ServicesMarketingCopyright?HoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCook13PartThree

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DecisionsChapterLearningObjectivesTounderstandthenatureandimportanceofservicesToidentifythecharacteristicsofservicesthatdifferentiatethemfromgoodsTodescribehowthecharacteristicsofservicesinfluencethedevelopmentofmarketingmixesforservicesTounderstandtheimportanceofservicequalityandexplainhowtodeliverexceptionalservicequalityToexplorethenatureofnonprofitmarketing2Copyright?HoughtonMifflinCompany.Allrightsreserved.*ChapterOutlineTheNatureandImportanceofServicesCharacteristicsofServicesDevelopingandManagingMarketingMixesforServicesServiceQualityNonprofitMarketing3Copyright?HoughtonMifflinCompany.Allrightsreserved.*TheNatureandImportanceofServicesServiceAnintangibleproductinvolvingadeed,performance,oreffortthatcannotbephysicallypossessedApplicationofhumanand/ormechanicaleffortsdirectedatpeopleorobjectsServiceFacts(U.S.)Serviceindustriesaccountforover50%ofGDP.Serviceindustriesemploy80%ofnonfarmworkers.Morethanhalfofnewbusinessesareservicefirms.Serviceshaveincreasedintandemwiththelong-termgrowthoftheU.S.economy.4Copyright?HoughtonMifflinCompany.Allrightsreserved.*CharacteristicsofServicesIntangibilityServicesareactionsthathavenopermanentphysicalqualitiesasopposedtogoodswhichcanbetouchedandpossessedovertime.InseparabilityofProductionandConsumptionTheproductionofaservicecannotbeseparatedfromitsconsumptionbythecustomer.Servicesareproduced,sold,andconsumedallatthesametime.PerishabilityServicescannotbeproducedaheadoftimeandstoreduntilneeded.5Copyright?HoughtonMifflinCompany.Allrightsreserved.*TheTangibilityContinuumFIGURE13.16Copyright?HoughtonMifflinCompany.Allrightsreserved.*CharacteristicsofServices(cont’d)HeterogeneityVariationinthequalityofservicesdeliveredbyindividualsandorganizationsClient-BasedRelationshipsInteractionsthatresultinsatisfiedcustomerswhouseaservicerepeatedlyovertime7Copyright?HoughtonMifflinCompany.Allrightsreserved.*CharacteristicsofServices(cont’d)CustomerContactThelevelofinteractionbetweentheserviceproviderandthecustomernecessarytodelivertheserviceHigh-contactservicesrequirethecustomertobepresentduringtheproductionoftheservice.Highcontactservicesrequirewell-trainedandmotivatedservicepersonnel.Low-contactservicesdonotrequirethecustomer’scontinuouspresencewhiletheserviceiscarriedout.8Copyright?HoughtonMifflinCompany.Allrightsreserved.*9Copyright?HoughtonMifflinCompany.Allrightsreserved.*10Copyright?HoughtonMifflinCompany.Allrightsreserved.*DevelopingandManagingMarketingMixesforServicesDevelopmentofServicesPackageorbundleofservicesconsistsofcoreservicesthataretheexpectedbasicserviceexperience.supplementaryservicesthatdifferentiatetheservicebundlefromthoseofothercompetitors.“Basic,”“Standard,”and“Deluxe”servicecombinationsarecustom-tailoredtoconsumers’specificneeds.11Copyright?HoughtonMifflinCompany.Allrightsreserved.*DevelopingandManagingMarketingMixesforServices(cont’d)DevelopmentofServices(cont’d)EffectivedeliveryofservicesSegmentthepleasureandcombinethepainGetbadexperiencesoutofthewayassoonaspossibleBuildcommitmentthroughchoiceGiveritualtoconsumersFinishstrong12Copyright?HoughtonMifflinCompany.Allrightsreserved.*DevelopingandManagingMarketingMixesforServices(cont’d)DistributionofServicesCustomerscometoaservicefacility.Servicesarebroughttotheconsumer.Servicesareprovidedat“arm’slength”,withnoface-to-facecustomercontact.13Copyright?HoughtonMifflinCompany.Allrightsreserved.*24/7ATMDevelopingandManagingMarketingMixesforServices(cont’d)DistributionofServicesMarketingchannelsaretypicallyshortanddirect,withnoorfewintermediaries.Inseparabilityofservicerequiresafocusonservicedemand/supplymanagement(e.g.,schedulingofservicedelivery).Accessibilitytoservicesis

increasedbysubstituting

automatedequipmentfor

contactpersonnel.14Copyright?HoughtonMifflinCompany.Allrightsreserved.*DevelopingandManagingMarketingMixesforServices(cont’d)PromotionofServices—OvercomingtheIntangibilityofServicesProvidingtangible(symbolic)cues/imagesPromotingprice,guarantees,availability,personnelUsingconcrete,specificlanguageinadvertisingUsingpersonalsellingandword-of-mouthadvertisingOfferingservicesonatrialbasis15Copyright?HoughtonMifflinCompany.Allrightsreserved.*DevelopingandManagingMarketingMixesforServices(cont’d)PricingofServicesPerformanceofspecifictasks—carwashingAmountoftimetocompletetheservice—babysittingVariablepricingbasedonthelevelofdemand;highpriceatpeakdemand,lowerpriceswhendemandslackens—airlineseatsBundlingofservicesrequiresdecisionsonunit,combination,orseparatepricing—telephoneservicesPricingasanindicatorofqualityisusedwhenconsumershavenoothercuestoindicatequality.16Copyright?HoughtonMifflinCompany.Allrightsreserved.*ServiceQualityModelFIGURE13.2Source:“ServiceQualityModel,”adaptedfromA.Parasuraman,LeonardL.Berry,andValarieA.Zeithaml,“AnEmpiricalExaminationofRelationshipsinanExtendedServiceQualityModel,”MarketingScienceInstituteWorkingPaperSeries,Reportno.90-112(Cambridge,MA:MarketingScienceInstitute,1990).Usedwithpermission.17Copyright?HoughtonMifflinCompany.Allrightsreserved.*ServiceQualityServiceQualityCustomers’perceptionofhowwellaservicemeetsorexceedstheirexpectationsServicequalityisjudgedfromthecustomer’sviewpoint.18Copyright?HoughtonMifflinCompany.Allrightsreserved.*ServiceQuality(cont’d)CustomerEvaluationofServiceQualitySearchqualitiesTangibleattributesthatcanbejudgedbeforethepurchaseofaproductExperiencequalitiesAttributesassessableonlyduringpurchaseandconsumptionofaserviceCredencequalitiesAttributesthatcustomersmaynotbeabletoevaluateevenafterpurchasingandconsumingtheservice19Copyright?HoughtonMifflinCompany.Allrightsreserved.*20Copyright?HoughtonMifflinCompany.Allrightsreserved.*DeliveringExceptionalServiceQualityAnalysisofCustomerExpectationsLevelsofcustomerserviceexpectationsDesired:ifmet,customerisverysatisfiedAcceptable:ifmet,customerisnotdissatisfiedConductmarketingresearchFocusgroupsCommentcardsAskingemployeesDesiredServiceAcceptableServiceZoneofTolerance21Copyright?HoughtonMifflinCompany.Allrightsreserved.*DeliveringExceptionalServiceQuality(cont’d)ServiceQualitySpecificationsEstablishgoalsforservicedeliverySecuremanagement’scommitmenttoservicequalityEmployeePerformanceTraincustomer-contactemployeesatalllevelsIncorporateservicequalityintoemployeeevaluationandcompensationsystems22Copyright?HoughtonMifflinCompany.Allrightsreserved.*DeliveringExceptionalServiceQuality(cont’d)ManagementofServiceExpectationsConductadvertisingcampaignsthatmakerealisticpromisesofserviceEstablishgoodinternalcommunicationstoinformemployeesandensurepromisesarekept23Copyright?HoughtonMifflinCompany.Allrightsreserved.*NonprofitMarketingNonprofitMarketingMarketingconductedtoachievesomegoalotherthanordinarybusinessgoalsofprofit,marketshare,orreturnoninvestmentHowIsNonprofitMarketingDifferent?Beneficiariesareclients,members,orthepublicGreateropportunitiesforcreativityMoredifficulttojudgemarketingsuccessSometimesmorecontroversial24Copyright?HoughtonMifflinCompany.Allrightsreserved.*NonprofitMarketing(cont’d)NonprofitMarketingObjectivesToobtainadesiredresponsefromatargetmarketOrganization’sgoalsandnatureoftheexchangewithtargetmarketbothaffectmarketingobjectives.25Copyright?HoughtonMifflinCompany.Allrightsreserved.*市場營銷基礎(chǔ)材料單擊此處添加副標(biāo)題內(nèi)容講座筆記2020/01/01藝術(shù)藝術(shù)80%20%50%營銷的科學(xué)觀與藝術(shù)觀科學(xué)科學(xué)發(fā)達(dá)國家現(xiàn)狀0180%中國現(xiàn)狀02科學(xué)中國未來0320%單擊此處輸入你的正文，文字是您思想的提煉04藝術(shù)單擊此處輸入你的正文，文字是您思想的提煉0550%單擊此處輸入你的正文，文字是您思想的提煉06從共性需求到個(gè)性需求的演變消費(fèi)者需求的滿足過程添加標(biāo)題單擊此處輸入你的正文，文字是您思想的提煉，請(qǐng)盡量言簡意賅的闡述觀點(diǎn)；01添加標(biāo)題單擊此處輸入你的正文，文字是您思想的提煉，請(qǐng)盡量言簡意賅的闡述觀點(diǎn)；02目標(biāo)市場的細(xì)分工業(yè)品行業(yè)/領(lǐng)域、用途/目的、使用者/操作者、地區(qū)/領(lǐng)域消費(fèi)品年齡/性別、收入/價(jià)格、職業(yè)/學(xué)歷、地域/城市市場形勢(shì)與競爭狀況橫向透明度（消費(fèi)者的判別能力）縱向透明度（生產(chǎn)者的判別能力）無序過度競爭適度和平競爭適度壟斷競爭小公司大公司競爭狀況的演變廠家數(shù)目廠家實(shí)力強(qiáng)弱少多初級(jí)競爭壟斷競爭完全競爭無序競爭1234BAC商場上的生物鏈供應(yīng)商生產(chǎn)商分銷商最終用戶供應(yīng)商的供應(yīng)商供應(yīng)商的上游產(chǎn)品上游企業(yè)上游產(chǎn)品基礎(chǔ)設(shè)施配套產(chǎn)品下游產(chǎn)品通訊廣播電視交通消耗品飲料服務(wù)下游企業(yè)代理商專賣店競爭優(yōu)勢(shì)的維持和演變可變因素不可變因素優(yōu)勢(shì)劣勢(shì)競爭的戰(zhàn)術(shù)進(jìn)攻戰(zhàn)老二、老三找出對(duì)手長處和弱點(diǎn)集中優(yōu)勢(shì)兵力各個(gè)擊破防守戰(zhàn)自己打自己（新舊更替）睜著眼睛睡覺迂回進(jìn)攻動(dòng)作要快游擊戰(zhàn)找到看不上的市場空間夾著尾巴做人市場營銷的經(jīng)典理論創(chuàng)造價(jià)值（產(chǎn)品Product）交付價(jià)值（渠道Place）體現(xiàn)價(jià)值（定價(jià)Price）