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Designing and Managing Services

Designing and Managing Services
Chapter 13, Kotler
Marketing Report

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Designing and Managing Services Designing and Managing Services Presentation Transcript

  • CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010
  • Outline
    • Nature of Service
      • Concept 1: Intangible Acts are Everywhere
      • Concept 2: Service Cocktail
      • Concept 3: Service Features
      • Concept 4: Application of Features
    • Marketing Service
      • Concept 5: Provider-Customer tandem
      • Concept 6: Holistic Marketing
    Wednesday May 12, 2010
  • Outline
    • Improving service quality
      • Concept 7: Filling the Gaps
      • Concept 8: Best Practices
    • Creating strong brands in the service industry
      • Concept 9: Brand Strategies
    • Product-Support Services
      • Concept 10: Satisfying the Customer
    • Summary
    Wednesday May 12, 2010
  • Concept 1: Intangible Acts are Everywhere Business Government Private nonprofit Manufacturing and Retail Wednesday May 12, 2010
  • Concept 1: Intangible Acts are Everywhere
    • Kotler: Government
    • Local: Eastwood
    • Medical:
      • ASMPH
      • Emergency Rooms
    Wednesday May 12, 2010
  • Concept 2: Service Cocktail
    • 1. Pure tangible good
      • Kotler and Local: Soaps
      • Medical: First Aid kit
    Wednesday May 12, 2010
    • 2. Good with accompanying services
      • Kotler: Cars, computers, cellphones
      • Local: Honda Civic, Dell laptops, iPhones
      • Medical: Diagnostic equipment
  • Concept 2: Service Cocktail
    • 3. Hybrid
      • Kotler: Restaurants
      • Local: Wedding planner
      • Medical: Hospitals
    Wednesday May 12, 2010
    • 4. Service with accompanying goods
      • Kotler: Airlines
      • Local: LBC, gasoline stations
      • Medical: Physical therapy
  • Concept 2: Service Cocktail
    • 5. Pure Service
      • Kotler: Massage
      • Local: Helpers
      • Medical: Healthcare professionals
    Wednesday May 12, 2010
  • Concept 3: Service Features
    • 1. Intangibility
      • Physical evidence
      • Presentation
    Wednesday May 12, 2010
      • Kotler: Washington Mutual
      • Local: Call centers
      • Medical: Customer services in TMC
  • Concept 3: Service Features
    • 2. Inseparability
      • Kotler: Blue Man Group in entertainment
      • Local: Lawyers
      • Medical:
        • Psychiatrists
        • Family medicine doctors
        • Pediatricians
    Wednesday May 12, 2010
  • Concept 3: Service Features
    • 3. Variability
      • Kotler: General Electric and Citibank
      • Local: Fast food chains
      • Medical:
        • Bedside manners
        • Doctor’s P-drug
        • Individualized treatment
    Wednesday May 12, 2010
  • Concept 3: Service Features
    • 4. Perishability
      • Kotler: Club Med, Disney’s Fastpass
      • Local: Cebu Pacific promos
      • Medical:
        • Medical equipment during trauma
        • DevPed and TCM practitioners’
        • waiting line
    Wednesday May 12, 2010
  • Concept 4: Application of Features
    • Increasing Quality Control
    • Demand = Supply
    • Improving Service Quality
    Wednesday May 12, 2010
  • Concept 5: Provider-Customer Tandem Wednesday May 12, 2010 Provider Failure? Improve Customer Relationship Present Customer Failure
    • Root Causes:
    • People
    • Technology
    • Process
    • Servicescape
    • From employees to customers
    • Solutions:
    • Redesign process, simplify roles
    • Incorporate right technology
    • Create high-performance customers
    • Encourage customer citizenship
  • Concept 6: Holistic Marketing
    • Kotler: Singapore Airlines
    • Local: Toyota
    • Medical: TMC
    Wednesday May 12, 2010
  • Concept 7: Filling the Gaps Wednesday May 12, 2010 Service Delivery External Communications
  • Concept 7: Filling the Gaps Wednesday May 12, 2010 Reliability Responsiveness Assurance Empathy Tangibles Service-Quality Specification
  • Concept 8: Best Practices
    • Strategic Concept
    • Management Commitment
    • High Standards
    • Self-Service Technology
    • Monitoring System
    • Employee Satisfaction
    Wednesday May 12, 2010
      • Kotler: Rackspace, Hotel front desks, Gethuman.com, Paychex
      • Local: McDonalds/ Fast food chains
      • Medical:
        • MVP and Dr. Bengzon
        • TMC standards vs QMMC
        • Cashier kiosks in TMC/St. Lukes
        • Benefits of employees
    Concept 8: Best Practices Wednesday May 12, 2010
  • Concept 9: Brand Strategy
    • Image
    • Branding
      • Kotler: United Airlines, Comcast, Hilton Hotels
      • Local: Greenwich, Biogesic
      • Medical:
        • Hospitals, medical schools
    Wednesday May 12, 2010
  • Concept 10: Satisfying the Customer Wednesday May 12, 2010
    • Worries:
    • Failure Frequency
    • Downtime
    • Out-of-pocket Costs
    • Offer:
    • Facilitating Services
    • Value-augmenting Services
    • Service Contracts / Extended Warranties
    • Post-sale services (Customer and Repair & Maintenance)
  • Summary
    • Nature of Service
      • Types, Characteristics, Applications
    • Marketing Service
      • Customer failure
      • Need for improved customer relationship
      • Holistic marketing
    • Improving service quality
      • Filling the Gaps, Best Practices
    • Brand Strategies
    • Satisfying the Customer
    Wednesday May 12, 2010
    • Grab the service opportunity
    • Market it holistically
    • Always aim for quality
    • Strategize in order to satisfy the Customer
    Conclusion Wednesday May 12, 2010
  • CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010