ch 1 & 2 mgt 489 iintro power point presentation.ppt
TRANSCRIPT
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McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved
MANAGEMENT 489
MARKETING OF SERVICES
ANDERSON SCHOOL OF MGT
FALL 2004
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McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved
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Chapter
1 Introduction to Services What are services?
Why services marketing?
Service and Technology
Differences in Goods vs. Services Marketing
Services Marketing Mix Staying Focused on the Customer
The Gaps Model of Service Quality
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Challenges for Services
Defining and improving quality
Communicating and testing new services
Communicating and maintaining a consistent
image Motivating and sustaining employee commitment
Coordinating marketing, operations and human
resource efforts Setting prices
Standardization versus personalization
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Examples of Service Industries
Health Care hospital, medical practice, dentistry, eye care
Professional Services accounting, legal, architectural
Financial Services banking, investment advising, insurance
Hospitality restaurant, hotel/motel, bed & breakfast,
ski resort, rafting
Travel airlines, travel agencies, theme park
Others: hair styling, pest control, plumbing, lawn
maintenance, counseling services, health club
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Tangibility Spectrum
Tangible
Dominant
Intangible
Dominant
SaltSoft Drinks
Detergents
AutomobilesCosmetics
AdvertisingAgencies
AirlinesInvestment
ManagementConsulting
Teaching
Fast-foodOutlets
Fast-food
Outlets
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0
10
20
30
40
50
60
70
80
1929 1948 1969 1977 1984 1999
PercentofU.S.
LaborForce
Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and
July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, The Service Sector of the U.S.
Economy, Scientific American, 244,3 (1981): 31-39.
Year
Services
Manufacturing
Mining & Agriculture
Percent of U.S. Labor Force by Industry
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0
10
20
30
40
50
60
70
80
1948 1959 1967 1977 1987 1999
Percent
ofGDP
Year
Source: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli
Ginzberg and George J. Vojta, The Service Sector of the U.S. Economy, Scientific
American, 244,3 (1981): 31-39.
Services
Manufacturing
Mining & Agriculture
Percent of U.S. Gross Domestic
Product by Industry
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Table 1.1
Industries Classified within the Service Sector
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Differences Between
Goods and Services
Intangibility
Perishability
SimultaneousProduction
andConsumption
Heterogeneity(Differentiation)
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Implications of Intangibility
Services cannot be inventoried
Services cannot be patented
Services cannot be readily displayed or
communicated
Pricing is difficult
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Implications of Heterogeneity
Service delivery and customer satisfaction depend
on employee actions
Service quality depends on many uncontrollable
factors
There is no sure knowledge that the service
delivered matches what was planned and
promoted
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Implications of Simultaneous Production
and Consumption
Customers participate in and affect the transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
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Implications of Perishability
It is difficult to synchronize supply and demand
with services
Services cannot be returned or resold
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Services are Different
Goods Services Resulting ImplicationsTangible Intangible Services cannot be inventoried.
Services cannot be patented.Services cannot be readily displayed or communicated.Pricing is difficult.
Standardized Hetero eneous Service delivery and customer satisfaction depend on
employee actions.Service ualit de ends on man uncontrollable factors.There is no sure knowledge that the service deliveredmatches what was planned and promoted.
Productionseparate fromconsumption
Simultaneousproduction andconsumption
Customers participate in and affect the transaction.Customers affect each other.Employees affect the service outcome.
Decentralization may be essential.Mass production is difficult.
Non erishable Perishable It is difficult to synchronize supply and demand withservices.Services cannot be returned or resold.
Source: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, Problems and Strategies in Services Marketing,
Journal of Marketing49 (Spring 1985): 33-46.
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Traditional Marketing Mix
All elements within the control of the firm that
communicate the firms capabilities and image to
customers or that influence customer satisfaction
with the firms product and services: Product
Price
Place Promotion
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Expanded Mix for Services --
The 7 Ps
Product
Price
Place
Promotion
People
Process Physical Evidence
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Expanded Marketing Mix for Services
PRODUCT PLACE PROMOTION PRICE
Physical goodfeatures
Channel type Promotionblend
Flexibility
Quality level Exposure Salespeople Price level
Accessories Intermediaries Advertising Terms
Packaging Outlet location Salespromotion
Differentiation
Warranties Transportation Publicity Allowances
Product lines Storage
Branding
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Expanded Marketing Mix for Services
PEOPLE PHYSICALEVIDENCE
PROCESS
Employees Facility design Flow of activities
Customers Equipment Number of steps
Communicatingculture and values
Signage Level of customerinvolvement
Employee research Employee dress
Other tangibles
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Ways to Use the 7 Ps
Overall Strategic
Assessment
How effective is a firms
services marketing mix?
Is the mix well-aligned
with overall vision and
strategy?
What are the strengths and
weaknesses in terms of the
7 Ps?
Specific Service
Implementation
Who is the customer?
What is the service? How effectively does the
services marketing mix for
a service communicate its
benefits and quality?
What changes/
improvements are needed?