Develop marketing mixes for services. "Product" (service) strategy issues include what is being processed (people, possessions, mental stimulus, information), core and supplementary services, customization versus standardization, and the service mix. Distribution decisions involve convenience, number of outlets, direct versus indirect distribution, and scheduling. Stressing tangible cues, using personal sources of information, creating strong organizational images, and engaging in postpurchase communication are effective promotion strategies.
Pricing objectives for services can be revenue oriented, operations oriented, patronage oriented, or any combination of the three.
1. Form a team with at least two other classmates, and come up with an idea for a new service. Develop a marketing mix strategy for the new service.