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Asmph Marketing - Chapter 13
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Asmph Marketing - Chapter 13

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Marketing assignment number 1: Kotler Chapter 13.

Marketing assignment number 1: Kotler Chapter 13.

Published in: Business, Health & Medicine

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  • Hilton Hotels: Kiosks, etc.
  • Warranties Technical support
  • Cirque: spectacular themed performances, elaborate costumes, new age music Cebu pacific: it’s time every juan flies: quality airline service at an affordable price for filipinos Jollibee: fastfood that caters to pinoy taste Noynoy: walang corrupt Villar relating to the lower class, tapusin ang kahirapan, sipag at tyaga Belo: star-quality services
  • Schneider: first to develop online tracking system, customization, low cost strategy, service and money-back guarantees. Burger King: get it yourself unlimited drinks (option to mix). ISP: portability Telco: Smart (first prepaid), Sun (unlimited), Globe (Network in Asia and all over the world, unlimited landline)
  • Transcript

    • 1. DESIGNING AND MANAGING SERVICES Jeunesse T. Lee May 12, 2010 Ten Important Concepts and Local Medical Applications
    • 2. Outline
      • What is a Service?
      • Distinctive Characteristics of Services
      • Service Marketing Strategies
      • What Works?
      • Service Branding
      • Summary
    • 3. What is a service?
      • “ A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.” (Kotler, 2009)
      • It may or may not be tied to a physical product.
    • 4. Services Have Distinctive Characteristics
      • Intangibility
      • Inseparability
      • Variability
      • Perishability
      CONCEPT # 01:
    • 5. Services Have Distinctive Characteristics
      • Kotler: Washington Mutual, Blue Man Group
      • Local: McDonalds
      • Medical: Surgeons , Obstetrician – Gynecologists
      CONCEPT #01:
    • 6. Service Marketing Strategies: Profit Tiers CONCEPT #02:
      • Differentiated levels of service
    • 7. Service Marketing Strategies: Profit Tiers
      • Kotler: Southwest Airlines
      • Local: Philippine Airlines, Globe
      • Medical:
      • Tertiary Hospitals
      CONCEPT #02:
    • 8. Service Marketing Strategies: Customer Empowerment CONCEPT #03:
      • Responding to changing demands
    • 9. Service Marketing Strategies: Customer Empowerment
      • Kotler: Jet Blue
      • Local: Fine-dining Restaurants
      • Medical: The Medical City
      CONCEPT #03:
    • 10. Service Marketing Strategies: Co-production CONCEPT #04:
      • Active role for customers
    • 11. Service Marketing Strategies: Co-production
      • Kotler: Netflix, Circuit City
      • Local: BPI
      • Medical: Cancer Therapeutic Options
      CONCEPT #04:
    • 12. Holistic Service Marketing
      • External Marketing
      • Internal Marketing
      • Interactive Marketing
      CONCEPT #05:
    • 13. Holistic Service Marketing
      • Kotler: Singapore Airlines
      • Local: Ayala Group
      • Medical: The Medical City
      CONCEPT #05:
    • 14. Customer Satisfaction Depends on Managing Expectations CONCEPT #06:
    • 15. Customer Satisfaction Depends on Managing Expectations
      • Kotler: Ritz-Carlton
      • Local: PCOS Machine, Lay-bare
      • Medical: Primary Physician, Mercury Drug
      CONCEPT #06:
    • 16. Service Quality Management Works!
      • Top companies:
        • Strategic concept
        • Top-management commitment
        • High standards
        • Self-service technologies
        • Monitoring systems
        • Employee satisfaction
      CONCEPT #07:
    • 17. Service Quality Management Works!
      • Kotler: Hilton Hotels
      • Local: Amanpulo, Bellarocca
      • Medical: Emergency Response Systems
      CONCEPT #07:
    • 18. Support Strategy is Key
      • Product – support service
      • Customer worries
        • Failure frequency
        • Downtime
        • Out-of-pocket costs
      CONCEPT #08:
    • 19. Support Strategy is Key
      • Kotler: Johnson Controls
      • Local: Honda Cars Kalookan, Apple Care
      • Medical: Post-operative services
      CONCEPT #08:
    • 20. Service Branding: Develop Branding Strategies
      • Choose brand elements
      • Establish image dimensions
      • Devising a brand strategy
      CONCEPT #09:
    • 21. Service Branding: Develop Branding Strategies
      • Kotler:
      • Medical:
      CONCEPT #09:
      • Local:
    • 22. Differentiate!
      • Add value!
      CONCEPT #10:
    • 23. Differentiate!
      • Kotler: Schneider National
      • Local: Burger King, ISP, TelCo
      • Medical: The Medical City, ASMPH
      CONCEPT #10:
    • 24. Market Your Service!
      • Service has distinctive characteristics.
      • Several strategies are available.
      • Know your customer’s expectations.
      • Develop branding strategies.
      • Differentiate!