SEMINAR ON SERVICE MARKETINGTracy – Mary - Nancy

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

No. GOODS-CENTERED VIEW SERVICE-CENTERED VIEW

1 To make and distribute

goods to be sold

Identifying potential

customers could benefit from

the competences

2 Offering higher value to

customers

Identifying or developing core

competences

3 Goods could be

standardized, produced and

inventoried

Evaluating marketplace

feedback from financial

performance

4 To maximize the profit Improving customer

satisfaction and maximizing

enterprise value

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

WHAT different points are between MAXIMIZATION of

enterprise of PROFIT and VALUE over

CONTRIBUTIONS of SERVICE-ORIENDED

MARKETING ?

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

Will investors choose Company A or B to invest?

Net Profit 1 2 3 4 5

Company A 100,0 105,0 110,3 115,8 121,6

Company B 100,0 105,0 110,3 115,8 121,6

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

Will investors base on Net profit or Cash flow to make investment decision?

1 1t t

tt PCF

gWACC

CFEV

Year t 1 2 3 n

Net Profit (NP) NP1 NP2 NP3 NPn NP

Cash flow (CF) CF1 CF2 CF3 CFn CF

EV: Enterprise valueWACC: Weight average cost of capitalg: The level of growth of enterprise development per year

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

How much is the value of Company A, and B?

Company A 1 2 3 4 5

Net Profit 100.0 105.0 110.3 115.8 121.6

Net Investment 25.0 26.2 27.6 29.0 30.4

Cash flow (CF) 75.0 78.8 82.7 86.8 91.2

Company B 1 2 3 4 5

Net Profit 100.0 105.0 110.3 115.8 121.6

Net Investment 50.0 52.5 55.1 57.9 60.8

Cash flow (CF) 50.0 52.5 55.1 57.9 60.8

WACC: 10%/year g: 5%/year

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

How much is the value of Company A, and B?

500.1%5%10

75

AEV 000.1

%5%10

50

BEV

CONTRIBUTIONS OF SERVICE-ORIENDED

MARKETING TO MAXIMIZE ENTERPRISE VALUE

No. CONTRIBUTIONS OF SERVICE-ORIENDED MARKETING

1 Developing core knowledge and skills to creating

advantage competences

2 Achieving the high level of customer satisfaction,

customer loyalty in the long term

3 Achieving the increasing number of potential

customers

4 Attracting invertors

Maximization of enterprise value

In 2004, Stephen L. Vargo and Robert F. Lusch wrote about their interest in the exchange model that was born in the economy and characterized by a focus on "goods" that affect marketing discipline. However, since the 1980's, marketing has shifted focus to a service perspective - where intangibility, exchange process and relationships are central to establishing long-term partnerships, buyers and sellers.

The Versions Of The Marketing Mix

• 3 Ps - 4 Ps - 5 Ps - 6 Ps - 7 Ps - 8 Ps - 9 Ps - 10 Ps - 11 Ps - 12 Ps -14 Ps -15 Ps

Social marketing has been "born" as a discipline in the 1970s, with increasing demand for "selling" ideas, attitudes and behaviors, model changes only from market demand .

Services can range from financial services provided by the banks to technology services provided by the IT company or hospitality services provided by hotels and restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience. Services marketing are dominated by the 7 Ps of marketing namely Product, Price, Place, Promotion, People, Process and Physical evidence.

The 15 P's of Marketing

ProductPricePlacePromotionPeopleProcessPhysical EvidencePrivacyPersonal InterestPersonal Social NetworksPublic CommentaryPersonalizationParticipationPeer to PeerPredictive Modeling

Summary:

The article that was brought to our attention talk about the new ways

of thinking in the field of marketing.

本文談到行銷領域中的一種新的思維方式。

Indeed, marketing was always considered as exchange of goods.

During this time, the dominant logic of marketing was focused on

tangible resources, embedded value and transactions.

事實上，在很多人看來，行銷一直都是商品交換。在此期間，行銷的主導邏輯都集中在有形資源，內含價值以

及交易上。

But over the past several decades, many authors begin to expose the

new perspectives that emerged and show marketing in a new light.

不過在最近幾十年內，許多作者一開始提出新的觀點，用一種嶄新的看法

展示行銷。

■These new thoughts focused on intangible resources, the co-

creation of value and relationships.

這些新的思維集中在無形資源，共創價值以及公共關係上。

■The current stream of thought leans towards looking at marketing as a continuous social and economic process where the value has roots in

operant resources.

這種思潮傾向於把行銷看成一個持續的社會和經濟過程，而其價值來源於

可操作資源。

■The authors state that “The relative role of operant resources

began to shift in the late 21st century as humans began to realize that skills and knowledge were the most important types of

resources”.

作者指出，“操作資源的相對作用在地21世紀末已開始產生了變化，因為人們已開始意識到技能和知識才是最重

要的一種資源”

■Beginning in the 1980s, the old rules of marketing analysis was neglected. New attribute have

started to appear and show a new path to achieve marketing

objectives.

自從本世紀80年代開始，人們開始忽視了舊式的行銷分析規則，新的屬性開始出現，並指明了一條實現行銷目

標的新道路。

■We have: relationship marketing, quality management, market,

orientation, supply and value chain management, resource

management, and networks.

我們有：關係行銷，品質管理，市場，定位，供應和價值鏈管理，資源管理

和網絡。

■Even though these attributes seem intangible, they were been revealed

as the real lever for doing marketing. We notice here that

interestingly, financial results in this new thought are not the end result,

but a test of ‘market hypotheses’ about a value proposition.

儘管這些屬性似乎是無形的，但它們被看成是做行銷的真正槓桿。最有趣的是，這種新思維的財務成果並不是最後的結果，而是一種所謂“市場假說”

價值命題的檢驗。

■The basic premises of the emerging dominant

logic are:

■新主導邏輯的基本前提為：

1. The fundamental units of exchange are knowledge and skills

2. The fundamental unit of exchange is masked by the indirect nature of the exchange

3. Goods are distribution mechanisms (or vehicles, in a sense) for services

4. The fundamental source of competitive advantage is knowledge.

1. 交換的主要對象是知識和技能。2. 交換的間接性質掩蓋了主要的交換

對象。3. 貨物是服務的分配機制（或某種意

義上的車輛）4. 知識是競爭優勢的根本來源。

The basic premises of the emerging dominant logic:

5. All economies are service economies.6. The customer is always a co-producer.7. The enterprise can only make value propositions (which the market tests, as above).8. Service centered view is customer oriented and relational.

5. 所有的經濟體都是服務型的經濟體。6. 客戶永遠是共同的製作者。7. 企業只能提出價值建議（市場測試，如上文所述）8. 以服務為重點是面向客戶及關係型的觀點。

The basic premises of the emerging dominant logic:

■A fundamental analysis is needed here and the author makes it. It

concerns the main difference between goods orientation and

services orientation.

這裡需要進行一個基本的分析工作，而作者已完成了這個工作。這涉及到商品導向和服務導向的主要區別。

■A fundamental analysis is needed here and the author makes it. It

concerns the main difference between goods orientation and

services orientation.

這裡需要進行一個基本的分析工作，而作者已完成了這個工作。這涉及到商品導向和服務導向的主要區別。

■This article shows us that it not really the good which is important

but the service it provides. ■So marketing must not

concentrate on good selling but the main purpose is to know how to achieve the services needed by

customers.

■ 這篇文章指出，最重要的不是商品而是所提供的服務。

■ 因此，行銷不能只是關注于商品的銷售效果，而是要學會如何滿足客

戶所需要的服務。

■A service-centered dominant logic implies that value is defined by and

co-created with the consumer rather than embedded in output.

以服務為中心的主導邏輯意味著價值是由使用者來定義或共同創造而不是

行銷本身的價值。

■A “sense and respond” strategy would make for more successful

firms rather than a “make and sell” strategy.

比起“生產及銷售”“領會及響應”的戰略將會使企業變得更加成功。

■In the service oriented view, firms are in a continual process of

hypotheses generation and testing. Outcomes (financial results) are primarily a learning tool to help

firms understand the value of their offering.

從服務導向的角度上看，企業正處於一個不斷產生和檢驗測試的過程當中。測試結果（財務成果）基本上只是一種研究工具，使企業能夠了解其產品

的價值。

■The authors then go on to present six attributes and eight

fundamental premises (FPs) which form the patchwork of the emerging

dominant logic and help to distinguish the new services

oriented dominant logic from the traditional Goods-oriented one.

接著，作者提出了有關新出現的主導邏輯的六個屬性和八個基本前提

（Fps），有助於區分新的服務導向主導邏輯和傳統的商品導向邏輯。

■Conclusion:

■The goods-centered view make the marketers lose their objectives

which is to achieve the service the client need. Even the service

marketers don’t have solutions with the good-centered view.

以商品為中心的觀點使得行銷人員失去滿足客戶需求的目標。針對一商品為中心的服務行銷人員也沒有很好的

解決措施。

■So Marketer must always think about service but not goods. The

Service-Centered view of exchange points to an opposing normative

direction. It implies that the goal is to customize offerings, to recognize that the consumer is always a co-

producer and to maximize consumer involvement in

customization.

因此，行銷者必須考慮的是服務，而不是商品。以服務為中心的模式與傳統的剛好相反。這意味著目標是制定產品，認識到消費者永遠是共同生產者，使消

費者在最大限度上去參與定制。

■The authors end by anticipating that a paradigm shift from the Goods-Centered thinking to the

Service-Centered thinking is in the works and is poised to have a substantial role in marketing

thought.

最後，作者預計，以商品為中心的思維模式正在轉變成以服務為中心的思維方式，並且將會在行銷思維中發揮

重要的作用。

■Comments

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