Discussion of chosen three (3) topics under Chapter 14 of the Marketing Management 15th Edition by Kotler and Keller.

1. Chapter 14
Designing and Managing Services
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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2. Outline:
I. Categories of Service Mix
II. Distinctive Characteristics of Service
III. Five Determinants of Service Quality
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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3. What is service?
A service is any ACT or PERFORMANCE
ONE PARTY can offer to another
that is essentially INTANGIBLE
and DOES NOT result in the OWNERSHIP of anything.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

4. Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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5. Our Company’s Vision
To be globally recognized as the PREFERRED
medical industry partner in the Philippines
for innovative cutting-edge PRODUCTS
and reliable SERVICES.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

6. A SERVICE can be a MINOR or MAJOR part
of the TOTAL OFFERING.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

7. I. Categories of Service Mix
1. PURE TANGIBLE GOOD with no accompanying services
2. TANGIBLE GOOD with accompanying services
3. HYBRID offering of equal parts goods and services
4. MAJOR SERVICE with accompanying minor goods and
services
5. PURE SERVICE, primarily an intangible service
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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8. PURE TANGIBLE GOOD
ELECTROSURGICAL AND SURGICAL
ACCESSORIES
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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9. TANGIBLE GOOD
ULTRASOUND SYSTEM ELECTROSURGICAL
HARDWARE
VENTILATOR
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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10. HYBRID
CATERING SERVICES
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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11. MAJOR SERVICE
LEARNING INSTITUTIONS
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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12. PURE SERVICE
DOCTOR CONSULTATION
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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13. My father repairs watch as his “hobby”.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

14. My father repairs watch as his “hobby”.
He has gained knowledge and experience in assessing
and repairing watches through the years.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

15. My father repairs watch as his “hobby”.
He has gained knowledge and experience in assessing
and repairing watches through the years.
He has a watch repair stall in our house and a cabinet
with various spare parts available.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

16. Since the repair shop is in our house, he can accept the
defective watches everyday (even on weekends) and
as early as 6:00 am until 8:00 pm.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

17. Since the repair shop is in our house, he can accept the
defective watches everyday (even on weekends) and
as early as 6:00 am until 8:00 pm.
He also provides initial assessment, estimated cost and
time of repair so that the client can decide to proceed
with the service repair or not.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

18. This has made him well-known for his record of repairing
watches and through word of mouth from his previous
clients within our vicinity.
What are the CHARACTERISTICS observed to conclude
that my father is providing SERVICE?
Did my father provide a good SERVICE QUALITY to his
CLIENTS?
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

19. II. Distinctive Characteristics of Service
intangibility, inseparability, variability,
and perishability
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

20. We can only see the results of service after watch repair.
What service characteristic does it show?
INTANGIBILITY
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

21. For a watch repair to be started, my father should be
available and a client with the defective watch
should also be present.
What service characteristic does it show?
INSEPARABILITY
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
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22. An assessment on all defective watch received should be
conducted first so that a specific repair process can be
planned and explained to client before starting the
actual repair service.
What service characteristic does it show?
VARIABILITY
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

23. Extended repair hours is observed to accommodate
clients to have their watches repaired
even on weekends.
What service characteristic does it show?
PERISHABILITY
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

24. III. Five Determinants of Service Quality
1. Reliability
2. Responsiveness
3. Assurance
4. Empathy
5. Tangibles
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

25. My father repairs watch as his “hobby”.
He has gained knowledge and experience in assessing
and repairing watches through the years.
Determinant of Service Quality?
Yes, ASSURANCE.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

26. He has a watch repair stall in our house and a cabinet
with various spare parts available.
Determinant of Service Quality?
Yes, TANGIBLES.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

27. Since the repair shop is in our house, he can accept the
defective watches everyday (even on weekends) and
as early as 6:00 am until 8:00 pm.
Yes, EMPATHY.
Determinant of Service Quality?
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

28. He also provides initial assessment, estimated cost and
time of repair so that the client can decide to proceed
with the service repair or not.
Determinant of Service Quality?
Yes, RESPONSIVENESS.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

29. This has made him well-known for his record of repairing
watches and through word of mouth from his previous
clients within our vicinity.
Determinant of Service Quality?
Yes, RELIABILITY.
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

30. Summary:
I. Categories of Service Mix
1. Pure Tangible Good
2. Tangible Good
3. Hybrid
4. Major Service
5. Pure Service
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

31. Summary:
II. Distinctive Characteristics of Service
1. Intangibility
2. Inseparability
3. Variability
4. Perishability
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

32. Summary:
III. Five Determinants of Service Quality
1. Reliability
2. Responsiveness
3. Assurance
4. Empathy
5. Tangibles
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/

33. “Be a yardstick of quality.
Some people aren't used to
an environment where excellence
is expected.”
Ch 14 Designing and Managing Services – Clarisse Gabriel v82
www.linkedin.com/in/clarissegabriel/