Topic 11 - Product and Service Strategies
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Transcript of Topic 11 - Product and Service Strategies
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 1/49
X_MLYF\ GJL
VI_UCFIV\_G\IKCIV
7
8/22/2019 Topic 11 - Product and Service Strategies
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[DG\ CV GX_MLYF\= Ximpai ouy wgjt sgtcsegftcmj! jmt
mobifts*
Ixg`pai2 Fmjsu`irs ouy tiaivcscmjs
oifgusi tdiy wgjt ijtirtgcj`ijt! jmt
oifgusi tdiy wgjt g omx wctd g sfriij*
Xrmluft Oujlai me pdyscfga! sirvcfi!
gjl sy`omacf gttrcoutis lisckjil tm
sgtcsey g fustm`ir–s wgjts gjl jiils*
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KMMLV GJLVI_UCFIV= Virvcfis Cjtgjkcoai tgsns tdgt sgtcsey tdi jiils me fmjsu`ir
gjl ouscjiss usirs*
Kmmls \gjkcoai prmlufts tdgt fustm`irs fgj sii! digr!
s`iaa! tgsti! mr tmufd*
www*okclig*fm`
6
8/22/2019 Topic 11 - Product and Service Strategies
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VI_UCFIV Virvcfis gri cjtgjkcoai
Virvcfis gri cjsipgrgoai erm` tdi sirvcfi prmvclirs*
Virvcfis gri pircsdgoai*
Fm`pgjcis fgjjmt igscay stgjlgrlczi sirvcfis*
Ouyirs metij pagy c`pmrtgjt rmais cj tdi frigtcmj gjl lcstrcoutcmj
me sirvcfis*
Virvcfi stgjlgrls sdmw wcli vgrcgtcmjs*
Xrmlufts metij oaur tdi lcstcjftcmj oitwiij kmmls gjl sirvcfis* Ixg`pai2 _ijtga fgr fm`pgjy cs g sirvcfi tdgt prmvclis g kmml*
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FAGVVCESCJK KMMLV
GJL VI_UCFIVFmjsu`ir Xrmlufts
Xrmluft listcjil emr usi oy uatc`gti
fmjsu`irs*
Ouscjiss Xrmlufts
Xrmluft tdgt fmjtrcoutis lcriftay mr
cjlcriftay tm tdi mutput me mtdir
prmlufts emr risgai> gasm fgaail
cjlustrcga mr mrkgjczgtcmjga prmluft*
Vm`i prmlufts egaa cjtm omtd fgtikmrcis*
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\SXIV ME
FMJVY@I_ X_MLYF\V Ouyir–s pirfiptcmj me g jiil emr tdi prmluft
Yjsmukdt Xrmlufts
@grnitil tm fmjsu`irs wdm `gy jmt yit rifmkjczi gjy
jiil emr tdi`
@mst fmjsu`irs rifmkjczi tdicr mwj jiils emr vgrcmustypis me fmjsu`ir purfdgsis gjl gftcviay siin tdi`
5
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\SXIV ME
FMJVY@I_ X_MLYF\V Ouyir–s fustm`irs– ouycjk oidgvcmr
Fmjvijcijfi Xrmlufts
kmmls gjl sirvcfis tdgt fmjsu`irs wgjt tm purfdgsi eriquijtay!
c``ilcgtiay! gjl wctd `cjc`ga ieemrt
C`puasi
purfdgsil mj tdi
spur me tdi `m`ijt!
Vtgpais
omukdt fmjstgjtay tm
ripaijcsd gjl
`gcjtgcj g riglycjvijtmry! wctd `gjy
fm`pitctmrs meeircjk
tdisi prmlufts
I`irkijfy
omukdt fmjstgjtay tm
ripaijcsd gjl
`gcjtgcj g riglycjvijtmry! wctd `gjy
fm`pitctmrs meeircjk
tdisi prmlufts
;
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Fmjvijcijfi
XrmluftsVtmri amfgtcmj fgj ommst g prmluft–s vcscocactS
Xrmluft amfgtcmj wctdcj g stmri! gjl mj g sdiae! gasm`gnis g lceeirijfi
Vamttcjk gaamwgjfis! mr samttcjk eiis! gri metij fdgrkil
tm agrki ecr`s cj ixfdgjki emr g kugrgjtiil lcspagy me
tdicr `irfdgjlcsi cj tdi `mst vcscoai spmts mj stmri
sdiavis
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\SXIV ME
FMJVY@I_ X_MLYF\VVdmppcjk Xrmlufts
purfdgsil mjay getir tdi fmjsu`ir fm`pgris fm`pitcjk meeircjks mj
fdgrgftircstcfs
\diy–ri kijirgaay `mri ixpijscvi
\di purfdgsir agfns fm`paiti cjemr`gtcmj prcmr tm tdi ouycjk trcp! gjl kgtdirs ct cj
tdi prmfiss
\diy metij fgrry wgrrgjtcis gjl getir-sgai sirvcfi tir`s
G stmri–s jg`i gjl riputgtcmj dgvi fmjsclirgoai cjeauijfi mj fmjsu`ir ouycjkoidgvcmr
\di pirsmjga siaacjk ieemrts me sgaispimpai prmvcli c`pmrtgjt prm`mtcmjga suppmrt
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Vdmppcjk
XrmluftsDm`mkijmus
mji orgjl metij sii`s `ufd acnigjmtdir
lceeirijtcgti dm`mkijimus prmlufts
erm` fm`pitcjk prmlufts cj tir`s
prcfi gjl vgaui! qugacty! gppiga! mrujcquijiss
Ditirmkijmus
Ogscf lceeirijfis sii` tm stgjl mut
Xirfiptcmjs me styai! fmamr! gjl ect fgj
gaa geeift fmjsu`ir fdmcfis
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\SXIV ME
FMJVY@I_ X_MLYF\VVpifcgaty Xrmlufts
meeir ujcqui fdgrgftircstcfs tdgt fgusi ouyirs tm prczi tdmsi
pgrtcfuagr orgjls
fgrry dckd prcfis gjl `gjy riprisijt wiaa-njmwj orgjls
\diy njmw wdgt tdiy wgjt gjl tdiy gri wcaacjk tm pgy emr ct
Ouyirs oikcj sdmppcjk wctd fm`paiti cjemr`gtcmj gjl rieusi tm gffipt
suostctutis
Vm`i spifcgaty prmlufts gri smal emr aiss tdrmukd g ecr`–s fm`pgjy-mwjil
lcsfmujt mutaits mr cj lisckjgtil lcsfmujt grigs me tdicr ritgca stmris
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FAGVVCESCJK
FMJVY@I_ VI_UCFIV[dgt cs tdi jgturi me tdi sirvcfi=
[dgt typi me riagtcmjsdcp lmis tdi sirvcfi
mrkgjczgtcmj dgvi wctd cts fustm`irs=
Dmw `ufd eaixcocacty cs tdiri emr fustm`czgtcmj gjl
bulk`ijt mj tdi pgrt me tdi sirvcfi prmvclir=
Lm li`gjl gjl suppay emr tdi sirvcfi eauftugti=
Dmw cs tdi sirvcfi liacviril=
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GXXASCJK FMJVY@I_
X_MLYF\ FAGVVCECFG\CMJ
VSV\I@
Ouycjk oidgvcmr gjl `grnitcjk `cx fdmcfis pgttirjs lceeir emr
lceeirijt prmluft typis
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GXXASCJK FMJVY@I_ X_MLYF\
FAGVVCECFG\CMJ VSV\I@
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\SXIV ME
OYVCJIVV X_MLYF\V Xrmeisscmjga fustm`irs - tdicr bmos riqucri rgtcmjga! fmst-
ieeiftcvi purfdgsi lifcscmjs
Ysi rgtdir tdgj ouycjk oidgvcmr
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\SXIV ME
OYVCJIVV X_MLYF\VCjstgaagtcmjs
spifcgaty prmlufts me tdi ouscjiss `grnit
\dcs fagsscecfgtcmj cjfaulis `gbmr fgpctga cjvist`ijts2
`gbmr lifcscmjs 2 agst g amjk tc`i gjl ixpijscvi
Jikmtcgtcmjs gri amjkir gjl krigtir jm* me lifcscmj
`gnirsIeecfcijfy gjl piremr`gjfi jmt prcfi
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Cjstgaagtcmjs
Fustm`czil ‖ lisckj spifcecf
\rgcjcjk gjl getir sgais cjfaulil
Dckday trgcjil sgais rips gri jiilil
Lcrift tm fustm`ir
7;
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\SXIV ME
OYVCJIVV X_MLYF\VGffissmry Iqucp`ijt
Fgpctga cti`s tdgt fmst aiss gjl agst emr sdmrtir pircmls tdgjcjstgaagtcmjs
Eiw lifcscmj `gnirs pgrtcfcpgti cj g purfdgsi
Wugacty % sirvcfi out prcfi `gy sckjcecfgjtay geeift
Fmjtcjumus riprisijtgtcmj mvir g wclisprigl kimkrgpdcflcspirscmj me purfdgsirs cs riqucril
Glvirtcscjk cs gj c`pmrtgjt
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\SXIV ME
OYVCJIVV X_MLYF\VFm`pmjijts Xgrts gjl @gtircgas
ecjcsdil ouscjiss prmlufts me mji prmlufir tdgt oifm`i pgrt me
tdi ecjga prmlufts me gjmtdir prmlufir
Jiil rikuagr! fmjtcjumus suppacis me ujcemr`-qugacty prmlufts
Fmjtrgft tm purfdgsi tdisi cti`s emr sit pircmls me tc`i
lcrift sgais gjl sgtcsecil fustm`irs metij oifm`i rikuagr ouyirs
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\SXIV ME
OYVCJIVV X_MLYF\V_gw @gtircgas
_isi`oai fm`pmjijt pgrts gjl `gtircgas cj tdgt tdiy oifm`i
pgrt me tdi ouyirs– ecjga prmlufts
Fgrry krglis litir`cjil oy sit frctircg! gssurcjk purfdgsirs me tdi
rificpt me stgjlgrlczil prmlufts me ujcemr` qugacty
Vmal lcriftay tm tdi ecr`
Xrcfi sialm` g lifclcjk egftmr
Xurfdgsil erm` tdi ecr`s tdiy fmjsclir oist goai tm liacvir tdi
riqucril qugjtctcis gjl qugactcis
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\SXIV ME
OYVCJIVV X_MLYF\VVuppacis
_ikuagr ixpijsis emr lgcay mpirgtcmjs! jmt pgrt me g ecjga prmluft
@_M cti`s @gcjtijgjfi cti`s* _ipgcr cti`s Mpirgtcjk suppacis
_mutcji bmo luty
Vtgjlgrlczil aiglcjk tm digvy prcfi fm`pitctcmj
spijls acttai tc`i mj tdisi lifcscmjs
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\SXIV ME
OYVCJIVV X_MLYF\VOuscjiss Virvcfis
Cjfaulis cjtgjkcoai prmlufts tdgt ecr`s ouy tm egfcactgti tdicr prmluftcmj gjl
mpirgtcjk prmfissis@gjy sirvcfi prmvclirs siaa tdi sg`i sirvcfis tm omtd fmjsu`irs gjl
mrkgjczgtcmjga ouyirs
purfdgsi gllctcmjga sirvcfis tdgt gsscst tdicr mpirgtcmjs out gri jmt me tdi ecjga
prmluft
Xrcfi strmjkay cjeauijfi purfdgsi lifcscmjs
Xurfdgsi mr lm
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WYGAC\S GV G
X_MLYF\V\_G\IKS
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XMM_
WYGAC\S
lcsfmviril cj g jiway
purfdgsil cti` fgj aigvi gj
c`prisscmj tdgt wcaa aigl
fustm`irs tm `gni lceeirijtlifcscmjs cj tdi euturi
aigvi ogl c`prisscmjs wctd
fmjsu`irs
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\M\GA WYGAC\S@GJGKI@IJ\ Ixpifts gaa me g ecr`–s i`pamyiis tm fmjtcjugaay c`prmvi
prmlufts gjl wmrn prmfissis wctd tdi kmga me gfdcivcjk
fustm`ir sgtcsegftcmj gjl wmral-fagss piremr`gjfi
\m gfdcivi qugacty! suppmrt `ust fm`i erm` tmp`gjgki`ijt cj tdi emr` me rismurfis gjl stgee
@gjgkirs gri ixpiftil tm fm``ujcfgti tdi kmgas me
tmtga qugacty tm gaa stgee
www*okclig*fm`
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CVM 388?V\GJLG_LV liecji cjtirjgtcmjga frctircg emr qugacty `gjgki`ijt gjl
qugacty gssurgjfi
Vwctziragjl tm ijsuri fmjscstijt qugacty g`mjk prmlufts
`gjuegfturil gjl smal cj tdi IY@gjy Iurmpigj fm`pgjcis riqucri suppacirs tm dgvi CVM
firtcecfgtcmj gs g fmjlctcmj me lmcjk ouscjiss wctd tdi`
7 me 5
www*okclig*fm`
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OIJFD@G_NCJK Xurpmsi cs tm gfdcivi supircmr piremr`gjfi tdgt risuats cj g
fm`pitctcvi glvgjtgki*
Cjvmavis tdrii `gcj gftcvctcis2
Clijtceycjk `gjuegfturcjk mr ouscjiss prmfissis tdgt
jiilc`prmvi`ijt
Fm`pgrcjk cjtirjga prmfissis tm tdmsi me cjlustry
aiglirs*
C`pai`ijtcjk fdgjkis emr qugacty c`prmvi`ijt*
Cjtirjga gjl Ixtirjga Gjgaysis
7 me 5
www*okclig*fm`
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WYGAC\S MEVI_UCFIV
\GJKCOAIV
Virvcfi ijfmujtir“pmcjt gt wdcfd fustm`ir gjl sirvcfi prmvclir cjtirgft! wdcfd
usugaay litir`cjis tdi fustm`ir–s pirfiptcmj me tdi qugacty me sirvcfi*
Virvcfi qugacty“ixpiftil gjl pirficvil qugacty me g sirvcfi meeircjk*
_IVXMJVCUIJIVV
_IACGOCAC\S GVVY_GJFI
I@XG\DS
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LIUIAMX@IJ\ ME
X_MLYF\ ACJIV Xrmluft acji Vircis me riagtil prmlufts meeiril oy mji
fm`pgjy*
Ixg`pai2 Dm`i eurjcsdcjks prmluft acji oy _A
@grnitcjk ijtcri prmluft acjis fgj diap fm`pgjy krmw!
ifmjm`czi fm`pgjy rismurfis! gjl ixpamct prmluft acei
fyfais*
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LIUIAMX@IJ\ ME
X_MLYF\ ACJIV
Krmwtd pmtijtcga ac`ctil ce fm`pgjy emfusis mj g scjkai
prmluft*
Liscri tm Krmw
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LIUIAMX@IJ\ ME
X_MLYF\ ACJIV
Ijtcri acjis me prmlufts `gni fm`pgjy `mri c`pmrtgjt tm
fmjsu`irs gjl `grnitcjk cjtir`ilcgrcis*
Ijdgjfcjk Fm`pgjy–s Xmsctcmj cj tdi @grnit
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LIUIAMX@IJ\ ME
X_MLYF\ ACJIV
Virvcfi cjvmavil wctd tdi vgrcity me prmlufts tdgt g ecr` siaas
$sufd gs riturj pmacfcis mr spifcga prmkrg`s# fgj ijdgjfi cts
pmsctcmj cj tdi `grnit
Ijdgjfcjk Fm`pgjy–s Xmsctcmj cj tdi @grnit
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LIUIAMX@IJ\ ME
X_MLYF\ ACJIV
Oy spriglcjk tdi fmsts me mpirgtcmjs mvir gsircis me prmlufts! g ecr` `gy rilufi tdi
gvirgki prmluftcmj gjl `grnitcjk fmsts emr
igfd prmluft
Mptc`ga Ysi me Fm`pgjy–s _ismurfis
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X_MLYF\ @CT Gssmrt`ijt me prmluft acjis gjl cjlcvcluga prmluft meeircjks tdgt tdi
fm`pgjy siaas*
_ckdt oaijl me prmluft acjis gjl prmlufts gaamws g ecr` tm `gxc`czi sgais
mppmrtujctcis wctdcj tdi ac`ctgtcmjs me cts rismurfis
Xrmluft @cx [cltd
rieirs tm tdi
ju`oir me prmluft
acjis g ecr` meeirs
Xrmluft @cx Aijktd
rieirs tm tdi ju`oir
me lceeirijt prmlufts
g ecr` siaas
Xrmluft @cx Liptd
fmjstgjtay tm rieirs
tm vgrcgtcmjs cj igfd
prmluft tdgt tdi ecr`
`grnits cj cts `cx
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X_MLYF\ @CT
LIFCVCMJV Gllcjk liptd! aijktd! gjl wcltd tm prmluft `cxis riqucris fgrieua tdcjncjk
gjl pagjjcjk! mr tdi ecr` ijls up wctd tmm `gjy prmlufts! cjfaulcjk sm`i
pmmr siaair
Ce g ecr` dgs ckjmril g fmjsu`ir sik`ijt! ct `ckdt cjfrigsi cts liptd oymeeircjk g jiw vgrcgtcmj
Ce g ecr` wgjts tm gfdcivi ifmjm`cis cj sgais gjl lcstrcoutcmj! ct `gy
cjfrigsi cts wcltd oy gllcjk g fm`pai`ijtgry acji
Ce g ecr` wgjts tm kgcj iquga fmjtrcoutcmjs erm` gaa prmlufts! ct `gy
aijktdij mr sdmrtij cts `cx
Ce ct wgjts tm eurtdir ixpgjl! ct `gy purfdgsi acjis erm` mtdir
fm`pgjcis mr gfqucri ijtcri fm`pgjcis tdrmukd `irkirs mr gfqucsctcmjs
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ACJI
IT\IJVCMJ Glls cjlcvcluga meeircjks tdgt gppiga tm lceeirijt `grnit sik`ijts wdcai
ri`gcjcjk famsiay riagtil tm tdi ixcstcjk prmluft acji
G ecr` `gy gssiss cts furrijt prmluft `cx cj mrlir tm litir`cji tdi
eigscocacty me g acji ixtijscmj
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X_MLYF\
ACEIFSFAI Xrmkrisscmj me g prmluft tdrmukd cjtrmluftcmj! krmwtd! `gturcty! gjl
lifacji stgkis*
fmjfipt gppacis tm prmlufts mr prmluft jmt orgjls
jm sit tc`i erg`i emr g acei fyfai stgki“
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ACJI IT\IJVCMJV
Cjfrigscjk Eriquijfy me Ysi
Xrmluft acei fyfais fgj oi ixtijlil cjliecjctiay gs g risuat me `grnitirs–
lifcscmjs*
Fmjvcjfcjk furrijt fustm`irs tm ouy g prmluft `mri eriquijtay
ommsts tmtga sgais ivij ce jm jiw ouyirs ijtir tdi `grnit
@grnitirs `gy pirsugli pimpai tm ouy prmlufts yigr rmujl tdgt
wiri mjfi fmjscliril sigsmjga! mr ecr`s `gy gll dmaclgy mr
sigsmjga virscmjs me prmlufts
<7
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 42/49
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 43/49
ACJI IT\IJVCMJV
7 me 5Fmjtgft Ys
Amri` cpsu` lmamr! 86556! Vtgti! Fmujtry
X* 7?6 <95 ;438 i`gcaHlm̀ gcj*fm`
Cjfrigscjk Jm* Me Ysirs
Gttrgftcjk jiw fustm`irs wdm dgvi jmt privcmusay usil tdi
prmluft*
@grnitirs `gy prm`mti tdi sg`i prmlufts mr sirvcfis tm
privcmusay jikaiftil li`mkrgpdcf sik`ijts
<6
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 44/49
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 45/49
ACJI IT\IJVCMJV
7 me 5Fmjtgft Ys
Amri` cpsu` lmamr! 86556! Vtgti! Fmujtry
X* 7?6 <95 ;438 i`gcaHlm̀ gcj*fm`
Cjfrigscjk jm* Me Ysis
Jiw gppacfgtcmjs ixtijl g prmluft–s acei fyfai*
@grnitirs `gy fmjluft fmjtists mr surviys tm clijtcey jiw usis emr
tdicr prmlufts! scjfi fmjsu`irs gri metij tdi mjis wdm fm`i up
wctd tdisi cligs
<9
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 46/49
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 47/49
ACJI IT\IJVCMJV
7 me 5Fmjtgft Ys
Amri` cpsu` lmamr! 86556! Vtgti! Fmujtry
X* 7?6 <95 ;438 i`gcaHlm̀ gcj*fm`
Fdgjkcjk pgfngki sczis! agoias! mr prmluft qugacty
@grnitirs `gy prm`mti jiw cjlcvcluga sczis emr emml prmlufts! mr
dckdackdt tdi jiw egfi me g prmluft oy fdgjkcjk cts pgfngki mr
agoiacjk Ixg`pai2 Emml `grnitirs prmlufi pgfngkis lisckjil tm gppiga tm
mji-pirsmj dmusidmals*
<;
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 48/49
X_MLYF\ LIAI\CMJ
LIFCVCMJV Xruji prmluft acjis gjl iac`cjgti ̀ grkcjga prmlufts tm gvmcl wgstcjk
g ecr`–s rismurfis cj tdi prm`mtcmj me ujprm`cscjk cti`s
Lurcjk tdi agti `gturcty gjl igray lifacji stgkis
@gy fmjtcjui tm fgrry gj ujprmectgoai cti` cj mrlir tm prmvcli g
fm`paiti acji emr cts fustm`irs
Lrmp ce2
Vdmrtgkis me rgw `gtircgas
Ect jm amjkir ects tdi prmluft acji mr tdi lcriftcmj tgnij oy tdi
ecr`
7 me 5Fmjtgft Ys
Amri` cpsu` lmamr! 86556! Vtgti! Fmujtry
X* 7?6 <95 ;438 i`gcaHlm̀ gcj*fm`
<4
8/22/2019 Topic 11 - Product and Service Strategies
http://slidepdf.com/reader/full/topic-11-product-and-service-strategies 49/49
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