Read and answer the following questions in your initial post:
- How much does the core product matter to customers when choosing between competing services?
- In what way would this affect the marketer’s approach to positioning the service in the market?
Learning Outcomes
- Provide a detailed understanding of the theoretical concepts and frameworks that are specific to services marketing and discuss their practical applications, both online and offline.
- Distinguish and review the role of employees, customers and technology in the design and cocreation of services that are satisfactory and profitable.
- Explore and analyse value propositions from a customer, management and societal perspective, and critically examine ethical and sustainable aspects related to relevant stakeholders.
- Devise and implement appropriate processes to manage critical events between an organisation and a customer.