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Title:

Services Marketing

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How is this Different from Product Marketing? What is a Service? Services are products ... that are intangible, or at least substantially so. If totally intangible ... – PowerPoint PPT presentation

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Title: Services Marketing


1
Services Marketing
  • How is this Different from Product Marketing?

2
What is a Service?
  • Services are products ... that are intangible, or
    at least substantially so. If totally
    intangible, they are exchanged directly from
    producer to user, cannot be transported or
    stored, and are almost instantly perishable.
  • intangible task that satisfies consumer or
    business user needs

3
Goods-Services Continuum
  • Reflects the tangibility aspect of services. In
    other words, services are intangible products!
  • Pure Good (Dress) ----gtDinner in an Exclusive
    Restaurant---gtPure Services (Theme Park)

4
Why is Services Such A Hot Topic?
  • The U.S. economy is increasing turning to
    services production vs. manufacturing
  • Trade Surpluses are being generated by service
    firms
  • Considerable demand growth

5
Why is There Increased Demand?
  • Increasing Affluence
  • More Leisure Time
  • More Working Women
  • Longer Life Expectancy
  • Complex, Innovative Products
  • Increasing Technological Changes
  • Increasingly Complex Lifestyles (i.e., tax time!)

6
Unique Characteristics of Services
  • Intangibility
  • Perishability
  • Lack of Standardization
  • Inseparability
  • Simultaneous Production and Consumption

7
Intangibility - How Do We Develop Effective
Strategies?
  • Associate the Brand with Perceived Benefits (i.e.
    AmExp, Southwest)
  • Associate the Firm with Tangible Cues - remember
    Peripheral Processing?) UPS Brown trucks and
    uniforms
  • Build a reputation for quality and ethical
    practices

8
How Do I Survive with a Perishable Product?
  • Allow for Off-Peak Pricing
  • Allow for Flexible Delivery of Service
  • Make Waiting FUN or at least tolerable (i.e.,
    Airport TV)

9
Does Lack of Standardization Mean Reduced
Satisfaction?
  • Increase Standardization with Use of Robotics and
    Equipment
  • Establish Rules and Routines
  • Develop Thorough Training Programs

10
Simultaneous Production and Consumption
  • Membership Relationship
  • formal exchange relationship in which the
    customers identity is known and records of
    transactions are maintained
  • Personalize the Service
  • develop interpersonal ties and relationships
    between the provider and customer

11
What are the Determinants of Service Quality?
  • Reliability
  • Responsiveness
  • Assurance
  • Empathy
  • Tangibles

12
NonProfit Organizations
  • Public
  • IRS, Social Security, schools, postal services
  • Private
  • religious organizations
  • educational organizations
  • political organizations
  • philanthropic organizations

13
What Makes Not-for-Profit Firms Unique?
  • Nonfinancial Objectives
  • quality and satisfaction may predominate
  • Multiple Constituencies
  • example MTSU
  • Conflict between Mission and Satisfaction
  • Anti-drug programs, religious organizations
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