3. REVIEW LEARNING OUTCOME
LO4
Marketing Mixes for Services
PLACE PROMOTION PRICE
PRODUCT
=
SERVICE
Process
Core and
Supplementary
Mass
Customization
Standardization
Number of
outlets
Direct
Indirect
Location
Tangible
cues
Personal
information
Strong image
Post-purchase
communication
Revenue
oriented
Operations
oriented
Patronage
oriented
4. Components of Service Quality
LO3
Tangibles
The physical evidence
of a service.
Empathy
Caring, individualized
attention to customers.
Assurance
The knowledge and courtesy
of employees.
Responsiveness
The ability to provide
prompt service.
Reliability
The ability to perform the
service right the first time.
9. LO4
Core and Supplementary
Services for FedEx
Overnight
transportation
and delivery of
packages
Problem
solving
Billing
statements
Tracing
Documentation
Order taking
Supplies
Pickup
Advice and
information