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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
236 Services Marketing
Service-line Pruning
While new service additions are to increase the pro tability of the concerns,
dropping some services may be sometimes necessary to protect the pro tability.
When a service reaches the decline stage in its life cycle and becomes a loss-mak-
ing one, management has to take a decision to drop such a service from the line.
Service marketers should use the right product mix to achieve the desired
outcomes. Not all services may enjoy equal positions in the market.  eir
sales and pro t-earning capacities also di er.  ese di erences re ect on the
overall pro tability and growth of the company.  erefore, the service mix
decision should be backed by a well-cra ed product portfolio strategy.  e
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Publisher Resources

ISBN: 9781306254410