introduction services marketing, Slides of Sales Management

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INTRODUCTION TO

SERVICES

 What are Services?

 Why Service Marketing?

 Service and Technology

 Characteristics of Services

 Service Marketing Mix

 Staying Focused on the Customer

Examples of Service Industries

 (^) Health Care  (^) hospital, medical practice, dentistry, eye care  (^) Professional Services  (^) accounting, legal, architectural  (^) Financial Services  (^) banking, investment advising, insurance  (^) Hospitality  (^) restaurant, hotel/motel, bed & breakfast  (^) ski resort, rafting  (^) Travel  (^) airline, travel agency, theme park  (^) Others  (^) hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design

Contributions of Service Industries to

U.S. Gross Domestic Product

Why Service Marketing?

 (^) Services dominate U.S. and worldwide economies  (^) Service as a business imperative in goodsfocused businesses  (^) Deregulated industries and professional service needs  (^) Service marketing is different  (^) Service leads to profits

Percent of U.S. Labor Force by Industry

Examples of Goods Companies that are

Expanding into Services

Boeing

Eight Central Paradoxes of

Technological Products

Comparing Goods and Services

Implications of Intangibility

 (^) Services cannot be inventoried  (^) Services cannot be easily patented  (^) Services cannot be readily displayed or communicated  (^) Pricing is difficult

Implications of Simultaneous

Production and Consumption

 (^) Customers participate in and affect the transaction  (^) Customers affect each other  (^) Employees affect the service outcome  (^) Decentralization may be essential  (^) Mass production is difficult

Implications of Perishability

 (^) It is difficult to synchronize supply and demand with services  (^) Services cannot be returned or resold

Challenges and Questions for Service

Marketers

 (^) Defining and improving quality  (^) Designing and testing new services  (^) Communicating and maintaining a consistent image  (^) Accommodating fluctuating demand  (^) Motivating and sustaining employee commitment  (^) Setting prices  (^) Organizing to facilitate strategic and tactical decision making  (^) Finding a balance between standardization and personalization  (^) Protecting new service concepts from competitors  (^) Communicating quality and value to customers  (^) Ensuring the delivery of consistent quality service

Traditional Marketing Mix

Elements an organization controls that can be used to satisfy or communicate with customers:  (^) Product  (^) Price  (^) Place  (^) Promotion