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Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
Ke 1 introduksi pemasaran jasa
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Ke 1 introduksi pemasaran jasa

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  • 1. DOSEN: IMANUDDIN HASBI, ST., MM 1
  • 2. NO. TOPIK BAHASAN 1 Introduksi Manajemen Pelayanan 2 Persepsi konsumen trhadap pelayanan 3 Perilaku & ekspektasi konsumen 4 Mengelola pertemuan pelayanan & standar pelayanan menurut konsumen 5 Strategi penetapan hargauntuk jasa 6 Promosi & edukasi pelanggan & UTS 7 Peran karyawan dan pelanggan dalam pelayanan 8 Pelayanan melalui perantara dan fasilitas elektronis 9 Mengelola permintaan, penawaran, waiting lines & reservasi10 Implikasi dari teknologi terhadap pelayanan11 Membina hubungan dengan pelanggan dan recovery pelayanan12 Mengelola kepemimpinan dalam pelayanan 2
  • 3. Tugas Tugas Kelompok membuat Mark Plan Jasa, 1 Kelompok = 5 orang Tugas Individu 3
  • 4. Konsep Product Product Good (Barang) Service (Jasa) 4
  • 5. SERVICEKotler (1996):  Jasa adalah setiap tindakan atau perbuatan yang dapat ditawarkan oleh suatu pihak kepada pihak lain, pada dasarnya bersifat tidak berwujud fisik dan tidak menghasilkan kepemilikan sesuatu. Produksi jasa bisa berhubungan dengan produk fisik maupun tidak. 5
  • 6. SERVICEChristopher Lovelock, Lauren Wright (2002):  A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in ownerhip of any of the factors of production.  Services are economic activites that create value and provide benefits for customers at specific times and places, as a result of bringing about a desired change in-or on behalf-the recipient of the service. 6
  • 7. SERVICEValarie A. Zeithaml, Mary Jo Bitner (2003):  Service includes all economic whose output is not a physical product or construction, is generally consumed at the time its produced and provides added value in form (such as convenience, amusement, comfort or healt). 7
  • 8. SERVICE IN THE U.S. ECONOMY NO. INDUSTRY SERVICES SHARE OF GDP 1 Finance, Insurance & Real Estate 20% 2 Wholesale & Retail Trade 17% 3 Transport, Utilities & 8% Communications 4 Health 5% 5 Business Services 5% 6 Other Services 10% 7 Government (mostly services) 12% INDUSTRY GOODS 8 Manufacturing 16% 9 Agriculture, Forestry, Fishing & 7% Mining 8
  • 9. SERVICE ORGANIZATIONS(INTERNATIONAL CORPORATIONS) NO. INDUSTRY SERVICES EXAMPLES 1 Airlines Singapore Airlines,Garuda Indonesia 2 Banking City Bank, Hongkong Bank 3 Insurance AXALife 4 Telecommunications Telkom,Singtel 5 Hotel chain Hyat Hotel, Holiday Inn 6 Freight Wang, K-Line, FEDEX, Transportation DHL 7 Restaurant HardRock Café 8 Franchise McDonald,KFC,Indomart, Alfa Mart,Yomart 9
  • 10. Basic Differences Between Goods and Services Kastamer tidak dapat memiliki jasa Jasa tidak berwujud Kastamer terlibat saat proses produksi Orang mungkin sebagai bagian dari jasa Keberagaman dalam operasional input menjadi output Jasa sukar untuk dievaluasi kastamer Jasa tidak dapat disimpan Faktor waktu menjadi lebih penting Sistem delivery mungkin melibatkan saluran elektronik dan fisik 10
  • 11. KARAKTERITIK JASA VARIABILITY : banyak variasi bentuk, kualitas dan jenis, tergantung pada siapa, kapan, dan dimana jasa tersebut dihasilkan. INTANGIBLE : tidak dapat dilihat, dirasa, diraba, dicium, didengar sebelumnya. INSEPARABILITY : jasa diproduksi dan dikonsumsi secara bersamaan. PERISHABILITY : komoditas tidak tahan lama dan tidak dapat disimpan. 11
  • 12. Tangibility Spectrum Salt Soft drinks Detergents Automobiles Cosmetics Fast-food OutletsTangible Tangibledominant dominant Fast-food Outlets Advertising agencies Airlines Investment Management Consulting Teaching 12
  • 13. The Eight Components of Integrated Service Management(Marketing/Service Mix/8 P) Product Element Place, Cyberspace, & Process TimePromotion & ProductivityEducation Service Mix & Quality Price & Other People User Outlays Physical Evidence 13
  • 14. EXPANDED MARKETING MIX FOR SERVICES PRODUCT PLACE PROMOTION PRICE  Physical good feature  Channel type  Promotion blend  Flexibility  Quality level  Exposure  Salespeople  Price level  Accessories  Intermediaries (Number,Selection,Training  Terms  Packaging  Outlet locations ,Incentives)  Differentiation  Warranties  Transportation  Advertising (Targets,Media  Discounts  Product lines  Storage types,Types of ads,Copy  Allowances  Branding  Managing channels thrust)  Sales promotion  PublicityPEOPLE PHYSICAL EVIDENCE PROCESS PRODUCTIVITY & Employees  Facility design  Flow of activities QUALITY (Recruting,Training,Motiva  Equipment (Standardized,Customized)  Improved productivity tion,Rewards,Teamwork) Employee dress  Number of steps is essential to keep Customers (Education  Other tangibles (Simple,Complex) cost under control Training) (Report,Business  Customer Involvement  Service Quality, as cards,Signage,State defined by ments,Guarantees) customers, is essential for product differentiation & for building customer loyalty 14
  • 15. FACTORS STIMULATING THE TRANSFORMATION OF THE SERVICE ECONOMYGovernment Policies Social Changes Business Trends Advances in Internationalization Changes in  Rising Consumer  Manufacturers Add Information  More Companies Regulations for Expectations Value through Technology Operating on Privatization  More Affluence Service and Sell  Govergence of Transnational New Rules to  More People Short Services Computers & Basis Protect Customers, of Time  More Strategic Telecommunicatio  Increased Employees, and the  Increased Desire Alliances ns International Environtment Buying  Marketing  Greater Bandwith Travel New Agreements Experiences vs. Emphasis by  Miniaturization  International on Trade in Service Things Nonprofits Creates More Mergers and  Rising Ownership  Relaxation of Compact Mobile Alliances of Computers & Professional Equipment Mobile Phones Association  Wireless  Immigration Standards Netwoking  Quality Movement  Faster, More  Emphasis on Powerful Software Productivity & Cost  Digitization of Savings Text, Graphics,  Growth of Audio, and Video Franchsing  Growth of the  Innovative Hiring Internet Practices Increased Demand for Services More Intensive Competition Service Innovation Stimulated by Application of New and Improved Technologies Increased Focus on Service Marketing and Management 15
  • 16. Relating the 8Ps to the Service Management Decision Framework What Business Are We in? •With what industry is our service associated? •With what other ggods and services do we compete? •What forces for change do we face? •What solutions do we offer to meet customers’ needs? What Service Process Can Be Who Are Our Customers and How Used in Our Operation? (Process) Should We Relate to Them? What Should Be the Core & Supplementary Elements of Our Service Product? (Product Elements) What Price Should We Charge for Our Service? What Should We Communicate What Our Service Has to Offer? (Price & Other User Outlays) (Promotion & Education) (Physical Evidence) What Are the Options for Delivering Our Service? How Can We Balance Productivity and Quality? (Place, Cyberspace, & Time) (Physical Evidence) (Productivity & Quality) How Should We Match Demand and Productive Capacity? What Are Appropiate Roles for People and Technology? (People) How Can Our Firm Achieve Service Leadership? 16

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