Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
Damen Ship Repair has just introduced a new service. For a fixed annual fee, Damen will predict what are the most likely repair parts you will need for each of your cargo ships over the next year. It will then preposition those parts either on your ships or at Damen’s shipyards depending on whether your crew can install that part or it must be done at a shipyard. Then all you pay for is the installation labor you actually use each year, which also comes at a discounted rate.
a) Specify the key features and benefits that they would want to inform customers about
b) Develop an integrated marketing communication plan for marketing the service
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