Kotler Mm13e Media 13
-
Upload
nitesh-panch -
Category
Documents
-
view
32 -
download
6
Transcript of Kotler Mm13e Media 13
![Page 1: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/1.jpg)
Designing and Managing Services
Marketing Management, 13th ed
13
![Page 2: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/2.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-2
Chapter Questions
• How do we define and classify services and how do they differ from goods?
• How do we market services?
• How can we improve service quality?
• How do service marketers create strong brands?
• How can goods marketers improve customer support services?
![Page 3: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/3.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-3
The Mayo Clinic Considers All Aspects of a Patient’s Experience
![Page 4: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/4.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-4
What is a Service?
A service is any act of performance that one party can offer another that is
essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a
physical product.
![Page 5: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/5.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-5
Service Sectors
GovernmentPrivate
nonprofit
Manufacturing
Business Retail
![Page 6: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/6.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-6
General Motors’ OnStar Service
![Page 7: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/7.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-7
Categories of Service Mix
Pure tangible goodPure tangible good
Good w/ accompanying servicesGood w/ accompanying services
HybridHybrid
Service w/ accompanying goodsService w/ accompanying goods
Pure servicePure service
![Page 8: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/8.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-8
Service Distinctions
• Equipment-based or people-based
• Service processes
• Client’s presence required or not
• Personal needs or business needs
• Objectives and ownership
![Page 9: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/9.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-9
Figure 13.2 Continuum of Evaluation for Different Types of Products
![Page 10: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/10.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-10
Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
![Page 11: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/11.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-11
Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
![Page 12: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/12.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-12
Disney Relies Upon Tangible Cues
![Page 13: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/13.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-13
Blue Man Group Exhibits Inseparability
![Page 14: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/14.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-14
How to Increase Quality Control
Invest in good hiring and
training procedures
Monitor customer satisfaction
Standardize the
service-performance process
![Page 15: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/15.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-15
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
![Page 16: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/16.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-16
Figure 13.3 A Blueprint for Overnight Hotel Stay
![Page 17: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/17.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-17
Consumer-Friendly Services
![Page 18: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/18.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-18
Improving Service Quality
• Listening• Reliability• Basic service• Service design• Recovery
• Surprising customers
• Fair play• Teamwork• Employee research• Servant leadership
![Page 19: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/19.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-19
Figure 13.4 Root Causes of Customer Failure
![Page 20: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/20.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-20
Solutions to Customer Failures
• Redesign processes and redefine customer roles to simplify service encounters
• Incorporate the right technology to aid employees and customers
• Create high-performance customers by enhancing their role clarity, motivation, and ability
• Encourage customer citizenship where customers help customers
![Page 21: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/21.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-21
Figure 13.5 Three Types of Marketing in Service Industries
![Page 22: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/22.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-22
Table 13.1 Factors Leading to Customer Switching Behavior
• Pricing
• Inconvenience
• Core Service Failure
• Service Encounter Failures
• Response to Service Failure
• Competition
• Ethical Problems
• Involuntary Switching
![Page 23: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/23.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-23
Figure 13.6 Service-Quality Model
![Page 24: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/24.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-24
Gaps That Cause Unsuccessful Service Delivery
• Gap between consumer expectation and management perception
• Gap between management perception and service-quality specifications
• Gap between service-quality specifications and service delivery
• Gap between service delivery and external communications
• Gap between perceived service and expected service
![Page 25: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/25.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-25
Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
![Page 26: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/26.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-26
Best Practices• Strategic Concept• Top-Management
Commitment• High Standards• Self-Service
Technologies• Monitoring Systems• Satisfying Customer
Complaints• Satisfying
Employees
![Page 27: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/27.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-27
Figure 13.7 Importance-Performance Analysis
![Page 28: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/28.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-28
Table 13.3 Customer Importance and Performance Ratings for an Auto Dealership
![Page 29: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/29.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-29
Developing Brand Strategies for Services
Choosing
Brand Elements
Establishing Image
Dimensions
Devising Branding
Strategy
![Page 30: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/30.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-30
Customer Worries
Failure frequency
Downtime
Out-of-pocket costs
![Page 31: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/31.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-31
Table 13.4 Top Customer Service Providers
• USAA• Four Seasons
Hotels• Cadillac• Nordstrom• Wegman Food
Markets• Edward Jones
• Lexus• UPS• Enterprise Rent-A-
Car• Starbucks• Ritz-Carlton• Amica Insurance• Southwest Airlines
![Page 32: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/32.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-32
Marketing Debate
Is service marketing different fromproduct marketing?
Take a position:1. Product and service marketing are fundamentally different.
or
2. Product and service marketing are highlyrelated.
![Page 33: Kotler Mm13e Media 13](https://reader031.fdocuments.us/reader031/viewer/2022020115/547fad17b4795989508b4f89/html5/thumbnails/33.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-33
Marketing Discussion
Colleges and universities can be classified as service organizations.
How can you apply the marketingprinciples developed in this chapter to your school?
Do you have any advice as to how it could become a better service marketer?