E Marketing Week11
Upcoming SlideShare
Loading in...5
×
 

E Marketing Week11

on

  • 1,133 views

Services marketing online...

Services marketing online

Week 11 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

Statistics

Views

Total Views
1,133
Views on SlideShare
1,132
Embed Views
1

Actions

Likes
0
Downloads
23
Comments
0

1 Embed 1

http://stephendann.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

E Marketing Week11 E Marketing Week11 Presentation Transcript

  • MKTG7037 / MKTG2032 E-marketing Week XI
  • Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No
  • Assessment Due Dates
    • Task Weighting Due
    • Essay Registration 01 March 16
    • Solo Assignment 20 March 26
    • Group-Optional Essay 29 May 21
    • Final Examination 30 June
    • Online Forum 20 During semester
  • Any questions about the assignment?
  • A follow up from previous weeks
  • Icanhascheezburger.com social media link strategy
    • Subscribe to this feed
    • Google Bookmark This
    • Email this
    • Stumble It!
    • Save to del.icio.us
    • Digg This!
    • Bookmark With Yahoo! Bookmarks
    • Twit This!
    • Submit to Reddit
    • Add to Technorati Favorites!
    • Share on Facebook
  • Online services
    • http://30boxes.com/welcome.php
    • http://www.socializr.com/
    • http://twittervision.com/
  • Services marketing
  • Goods versus Services Source : A. Parasuraman, V.A. Zeithaml, and L. L. Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing 49 (Fall 1985), pp. 41–50.
  • The intangibility continuum
    • Purely intangible service outcomes
    • Intangible service outcome bundled with a product
    • A tangible service outcome
    • A tangible service outcome bundled with a product
  • Implications of Intangibility
    • Services cannot be inventoried
    • Services cannot be easily patented
    • Services cannot be readily displayed or communicated
    • Pricing is difficult
  • Implications of Heterogeneity
    • Service delivery and customer satisfaction depend on employee and customer actions
    • Service quality depends on many uncontrollable factors
    • There is no sure knowledge that the service delivered matches what was planned and promoted
  • Implications of Simultaneous Production and Consumption
    • Customers participate in and affect the transaction
    • Customers affect each other
    • Employees affect the service outcome
    • Decentralization may be essential
    • Mass production is difficult
  • Implications of Perishability
    • It is difficult to synchronize supply and demand with services
    • Services cannot be returned or resold
  • Service/good analysis process Source: Langford, B. E. & Cosenza, R. M. 1998, ‘What is service/good analysis?’, Journal of Marketing Theory and Practice , Winter, pp. 16–26.
  • Challenges for Services
    • Defining and improving quality
    • Designing and testing new services
    • Communicating and maintaining a consistent image
    • Accommodating fluctuating demand
    • Motivating and sustaining employee commitment
    • Coordinating marketing, operations, and human resource efforts
    • Setting prices
    • Finding a balance between standardization versus personalization
    • Ensuring the delivery of consistent quality
  • Online Service Delivery
  • Impact of online delivery for traditional service concepts
    • Reduce time dependence
    • Consistent service delivery
    • Consistent imagery and branding
    • Customer-led customisation
    • Consumer empowerment
    • Effective separation of product and consumption
  • Classification of service products:
    • People-directed versus thing-directed services
      • People directed is applied directly to the consumer
        • people directed services aimed at people’s minds
      • Thing-direct
        • Virtual goods?
    • Customisation versus standardisation
    • Discrete versus continuous service
  • Services online
    • People directed or thing directed?
      • http://www.stashmycomics.com/default.asp
      • http://www.eyemelt.com/
      • http://www.yvoschaap.com/wpthemegen/
  • Customisation
    • You know I was going to say Twitter, right?
    • Well, maybe not.
  • Customer support
    • Online service as the core product
    • Online service as the augmented product
      • Other uses of online services as part of the augmented service product are:
        • To be a venue for entertainment to create and sustain brand loyalty
        • Reinforcement of the decision to purchase
        • Additional services which complement existing products
  • Search behaviours and service type
    • The way in which consumers seek information, choose services and evaluate their effectiveness depends on the characteristics of the service-product combination in question
    • Attributes that determine style of consumer search behaviour are:
      • Search attributes
      • Experience attributes
      • Credence attributes
  • Search attribute products
    • In terms of consumer behaviour, search attribute products:
      • Have relatively low levels of perceived risks
      • Can be evaluated prior to purchase
      • Involve relatively low search times
      • Have decisions made about them strongly influenced by mass media such as advertising
  • Other service issues
    • Training the customer to be a co-producer
    • Technology as the means, not the end
  • Weak links in customer-technology interface
    • Weak links in customer-technology interface that marketers need to be aware of:
      • Automated idiocy
      • Time sink
      • ‘ Law of the hammer’
      • Technology lock
      • The last inch
      • High-tech versus high-touch
  • Smooth delivery of Internet services
    • To ensure delivery of Internet-based services is smooth and effective, the following steps need to be taken:
      • Provide marketer with input into the technology of customer interface design
      • Stay customer- and not machine-focused
      • Make services technology invisible to the customer
      • Insist on flexibility and less complexity
  • Discussion Questions for the Board
    • Answer either…
      • What are the three types of service attribute? How do these differ from each other?
    • OR
      • Is technology a means to an end or the end in itself? Should services adopt technologies that might be beneficial in the future or use only proven technologies for service delivery?