• Like

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Cd6813 services

  • 617 views
Uploaded on

ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
617
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
18
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Services Marketing
  • 2. Lodging – hotel, resort, b&b Healthcare – hospital, clinic Transportation – airlines, bus, railways, taxi Education – university, college, kindergarten Entertainment – cineplex, disco, themepark Food & Beverage – restaurant, café, pub Financial – bank, insurance, investment MRO – workshop, service centre, cleaning Telecommunication – telecom, internet Legal – lawyer firm Training/Consultancy – consulting, advertising, training Social – escort, tourist guide, security firm School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________
  • 3. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________
  • 4. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________
    • V A L U E - A D D E D
    • Performances
    • Actions
  • 5. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Intangibility Heterogeneity Inseparability Perishability
  • 6. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Intangibility
  • 7. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Intangibility Services cannot be seen, felt, tasted or touched before they are purchased.
  • 8. Tangibility Spectrum Tangible Dominant Intangible Dominant Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Teaching Fast-food Outlets Fast-food Outlets            
  • 9. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Mktg Implications: Difficult to describe Difficult to measure Q Cannot be stored Cannot be easily patented Intangibility
  • 10. INTANGIBILITY: SUGGESTED SOLUTIONS
      • Use tangible clues/physical evidence
      • Utilize personal sources of information
      • Create a strong organizational image
    School of Business Management Universiti Kebangsaan Malaysia ___________________________________________________________________________________
  • 11.  
  • 12.  
  • 13.  
  • 14. Awards: Pangkor Laut Resort "Marina Bay Pangkor Laut Estates Listed in Best 101 Hotels in the World" by Tatler Travel Guide U.K. (2006) "20 Most Fabulous Spa Retreats in the World" by Australian Gourmet Traveller Magazine (2005) "Spa of Malaysia"and"Best Traditional Chinese Medicine (TCM) - Influenced Spa" Spa Asia Crystal Awards - Spa Asia Magazine (2005) 'World's Top 25 Spas 2005' by The Sunday Telegraph, U.K. Senses Wellness Award - "Best Beach Resort" by Senses Wellness Guide, Germany (2005) "Top Ten Spa Retreats - Overseas" byConde Nast Traveller U.K. - Readers' Spa Awards (2005) "Top Ten Best Overseas Resort" by Luxury Travel & Style Magazine, Australia - The Gold List 2005 Five Star Diamond Award by The American Academy of Hospitality Sciences (2002, 2003, 2004 & 2005)
  • 15.  
  • 16. Pretty Woman: Julia Roberts gets a taste of the high-life: Regent Beverly Wilshire, 9500 Wilshire Boulevard, Beverly Hills
  • 17. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Heterogeneity
  • 18. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Heterogeneity No two services will be precisely alike Services are heterogeneous across: time, organizations, and people
  • 19. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Heterogeneity No two services will be precisely alike
    • Produced and influenced by humans
    • No two persons are precisely alike
    • Even the same person may differ in his
    • performance from day to day (hour to hour)
  • 20. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Heterogeneity
      • Mktg Implication:
      • Standardization and quality control are difficult to achieve
  • 21. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Heterogeneity
      • Suggested Solution:
      • Effective training of staffs
      • Good standard practice & procedures
      • (P&P)
      • Good HRM
  • 22. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Inseparability
  • 23. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Inseparability Services are produced and consumed simultaneously
  • 24.  
  • 25. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Inseparability Interactions “Service provider-Customer”– Customer is present while the service is being produced Interactions “Customer-Customer”– Customers interact with each other during the service production process
  • 26. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Inseparability
      • Mktg Implications:
      • Mass production is difficult
      • Service provider is part of the product itself and as
      • essential ingredient in the service experience for the
      • consumer
      • Quality depends on interactions between:
      • - customer – service provider
      • - customer – customer
  • 27. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Inseparability
      • Suggested Solutions:
      • Focus on the training and selection of public contact personnel
      • Develop strategies to manage consumers
      • - separate waiting areas (workshop),
      • minimized interaction SP-C
      • - by appointment (clinic),minimized interaction C-C
      • Develop multi-site locations
  • 28. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Perishability
  • 29. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Perishability Services cannot be saved, resold or returned. - a seat on an airplane - an hour of a lawyer’s time - badly haircut
  • 30. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Perishability Mktg Implications: It is difficult to synchronize supply and demand with services - because service cannot be inventoried for future use Service cannot be returned and resold
  • 31. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ Perishability
    • Suggested Solutions:
    • Good mktg communication strategies
    • Good pricing strategies
  • 32.
    • Product
    • Price
    • Place
    • Promotion
    • People
    • Process
    • Physical Evidence
    7 Ps Expanded Mix for Services
  • 33. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ All human actors who play a part in service delivery and thus influence the buyer’s perceptions; namely the firm’s personnel, the customer, and other customers in the service environment. People
  • 34. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ All human actors who play a part in service delivery and thus influence the buyer’s perceptions; namely the firm’s personnel, the customer, and other customers in the service environment.
    • Employees
    • The customer
    • Other customers
    People
  • 35. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. Physical Evidence
  • 36. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
    • Facility design
    • Equipment
    • Signage
    • Employee dress
    • Others – buss. cards,
    • brochures etc.
    Physical Evidence
  • 37. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ The actual procedures, mechanism, and flow of activities by which the service is delivered – the service delivery and operating systems. Process
  • 38. School of Business Management Universiti Kebangsaan Malaysia _______________________________________________________________________________________ The actual procedures, mechanism, and flow of activities by which the service is delivered – the service delivery and operating systems.
    • Flow of activities
    • Number of steps
    • Customer involvement
    Process
  • 39. Internal Marketing Interactive Marketing External Marketing Company (Management) Customers Employees “ enabling the promise” “ delivering the promise” “ making the promise” Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler The Services Marketing Triangle