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Designing and Managing Services

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Designing and Managing Services …

Designing and Managing Services
Chapter 13, Kotler
Marketing Report

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    • 1. CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010
    • 2. 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
    • 3. 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
    • 4. Concept 1: Intangible Acts are Everywhere Business Government Private nonprofit Manufacturing and Retail Wednesday May 12, 2010
    • 5. Concept 1: Intangible Acts are Everywhere
      • Kotler: Government
      • Local: Eastwood
      • Medical:
        • ASMPH
        • Emergency Rooms
      Wednesday May 12, 2010
    • 6. 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
    • 7. 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
    • 8. Concept 2: Service Cocktail
      • 5. Pure Service
        • Kotler: Massage
        • Local: Helpers
        • Medical: Healthcare professionals
      Wednesday May 12, 2010
    • 9. Concept 3: Service Features
      • 1. Intangibility
        • Physical evidence
        • Presentation
      Wednesday May 12, 2010
        • Kotler: Washington Mutual
        • Local: Call centers
        • Medical: Customer services in TMC
    • 10. Concept 3: Service Features
      • 2. Inseparability
        • Kotler: Blue Man Group in entertainment
        • Local: Lawyers
        • Medical:
          • Psychiatrists
          • Family medicine doctors
          • Pediatricians
      Wednesday May 12, 2010
    • 11. 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
    • 12. 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
    • 13. Concept 4: Application of Features
      • Increasing Quality Control
      • Demand = Supply
      • Improving Service Quality
      Wednesday May 12, 2010
    • 14. 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
    • 15. Concept 6: Holistic Marketing
      • Kotler: Singapore Airlines
      • Local: Toyota
      • Medical: TMC
      Wednesday May 12, 2010
    • 16. Concept 7: Filling the Gaps Wednesday May 12, 2010 Service Delivery External Communications
    • 17. Concept 7: Filling the Gaps Wednesday May 12, 2010 Reliability Responsiveness Assurance Empathy Tangibles Service-Quality Specification
    • 18. Concept 8: Best Practices
      • Strategic Concept
      • Management Commitment
      • High Standards
      • Self-Service Technology
      • Monitoring System
      • Employee Satisfaction
      Wednesday May 12, 2010
    • 19.
        • 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
    • 20. Concept 9: Brand Strategy
      • Image
      • Branding
        • Kotler: United Airlines, Comcast, Hilton Hotels
        • Local: Greenwich, Biogesic
        • Medical:
          • Hospitals, medical schools
      Wednesday May 12, 2010
    • 21. 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)
    • 22. 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
    • 23.
      • Grab the service opportunity
      • Market it holistically
      • Always aim for quality
      • Strategize in order to satisfy the Customer
      Conclusion Wednesday May 12, 2010
    • 24. CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010

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