Marketing de servicios I
22
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. Introduction to Marketing
description
El reto es hacer tangible lo intangible
Transcript of Marketing de servicios I
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Introduction to Marketing
Benchmarking
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la buena
buenas
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Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios
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Fundamentos del marketing de servicios
Objective 1
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¿Qué es un servicio?
Objective 1
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¿Qué es un servicio?
Objective 1
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¿Qué es un servicio?
Objective 1
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La línea de continuidad del producto
Objective 1
Espectro tangibleEspectro tangibleLa línea de continuidad del producto
Dominante tangible
Dominante intangible
SalRefrescos
DetergentesAutomóviles
Cosméticos
Agencias de publicidad
AerolíneasAdministración de
inversiones Consultoría
Enseñanza
Establecimientos de comida rápida
Establecimientos de comida rápida
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La línea de continuidad del producto
Objective 1
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La línea de continuidad del producto
Objective 1
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Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
