Test Your KnowledgeMarketing of Services

byEileen Conlan

Marketing Consultancy Services

Marketing of Services

• Task 1 group task - word conundrum.• Task 2 group task - match the definitions.• Task 3 group task - what am I?• Task 4 group task - match the definitions.• Task 5 group task – marketing mix.

Task 2 Characteristics of a Service1.___________________:“Because services are performances or actions rather than objects, they cannot be seen, felt, tasted or touched in the same manner as a tangible good.”2.___________________:“Because services are performances, frequently produced by humans, no two services will be precisely alike.”3.___________________:“Most services are sold first and then produced and consumed simultaneously.”4.___________________:“Services cannot be saved, stored, resold or returned.”

Zeithaml, V, Bitner,M and Gremler, D (2006) Services Marketing Integrating Customer Focus Across The Firm (4th edn), McGraw-Hill Education, Singapore

Task 2 Characteristics of a Service1. Intangibility:“Because services are performances or actions rather than objects, they cannot be seen, felt, tasted or touched in the same manner as a tangible good.”2. Heterogeneity:“Because services are performances, frequently produced by humans, no two services will be precisely alike.”3. Inseparability:“Most services are sold first and then produced and consumed simultaneously.”4. Perishability:“Services cannot be saved, stored, resold or returned.”

Zeithaml, V, Bitner,M and Gremler, D (2006) Services Marketing Integrating Customer Focus Across The Firm (4th edn), McGraw-Hill Education, Singapore

Task 3 What am I………………?

Task 3 What am I? – Dimensions of a Service.

Task 4 Service Quality Dimensions 1.___________________:“Ability to perform the promised service dependably and accurately.”2.___________________:“Willingness to help customers and provide prompt service.”3.___________________:“Employees’ knowledge and courtesy and their ability to inspire trust and confidence.”4.___________________:“Caring, individualised attention given to customers.”5.___________________:“Appearance of physical facilities, equipment, personnel, and written materials.”

Zeithaml, V, Bitner,M and Gremler, D (2006) Services Marketing Integrating Customer Focus Across The Firm (4th edn), McGraw-Hill Education, Singapore

Task 4 Service Quality Dimensions 1. Reliability:“Ability to perform the promised service dependably and accurately.”2. Responsiveness:“Willingness to help customers and provide prompt service.”3. Assurance:“Employees’ knowledge and courtesy and their ability to inspire trust and confidence.”4. Empathy:“Caring, individualised attention given to customers.”5. Tangibles:“Appearance of physical facilities, equipment, personnel, and written materials.”

Zeithaml, V, Bitner,M and Gremler, D (2006) Services Marketing Integrating Customer Focus Across The Firm (4th edn), McGraw-Hill Education, Singapore

Task 5 Extended Marketing Mix – Put terms into correct column.

Zeithaml, V, Bitner,M and Gremler, D (2006) Services Marketing Integrating Customer Focus Across The Firm (4th edn), McGraw-Hill Education, Singapore

People Physical Evidence Process

Customer involvement, employees, facility design, flow of activities standardisation / customised, no. of steps simple / complex, reports, signage, motivation, rewards, training, teamwork, education, recruiting, equipment, employee dress, guarantees, business cards, statements.

Task 5 Extended Marketing Mix

Zeithaml, V, Bitner,M and Gremler, D (2006) Services Marketing Integrating Customer Focus Across The Firm (4th edn), McGraw-Hill Education, Singapore

People Physical Evidence Process

Employees

Recruiting

Training

Motivation

Rewards

Teamwork

Customers Education and Training

Facility design

Equipment

Signage

Employee Dress

Other tangibles: Reports, Business cards, Statements, Guarantees

Flow of activities:

Standardised /Customised

No. of steps: Simple / Complex

Customer involvement

The key dimensions consumers judge service quality on are:1. Assurance, Empathy, Tangibles, Reliability and Responsiveness.2. People, Price, Place, Reliability.3. Perishability, Inseparability, Reliability and Customer relationship4. Consumers don’t judge quality: The company dictates the quality to be

expected!

The key dimensions consumers judge service quality on are:1. Assurance, Empathy, Tangibles, Reliability and Responsiveness.2. People, Price, Place, Reliability.3. Perishability, Inseparability, Reliability and Customer relationship4. Consumers don’t judge quality: The company dictates the quality to be

expected!

The additional marketing mix elements that relate directly to service marketing are :

1. People, Process and Physical Evidence.2. Price, Process and Physical Evidence.3. Product, Price, Place, Promotion.4. Promotion, Price, Place and Product.

The additional marketing mix elements that relate directly to service marketing are :

1. People, Process and Physical Evidence.2. Price, Process and Physical Evidence.3. Product, Price, Place, Promotion.4. Promotion, Price, Place and Product.

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