FROM BUYING BEHAVIOR TO RELATIONSHIPS
|•||understand consumer behavior with respect to services;|
|•||understand the buying of business to-business services;|
|•||reproduce differences in the consumption of services in different countries;|
|•||understand the impact of culture on buying and using services;|
|•||see the relevance of ethnocentrism and country-of-origin effect in marketing services internationally;|
|•||understand the role of perceived risk in buying services;|
|•||see through the function of services to the buyers and understand the impact of attributes, benefits and the functional and psychosocial consequences;|
|•||reproduce and apply the ways in which markets for services can be segmented;|
|•||explain the importance of positioning in services; and|
|•||argue which factors are important to customers in the relationships with their service providers.|
ABOVE:Only benefits count
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: Services Marketing Management: An International Perspective. Contributors: Hans Kasper - Author, Piet Van Helsdingen - Author, Wouter De Vries Jr - Author. Publisher: Wiley. Place of publication: New York. Publication year: 1999. Page number: 143.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.