their quality may vary greatly, depending on who provides them
and when, where, and how
- Service Perishability – they cannot be stored for later sale or use

Marketing Strategies for Service Firms:

The service-profit chain:


- Five links:
o Internal service quality – superior employee selection and training
o Satisfied and productive service employees – loyal, hardworking
o Greater service value – more effective and efficient customer-value
o Satisfied and loyal customers – remain loyal, repeat purchase and refer others
o Healthy service profits and growth – superior service firm performance
- Internal marketing – orienting and motivating customer-contact employees
- Interactive marketing – training service employees in the art of interaction

Main Service Differentiation:


- Solution to price competition is developing a different offer, delivery and image
- Offer can include innovative features that set one company’s offer apart from competitors’
offers
- Companies can differentiate their service delivery by having more able and reliable
customer-contact people, by developing a superior physical environment in which the
service product is delivered, or by designing a superior delivery process
- Images through symbols and branding

Managing service quality:


- Can differentiate itself by delivering consistently high quality than its competitor
- First step is to empower front line service employees

Managing Service Productivity:


- Train current employees better or hire new ones
- Increase the quantity of their service by giving up some quality
- Add equipment and standardize production
- Harness the power of technology

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