Describe the challenges in the design of service offerings
What will be an ideal response?
• Making the intangible tangible – representative products (diploma)
• Making a virtue of inseparability – internal marketing required
• Managing variability — develop personnel training and monitor satisfaction
• Managing perishability — Use strategies for managing supply and demand
• Helping target audiences consume — Create "user friendly" services
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Mini-Case Question. If Coller Inc. has a gross profit of $40 million, what is its net marketing contribution?
A) $2 million B) $2.5 million C) $22 million D) $250,000 E) $160,000
________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization
A) Marketing metrics B) Marketing decision support systems C) Marketing dashboards D) Marketing segments E) Marketing mix models