Bsp,service mkting,7 p.stp,2010

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Bsp,service mkting,7 p.stp,2010

  1. 1. Service Marketing: 7P’s, Thailand Cases and STP Gumporn Suwannachim(Will) Head of International Business,RMUTP gumporn.s@rmutp.ac.th π
  2. 2. RMUTP • Located in Central of BKK(5 campuses) • Hand-On experience • Graduate level(Business,HomeEco, MCT) • International Business Major(English Program)
  3. 3. source:www.rmutp.ac.th
  4. 4. Visiting Instructor • Teaching Service Marketing at BSP. • Data Collection(Research). • Explore BSP faculties’ interest in Research Collaboration. • Inviting BSP Faculties and Student to RMUTP
  5. 5. Collaboration • Faculties and Student Exchange Program • Joint Degree in International Business Major(BSP Diploma+2.5 years) • Internship@Bali and BKK • Scholarship
  6. 6. Class Objective • Thailand:General Information. • 7P’s:Marketing Strategies/Cases of Thai Tourism Product packing ,and Thai people as tourists. • STP:Segmentation, Targeting and Positioning.
  7. 7. Thailand • is an independent country that lies in the heart of Southeast Asia. • Population is Thai(major),Chinese and Malay. • Tourist Destination.
  8. 8. Amazing Thailand Campaign Next:Wat Thai
  9. 9. Thai Temple(Wat Thai) Next:Aviation Hub
  10. 10. Bangkok • Capital city of Thailand • 12+million in one city • Business area • Shopping center • Commercial hub. Next:Bangkok
  11. 11. BKK Commercial hub
  12. 12. Tourist Destination • might called it as “Tourist Traps”. • Bangkok(BKK),Pattaya,Phuket Island, and Ko Samui. • People. • Service Business.
  13. 13. Tourist Trap
  14. 14. Examples of Service Industries • Health Care •  hospital, medical practice, dentistry, eye care
  15. 15. Plastic Surgery in Thailand
  16. 16. Plastic Surgery in Vietnam
  17. 17. Plastic Surgery in Vietnam
  18. 18. • Professional Services •  Accounting, legal, architectural
  19. 19. • Financial Services •  banking, investment advising, insurance
  20. 20. • Travel •  Airline, travel agency, theme park
  21. 21. •  Hospitality •  Restaurant, hotel/motel, bed breakfast •  Ski resort, rafting Next:HKMK
  22. 22. Hongkong :Lin Heung Next:MK
  23. 23. MK Restaurants •  TACT Award : Best Television Commercial 2003-2004), and (Popular Advertising of the Year 2004, Category : Food)
  24. 24. • Others •  hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design Next:Last clip,Fish Therapy
  25. 25. Fish Therapy Next:Pls find SM business
  26. 26. Foods In Thailand • Traditional Foods • Varieties Foods • Street Foods • Exotic Foods
  27. 27. Foods In Thailand
  28. 28. Activities in Thailand • Thai Boxing • Flooding Marketing • Tuk-Tuk(Traditional Transportation) • Beach:Fun,Sun, and Surf
  29. 29. What is Service? The New View Service includes every interaction between any customer and anyone representing the company, including:
  30. 30. Comparing Goods and Services
  31. 31. Traditional Marketing Mix   ll elements within the control of the firm that A communicate the firm’s capabilities and image to customers or that influence customer satisfaction with the firm’s product and services:   Product   Price   Place   Promotion
  32. 32. Expanded Mix for Services –The 7 Ps  Product  Price  Place  Promotion  People   All human actors who play a part in service delivery and thus influence the buyer’s perceptions: namely, the firm’s personnel, the customer, and other customers in the service environment.  Physical Evidence   The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.  Process   The actual procedures, mechanisms, and flow of activities by which the service is delivered— the service delivery and operating systems.
  33. 33. Physical Evidence
  34. 34. Great Wall Motor Co Ltd or Previous Logo
  35. 35. People Difference between customer expectations and perceptions
  36. 36. The Losers Next:The Physical Evidence
  37. 37. The Most Influential Person of 2010
  38. 38. Swine Smash
  39. 39. Food Truck: Korean Food
  40. 40. Expanded Marketing Mix for Services
  41. 41. Ways to Use the 7 Ps Next:Cars BMW,Ben,Audi
  42. 42. How to react with Customer expectation and Customer Perception? Next : People Robert
  43. 43. People
  44. 44. Class Activity •  Please stay with your friends(2-3 persons) •  Thinking about 7P’s (10 Minutes) •  Present to your classmate(2-3 Minutes)
  45. 45. Case: Thailand Tourism Product Packaging
  46. 46. 'Thailand Tourism Product Packaging' •  haracteristics in short as follow; C • ) Time saving 1 • ) Ease of purchase 2 • ) All products services related to area of 3 interest • ) Less price risk 4
  47. 47. • For issue number 1:Time Saving It should be related to channels available(Distribution Channel) to offer tourists more convenience by reducing the amount of time(Time Consuming) so, they do not have to spend time searching what city has offered. • The samples of this issue should be various advertising and channel accessibility i.e. brochures, in-flight magazines, websites, pamphlets, ete.
  48. 48. Time Saving
  49. 49. Link: http://www.sawasdeeinflight.com/
  50. 50. • Link: http://www.hotelthailand.com/tours.html
  51. 51. For issue number 2 : Ease of purchase • With one single purchase, everything tourists need for their visit is provided, including hotels and attractions. • Also, use words and images to convey the  product's benefits help consumers to make the purchase decision. • The samples of this issue should be Hotel packages offering (Like One stop service) i.e. buy 3 days 2 nights get free scuba diving and city tour.
  52. 52. • http://www.journeymart.com/thailand-tour- packages.asp
  53. 53. For issue number 3 : All products services related to area of interest. • Attractions, food,and other activities related to specific interest i.e. history or sports. • The samples of this issue should be special activitiy offering for special interest i.e. develop a package that allow couples to have wedding in underwater or a romantic historic setting, Spa vacation package, Hiking trekking and nature tour, Golf vacation package, Culture  History (Songkran/ Loy Krathong/ 9 lucky BKK temples tour)
  54. 54. •  http://www.kohtao-diving.com/underwater-wedding/
  55. 55. For issue number 4 : Less price risk  •  Price advantage. No need to give details because you know it well, Right?
  56. 56. Ice Cream • http://www.icedea.com/ • Ice Cream.pdf
  57. 57. •  hy People do W • and Do not)complaint (
  58. 58. • Why People do • (and Do not)complaint A variety of negative emotion can occur following a service failure: •  nger,discontent, disappointment,self-pity, and anxiety a •  any customers are very passive about their M dissatisfaction, simply saying or doing nothing(emotion- focused coping). What are they going to do with Service online
  59. 59. On-Line Service
  60. 60. DB Complaint
  61. 61. • Honda Case in Asia
  62. 62. Type of Complainers •  Passive •  Voicers •  Irates •  Activists
  63. 63. Type of Complainers •  Passive •  least likely to take any action, and unlikely to say anything to the provider. •  less likely than others to spread negative word of mouth, and unlikely to complain to a third party. •  Sometimes their personal values or norms argue against complaining.
  64. 64. Type of Complainers •  Voicers •  These customers should be viewed as the service’s provider best friends! •  They are actively complain to the service provider, but less likely to spread negative word of mouth, or to go to third parties with their compliant. •  Give company second chance because they believe complaining has social benefits for the company as they voice their opinions.
  65. 65. Type of Complainers •  Irates(Furious customer) •  angry with the service provider. •  believe that complaining to the provider can have social benefits •  engage in negative word-of-mouth communication with friends and relatives and to switch providers. •  Less likely to give second chance to service provider.
  66. 66. Type of Complainers •  Activists •  complain to the provider, they will tell others, and more likely they complain to third parties. •  Complain fit they personal norms. •  They have a very optimistic sense of the potential positive consequence of all type of complaining
  67. 67. McCruelty
  68. 68. Thai people • Please ask me about Thai people,please.
  69. 69. Balinese and Indonesian people • Please tell me about Balinese and Indonesian people,please.
  70. 70. All of my presentation you can have them on www.scribd.com or My FB Thank you for having me at BSP References Available Upon Request

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