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IM-Ch9

Published on Dec 01, 2015

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PRESENTATION OUTLINE

1.

Product Strategy

CHAPTER 9
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2.

Adaptation or Standardization

  • Physical Attributes
  • Service Attributes
  • Symbolic Attributes
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3.

Physical Attributes

  • Compulsory adaptation
  • Compulsory Standardization
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4.

Service Attributes

  • Environmental factors
  • Service perceptions
  • Service failures
  • Cultural assumptions
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5.

Symbolic Attributes

  • Relationship between symbol and product
  • Divergent symbolic interpretations
  • Universal appeals
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Roberto Bello