Post on 08-Apr-2018
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8/7/2019 MM Chap 13 presentation done
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8/7/2019 MM Chap 13 presentation done
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©2000 Prentice Hall
ServiceServiceServiceService
Any act of performance that oneAny act of performance that one
party can offer another that isparty can offer another that is
essentially intangible and does notessentially intangible and does notresult in the ownership of anything;result in the ownership of anything;
its production may or may notits production may or may not
be tied to a physical product.be tied to a physical product.
Marketing Management
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©2000 Prentice Hall
ServiceService SectorsServiceService Sectors
Private
nonprofit
Business Manufacturing Retail
Government
Marketing Management
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PurePure
ServiceService
Categories of Service MixCategories of Service MixCategories of Service MixCategories of Service Mix
TangibleTangible
GoodGood
w/w/
ServicesServices
Major Major
ServiceService
w/ Goodsw/ GoodsHybridHybrid
PurePure
TangibleTangible
GoodGood
Marketing Management
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©2000 Prentice Hall
Marketing Management
Figure 13.1 Continuum of EvaluationFigure 13.1 Continuum of Evaluation
for Different Types of Productsfor Different Types of ProductsFigure 13.1 Continuum of EvaluationFigure 13.1 Continuum of Evaluation
for Different Types of Productsfor Different Types of Products
8/7/2019 MM Chap 13 presentation done
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ServicesServices
InseparabilityServices cannot
be separatedfrom their providers
InseparabilityServices cannot
be separatedfrom their providers
PerishabilityServices cannot
be stored for later sale or use
PerishabilityServices cannot
be stored for later sale or use
Intangibility
Services cannotbe seen, tasted,
felt, heard, or smelled before
purchase
Intangibility
Services cannotbe seen, tasted,
felt, heard, or smelled before
purchase
Variability
Quality of services dependson who providesthem and when,where, and how
Variability
Quality of services dependson who providesthem and when,where, and how
Marketing Management
8/7/2019 MM Chap 13 presentation done
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ServicesServices
InseparabilityIncrease
productivity of providers
Inseparability
Increaseproductivity of
providers
PerishabilityMatch supplyand demand
Perishability
Match supplyand demand
Intangibility
Use cues tomake it tangible
Intangibility
Use cues tomake it tangible
VariabilityStandardize
serviceproduction& delivery
VariabilityStandardize
serviceproduction& delivery
Marketing Management
8/7/2019 MM Chap 13 presentation done
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Place
People
Equipment
Communication material
Symbols
Price
Physical Evidence and Presentation
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How to Increase Quality Control
Invest in good hiring and training procedures
Monitor customer satisfaction
Standardize the service-performance process
Marketing Management
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Matching Demand and Supply
Demand side•Differential pricing
•Nonpeak demand
•Complementary
services
•Reservation systems
Supply side
•Part-time employees
•Peak-time efficiency•Increased consumer
participation
•Shared services•Facilities for future
expansion
Marketing Management
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Three Types of MarketingThree Types of Marketing
in Service Industriesin Service IndustriesThree Types of MarketingThree Types of Marketing
in Service Industriesin Service Industries
Internalmarketing
CompanyCompany
CustomersCustomers
Externalmarketing
EmployeesEmployees Interactivemarketing
Cleaning/maintenance
services
Financial/bankingservices
Restaurantindustry
Marketing Management
8/7/2019 MM Chap 13 presentation done
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Service DifferentiationService DifferentiationService DifferentiationService Differentiation
Offer
Delivery
Image
Marketing Management
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Service-Quality ModelService-Quality ModelService-Quality ModelService-Quality Model
Expected service
Management perceptionsof consumer expectations
Marketer
Marke
ter
Consu
mer
Consumer
Gap 1Service delivery (including
pre- and post-contacts)
Gap 3Translation of perceptions
to service-quality specifications
Gap 2
Gap 5 Perceived service
Externalcommuni-cations to
consumers
Gap 4
Personal needs Past experienceWord-of-mouthcommunications
Marketing
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Determinants of ServiceDeterminants of Service
QualityQualityDeterminants of ServiceDeterminants of Service
QualityQuality
®ReliabilityReliability
®ResponsivenessResponsiveness
®AssuranceAssurance
® EmpathyEmpathy
®
TangiblesTangibles
Marketing Management
8/7/2019 MM Chap 13 presentation done
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ServiceService
ExcellenceExcellenceServiceService
ExcellenceExcellence
®Strategic ConceptStrategic Concept® Top-Management CommitmentTop-Management Commitment
®High StandardsHigh Standards®Monitoring SystemsMonitoring Systems®Satisfying Customer ComplaintsSatisfying Customer Complaints
®Satisfying Both Employees & CustomersSatisfying Both Employees & Customers®Managing ProductivityManaging Productivity
Marketing Management
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A. Concentrate here B. Keep up the good work
D. Possible overkillC. Low priority
Importance-PerformanceImportance-Performance
AnalysisAnalysisImportance-PerformanceImportance-Performance
AnalysisAnalysisExtremely important
Slightly important
Excel le
ntperfo
rm
an
ce
Fairperfor m
an
ce
1 2
9
11 13 1214
3
4 5 678
10
# = Attributes
Marketing Management
8/7/2019 MM Chap 13 presentation done
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Managing Service BrandsManaging Service BrandsManaging Service BrandsManaging Service Brands
Differentiating Services
Primary service package
Secondary service featuresDeveloping Brand Strategies for Services
Managing Product-Support Services
M k ti M t