MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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III. EXTERNAL SITUATION ANALYSIS

A. 4. C. Service requirements.

This section details the service requirements that customers have with regard to a product or service and impacts both product and channel development. This allows markers to design their total offering (sometimes referred to as the augmented product) including issues like service, warranties, financing and the like. For example, Sears found that a major problem customers had when they purchased major appliances was the disposal of the old major appliance. Now for an extra fee, Sears will haul your old one away when they deliver the new one. Of course the lack of any delivery services is why major appliances are not and can not be sold at stores like K-mart or Walmart.

 

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