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Chapter 19: Services Marketing by For-Profit & Nonprofit Organizations 19-1 MARKETING AUTO RENTAL SERVICES (513, 534-5) a) In what ways does the Enterprise Rent-A-Car Website reflect the various marketing strategies outlined in the Chapter 19 case study? Be sure to cite specific examples to support you answer. Enterprise http://www.pickenterprise.com Specifically, how is Enterprise using the Web to distinguish itself from the competition? b) Now let's take a look at two of Enterprise's primary competitors: Hertz http://www.hertz.com How do these companies compare to Enterprise? Describe their positioning strategies. What could they do to win back some of the market share they have lost to Enterprise? As the authors point out, the term service is difficult to define because, invariably, services are marketed in conjunction with goods. With this in mind, how would you characterize the various "products" advertised on the following homepages? Mail Boxes, Etc. http://www.mbe.com American Express http://www.americanexpress.com Falk Funeral Home, Inc. http://www.grief.com Toronto Blue Jays http://www.bluejays.ca For each organization, prepare a two-column list that differentiates between the goods and services being offered. For those offerings that qualify as services, explain how they conform to the definition of this term on p. 515. Finally, indicate whether these represent 1) services that are the main purpose or object of a transaction, or 2) services that support or facilitate the sale of a good or another service. Using search engines and other Internet resources if necessary, identify a service firm and locate its homepage on the Web. Based on the information provided through this Website, discuss this company's primary service(s) in terms of the four service characteristics - intangibility, inseparability, heterogeneity and perishability. How would you expect each of these characteristics to affect the marketing mix for this firm? a) Identify and describe the pricing strategies utilized by the following organizations. Are these different from the pricing strategies commonly used for goods (as discussed in Chapter 12)? If so, how? If not, give real-world examples of how these same strategies can be applied to goods. Long distance home telephone service AT&T http://www.att.com Sprint http://www.sprint.com MCI WorldCom http://www.wcom.com Opera companies Metropolitan Opera http://www.metopera.org Dallas Opera http://www.dallasopera.org Santa Fe Opera http://www.santafeopera.org Hotel accommodations Hyatt http://www.hyatt.com Marriott http://www.marriott.com Hilton http://www.hilton.com b) What kind of price competition (if any) is typical of the above markets? Which of the three evolutionary stages of price competition (see p. 527) applies in each case? Explain your answers. a) Explain how the concept of the marketing mix (product, price, distribution, promotion) applies to the following organizations and their primary missions: The Ad Council http://www.adcouncil.org American Red Cross http://www.redcross.org Amnesty International http://www.amnesty.org b) How would you measure the marketing performance of each organization? |
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