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7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
http://slidepdf.com/reader/full/lesson-5-distribution-pricing-and-promotion-of-services 1/42
NM_^ZMJS^MKE,
PZMOMEL BENPZKFK^MKE KA
_CZQMOC_
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Nmstrmjutmke
Nmstrmjutmke cfjrbocs tdrccmetcrrcibtcn cicfcets8
! Meakrfbtmke ben prkfktmke kw
! ̂ k lct oustkfcr metcrcstcn mejuymel tdc scrvmoc
! Eclktmbtmke kw
! ̂ k scii tdc rmldt tk usc b scrvmoc! Prknuot kw
! ̂ k ncvcikp b ectwkrg ka ikobi smtcs
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Nmstrmjutmke ka_uppicfcetbry ben Okrc
_crvmocsNmstrmjutmke rcibtcs tk jktd okrc scrvmocs
ben suppicfcetbry scrvmocs
! Okrc scrvmocs akr pckpic prkocssmel benpksscssmke prkocssmel scrvmocs rcqumrcpdysmobi ikobtmkes
! Okrc scrvmocs akr fcetbi stmfuius
prkocssmel ben meakrfbtmke prkocssmelobe jc nmstrmjutcn cicotrkemobiiy
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Nmstrmjutmke ka_uppicfcetbry ben
Okrc _crvmocs! _uppicfcetbry scrvmocs obe jc
tbelmjic kr metbelmjic me ebturc7ibttcr obe jc nmstrmjutcn wmnciy ben
okst-cffcotmvciy vmb ekepdysmobiodbeecis
! ^cicpdkec
! Metcrect
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Meakrfbtmke ben Pdysmobi Prkocsscska Bulfcetcn _crvmoc Prknuot
Cxocptmkes
Jmiimel
Pbyfcet
Meakrfbtmkeprkocsscs
MeakrfbtmkeOkesuitbtmke
_bacgccpmel
Pdysmobi
prkocsscs
Krncr-tbgmelOkrc
Dkspmtbimty
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Nctcrfmemel
tdc typc kaoketbot8
kptmkes akrscrvmoc
ncimvcry
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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_mx Kptmkes akr _crvmocNcimvcry
!"#$%&'( *%'# $% #'(+,-' %(*./,0.2%/
:'(+,-' %(*./,0.2%/ -%&'# $% -"#$%&'(
!"#$%&'( ./? #'(+,-' %(*./,0.2%/ $(./#.-$
('&%$'>3 1&.,> %( '>'-$(%/,-
-%&&"/,-.2%/#<
4='.$'(
8.(7'(#=%9
8"# #'(+,-'
6.#$5;%%? -=.,/
@%"#' 9.,/2/*
B%7,>' -.( J.#=
!('?,$ -.(? -%&9./3
O%-.> 4N #$.2%/
B.,> ?'>,+'(3
8(%.?-.#$ /'$J%(C
4'>'9=%/' -%&9./3
439' %; A/$'(.-2%/ 7'$J''/ !"#$%&'(
./? :'(+,-' L(*./,0.2%/
:,/*>' :,$' B">29>' :,$'#
D+.,>.7,>,$3 %; :'(+,-' L"$>'$#
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OdbeeciPrcacrceocs Qbry
bfkel Oustkfcrs! Akr okfpicx ben dmld-
pcrocmvcn rmsg scrvmocs,
pckpic tcen tk rciy kepcrskebi odbeecis
! Menmvmnubis wmtd lrcbtcrokeflnceoc bengekwicnlc bjkut bscrvmoc/odbeeci tcen tkusc mfpcrskebi ben scia-
scrvmoc odbeecis
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OdbeeciPrcacrceocs Qbry
bfkel Oustkfcrs! Oustkfcrs wmtd
skombi fktmvcs tcentk usc pcrskebiodbeecis
! Okevcemceoc ms b gcynrmvcr ka odbeeciodkmoc
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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PIBOC NCOM_MKE_! Okst, prknuotmvmty, ben boocss
tk ibjkr brc gcy nctcrfmebetstk ikobtmel b scrvmoc abomimty
! Abst akkn vs. _pcombity _tkrcs
! Ikobtmkebi okestrbmets! Kpcrbtmkebi rcqumrcfcets
- Bmrpkrts
! Lcklrbpdmo abotkrs- _gm rcskrts ben rcskrs
! Eccn akr cokekfmcs ka sobic- Dkspmtbis
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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PIBOC NCOM_MKE_! Fmemstkrcs! Orcbtmel fbey sfbii
scrvmoc abotkrmcs tkfbxmfmzc lcklrbpdmookvcrblc
- Butkfbtcn gmksgs
! _cpbrbtmel arket ben jbogstblcs ka kpcrbtmke
- Hkiimjcc Okffmssbry
! Ikobtmel me fuitmpurpkscabomimtmcs! Prkxmfmty tk wdcrc
oustkfcrs imvc kr wkrg- _crvmoc stbtmkes
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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^MFC NCOM_MKE_! ̂ rbnmtmkebiiy, sodcnuics wcrc
rcstrmotcn
! _crvmoc bvbmibjmimty imfmtcn tk
nbytmfc, >0 tk 30 dkurs bwccg
! _uenby dmstkrmobiiy okesmncrcnbs b rcst nby me Odrmstmbe
trbnmtmke,_bturnby me Hcwmsd trbnmtmke,
ben Armnby me Fusimf trbnmtmke
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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^MFC NCOM_MKE_! ̂ knby
! Akr cxmjic, rcspkesmvcscrvmoc kpcrbtmkes8
- :>/< scrvmoc
„:> dkurs b nby, <nbys b wccg, brkuen tdc wkrin
(_crvmoc Pcrspcotmvcs >.?)
! _kfc krlbemzbtmkes stmii bvkmn<-nby kpcrbtmkes, akr
cxbfpic8- Btibetb-jbscn Odmog-fli-B ’Jcmel oikscn ke _uenby ms pbrt
ka kur vbiuc prkpksmtmke‖
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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PZMOMEL _^ZB^CLy
Prmomel strbtcly
OkstsOkfpctmtmke
Qbiuc tk oustkfcr
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Bpprkbodcs tk
prmomel! Okst-jbscn prmomel
! _ct prmocs rcibtmvc tk flebeombi oksts(prkjicf8 ncflemel oksts)
! Botmvmty-jbscn okstmel
! Prmomel mfpimobtmkes ka okst bebiysms
! Okfpctmtmke-jbscn prmomel
! Fkemtkr okfpctmtkrsʹ prmomel strbtcly(cspcombiiy ma scrvmoc ibogs nmffcrcetmbtmke)
! \dk ms tdc prmoc icbncr; Nkcs kec flrfsct tdc pboc;
! Qbiuc-jbscn prmomel
! Zcibtc prmoc tk vbiuc pcrocmvcn jy
oustkfcr
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Okst Jbscn! ̂ rbnmtmkebi okstmel bpprkbod! Cfpdbsmzcs cxpcesc obtclkrmcs
(brjmtrbry kvcrdcbn biikobtmke)! Fby rcsuit me rcnuomel vbiuc lcecrbtcn
akr oustkfcrs
! BJO fbeblcfcet systcfs! Imeg rcskuroc cxpcescs tk vbrmcty ben
okfpicxmty ka lkkns/scrvmocs prknuocn! ]mcins boourbtc okst meakrfbtmke
! \dce ikkgmel bt prmocs, oustkfcrsobrc bjkut vbiuc tk tdcfscivcs, ektwdbt scrvmoc prknuotmke oksts
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Qbiuc JB_CN! Qbiuc cxodbelc wmii ekt tbgcpiboc ueicss oustkfcr sccs
pksmtmvc ect vbiuc metrbesbotmke
! Ect vbiuc 6 Pcrocmvcn jcecfltstk oustkfcr (lrkss vbiuc)
fmeus bii Pcrocmvcn kutibys(Fkecy, ^mfc, Fcetbi/Pdysmobicffkrt)
! Fkectbry prmoc ms ekt keiypcrocmvcn kutiby mepurodbsmel, usmel b scrvmoc
! Okesufcr surpius8 nmffcrceocjctwcce prmoc pbmn benbfkuet oustkfcr wkuin dbvcjcce wmiimel tk pby me bjsceocka ktdcr kptmkes
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Cedbeomel ect
vbiuc! Cedbeoc lrkss vbiuc„jcecflts ncimvcrcn
! Bnn jcecflts tk okrcprknuot
! Cedbeocsuppicfcetbryscrvmoc
! Fbeblc pcrocptmkeska jcecflts ncimvcrcn
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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CEDBEOMEL EC^
QBISC! Zcnuoc kutibys„oksts meourrcnjy oustkfcrs
! Zcnuoc prmoc ben/kr ktdcrfkectbry oksts ka boqumsmtmkeben usblc
! Out bfkuet ka tmfc rcqumrcntk cvbiubtc, juy, usc scrvmoc
! Ikwcr pdysmobi ben fcetbicffkrt bsskombtcn wmtdpurodbsc ben usc
! Zcnuoc pcrocptmkes ka bfkuetka okst, tmfc, cffkrt rcqumrcn
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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CedbeomelPcrocptmkes ka
Lrkss Qbiuc! Zcnuoc ueocrtbmety! _crvmoc lubrbetccs! Jcecflt-nrmvce̱prmomel bspcot(s)
ka scrvmoc tdbt orcbtc vbiuc
! Aibt rbtc (quktmel b flxcn prmoc mebnvbeoc)
! Zcibtmkesdmp prmomel! Ekeprmoc meocetmvcs! Nmsokuets akr vkiufc purodbscs! Nmsokuets akr purodbsmel
fuitmpic scrvmocs! Ikw-okst icbncrsdmp! Okevmeoc oustkfcrs ekt tk
cqubtc prmoc wmtd qubimty! Gccp cokekfmo oksts ikw tk
cesurc prkfltbjmimty bt ikw prmoc
Pbymel akr _crvmoc
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Pbymel akr _crvmoc8^dc Oustkfcr”s
Pcrspcotmvc! Oustkfcr ’cxpcenmturcs‖ ke
scrvmoc okfprmsc jktd flebeombiben ekeflebeombi kutibys
! Meorcfcetbi flebeombi kutibys! Prmoc ka purodbsmel scrvmoc! Cxpcescs bsskombtcn wmtd
scbrod, purodbsc botmvmty, usblc
! Ekefkectbry oksts! ̂ mfc oksts! Pdysmobi oksts! Psyodkiklmobi (fcetbi) oksts! _ceskry oksts (uepicbsbet
smldts, skuens, acci, tbstcs, sfciis)
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Nctcrfmemel ^ktbi Oksts kab _crvmoc tk Oustkfcr
!"#$%&'( *+,-.
!$#&",(,/%&'(
02-:*?$
>*?$,-#
02-:*?$
3*&*$$'-#
1,((,<42=
!-,0(*8
$,(7%?/
9?&%:*?.'( *6=*?$*$
5=*-';?/ &,$.$
!2-&"'$*
@%8*
B,?*#
J 9?&(2:*$ '(( O7*
&,$. &'.*/,-%*$
>*'-&" &,$.$J
!2-&"'$* '?: $*-7%&*
*?&,2?.*- &,$.$
NC*- &,$.$J
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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! \dmod oimemo wkuin yku pbtrkemzc ma ykueccncn b odcst x-rby (bssufmel bii tdrcc
oimemos kaacr lkkn qubimty);
! Prmoc Pdp 430
! Ikobtcn 23 fmes bwbyjy obr kr trbesmt
! Ecxt bvbmibjicbppkmetfcet ms me 2wccg
! Dkurs8 Fke-Arm,4BF-20PF
! Cstmfbtcn wbmt bt oimemoms bjkut ?0 tk >3 fmes
! Prmoc Pdp >30
! Ikobtcn 2 dkur bwby jyobr kr trbesmt
! Ecxt bvbmibjicbppkmetfcet ms me ?wccgs
! Dkurs8 Fke-Arm,=BF-3PF
! Cstmfbtcn wbmt bt oimemoms bjkut : dkurs
A(%?%& N A(%?%& L
! Prmoc Pdp 2:30
! Ikobtcn ecxt tk ykurkaamoc kr okiiclc
! Ecxt bppkmetfcet msme 2 nby
! Dkurs8 Fke-Arm,
4BF-20PF
! Jy bppkmetfcetD cstmfbtcn wbmt btoimemo ms 0 tk 23 fmes
A(%?%& A
Meorcbsmel Ect Qbiuc jy
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Meorcbsmel Ect Qbiuc jyZcnuomel
Ekefkectbry Oksts ka_crvmoc! Zcnuoc tmfc oksts ka scrvmoc bt cbod
stblc
! Fmemfmzc uewbetcn psyodkiklmobioksts ka scrvmoc! Cimfmebtc/rcncsmle uepicbsbet/
meokevcemcet prkocnurcs
! Cimfmebtc uewbetcn pdysmobi oksts ka
scrvmoc! Ncorcbsc uepicbsbet sceskry oksts ka
scrvmoc! Sepicbsbet smldts, skuens, sfciis, acci,
tbstcs
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Puttmel _crvmoc Prmomel
metk Prbotmoc! Dkw fuod tk odbrlc;! ^dc prmomel trmpkn fknci prkvmncs b
uscaui ncpbrturc pkmet! B spcomflo fllurc fust jc sct akr tdc
prmoc! Eccn tk okesmncr tdc prks ben okes,
tdc ctdmobi mssucs
! \dbt jbsms akr prmomel; (Dkw ncflecuemt ka scrvmoc;)! Okfpictmel b tbsg! Bnfmssmke tk b scrvmoc pcrakrfbeoc! ^mfc jbscn! Fkectbry vbiuc ka scrvmoc ncimvcrcn
(c.l., okffmssmke)! Okesufptmke ka pdysmobi rcskurocs
(c.l., akkn ben jcvcrblcs)
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Puttmel _crvmoc Prmomelmetk Prbotmoc
! \dk sdkuin okiicot pbyfcet;! _crvmoc prkvmncr kr spcombimst
metcrfcnmbrmcs! Nmrcot kr ekenmrcot odbeecis
! \dcrc sdkuin pbyfcet jcfbnc;! Okevcemcetiy ikobtcn
metcrfcnmbrmcs! Fbmi/jbeg trbesacr
! \dce sdkuin pbyfcet jcfbnc;! Me bnvbeoc! Keoc scrvmoc ncimvcry dbs jcce
okfpictcn
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Puttmel _crvmoc Prmomelmetk Prbotmoc
! Dkw sdkuin pbyfcet jc fbnc;! Obsd! ̂ kgce! _tkrcn vbiuc obrn!
Cicotrkemo auen trbesacr! Odbrlc obrn (ncjmt/orcnmt)! Qkuodcrs! ̂ dmrn-pbrty pbyfcet
! Dkw tk okffuemobtc prmocs;
! Zcibtc tdc prmoc tk tdbt kaokfpctmel prknuots! Cesurc prmoc ms boourbtc ben
metciimlmjic
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MFO me
_CZQMOC_
Okffuemobtmel _crvmocs
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Okffuemobtmel _crvmocsPrcscets Jktd Odbiicelcs
ben Kppkrtuemtmcs
! Fby jc nmouit tkokffuemobtc scrvmocjcecflts tk oustkfcrs,
cspcombiiy wdcemetbelmjic
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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! Metbelmjmimty orcbtcs akurprkjicfs8! Bjstrbotecss! Ek kec-tk-kecokrrcspkenceoc wmtd
pdysmobi kjhcots (flebeombiscourmty, sbacty)
! Lcecrbimty! Mtcfs tdbt okfprmsc b oibss
ka kjhcots, pcrskes, krcvcets! Ekescbrodbjmimty! Obeekt jc scbrodcn kr
mespcotcn jcakrc purodbsc
! Fcetbi mfpbipbjmimty! Oustkfcrs flen mt dbrn tklrbsp jcecflts ka okfpicx,
fuitmnmfcesmkebi ecwkffcrmels
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Bnvcrtmsmel _trbtclmcs akr
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Bnvcrtmsmel _trbtclmcs akrKvcrokfmel Metbelmjmimty
Metbelmjmimty prkjicf Bnvcrtmsmel strbtcly " Lcecrbimty
# kjhcotmvc oibmfs Nkoufcet pdysmobi systcf obpbomty Omtc pbst pcrakrfbeoc stbtmstmos
# sujhcotmvc oibmfs Prcscet botubi scrvmoc ncimvcry meomncet
" Ekescbrodbjmimty Prcscet oustkfcr tcstmfkembis
Omtc mencpcencetiy bunmtcn pcrakrfbeoc
" Bjstrbotecss Nmspiby typmobi oustkfcrs jcecfltmel "
" Mfpbipbjmimty Nkoufcetbry ka stcp-jy-stcp prkocss, Obsc dmstkry ka wdbt flrf nmn akr oustkfcr Ebrrbtmke ka oustkfcrʹs sujhcotmvc
cxpcrmceoc
>,2-&*M L'?<'-% B%H'( '?: G2(%* L'I*-F EN:7*-;$%?/ >.-'.*/%*$ 1,- K,$=%.'(%.# >*-7%&*$FP !"#$%&& (")%& *$+ ,%-)*.#*$) /+02$2-)#*:"$ ?.*#)%#&> RZF N=-%( _^^_F SZ
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Ssmel Fctbpdkrs tkOkffuemobtc Qbiuc
Prkpksmtmkes! ̂ belmjic fctbpdkrs dcip tk
okffuemobtc jcecflts ka scrvmoc
kffcrmels, akr cxbfpic8! Fctbpdkrs okffuemobtc vbiuc
prkpksmtmkes fkrc nrbfbtmobiiyben cfpdbsmzc gcy pkmets kanmffcrceoc
! Dmldimldt dkw scrvmoc jcecflts brcbotubiiy prkvmncn! Obe yku sullcst skfc cxbfpics
arkf rcocet bnvcrtmsmel;
QK\ ! ; ." T] % 1
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QK\M !-,8,;?/ ."* T]&%*?&# ,1
9.$ 98=,-. T6=-*$$ >*-7%&* XW%/ YVRU
• [$* ,1 '? *'$%(# /-'$=*:8*.'=",-
‟ K*'7%(# I?,H*: $.-%?/
-*=-*$*?.$ ",< &,8=(*6%8=,-;?/ &'? 0*
‟ >.-'%/". $.-%?/ -*=-*$*?.$
",< *'$# %. <,2(: 0*
2$%?/ QK\`$ *6=-*$$$*-7%&*
>,2-&*M A,2-.*$# QK\ T6=-*$$ >%?/'=,-*
Abomimtbtc Oustkfcr
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Abomimtbtc OustkfcrMevkivcfcet me
Prknuotmke! \dce oustkfcrs brc botmvciymevkivcn me scrvmoc prknuotmke,tdcy eccn trbmemel tk pcrakrfwcii
! _dkw scrvmoc ncimvcry me botmke
! ^cicvmsmke ben vmncks celblcvmcwcr
! Ncetmsts sdkwmel pbtmcetsvmncks ka surlmobi prkocnurcs
jcakrc surlcry! _trcbfmel vmncks ke \cj ben
pknobsts brc ecw odbeecis tkrcbod botmvc oustkfcrs
Abomimtbtc Oustkfcr
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Abomimtbtc OustkfcrMevkivcfcet me
Prknuotmke! Bnvcrtmsmel ben pujimomty obefbgc oustkfcrs bwbrc kaodbelcs me scrvmoc acbturcs benncimvcry systcfs me j:j ben
j:o oketcxts! _bics prkfktmkes tk fktmvbtc
oustkfcrs
! Kffcr meocetmvcs tk fbgc
ecocssbry odbelcs! Prmoc nmsokuets tk ceokurblc
scia-scrvmoc ke be kelkmeljbsms
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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Dcip Oustkfcrs tkCvbiubtc
_crvmoc Kaacrmels! Oustkfcrs fby dbvc nmouity
nmstmelumsdmel kec flrf arkfbektdcr
! Prkvmnc tbelmjic oiucs rcibtcntk scrvmoc pcrakrfbeoc
! Amrfʹs cxpcrtmsc ms dmnnce me ikw-oketbot scrvmocs
! Eccn tk miiustrbtc cqumpfcet,prkocnurcs, cfpikycc botmvmtmcstdbt tbgc piboc jbogstblc
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! _kfc pcrakrfbeoc bttrmjutcs icentdcfscivcs jcttcr tk bnvcrtmsmel tdbektdcrs
! Bmrimecs
! Jkbst bjkut pueotubimty
! Nk ekt tbig kvcrtiy me bnvcrtmsmelbjkut sbacty, bnfmssmke tdbt tdmels
fmldt lk wrkel fbgc prkspcotmvctrbvcicrs ecrvkus
! Ssc menmrcot bpprkbod8 prkfktc
pmikt cxpcrtmsc, fcodbemoʹsfbmetcebeoc sgmiis, ecwecss kabmrorbat
Dcip Oustkfcrs tkCvbiubtc
_crvmoc Kaacrmels
_tmfuibtc kr
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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! Imvc scrvmoc pcrakrfbeocsbrc tmfc-spcomflo ben obeʹtjc stkrcn akr rcsbic bt b
ibtcr nbtc! Akr cxbfpic, scbts akr
Armnby cvcemelʹspcrakrfbeoc7 dbmrout bt_upcrouts ke ^ucsnbys! Bnvcrtmsmel ben sbics
prkfktmkes obe odbelctmfmel ka oustkfcr usc
_tmfuibtc krNbfpce Ncfben tk
Fbtod Obpbomty
_tmfuibtc kr
7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services
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! Cxbfpics ka ncfbenfbeblcfcet strbtclmcs!
Zcnuomel usblc nurmelpcbg ncfben pcrmkns! _tmfuibtmel ncfben
nurmel ncfben nurmelkff-pcbg pcrmkn, akr
cxbfpic8! Zue prkfktmkes tdbt kffcr
cxtrb vbiuc„rkkfuplrbncs, arcc jrcbgabst
_tmfuibtc krNbfpce Ncfben tk
Fbtod Obpbomty
Prkfktc tdc
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! Arketimec pcrskeeci brcocetrbi tk scrvmocncimvcry me dmld-oketbot
scrvmocs! Fbgc tdc scrvmoc fkrc
tbelmjic ben pcrskebimzcn
! Bnvcrtmsc cfpikyccs bt
wkrg tk dcip oustkfcrsuencrstben ebturc kascrvmoc ceokuetcr
Prkfktc tdcOketrmjutmkes ka
_crvmoc Pcrskeeci
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! _dkw oustkfcrs wkrgpcrakrfcn jcdmen tdc socecs tkcesurc lkkn ncimvcry! ̂
k cedbeoc trust, dmldimldtcxpcrtmsc ben okffmtfcet kacfpikyccs wdkf oustkfcrsekrfbiiy nk ekt ekrfbiiyceokuetcr
! Bnvcrtmscfcets fust jc rcbimstmo
! Fcssblcs dcip sct oustkfcrsʹcxpcotbtmkes
! _crvmoc pcrskeeci sdkuin jcmeakrfcn bjkut tdc oketcet kaecw bnvcrtmsmel obfpbmles krjrkodurcs jcakrc ibueod
Prkfktc tdcOketrmjutmkes ka
_crvmoc Pcrskeeci