MARKMA CHAPTER 13 FINAL FILE

1. Ateneo Graduate School of
Business
Chapter 13
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Designing and Managing
Services
Submitted by:
Elainrose Esberto
May 10, 2012
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2. Outline
 Definition of Service
 Categories of Service Mix
 Characteristics of Service
 3 Steps in Increasing Quality Control
 Matching Supply and Demand
 Marketing Strategies for Service Firms
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 Holistic Marketing for Services
 Service Quality Model
 Best Practice in SQM
 Developing Brand Strategies
 3 Specific Worries of Customers
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3. Definition of Service
 Any act or performance one party can offer
to another that is essentially intangible and
does not result in the ownership of anything.
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4. Categories of Service Mix
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5. Characteristics of Service
 Intangible  Variability
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 Inseparability  Perishability
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6. 3 Steps in Increasing Quality
Control
 Hire good talent and  Standardize the
Invest in training services performance
procedures process through out
the organization
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 Monitor Customer
Satisfaction
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7. Better Match in Demand &
Supply
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8. Marketing Strategies for Service
Firms
 Shifting Customer Relationships
 Customer Empowerment
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 Co-production
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9. Holistic Marketing for Services
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10. Service Quality Model
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11. Best Practice in SQM
 Strategic Concept  Self Service
Technologies
 Top Management  Monitoring System
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Commitment
 High Standards  Satisfying Customer
Complaint
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12. Developing Brand Strategies
 Choosing Brand Element
 Establishing image dimensions
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 Devising brand strategy
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13. 3 Specific Worries of Customers
 Reliability
 Dependability
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 Out of pocket cost
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