Asmph Marketing - Chapter 13


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Marketing assignment number 1: Kotler Chapter 13.

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  • Hilton Hotels: Kiosks, etc.
  • Warranties Technical support
  • Cirque: spectacular themed performances, elaborate costumes, new age music Cebu pacific: it’s time every juan flies: quality airline service at an affordable price for filipinos Jollibee: fastfood that caters to pinoy taste Noynoy: walang corrupt Villar relating to the lower class, tapusin ang kahirapan, sipag at tyaga Belo: star-quality services
  • Schneider: first to develop online tracking system, customization, low cost strategy, service and money-back guarantees. Burger King: get it yourself unlimited drinks (option to mix). ISP: portability Telco: Smart (first prepaid), Sun (unlimited), Globe (Network in Asia and all over the world, unlimited landline)
  • Asmph Marketing - Chapter 13

    1. 1. DESIGNING AND MANAGING SERVICES Jeunesse T. Lee May 12, 2010 Ten Important Concepts and Local Medical Applications
    2. 2. Outline <ul><li>What is a Service? </li></ul><ul><li>Distinctive Characteristics of Services </li></ul><ul><li>Service Marketing Strategies </li></ul><ul><li>What Works? </li></ul><ul><li>Service Branding </li></ul><ul><li>Summary </li></ul>
    3. 3. What is a service? <ul><li>“ A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.” (Kotler, 2009) </li></ul><ul><li>It may or may not be tied to a physical product. </li></ul>
    4. 4. Services Have Distinctive Characteristics <ul><li>Intangibility </li></ul><ul><li>Inseparability </li></ul><ul><li>Variability </li></ul><ul><li>Perishability </li></ul>CONCEPT # 01:
    5. 5. Services Have Distinctive Characteristics <ul><li>Kotler: Washington Mutual, Blue Man Group </li></ul><ul><li>Local: McDonalds </li></ul><ul><li>Medical: Surgeons , Obstetrician – Gynecologists </li></ul>CONCEPT #01:
    6. 6. Service Marketing Strategies: Profit Tiers CONCEPT #02: <ul><li>Differentiated levels of service </li></ul>
    7. 7. Service Marketing Strategies: Profit Tiers <ul><li>Kotler: Southwest Airlines </li></ul><ul><li>Local: Philippine Airlines, Globe </li></ul><ul><li>Medical: </li></ul><ul><li>Tertiary Hospitals </li></ul>CONCEPT #02:
    8. 8. Service Marketing Strategies: Customer Empowerment CONCEPT #03: <ul><li>Responding to changing demands </li></ul>
    9. 9. Service Marketing Strategies: Customer Empowerment <ul><li>Kotler: Jet Blue </li></ul><ul><li>Local: Fine-dining Restaurants </li></ul><ul><li>Medical: The Medical City </li></ul>CONCEPT #03:
    10. 10. Service Marketing Strategies: Co-production CONCEPT #04: <ul><li>Active role for customers </li></ul>
    11. 11. Service Marketing Strategies: Co-production <ul><li>Kotler: Netflix, Circuit City </li></ul><ul><li>Local: BPI </li></ul><ul><li>Medical: Cancer Therapeutic Options </li></ul>CONCEPT #04:
    12. 12. Holistic Service Marketing <ul><li>External Marketing </li></ul><ul><li>Internal Marketing </li></ul><ul><li>Interactive Marketing </li></ul>CONCEPT #05:
    13. 13. Holistic Service Marketing <ul><li>Kotler: Singapore Airlines </li></ul><ul><li>Local: Ayala Group </li></ul><ul><li>Medical: The Medical City </li></ul>CONCEPT #05:
    14. 14. Customer Satisfaction Depends on Managing Expectations CONCEPT #06:
    15. 15. Customer Satisfaction Depends on Managing Expectations <ul><li>Kotler: Ritz-Carlton </li></ul><ul><li>Local: PCOS Machine, Lay-bare </li></ul><ul><li>Medical: Primary Physician, Mercury Drug </li></ul>CONCEPT #06:
    16. 16. Service Quality Management Works! <ul><li>Top companies: </li></ul><ul><ul><li>Strategic concept </li></ul></ul><ul><ul><li>Top-management commitment </li></ul></ul><ul><ul><li>High standards </li></ul></ul><ul><ul><li>Self-service technologies </li></ul></ul><ul><ul><li>Monitoring systems </li></ul></ul><ul><ul><li>Employee satisfaction </li></ul></ul>CONCEPT #07:
    17. 17. Service Quality Management Works! <ul><li>Kotler: Hilton Hotels </li></ul><ul><li>Local: Amanpulo, Bellarocca </li></ul><ul><li>Medical: Emergency Response Systems </li></ul>CONCEPT #07:
    18. 18. Support Strategy is Key <ul><li>Product – support service </li></ul><ul><li>Customer worries </li></ul><ul><ul><li>Failure frequency </li></ul></ul><ul><ul><li>Downtime </li></ul></ul><ul><ul><li>Out-of-pocket costs </li></ul></ul>CONCEPT #08:
    19. 19. Support Strategy is Key <ul><li>Kotler: Johnson Controls </li></ul><ul><li>Local: Honda Cars Kalookan, Apple Care </li></ul><ul><li>Medical: Post-operative services </li></ul>CONCEPT #08:
    20. 20. Service Branding: Develop Branding Strategies <ul><li>Choose brand elements </li></ul><ul><li>Establish image dimensions </li></ul><ul><li>Devising a brand strategy </li></ul>CONCEPT #09:
    21. 21. Service Branding: Develop Branding Strategies <ul><li>Kotler: </li></ul><ul><li>Medical: </li></ul>CONCEPT #09: <ul><li>Local: </li></ul>
    22. 22. Differentiate! <ul><li>Add value! </li></ul>CONCEPT #10:
    23. 23. Differentiate! <ul><li>Kotler: Schneider National </li></ul><ul><li>Local: Burger King, ISP, TelCo </li></ul><ul><li>Medical: The Medical City, ASMPH </li></ul>CONCEPT #10:
    24. 24. Market Your Service! <ul><li>Service has distinctive characteristics. </li></ul><ul><li>Several strategies are available. </li></ul><ul><li>Know your customer’s expectations. </li></ul><ul><li>Develop branding strategies. </li></ul><ul><li>Differentiate! </li></ul>