Tham khảo tài liệu 'customer service principles of service marketing and management_7', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Physical Evidence PRODUCT ELEMENTS Place Cyberspace and Time Price and other User Outlays Promotion and Education PROCESS Productivity and Quality THE CONTRACTOR Company Capital Prestige Travel Service Strategy Change the service-delivery model Derek Messenger owner of Capital Prestige Travel spends 1 million a year on statewide travel ads and infomercials about discount cruise sailings. His biggest challenge is having enough trained people to take all those calls his advertising generates. Messenger has solved this problem creatively by using independent contractors who work out of their homes and pay for the privilege of affiliating with a well-known travel agency which routes calls to them. Each homebased contractor pays 7800 to Capital Prestige. In return contractors get a computer software that connects them to Sabre a national computerized reservations system a hookup to Capital Prestige phone lines and eight days of training. They also get paid 35 to 70 percent of the agency s ticket commissions. Capital Prestige takes care of all of the marketing and backup services like handling tickets collecting money and providing a help line for home agents who run into problems. With its innovative home-agent system the company has turned fixed costs into variable costs which saves enough money to generate more business by doing large-scale promotions and advertising. continues Learning Objectives After reading this chapter you should be able to A describe the four different focus approaches explain the elements of competitive positioning strategy discuss how perceptual maps help identify competitors positions in a specific market understand how branding relates to individual offerings within a product line 4-A define the different types of service innovation 215 216 PART THREE . SERVICE MARKETING STRATEGY THE NICHE PLAYER Company Aspen Travel Service Strategy Specialize in one service-intensive market niche Aspen Travel started out as a traditional travel agency. Its
