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Ch15@

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  • 1. Chapter 15Designing and ManagingServicesby PowerPoint by Milton M. Pressley University of New Orleans 15-1 Copyright © 2003 Prentice-Hall, Inc.
  • 2. Kotler onMarketingEvery business is aservice business.Does your serviceput a smile on thecustomer’s face? 15-2 Copyright © 2003 Prentice-Hall, Inc.
  • 3. Chapter Objectives In this chapter, we focus on the following questions:  How are services defined and classified?  How do services differ from goods?  How can service firms improve their differentiation, quality, and productivity?  How can goods-producing companies improve their customer support services? 15-3 Copyright © 2003 Prentice-Hall, Inc.
  • 4. The Nature of Services  Government sector  Private non-profit sector Keen.com is a virtual  Business advice marketplace sector  Manufacturing sector Service 15-4 Copyright © 2003 Prentice-Hall, Inc.
  • 5. The Nature of Services Categories of Service Mix  Pure tangible good  Tangible good with accompanying services  Hybrid  Major service with accompanying minor goods and services  Pure service 15-5 Copyright © 2003 Prentice-Hall, Inc.
  • 6. Products, Services, and Experiences Tangible Service Pure Good With Hybrid With PureTangible Accompanyin Offer Accompanyin Service Good g Services g Minor Goods Auto With Airline Trip Soap Accompanyin Restaurant With Doctor’s g Repair Accompanyin Exam Services g Snacks 15-6 Copyright © 2003 Prentice-Hall, Inc.
  • 7. The Nature of Services Characteristics of Services and Their Marketing Implications  Intangibility  Service positioning strategy can be made tangible through:  Place  People  Equipment  Communication material  Symbols  Price 15-7 Copyright © 2003 Prentice-Hall, Inc.
  • 8. The Nature of Services* Carbone and Haeckel purpose the following for customer experience engineering  Performance and context clues  Humanics  Mechanics  Experience blueprint 15-8 Copyright © 2003 Prentice-Hall, Inc.
  • 9. The Nature of Services Inseparability Variability  Quality control by:  Good hiring and training procedures  Service blueprint  Monitoring customer satisfaction 15-9 Copyright © 2003 Prentice-Hall, Inc.
  • 10. The Nature of Services Perishability  Strategies for better matching between demand and supply in a service business  Differential pricing  Nonpeak demand  Complementary services  Reservation systems  Part-time employees  Peak-time efficiency  Increased consumer participation  Shared services  Facilities for future expansion 15-10 Copyright © 2003 Prentice-Hall, Inc.
  • 11. Marketing Strategies for Service Firms Three Additional Ps  People  Physical evidence  presentation  Process 15-11 Copyright © 2003 Prentice-Hall, Inc.
  • 12. Figure 15.3: Three Types of Marketing in Service Industries 15-12 Copyright © 2003 Prentice-Hall, Inc.