Characteristics of services and their marketing implications
Issues related to the planning and marketing of services
The four Rs of services marketing
The relationship marketing approach
The impact of technology in providing services
The Nature of Services
regardless of the “product”, there is a services component to the offerings of all firms
in some cases, a service is the principal purpose of the transaction, as in the rental of a car, a haircut, or legal services -- we refer to this as the core service
in others, service is performed in support of the sale of a tangible product -- these are referred to as supplementary services
Goods and Services Continuum
There are two classes of services.
Services that are the main purpose of a transaction —renting a truck to move.
Services that supplement the sale of a tangible good — for example, an information hotline for computer software.
The focus here is primarily on identifiable, intangible services that are the main object of a transaction designed to provide want-satisfaction to customers; supplementary services growing in importance, however.
12 - Canned foods Ready- made clothes Auto- mobiles Draperies, Carpets Rest- aurant meals Repairs: auto, house, landscaping Air travel Insurance, Consulting, Teaching MOSTLY GOODS MOSTLY SERVICES The Goods-Services Continuum
Importance of Services
Three-fourths of the Canadian labour force is employed in service industries.
Over 70% of the nation’s gross national product is produced by services.
From 1986 to 2000, virtually all new jobs will be in the service industries.
Huge growth in personal services as well as business services.