C7.services.strategy (ii)
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C7.services.strategy (ii)

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    C7.services.strategy (ii) C7.services.strategy (ii) Presentation Transcript

    • g o o d s and s e r v i c e s Page 257-258
    • Consumer Goods Consumer Services Industrial Goods Industrial Services Industrial = Business
    • g o o d s and s e r v i c e s Goods - things you can touch - “tangible” Services - things you can’t touch - but you can see their effect “intangible” “… services are not physical, they are intangible…”
    • A Service is a type of a product. “… a deed performed by one party for another…” Discussions about the marketing of goods apply to services as well. Services have special characteristics that make them different than products. Service
    • A product without physical characteristics; a bundle of performance and symbolic attributes designed to produce consumer want satisfaction. Service Not in the text
      • Tangible
        • touch
        • see
        • taste
        • smell
      • Intangible
        • can’t see
        • can’t touch
        • can’t smell
        • can’t taste
      Tangible / Intangible Attributes GOODS SERVICES Not in the text
    • Goods and Services: Scale of Elemental Dominance Not in the text
    • 1. Intangibility - “u can’t touch this” 2. Production (or performing the service) and Consumption (using the service) - happens at the same time 3. Heterogeneity - services are not always delivered the same way 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts 4 Characteristics of Services Not in the text
      • 1. Intangibility - “u can’t touch this”
      • Services cannot be stored
      • Services cannot be protected through patents
      • - therefore a really great travel package and service can be copied
      • a really great physical object can be patented, and NOT allowed to be copied
      Characteristics of Services Not in the text
      • 1. Intangibility - “u can’t touch this”
      • Hard to explain and display Services if you can’t see them
      • Prices are difficult to set - depends on customers expectations
      Characteristics of Services Not in the text
      • 1. Intangibility - “u can’t touch this”
      • Marketing Strategies
      • stress tangible cues, eg. Smiling face
      • use personal information, sources, references
      • use word-of-mouth
      • contact customers after they buy to stimulate continued enthusiasm and hope they “talk it up”
      Characteristics of Services Not in the text
    • 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time Characteristics of Services
      • Many people involved in delivering a service
      • mass production of services is hard to do
      Not in the text
    • 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time Characteristics of Services
      • Marketing Strategies
      • Emphasize how much you train your people - so their ability to give you good service will be high
      • Have many locations so customers can get to you
      • ie. Insurance sales come to your home
      Not in the text
    • 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services eg. A machine can make ice cream cones a standard size 100% of the time A person filling an ice cream cone with a scoop cannot do it the same amount each time, unless you use a machine to dispense the ice cream Characteristics of Services Not in the text
    • 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services eg. A Taxi driver cannot drive you to the office in exactly the same time each day because the traffic patterns change eg. A travel agent can sell you a vacation package - but cannot guarantee you will like the trip exactly the same way another tourist did. Characteristics of Services Not in the text
    • 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts Demand fluctuates and changes, sometimes depending on the season, or weather eg. Taxi in the rain, vacation in summer Characteristics of Services Not in the text
    • Service Providers
      • service providers have product lines and product mixes as well examples
      • Mastercard
      • insurance
      • telephone services
      • cable services
      • ISPs - internet service providers
      • airlines, first class, economy class
      • banks
      Not in the text