Chapter9MarketingofServices1Contents9.1TheUniquenessofService9.1.1TheFourI’sofService9.1.2TheServiceContinuum9.1.3ClassifyingServices

29.2HowConsumersPurchaseServices9.2.1ThePurchaseProcess9.2.2PurchaseEvaluation9.2.3CustomerContactAudit

39.3ManagingtheMarketingofServices9.3.1Product(Service)9.3.2Pricing9.3.3Place(Distribution)9.3.4Promotion

49.1TheUniquenessofServiceServicesareperformances,acts,expertise,ordeedsthatconsumerspayforwithmoneyorwithsomethingelseofvalue,suchastheirsowntime.59.1.1TheFourI’sofServiceTherearefouruniqueelementstoservices:intangibility,inconsistency,inseparability,andinventory.ThesefourelementsarereferredtoasthefourI’sofservices.6IntangibilityServicesareintangible;thatis,theycan’tbeheld,touched,orseenbeforethepurchasedecision.InconsistencyMarketingservicesischallengingbecausethequalityofaserviceisofteninconsistent.Sincemanyservicesdependonpeoplewhoprovidethem,theirqualityofservicecanvarywitheachperson’scapabilitiesandtheday-to-dayperformanceofthesameindividual.7Inseparability

Inmostcasestheconsumercannot(anddoesnot)separatetheservicefromthedelivereroftheserviceorthesettinginwhichtheserviceoccurs.Inventory

Withservices,inventorycarryingcostsaremoresubjectiveandarerelatedtoidleproductioncapacity,oravailabilityoftheserviceproviderwhenthereisnodemand.Theinventorycostofaserviceisthecostofreimbursingthepersonusedtoprovidetheservicealongwithanyneededequipment.89.1.2TheServiceContinuum9.1.3ClassifyingServicesDeliverybypeopleorequipmentProfitandnonprofitorganizationsGovernmentSponsoredorNot99.2HowConsumersPurchaseServices9.2.1ThePurchaseProcess

Theintangibleandinseparableaspectsofservicesaffecttheconsumer'sevaluationofthepurchase.Becauseservicescannotbedisplayed,demonstrated,orillustrated,consumerscannotmakeaprepurchaseevaluationofallthecharacteristicsofservices.Similarly,becauseservicesareproducedandconsumedsimultaneously,thebuyermustparticipateinproducingtheservice,andthatparticipationcanaffecttheevaluationoftheservice.109.2.2PurchaseEvaluation

Onceaconsumertriesaservice,howdoessheevaluateit?Primarilybycomparingexpectationsabouttheservicewithactualexperienceshehaswiththeservice.119.2.3CustomerContactAudit

Consumersjudgeservicesonthetangibleaspectsofexperienceandontheirinteractionwiththeserviceprovider.Tofocusontheseexperienceor"serviceencounters,"afirmcandevelopacustomercontactaudit-aflowchartofthepointsofinteractionbetweenconsumerandserviceprovider.Thisisparticularlyimportantinhigh-contactservicesuchashotels,educationalinstitutions,andautomobilerentalagencies.129.3ManagingtheMarketingofServices

Justastheuniqueaspectsofservicesnecessitatechangesintheconsumer’spurchaseprocess,themarketingmanagementprocessrequiresspecialadaptation.Inservicesmarketing,theemployeeoftenplaysacentralroleinattracting,building,andmaintainingrelationshipswithcustomers.Thisaspectofservicesmarketinghasledtoanewconcept—internalmarketing.13Internalmarketingisbasedonthenotionthataserviceorganizationmustfocusonitsemployees,orinternalmarket,beforesuccessfulprogramscanbedirectedatcustomers.14Let’susethefourPsframeworkofthetextfordiscussingthemarketingmixforservices.

9.3.1Product(Service)

ExclusivityBrandingCapacityManagement159.3.2Pricing

SettingPricesTwocommonmethodsofpricingservicesarecostpluspercentage-of-costandtargetROIpricing.RoleofPricingPricingplaystwoessentialroles:toaffectconsumerperceptionsandtobeusedincapacitymanagement.169.3.3Place(Distribution)Placeofdistributionisamajorfactorindevelopingservicemarketingstrategybecauseoftheinseparabilityofservicesfromtheproducer.Rarelyareintermediariesinvolvedinthedistributionofaservice;thedistributionsiteandservicedelivererarethetangiblecomponentsoftheservice.179.3.4PromotionThevalueofpromotion,specificallyadvertising,formanyservicesisinshowingthebenefitsofpurchasingtheservice.PublicRelationsPublicrelationshasplayedamajorroleinthepromotionalstrategyofnonprofitservicesandprofessionalorganizations.18WordsandExpressions

1.Services服務(wù)

2.FourI’sofservices服務(wù)的4I’s3.service-basedeconomy:服務(wù)經(jīng)濟(jì)

4.Servicecontinuum服務(wù)圖譜

5.inseparability:不可分離性

6.heterogenei