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Define the Exchange process
Exchange process is developed and managed by researching consumer/ stakeholder needs, identifying, selecting and targeting particular groups of stakeholders / consumers who share similar discriminatory characteristics, including wants and needs and developing an offering which satisfies identified needs at an acceptable price and is made available through particular sets of distribution channels. Next task is to make the target audience aware of existence of the offering. Where competition or other impediments to positive consumer action exist, like lack of motivation or conviction, a promotional programme is developed and used to communicate with targeted group.
Segment interrelationships and super -segments In selecting more than one segment to serve, the company a company would-be wise to enter one segment at a time without revealing
5 Steps
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Question: (a) ‘The basic differences between goods and services have several implications for service marketers.' (i) List the main differences between goods and services.
Give examples of product line strategies.
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