The PEST framework which prompts companies to consider Political, Social, Economic and Technological factors - a rather broad bush form of analysis - is scarcely adequate for service providers (Peattie and Moutinho, 2000). A more comprehensive approach which seriously touches the peculiarity aspect of services marketing is the SCEPTICAL analysis. Critically discuss each of these factors with respect to any service industry of your choice.
A consumer’s buying behaviour is affected by a range of factors. Discuss this statement and support your answer with instances.
prepare short concise notes on the following:
a) The stages of the product life cycle
b) The characteristics of services marketing
c) Any four elements of the marketing mix