Submit Search
Upload
chapter 5.pptx
•
Download as PPTX, PDF
•
0 likes
•
20 views
R
RazbirRayhan
Follow
Distributing Service
Read less
Read more
Marketing
Report
Share
Report
Share
1 of 36
Download now
Recommended
Mktg 436 - Chapter 8
Mktg 436 - Chapter 8
MktgRmx
Mktg 436 - Chapter 7
Mktg 436 - Chapter 7
MktgRmx
Lovelock ppt chapter_01
Lovelock ppt chapter_01
wickedkhan
Mktg 436 - Chapter 4
Mktg 436 - Chapter 4
MktgRmx
Mktg 436 - Chapter 10
Mktg 436 - Chapter 10
MktgRmx
Sm7 ch01 introduction
Sm7 ch01 introduction
De La Salle - College of St. Benilde
Sm7 ch02consumerbehavior
Sm7 ch02consumerbehavior
Sufyan Sarwar
Mktg 436 - Chapter 5
Mktg 436 - Chapter 5
MktgRmx
Recommended
Mktg 436 - Chapter 8
Mktg 436 - Chapter 8
MktgRmx
Mktg 436 - Chapter 7
Mktg 436 - Chapter 7
MktgRmx
Lovelock ppt chapter_01
Lovelock ppt chapter_01
wickedkhan
Mktg 436 - Chapter 4
Mktg 436 - Chapter 4
MktgRmx
Mktg 436 - Chapter 10
Mktg 436 - Chapter 10
MktgRmx
Sm7 ch01 introduction
Sm7 ch01 introduction
De La Salle - College of St. Benilde
Sm7 ch02consumerbehavior
Sm7 ch02consumerbehavior
Sufyan Sarwar
Mktg 436 - Chapter 5
Mktg 436 - Chapter 5
MktgRmx
Mktg 436 - Chapter 9
Mktg 436 - Chapter 9
MktgRmx
Mktg 436 - Chapter 1
Mktg 436 - Chapter 1
MktgRmx
Mktg 436 - Chapter 2
Mktg 436 - Chapter 2
MktgRmx
Chapter 06 setting prices and implementing revenue management
Chapter 06 setting prices and implementing revenue management
Nardin A
Mktg 436 - Chapter 11
Mktg 436 - Chapter 11
MktgRmx
Mktg 436 - Chapter 3
Mktg 436 - Chapter 3
MktgRmx
Chapter 07 promoting services and educating customers
Chapter 07 promoting services and educating customers
Nardin A
Sm7 ch03positioning
Sm7 ch03positioning
Sufyan Sarwar
Services marketing 7e chapter1
Services marketing 7e chapter1
Jinan Khanfar
Mktg 436 - Chapter 6
Mktg 436 - Chapter 6
MktgRmx
Chapter 8-designing-and-managing-services-processes
Chapter 8-designing-and-managing-services-processes
RinaSuprina
Services marketing
Services marketing
Jags Jagdish
Services marketing 1
Services marketing 1
iipmff2
Services Marketing Lovelock Chapter 01
Services Marketing Lovelock Chapter 01
H.M. Rawfun Elahe
New Perspective on Marketing in the Service Economy ( Service Marketing)
New Perspective on Marketing in the Service Economy ( Service Marketing)
Muhammad Ali Khan
Chapter 13.ppt
Chapter 13.ppt
RazbirRayhan
Service development and design
Service development and design
Dr. Sneha Sharma
Positioning a Service in the Marketplace
Positioning a Service in the Marketplace
Bendita Baylôn Ü
Chapter 03
Chapter 03
anjixm
Lovelock ppt chapter_01.ppt
Lovelock ppt chapter_01.ppt
alcasi
MPJ - Chapter 04.pdf
MPJ - Chapter 04.pdf
ariefrachmansyah1
60602 mktg 2013-03 sm introduction_slim
60602 mktg 2013-03 sm introduction_slim
Vasantada Srikanth
More Related Content
What's hot
Mktg 436 - Chapter 9
Mktg 436 - Chapter 9
MktgRmx
Mktg 436 - Chapter 1
Mktg 436 - Chapter 1
MktgRmx
Mktg 436 - Chapter 2
Mktg 436 - Chapter 2
MktgRmx
Chapter 06 setting prices and implementing revenue management
Chapter 06 setting prices and implementing revenue management
Nardin A
Mktg 436 - Chapter 11
Mktg 436 - Chapter 11
MktgRmx
Mktg 436 - Chapter 3
Mktg 436 - Chapter 3
MktgRmx
Chapter 07 promoting services and educating customers
Chapter 07 promoting services and educating customers
Nardin A
Sm7 ch03positioning
Sm7 ch03positioning
Sufyan Sarwar
Services marketing 7e chapter1
Services marketing 7e chapter1
Jinan Khanfar
Mktg 436 - Chapter 6
Mktg 436 - Chapter 6
MktgRmx
Chapter 8-designing-and-managing-services-processes
Chapter 8-designing-and-managing-services-processes
RinaSuprina
Services marketing
Services marketing
Jags Jagdish
Services marketing 1
Services marketing 1
iipmff2
Services Marketing Lovelock Chapter 01
Services Marketing Lovelock Chapter 01
H.M. Rawfun Elahe
New Perspective on Marketing in the Service Economy ( Service Marketing)
New Perspective on Marketing in the Service Economy ( Service Marketing)
Muhammad Ali Khan
Chapter 13.ppt
Chapter 13.ppt
RazbirRayhan
Service development and design
Service development and design
Dr. Sneha Sharma
Positioning a Service in the Marketplace
Positioning a Service in the Marketplace
Bendita Baylôn Ü
Chapter 03
Chapter 03
anjixm
Lovelock ppt chapter_01.ppt
Lovelock ppt chapter_01.ppt
alcasi
What's hot
(20)
Mktg 436 - Chapter 9
Mktg 436 - Chapter 9
Mktg 436 - Chapter 1
Mktg 436 - Chapter 1
Mktg 436 - Chapter 2
Mktg 436 - Chapter 2
Chapter 06 setting prices and implementing revenue management
Chapter 06 setting prices and implementing revenue management
Mktg 436 - Chapter 11
Mktg 436 - Chapter 11
Mktg 436 - Chapter 3
Mktg 436 - Chapter 3
Chapter 07 promoting services and educating customers
Chapter 07 promoting services and educating customers
Sm7 ch03positioning
Sm7 ch03positioning
Services marketing 7e chapter1
Services marketing 7e chapter1
Mktg 436 - Chapter 6
Mktg 436 - Chapter 6
Chapter 8-designing-and-managing-services-processes
Chapter 8-designing-and-managing-services-processes
Services marketing
Services marketing
Services marketing 1
Services marketing 1
Services Marketing Lovelock Chapter 01
Services Marketing Lovelock Chapter 01
New Perspective on Marketing in the Service Economy ( Service Marketing)
New Perspective on Marketing in the Service Economy ( Service Marketing)
Chapter 13.ppt
Chapter 13.ppt
Service development and design
Service development and design
Positioning a Service in the Marketplace
Positioning a Service in the Marketplace
Chapter 03
Chapter 03
Lovelock ppt chapter_01.ppt
Lovelock ppt chapter_01.ppt
Similar to chapter 5.pptx
MPJ - Chapter 04.pdf
MPJ - Chapter 04.pdf
ariefrachmansyah1
60602 mktg 2013-03 sm introduction_slim
60602 mktg 2013-03 sm introduction_slim
Vasantada Srikanth
E Services - First part - Flower of services
E Services - First part - Flower of services
DAO HUYNH
sm7_ch04_product_ge.ppt organization value
sm7_ch04_product_ge.ppt organization value
OshadiVindika
7 distributing srvices.ppt
7 distributing srvices.ppt
mukundsha
chapter06 setting prices and implementing revenue management.pptx
chapter06 setting prices and implementing revenue management.pptx
ImamMunandar38
M-01 Service Marketing.pptx
M-01 Service Marketing.pptx
El_Rayy
Sm chapter 1
Sm chapter 1
LastRide1
chapter 9.pptx
chapter 9.pptx
RazbirRayhan
chapter-1-services-marketing.ppt
chapter-1-services-marketing.ppt
ssuser16ad3a
Sm7 ch01introduction
Sm7 ch01introduction
Sufyan Sarwar
Angayarkanni.ppt
Angayarkanni.ppt
preethi483339
MPJ - Chapter 01.pdf
MPJ - Chapter 01.pdf
ariefrachmansyah1
Sm7ch01introduction 131113122909-phpapp02
Sm7ch01introduction 131113122909-phpapp02
drkauser1
Chapter 9services marketing , people, technology marketing balancing demand a...
Chapter 9services marketing , people, technology marketing balancing demand a...
AliAhmii
Summer of Mobile #1: Build a Bigger Business with Mobile
Summer of Mobile #1: Build a Bigger Business with Mobile
Salesforce Partners
MPJ - Chapter 03.pdf
MPJ - Chapter 03.pdf
ariefrachmansyah1
SM7_Ch07_Promotion.pptx
SM7_Ch07_Promotion.pptx
rgagalapia
chapter 1.pptx
chapter 1.pptx
RazbirRayhan
chapter 1.pptx
chapter 1.pptx
RazbirRayhan
Similar to chapter 5.pptx
(20)
MPJ - Chapter 04.pdf
MPJ - Chapter 04.pdf
60602 mktg 2013-03 sm introduction_slim
60602 mktg 2013-03 sm introduction_slim
E Services - First part - Flower of services
E Services - First part - Flower of services
sm7_ch04_product_ge.ppt organization value
sm7_ch04_product_ge.ppt organization value
7 distributing srvices.ppt
7 distributing srvices.ppt
chapter06 setting prices and implementing revenue management.pptx
chapter06 setting prices and implementing revenue management.pptx
M-01 Service Marketing.pptx
M-01 Service Marketing.pptx
Sm chapter 1
Sm chapter 1
chapter 9.pptx
chapter 9.pptx
chapter-1-services-marketing.ppt
chapter-1-services-marketing.ppt
Sm7 ch01introduction
Sm7 ch01introduction
Angayarkanni.ppt
Angayarkanni.ppt
MPJ - Chapter 01.pdf
MPJ - Chapter 01.pdf
Sm7ch01introduction 131113122909-phpapp02
Sm7ch01introduction 131113122909-phpapp02
Chapter 9services marketing , people, technology marketing balancing demand a...
Chapter 9services marketing , people, technology marketing balancing demand a...
Summer of Mobile #1: Build a Bigger Business with Mobile
Summer of Mobile #1: Build a Bigger Business with Mobile
MPJ - Chapter 03.pdf
MPJ - Chapter 03.pdf
SM7_Ch07_Promotion.pptx
SM7_Ch07_Promotion.pptx
chapter 1.pptx
chapter 1.pptx
chapter 1.pptx
chapter 1.pptx
More from RazbirRayhan
Lamborghini final-mim.pptx
Lamborghini final-mim.pptx
RazbirRayhan
PPT for Zannatul.pptx
PPT for Zannatul.pptx
RazbirRayhan
PPT for Shihab.pptx
PPT for Shihab.pptx
RazbirRayhan
chapter 7.pptx
chapter 7.pptx
RazbirRayhan
chapter 10.pptx
chapter 10.pptx
RazbirRayhan
Chapter 11.ppt
Chapter 11.ppt
RazbirRayhan
chapter 3.pptx
chapter 3.pptx
RazbirRayhan
chapter 2.pptx
chapter 2.pptx
RazbirRayhan
More from RazbirRayhan
(8)
Lamborghini final-mim.pptx
Lamborghini final-mim.pptx
PPT for Zannatul.pptx
PPT for Zannatul.pptx
PPT for Shihab.pptx
PPT for Shihab.pptx
chapter 7.pptx
chapter 7.pptx
chapter 10.pptx
chapter 10.pptx
Chapter 11.ppt
Chapter 11.ppt
chapter 3.pptx
chapter 3.pptx
chapter 2.pptx
chapter 2.pptx
Recently uploaded
How To Quickly Create Your Affiliate Site with Artificial Intelligence!.pdf
How To Quickly Create Your Affiliate Site with Artificial Intelligence!.pdf
SOFTTECHHUB
pptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptx
arsathsahil
GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web Revolution
William Barnes
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
Benjamin Szturmaj
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
s SS
Call Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCR
Sapana Sha
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Damien ROBERT
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
SouvikRay24
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Scalenut
Branding strategies of new company .pptx
Branding strategies of new company .pptx
VikasTiwari846641
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
robwhite630290
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Call girls in Ahmedabad High profile
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
DIGISHIFT INDIA +918368319550
Influencer Marketing Power point presentation
Influencer Marketing Power point presentation
dgtivemarketingagenc
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Search Engine Journal
TOP DUBAI AGENCY OFFERS EXPERT DIGITAL MARKETING SERVICES.pdf
TOP DUBAI AGENCY OFFERS EXPERT DIGITAL MARKETING SERVICES.pdf
asiyahanif9977
The Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship Deck
Toluwanimi Balogun
The Pitfalls of Keyword Stuffing in SEO Copywriting
The Pitfalls of Keyword Stuffing in SEO Copywriting
Juan Pineda
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
dstvtechnician
Recently uploaded
(20)
How To Quickly Create Your Affiliate Site with Artificial Intelligence!.pdf
How To Quickly Create Your Affiliate Site with Artificial Intelligence!.pdf
pptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptx
GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web Revolution
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
Call Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCR
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdf
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Branding strategies of new company .pptx
Branding strategies of new company .pptx
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
Influencer Marketing Power point presentation
Influencer Marketing Power point presentation
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
TOP DUBAI AGENCY OFFERS EXPERT DIGITAL MARKETING SERVICES.pdf
TOP DUBAI AGENCY OFFERS EXPERT DIGITAL MARKETING SERVICES.pdf
The Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship Deck
The Pitfalls of Keyword Stuffing in SEO Copywriting
The Pitfalls of Keyword Stuffing in SEO Copywriting
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
chapter 5.pptx
1.
Chapter 5:! Distributing Services! Through
Physical ! !And Electronic Channels! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 1 Services Marketing
2.
Distribution in a
Services Context! Options for Service Delivery! Place and Time Decisions! Delivering Services in Cyberspace! The Role of Intermediaries! The Challenge of Distribution in Large Domestic Markets! Distributing Services Internationally! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 2 Overview Of Chapter 5! Services Marketing
3.
Distribution in a
Services Context ! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 3 Services Marketing
4.
In a
services context, we often don’t move physical products! Experiences, performances, and solutions are not being physically shipped and stored! More and more informational transactions are conducted through electronic and not physical channels! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 4 Distribution in a Services Context! Services Marketing
5.
Services Marketing The three
interrelated elements of distribution are:! Information and promotion flow ! ! To get customer interested in buying the service! Negotiation flow! ! To sell the right to use a service! Product flow! ! To develop a network of local sites! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 5 Applying the Flow Model of Distribution to Services!
6.
Services Marketing Most
core services require physical locations! Many supplementary services are informational; can be distributed widely and cost-effectively via other means! ! ! Telephone ! Internet! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 6 Distinguishing between Distribution of Supplementary and Core Services !
7.
Information and Physical
Proces of Augmented Service Products" Services Marketing • Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 7 ses
8.
Information ! Read brochure/FAQ; get
schedules/" directions; check prices " Payment ! Pay by bank card " Direct debi" t Consultation! Conduct e-mail dialog" Use expert systems" Billing ! Receive bil" l Make auction bid" Check account status " Exceptions ! Make special requests" Resolve problems " Order-Taking! Make/confirm reservations" Submit applications" Order goods, check status " Core! Hospitality! Record preferences" Safekeeping ! Track package movements" Check repair status " CORE: Use Web to deliver information-based core services! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 8 Using Websites for Service Delivery! Services Marketing
9.
Options for Service
Delivery ! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 9 Services Marketing
10.
Services Marketing Customers
visit service site! ! Convenience of service factory locations and operational schedules important when customer has to be physically present! Service providers go to customers! ! ! Unavoidable when object of service is immovable! More expensive and time-consuming for service provider! Service transaction is conducted remotely! ! Achieved with help of logistics and telecommunications! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 10 Distribution Options for Serving Customers!
11.
Slide © 2010
by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 11 Six Options For Service Delivery" Services Marketing
12.
Services Marketing For
complex and high-perceived risk services, people tend to rely on personal channels! Individuals with service/channel channels! greater confidence and knowledge about tend to use impersonal and self-service a Customers with channels! social motives tend to use personal Convenience is a key driver of channel choice! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 12 Channel Preferences Vary Among Customers!
13.
Place and Time
Decisions ! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 13 Services Marketing
14.
Cost, productivity,
and access to labor are to locating a service facility! key determinants Location constraints! ! ! ! Operational requirement (e.g., airports)! Geographic factor (e.g., ski resorts)! Need for economies of scale (e.g., hospitals)! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 14 Place Decisions of Service Delivery! Services Marketing
15.
Ministores! ! Creating
many small service factories to maximize geographic coverage! Separating front and back stages of operation! ! ! Purchasing space from another provider in complementary field! Locating in Multipurpose Facilities! ! Proximity to where customers live or work! - - Service Stations! Service Perspectives 5.2! ! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 15 Place Decisions of Service Delivery! Services Marketing
16.
Traditionally, schedules were
restricted! ! Service availability limited to daytime, 40-50 hours a week! Today! ! For flexible, responsive service operations: 24/7 service, 24 hours a day, 7 days a week, all around the world! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 16 Time of Service Delivery! Services Marketing
17.
Delivering Services in Cyberspace ! Slide
© 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 17 Services Marketing
18.
Services Marketing Technological
Innovations! ! Development of “smart” mobile telephones and PDAs, presence of Wi-Fi! Voice-recognition technology! Websites ! Smart cards! - Store detailed information about customer! - Act as electronic purse containing digital money! and ! ! ! Electronic channels can be offered together with physical channels, or replace physical channels! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 18 Service Delivery Innovations Facilitated by Technology!
19.
What are
the factors that encourage stores? ! you to use virtual ! ! ! ! ! Convenience! Ease of search! Broader selection! Potential for better prices! 24-hour service with prompt delivery! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 19 E-Commerce: Move to Cyberspace! Services Marketing
20.
Recent developments:
websites, customer (CRM) systems, and mobile telephony! management Integrating mobile devices into the service infrastructure can be used as means to:! delivery ! ! ! Access services! Alert customers to opportunities/problems! Update information in real time! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 20 E-Commerce: Move to Cyberspace! Services Marketing
21.
Role of Intermediaries ! Slide
© 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 21 Services Marketing
22.
Services Marketing Challenges for
original supplier " Act as guardian of overall process! Ensure that each element offered by intermediaries fits overall service concept! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 22 Splitting Responsibilities for Service Delivery!
23.
Franchisor provides
training, equipment, marketing activities. ! and support Franchisees invest time and finance, and media guidelines of franchisor.! follow copy and Advantages: ! ! Expand delivery of effective service concept monetary investment! without a high level of ! Franchisees are motivated to ensure good customer service and high-quality service operations! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 23 Franchising ! Services Marketing
24.
Disadvantages of
franchising! ! Loss of control over delivery system and how customers experience actual service ! Effective quality control is difficult! Conflict between franchisees may arise especially as they gain experience! ! ! Alternative: license another supplier to act on the original supplier’s behalf to deliver core product! ! ! Trucking companies! Banks selling insurance products! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 24 Franchising! Services Marketing
25.
Challenge of Distribution
in Large Domestic Markets ! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 25 Services Marketing
26.
Services Marketing Distributing
services (i.e., physical logistics) faces challenges due to:! ! ! ! ! Distances involved ! Multiple time zones! Multiculturalism! Differences in laws and tax rates! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 26 The Challenge of Distribution in Large Domestic Markets!
27.
Distributing Services Internationally ! Slide ©
2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 27 Services Marketing
28.
Services Marketing Transnational strategy
involves integration of strategy formulation and its implementation across all countries which company elects to do business! in Market Drivers! ! ! Common customer needs across countries! Corporate customers seek to standardize and simplify suppliers used in different countries – ad agencies, logistics suppliers, Big 4 accounting firms! Government Drivers! ! Favorable trade policies, compatible technical standards, common marketing regulations! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 28 Factors Favoring Adoption of Transnational Strategies!
29.
Services Marketing Competition
Drivers! ! ! Competitors from overseas; interdependence of countries! Firms may be obliged to follow competitors into new markets to protect own positions elsewhere! Technology Drivers! ! Advances in information technology equipment, digitization of voice! – miniaturization and mobility of Cost Drivers! ! ! Economies of scale! Lower operating costs! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 29 Factors Favoring Adoption of Transnational Strategies!
30.
Services Marketing People
processing services require direct contact with customers! ! Export service concept! - Acting alone or in partnership with local suppliers ! e.g., chain restaurants, hotels, car rental firms! ! Import customers! - Inviting customers from overseas to firm’s home country e.g., hospitals catering to “medical tourism”! ! ! Transport customers to new locations! - Passenger transportation (air, sea, rail, road)! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 30 How Service Processes Affect International Market Entry!
31.
Services Marketing Possession
processing involves services to customer’s physical possessions! - Repair and maintenance, freight transport! Information-based services include mental processing services and information processing services! ! Export the service to a local service factory! - Hollywood film shown around the world! ! ! Import customers! Export the information via telecommunications and transform locally! it - Data can be downloaded via CDs or DVDs! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 31 How Service Processes Affect International Market Entry !
32.
Services Marketing global dominance
by services is derived to a Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 32 Globalization Drivers " People Processing " Possession Processing " Information Based " Competition " Simultaneity of production and consumption limits leverage of foreign competitive advantage, but management systems can be globalized.! T echnology drives globalization of competitors with technical edge.! Highly vulnerable to competitors with monopoly or competitive advantage in information.! Market " People differ economically and culturally, so needs for service and ability to pay may vary. ! Level of economic development impacts demand for services to individually owned goods. ! Demand for many significant degree from economic and educational levels. ! Impact of Globalization Drivers on Various Service Categories "
33.
Services Marketing services through can
be centralized and demand and supply Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 33 Globalization Drivers ! People Processing " Possession Processing " Information Based " T echnology " Use of IT for delivery of supplementary services may be a function of ownership and familiarity with technology.! Need for technology- based service delivery systems depends on possessions requiring service and the cost trade-offs in labor substitution ! Ability to deliver core remote terminals may be a function of investment in computerization, etc. ! Cost " Variable labor rates may impact pricing in labor- sensitive services. ! Variable labor rates may favor low-cost locations.! Major cost elements minor cost elements localized. ! Government " Social policies (e.g., health) vary widely and may affect labor cost, etc. ! Policies may decrease/ increase cost and encourage/discourage certain activities ! Policies may impact and distort pricing ! Impact of Globalization Drivers on Various Service Categories"
34.
Services Marketing Passage
of free-trade legislation is important facilitator of transnational operations! ! Notable developments: NAFTA, Latin American economic blocs, EU! Despite efforts of WTO and GATT, barriers still exist:! ! ! ! ! ! Restrictions on international airline operating rights! Heavy taxation! Legal restrictions! Lack of broadly agreed upon accounting standards! Cultural issues! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 34 Barriers to International Trade in Services!
35.
Distribution relates
to both core and supplementary services and embraces three interrelated elements! ! Information and promotion flow, negotiation flow, product flow! Channel options include:! ! ! ! Customers visit the service site! Service providers go to their customers! Service transaction is conducted remotely! Place and time decisions include where services should be delivered in bricks-and-mortar context, when it should be delivered ! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 35 Summary! Services Marketing
36.
Delivery in
cyberspace is facilitated by technology; e-commerce allows 24-hour delivery, saving time and effort ! Intermediaries play roles in distributing services! Service processes (people processing services, possession processing services, and information-based services) affect international market entry via the drivers: ! ! ! ! ! ! Market drivers! Competition drivers! Technology drivers! Cost drivers! Government drivers! Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 5 – Page 36 Summary! Services Marketing
Download now