Karteikarten
Lecture 1
Karten in diesem Stapel (14)
- 1What are services?Services are deeds, processes and performances.
Services are:
- all economic activities whose
- output is not a physical product
- generally consumed at the time it is produced, and provides added value in forms (such as convenience, amusement, timeliness, comfort or health) that are essentially intangible concerns of its first purchaser.
Example: banking, insurance, telecommunication organizations.
Product-based organisations offer solutions that may include service offering such as a repair, maintenance, consulting
services. - 2Services classification:- Services directed at people’s bodies; (ex. dentist);
- Services directed at people’s tangible possessions; (ex. car repair);
-Services directed at people’s minds; (ex. universities);
- Services directed at people’s intangible possessions; (ex. bank, insurance); - 3How technology has influenced the development of services?- Potential for new service offerings; (for new and existing companies);
- New ways to deliver service; (delivering existing services in more accessible, convenience, productive ways);
- Enabling both customers and employees;
- Extending the global reach of services;
- The internet is a service; - 4Dark side of technology• customer concerns about privacy and confidentiality
• some customers are not interested or ready to use technology for interacting with companies!
• employees can be unwilling to accept and integrate technology
• can eliminate human jobs
• lack of face-to-face human contact (for ex. communicating via e-mail with a colleague
who is in the same office)
• it may take a long time for a technology investment to result in productivity or customer satisfaction (ex. some companies have to discount their products to get passengers to migrate to online service) - 5Characteristics of services compared to goods- Intangibility;
- Heterogeneity (frequently produced/used by humans);
- Inseparability (produced and consumed at the same time; ex. restaurant dining);
- Perishability (services can not be saved, stored or returned, hard to sync demand and supply); - 6The Service TriangleService Marketing is about promises made and kept to customers;
3 interlinked groups work together to
develop, promote and deliver promises:
Company - Employees/Technology - Customers
- Company/Customer - External marketing (Making the promise);
- Customer/Employees - Interactive marketing (Delivering the promise);
- Employees/Technology - Internal marketing (Enabling the promise); - 7Distinction between services industries, services as products, customer service and derived service- Service industries and companies (Lufthansa);
- Services as products (ex. consultancy from Siemens);
-Service as experiences (hospitality, entertainment);
- Customer service (support);
- Service dominant logic (everything is service; ex. razor provides shaving serv.);
The Service-Dominant Logic Perspective - goods are simply appliances used in service provision. - 8Challenges for services (why service management?)- Different problems in Service Marketing than in Product Marketing.
(ex. customer satisfaction more profitable than coast cutting). - 9Traditional marketing mix of 4Ps- Product
- Price
- Place
- Promotion - 10From 4Ps to 4 Cs (when moving from goods to services)• Customer
• Cost
• Convenience
• Communication - 11Expanded mix of services: The 7Ps- Product
- Price
- Place
- Promotion
- People
- Process
- Physical evience
Disadvantages: - it does not address issues related to productivity in terms of both quantity and quality of service delivery.
- does not provide a mapping between the pricing strategies that needs to be followed, vis-a-vis the productivized version of the service. - 12Goods-dominant (G-D) LogicFirms exist to make and sell goods;
- Purpose of economic activity is to make and distribute units of output;
- Goods are embedded with utility (value);
- Goal is to maximize profit through the efficient production and distribution of goods; - 13Problems with Goods Logic• Goods are not all that “good”:
- Tangibility is not fundamentally why we buy goods:
- It is for the service they render
- Benefits are generally intangible – brand, image, experience;
• Focuses on what we make, not what we do for people; - 14A Service-LogicA logic that views service, rather than goods, as the focus of economic and
social exchange (i.e., Service is exchanged for service);
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- Other Service Marketing Karteikarten am Lecture 1 , erstellt von Roberta Daugelai am 28/03/2016.
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- Roberta Daugelai
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