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