Ohne Titel

Maria Isabel Espejo

becoming an effective service marketer

• why study services? we live in a service economy. services dominate the economy, the size of the service sector is increasing. Profit and nonprofit services both want to create value for their stakeholders.
• Classifying service industries. In the EU the manufacturing oriented standard industrial classification system developed. in the 1930s is being replaced by the new North american industry classification system, Canada and Mexico are adopting it too.
• A new way to classify the economies of north america. NAFTA, it replaces previous national systems such as SIC codes formerly used in the United states. NAICS includes services industries that have emerged in recent decades and also reclassified as services to manufacturing industries, includes 358 new industries that the SIC did not identify.
• Most jobs are generated by services. employment is predicted to continue shrinking in manufacturing mining and agriculture in the United states, jobs are likely to be well paid positions that require a good educational foundation.
• Powerful forces are transforming service markets. service markets are shaped by trends and internalization. The economist argues that the internet is transfering power from suppliers to customers.
• Understanding services offers personal competitive advantage. learning about the distinctive characteristics of services and how they affect both customer behaviour and marketing strategy will give important insights and create a competitive advantage for your own.

New perspectives on marketing in the service economy

• what are services?
  • Historical view. creation and possession of wealth. ownership implied tangible possession of an object that had been acquired through a gift from the producer or a previous owner. production and consumption are indeed separable for many services and that not all services performances are perishable. Many services are designed to create durable value for their recipients.
  • Benefits without ownership. service customers obtain benefits by renting the right to use a physical object, to hire the land expertise of personnel or to pay for access to facilities and networks. value is created when customers benefit from obtaining desired experiences and solutions. paying for temporary use of an object or for access to a physical facility is a a way for customers to enjoy use of things that they cannot afford to buy.
  • 5 broad categories within the nonownership framework: rented goods services. defined space and place rentals. labor and expertise rentals. access to share physical environments. systems and networks.
  • 6 marketing implications of renting versus owning: there's a market for renting durable goods instead of selling them. renting portions of larger physical entities can form the basis for services. customers need to be more closely engaged with services suppliers. time plays a central role in most services. customer choices criteria may differ between rental and outright purchases. services offer opportunities for resource sharing.
  • Defining services. service was originally associated with the work that servants did for their masters. marketing definitions of services contracted team against goods.
• Marketing services challenges
  • Intangible elements usually dominate value creation intangible elements such as processes, internet based transactions and the expertise and attitudes of services personnel that create the most value in service performances. creating physical clues and strongbar and associations helps to make services more tangible.
  • Services are often difficult to visualize and understand mentally intangible meaning that its difficult for customers to visualize the experience in advance of purchases and understand what they will be getting. mental intangibility is most likely to present a problem for first time customers who lack prior exposure to a particular type of service.
  • Customers may be involved in co production Some services require customers to participate actively in co-producing the service products.
  • People may be part of the service experience. When you encounter other customers at a service facility you know that they too can affect your satisfaction. All can serve to reinforce or negate the image that a firm is trying to project and the experience it's trying to create.
  • The time factor often assumes great importance. today's customers are the most sensitive in history. customers may be willing to pay extra to save time.
  • Distribution may take place through nonphysical channels. manufacturers require physical distribution channels to move their products from the factory to customers , some services businesses are able to use electronic channels to deliver all of their elements.
  • The 8 ps of services marketing : productos elements. place and time. price and other user outlays. procesos. physical environment. people. productivity and quality. promotion and education.
• Service marketing strategies
  • strategies: understanding the customer. building the service model. managing the customer interface.
  • Implementing strategies. Achieving profitability will require creating relationships with customers from the right market segments and finding ways to build and reinforce their loyalty. The goal must be to achieve service recovery and retain customers. developing strategies for improving service quality and productivity will provide the necessary leverage for financial success.