Suche senden
Hochladen
M-01 Service Marketing.pptx
•
Als PPTX, PDF herunterladen
•
0 gefällt mir
•
10 views
E
El_Rayy
Folgen
service marketing lesson
Weniger lesen
Mehr lesen
Bildung
Melden
Teilen
Melden
Teilen
1 von 49
Jetzt herunterladen
Empfohlen
Sm7 ch01 introduction
Sm7 ch01 introduction
De La Salle - College of St. Benilde
chapter 1.pptx
chapter 1.pptx
RazbirRayhan
chapter 1.pptx
chapter 1.pptx
RazbirRayhan
Services marketing 7e chapter1
Services marketing 7e chapter1
Jinan Khanfar
Sm7 ch01introduction
Sm7 ch01introduction
Sufyan Sarwar
MPJ - Chapter 01.pdf
MPJ - Chapter 01.pdf
ariefrachmansyah1
Sm7ch01introduction 131113122909-phpapp02
Sm7ch01introduction 131113122909-phpapp02
drkauser1
Sm chapter 1
Sm chapter 1
LastRide1
Empfohlen
Sm7 ch01 introduction
Sm7 ch01 introduction
De La Salle - College of St. Benilde
chapter 1.pptx
chapter 1.pptx
RazbirRayhan
chapter 1.pptx
chapter 1.pptx
RazbirRayhan
Services marketing 7e chapter1
Services marketing 7e chapter1
Jinan Khanfar
Sm7 ch01introduction
Sm7 ch01introduction
Sufyan Sarwar
MPJ - Chapter 01.pdf
MPJ - Chapter 01.pdf
ariefrachmansyah1
Sm7ch01introduction 131113122909-phpapp02
Sm7ch01introduction 131113122909-phpapp02
drkauser1
Sm chapter 1
Sm chapter 1
LastRide1
Mktg 436 - Chapter 1
Mktg 436 - Chapter 1
MktgRmx
Sm7 ch01 introduction
Sm7 ch01 introduction
Dr. Kanchan Patil
60602 mktg 2013-03 sm introduction_slim
60602 mktg 2013-03 sm introduction_slim
Vasantada Srikanth
chapter-1-services-marketing.ppt
chapter-1-services-marketing.ppt
ssuser16ad3a
Chapter 1 Creating Value in the Service Economy (Service Marketing Lovelock) ...
Chapter 1 Creating Value in the Service Economy (Service Marketing Lovelock) ...
MinHtetAung5
Angayarkanni.ppt
Angayarkanni.ppt
preethi483339
E Services - First part - Flower of services
E Services - First part - Flower of services
DAO HUYNH
Lovelock ppt chapter_01
Lovelock ppt chapter_01
Arslan Aftab
Lovelock chapter 1.ppt
Lovelock chapter 1.ppt
terrasaptina
Services Marketing
Services Marketing
Muhammad Ali Khan
New Perspective on Marketing in the Service Economy ( Service Marketing)
New Perspective on Marketing in the Service Economy ( Service Marketing)
Muhammad Ali Khan
Lovelock ppt chapter_01
Lovelock ppt chapter_01
wickedkhan
Services marketing Module 2
Services marketing Module 2
Azam FA
20151012 doug morse se coi issip service_economics
20151012 doug morse se coi issip service_economics
International Society of Service Innovation Professionals
Mktg 436 - Chapter 5
Mktg 436 - Chapter 5
MktgRmx
inbound6045677185483799107.pptx
inbound6045677185483799107.pptx
RienarahRhyjinChaizu
Innovation And Change For Business Sustainability
Innovation And Change For Business Sustainability
Nik Hasyudeen
Intro to services
Intro to services
nupur.r
AT&T Strategy Analysis
AT&T Strategy Analysis
Tina Sepehrifar
AT&T Strategic Analysis
AT&T Strategic Analysis
Ebrahim Alavi
Energy Resources. ( B. Pharmacy, 1st Year, Sem-II) Natural Resources
Energy Resources. ( B. Pharmacy, 1st Year, Sem-II) Natural Resources
Shubhangi Sonawane
Sociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning Exhibit
jbellavia9
Weitere ähnliche Inhalte
Ähnlich wie M-01 Service Marketing.pptx
Mktg 436 - Chapter 1
Mktg 436 - Chapter 1
MktgRmx
Sm7 ch01 introduction
Sm7 ch01 introduction
Dr. Kanchan Patil
60602 mktg 2013-03 sm introduction_slim
60602 mktg 2013-03 sm introduction_slim
Vasantada Srikanth
chapter-1-services-marketing.ppt
chapter-1-services-marketing.ppt
ssuser16ad3a
Chapter 1 Creating Value in the Service Economy (Service Marketing Lovelock) ...
Chapter 1 Creating Value in the Service Economy (Service Marketing Lovelock) ...
MinHtetAung5
Angayarkanni.ppt
Angayarkanni.ppt
preethi483339
E Services - First part - Flower of services
E Services - First part - Flower of services
DAO HUYNH
Lovelock ppt chapter_01
Lovelock ppt chapter_01
Arslan Aftab
Lovelock chapter 1.ppt
Lovelock chapter 1.ppt
terrasaptina
Services Marketing
Services Marketing
Muhammad Ali Khan
New Perspective on Marketing in the Service Economy ( Service Marketing)
New Perspective on Marketing in the Service Economy ( Service Marketing)
Muhammad Ali Khan
Lovelock ppt chapter_01
Lovelock ppt chapter_01
wickedkhan
Services marketing Module 2
Services marketing Module 2
Azam FA
20151012 doug morse se coi issip service_economics
20151012 doug morse se coi issip service_economics
International Society of Service Innovation Professionals
Mktg 436 - Chapter 5
Mktg 436 - Chapter 5
MktgRmx
inbound6045677185483799107.pptx
inbound6045677185483799107.pptx
RienarahRhyjinChaizu
Innovation And Change For Business Sustainability
Innovation And Change For Business Sustainability
Nik Hasyudeen
Intro to services
Intro to services
nupur.r
AT&T Strategy Analysis
AT&T Strategy Analysis
Tina Sepehrifar
AT&T Strategic Analysis
AT&T Strategic Analysis
Ebrahim Alavi
Ähnlich wie M-01 Service Marketing.pptx
(20)
Mktg 436 - Chapter 1
Mktg 436 - Chapter 1
Sm7 ch01 introduction
Sm7 ch01 introduction
60602 mktg 2013-03 sm introduction_slim
60602 mktg 2013-03 sm introduction_slim
chapter-1-services-marketing.ppt
chapter-1-services-marketing.ppt
Chapter 1 Creating Value in the Service Economy (Service Marketing Lovelock) ...
Chapter 1 Creating Value in the Service Economy (Service Marketing Lovelock) ...
Angayarkanni.ppt
Angayarkanni.ppt
E Services - First part - Flower of services
E Services - First part - Flower of services
Lovelock ppt chapter_01
Lovelock ppt chapter_01
Lovelock chapter 1.ppt
Lovelock chapter 1.ppt
Services Marketing
Services Marketing
New Perspective on Marketing in the Service Economy ( Service Marketing)
New Perspective on Marketing in the Service Economy ( Service Marketing)
Lovelock ppt chapter_01
Lovelock ppt chapter_01
Services marketing Module 2
Services marketing Module 2
20151012 doug morse se coi issip service_economics
20151012 doug morse se coi issip service_economics
Mktg 436 - Chapter 5
Mktg 436 - Chapter 5
inbound6045677185483799107.pptx
inbound6045677185483799107.pptx
Innovation And Change For Business Sustainability
Innovation And Change For Business Sustainability
Intro to services
Intro to services
AT&T Strategy Analysis
AT&T Strategy Analysis
AT&T Strategic Analysis
AT&T Strategic Analysis
Kürzlich hochgeladen
Energy Resources. ( B. Pharmacy, 1st Year, Sem-II) Natural Resources
Energy Resources. ( B. Pharmacy, 1st Year, Sem-II) Natural Resources
Shubhangi Sonawane
Sociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning Exhibit
jbellavia9
Asian American Pacific Islander Month DDSD 2024.pptx
Asian American Pacific Islander Month DDSD 2024.pptx
David Douglas School District
Web & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdf
Jayanti Pande
Class 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdf
AyushMahapatra5
Micro-Scholarship, What it is, How can it help me.pdf
Micro-Scholarship, What it is, How can it help me.pdf
Poh-Sun Goh
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
AreebaZafar22
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
VishalSingh1417
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
Thiyagu K
Application orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
RamjanShidvankar
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
Celine George
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
kauryashika82
Making and Justifying Mathematical Decisions.pdf
Making and Justifying Mathematical Decisions.pdf
Chris Hunter
Beyond the EU: DORA and NIS 2 Directive's Global Impact
Beyond the EU: DORA and NIS 2 Directive's Global Impact
PECB
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
VishalSingh1417
Python Notes for mca i year students osmania university.docx
Python Notes for mca i year students osmania university.docx
Ramakrishna Reddy Bijjam
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
RAM LAL ANAND COLLEGE, DELHI UNIVERSITY.
The basics of sentences session 3pptx.pptx
The basics of sentences session 3pptx.pptx
heathfieldcps1
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
QucHHunhnh
psychiatric nursing HISTORY COLLECTION .docx
psychiatric nursing HISTORY COLLECTION .docx
PoojaSen20
Kürzlich hochgeladen
(20)
Energy Resources. ( B. Pharmacy, 1st Year, Sem-II) Natural Resources
Energy Resources. ( B. Pharmacy, 1st Year, Sem-II) Natural Resources
Sociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning Exhibit
Asian American Pacific Islander Month DDSD 2024.pptx
Asian American Pacific Islander Month DDSD 2024.pptx
Web & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdf
Class 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdf
Micro-Scholarship, What it is, How can it help me.pdf
Micro-Scholarship, What it is, How can it help me.pdf
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
Application orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Making and Justifying Mathematical Decisions.pdf
Making and Justifying Mathematical Decisions.pdf
Beyond the EU: DORA and NIS 2 Directive's Global Impact
Beyond the EU: DORA and NIS 2 Directive's Global Impact
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
Python Notes for mca i year students osmania university.docx
Python Notes for mca i year students osmania university.docx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
The basics of sentences session 3pptx.pptx
The basics of sentences session 3pptx.pptx
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
psychiatric nursing HISTORY COLLECTION .docx
psychiatric nursing HISTORY COLLECTION .docx
M-01 Service Marketing.pptx
1.
Services Marketing
2.
Dr. Ir. Bustanul
Arifin Noer, M.Sc. Email: bus4arifin@gmail.com HP: 08175080186
3.
Akhlak Ilmu Akhirat Dunia Quote -
01
4.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 4 Chapter 1: New Perspectives On Marketing in the Service Economy
5.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 5 Overview of Chapter 1 Why Study Services? What are Services? Marketing Challenges Posed by Services Extended Marketing Mix Required for Services Integration of Marketing with Other Management Functions Developing Effective Service Marketing Strategies
6.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 6 Why Study Services?
7.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 7 Why Study Services? Services dominate most economies and are growing rapidly: Services account for more than 60% of GDP worldwide Almost all economies have a substantial service sector Most new employment is provided by services Strongest growth area for marketing Understanding services offers you a personal competitive advantage
8.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 8 Services Dominate the Global Economy Contribution of Service Industries to GDP Globally Source: The World Factbook 2008, Central Intelligence Agency Services 64% Agriculture 4% Manufacturing 32%
9.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 9 Services as Percent of GDP South Africa (65%), Brazil (66%), Poland (66%) Japan (72%), Taiwan (71%), Australia (71%), Italy (71%) Saudi Arabia (35%) Indonesia (41%), China (40%) Malaysia (46%), Chile (45%) Argentina (57%), Russia (55%) USA (79%), Fiji (78%), Barbados (78%), France (77%), U.K. (76%) Jersey (97%), Cayman Islands (95%), Hong Kong (92%) Bahamas (90%), Bermuda ( 89%), Luxembourg (86%) Canada (70%), Germany (69%), Israel (67%) Turkey (63%), Mexico (62%) 30 40 50 60 70 80 90 20 10 Estimated Size of Service Sector in Selected Countries Source: The World Factbook 2008, Central Intelligence Agency
10.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 10 SERVICES Business Services 12% Transport, Utilities & Communications 9% Wholesale & Retail Trade 12% Source: US Bureau of Economic Analysis, Industry Economics Accounts, 2007 Value Added by Service Industry Categories to U.S. GDP
11.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 11 NAICS: New Way to Classify & Analyze the Service Economy NAICS—North American Industry Classification System Classifies industries in the economic statistics of USA, Canada & Mexico Replaces old SIC codes in USA Captures huge array of new service industries, each with its own NAICS code NAPCS—North American Product Classification System Assigns codes to thousands of service products Particularly useful for looking at rented goods services
12.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 12 HMO Medical Centers Industrial Design Services Investment Banking and Securities Dealing Management Consulting Services Satellite Telecommunications Telemarketing Bureaus Temporary Help Services Casino Hotels Continuing Care Retirement Communities Diagnostic Imaging Centers Diet and Weight Reducing Centers Environmental Consulting Golf Courses, Country Clubs Hazardous Waste Collection NAICS Codes of Newer Service Industries Not Profiled By SIC
13.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 13 Why Study Services? Most new jobs are generated by services Fastest growth expected in knowledge-based industries Significant training and educational qualifications required, but employees will be more highly compensated Will service jobs be lost to lower-cost countries? Yes, some service jobs can be exported
14.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 14 Changing Structure of Employment as Economies Develop Industry Services Agriculture Time, per Capita Income Share of Employment Source: IMF, 1997
15.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 15 Why Study Services? Powerful forces are transforming service markets Government policies, social changes, business trends, advances in IT, internationalization Forces that reshape: Demand Supply The competitive landscape Customers’ choices, power, and decision making
16.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 16 Transformation of the Service Economy Government Policies Business Trends Social Changes Advances In IT Globalization Innovation in service products & delivery systems, stimulated by better technology Customers have more choices and exercise more power Understanding customers and competitors Viable business models Creation of value for customers and firm New markets and product categories Increase in demand for services More intense competition Success hinges on: Increased focus on services marketing and management
17.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 17 Factors Stimulating Transformation of the Service Economy Government Policies Business Trends Social Changes Advances In IT Globalization Changes in regulations Privatization New rules to protect customers, employees, and the environment New agreement on trade in services
18.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 18 Factors Stimulating Transformation of the Service Economy Business Trends Social Changes Advances In IT Globalization Rising consumer expectations More affluence More people short of time Increased desire for buying experiences vs. things Rising consumer ownership of high tech equipment Easier access to information Immigration Growing but aging population Government Policies
19.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 19 Factors Stimulating Transformation of the Service Economy Business Trends Social Changes Advances In IT Globalization Push to increase shareholder value Emphasis on productivity and cost savings Manufacturers add value through service and sell services More strategic alliances and outsourcing Focus on quality and customer satisfaction Growth of franchising Marketing emphasis by nonprofits Government Policies
20.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 20 Factors Stimulating Transformation of the Service Economy Business Trends Social Changes Advances In IT Globalization Growth of Internet Greater bandwidth Compact mobile equipment Wireless networking Faster, more powerful software Digitization of text, graphics, audio, video Government Policies
21.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 21 Factors Stimulating Transformation of the Service Economy Business Trends Social Changes Advances In IT Globalization More companies operating on transnational basis Increased international travel International mergers and alliances “Offshoring” of customer service Foreign competitors invade domestic markets Government Policies
22.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 22 What are Services?
23.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 23 What Are Services? The historical view Smith (1776): Services are different from goods because they are perishable Say (1803): As services are immaterial, consumption cannot be separated from production A fresh perspective: Benefits without Ownership Rental of goods: (a) Payment made for using or accessing something – usually for a defined period of time – instead of buying it outright and (b) Allows participation in network systems that individuals and organizations could not afford
24.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 24 What Are Services? Rented goods services Defined space and place rentals Labor and expertise rentals Access to shared physical environments Access to and usage of systems and networks Five broad categories within non-ownership framework of which two or more may be combined
25.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 25 Definition of Services Services are economic activities offered by one party to another most commonly employ time-based performances to bring about desired results In exchange for their money, time, and effort, service customers expect to obtain value from access to goods, labor, facilities, environments, professional skills, networks, and systems; normally do not take ownership of any of the physical elements involved.
26.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 26 Value Creation is Dominated by Intangible Elements Physical Elements High Low High Source; Adapted from Lynn Shostack Salt Detergents CD Player Wine Golf Clubs New Car Tailored clothing Fast-Food Restaurant Plumbing Repair Health Club Airline Flight Landscape Maintenance Consulting Life Insurance Internet Banking Intangible Elements
27.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 27 Service Products vs. Customer Service & After-Sales Service A firm’s market offerings are divided into core product elements and supplementary service elements Need to distinguish between: Marketing of services – when service is the core product Marketing through service – when good service increases the value of a core physical good Manufacturing firms are reformulating and enhancing existing added-value services to market them as stand- alone core products
28.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 28 Service – A Process Perspective Differences exist amongst services depending on what is being processed Classification of services into People processing Possession processing Mental stimulus processing Information processing
29.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 29 4 Categories of Services
30.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 30 People Processing Customers must: physically enter the service factory cooperate actively with the service operation Managers should think about process and output from the customer’s perspective to identify benefits created and non-financial costs: Time, mental and physical effort
31.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 31 Possession Processing Involvement is limited Less physical involvement Production and consumption are separable
32.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 32 Mental Stimulus Processing Ethical standards required: Customers might be manipulated Physical presence of recipients not required Core content of services is information-based Can be ‘inventoried’
33.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 33 Information Processing Most intangible form of service May be transformed: Into enduring forms of service output Line between information processing and mental stimulus processing may be unclear
34.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 34 Marketing Challenges Posed by Services
35.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 35 Services Pose Distinctive Marketing Challenges Marketing management tasks in the service sector differ from those in the manufacturing sector. Eight common differences between services and goods but they do not apply equally to all services What are marketing implications of these differences?
36.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 36 Differences, Implications, and Marketing-Related Tasks Difference Most service products cannot be inventoried Intangible elements usually dominate value creation Services are often difficult to visualize & understand Customers may be involved in co- production Implications Customers may be turned away Harder to evaluate service & distinguish from competitors Greater risk & uncertainty perceived Interaction between customer & provider; poor task execution could affect satisfaction Marketing-Related Tasks Use pricing, promotion, reservations to smooth demand; work with ops to manage capacity Emphasize physical clues, employ metaphors and vivid images in advertising Educate customers on making good choices; offer guarantees Develop user-friendly equipment, facilities & systems; train customers, provide good support
37.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 37 Differences, Implications, and Marketing-Related Tasks Difference People may be part of service experience Operational inputs and outputs tend to vary more widely Time factor often assumes great importance Distribution may take place through nonphysical channels Implications Behavior of service personnel & customers can affect satisfaction Hard to maintain quality, consistency, reliability Difficult to shield customers from failures Time is money; customers want service at convenient times Electronic channels or voice communications Marketing-Related Tasks Recruit, train employees to reinforce service concept Shape customer behavior Redesign for simplicity and failure proofing Institute good service recovery procedures Find ways to compete on speed of delivery; offer extended hours Create user-friendly, secure websites and free access by telephone
38.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 38 Extended Marketing Mix for Services
39.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 39 Services Require An Extended Marketing Mix Marketing can be viewed as: A strategic and competitive thrust pursued by top management A set of functional activities performed by line managers A customer-driven orientation for the entire organization Marketing is only function to bring operating revenues into a business; all other functions are cost centers The “7 Ps” of services marketing are needed to create viable strategies for meeting customer needs profitably
40.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 40 The 7Ps of Services Marketing Traditional Marketing Mix Applied to Services Product (Chapter 4) Place and Time (Chapter 5) Price (Chapter 6) Promotion and Education (Chapter 7) Extended Marketing Mix for Services Process (Chapter 8 & 9) Physical Environment (Chapter 10) People (Chapter 11)
41.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 41 Integration of Marketing with Other Management Functions
42.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 42 Marketing to be Integrated with Other Management Functions Three management functions play central and interrelated roles in meeting needs of service customers Customer s Operations Management Marketing Management Human Resources Management
43.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 43 Developing Effective Service Marketing Strategies
44.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 44 Overview of Framework Understanding Service Products, Consumers and Markets Part I: Chapters 1-3 Applying the 4 P’s of Marketing to Services Part II: Chapters 4-7 The Extended Services Marketing Mix for Managing the Customer Interface Part III: Chapters 8-11 Implementing Profitable Service Strategies Part IV: Chapters 12-15
45.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 45 Framework - Part I Understanding Service Products, Consumers, and Markets Chapter 1 New Perspectives on Marketing in the Service Economy Chapter 2 Consumer Behavior in a Services Context Chapter 3 Positioning Services in Competitive Markets
46.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 46 Framework - Part II Applying the 4 P’s of Marketing to Services Chapter 4 Developing Service Products: Core and Supplementary Elements Chapter 5 Distributing Services through Physical and Electronic Channels Chapter 6 Setting Prices and Implementing Revenue Management Chapter 7 Promoting Services and Educating Customers
47.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 47 Framework - Part III The Extended Services Marketing Mix for Managing the Customer Interface Chapter 8 Designing and Managing Service Processes Chapter 9 Balancing Demand and Productive Capacity Chapter 10 Crafting the Service Environment Chapter 11 Managing People for Service Advantage
48.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 48 Framework - Part IV Implementing Profitable Service Strategies Chapter 12 Managing Relationships and Building Loyalty Chapter 13 Complaint Handling and Service Recovery Chapter 14 Improving Service Quality and Productivity Chapter 15 Striving for Service Leadership
49.
Services Marketing Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 – Page 49 Summary Services dominate the economy in many nations. The majority of jobs are created in the service sector. Services are often intangible, difficult to visualize and understand, and customers may be involved in co- production. Unique Characteristic s Why Study Services? Extended Marketing Mix What are Services? Services are a form of rental (not ownership). They are performances that bring about a desired result. Product, Place & Time, Price, Promotion & Education, Process, Physical Environment, People CHAPTER 1
Jetzt herunterladen