Page 159 - DMGT510_SERVICES_MARKETING

Services Marketing Gopika Juneja, Lovely Professional University

Notes Unit 9: Service Product and Operation

CONTENTS

Objectives
Introduction
9.1 The Concept of Service Product

9.1.1 Theodore Levitt’s Total Product Concept
9.1.2 Creating a Product Range

9.2 Product Life Cycle
9.2.1 Marketing Responses to PLC
9.3 Branding of a Service Product

9.3.1 Importance of Branding Service Products
9.3.2 Brand Name Policies and Decisions
9.3.3 Brand Development for Existing Service Products

9.3.4 Service Brand building
9.4 New Service Development
9.5 Service Operations

9.5.1 Role of Blueprints
9.5.2 Benefits of Blueprinting

9.5.3 Operations Blueprint
9.6 Summary
9.7 Keywords

9.8 Review Questions
9.9 Further Readings

Objectives

After studying this unit, you will be able to:
Realise the concept of a service product

Describe the concepts of service product lifecycle and service branding

Discuss the new service product development process

Explain the service process and role of blueprinting in service operation


154 LOVELY PROFESSIONAL UNIVERSITY