Designing and Managing ServicesTutored by : Prof. Sunil D’ Anto
Learning Agenda•Define and classify services and how do they differ from goods•Marketing of services•Methods for improvement of service quality•How do service marketers create strong brands?•How can goods marketers improve customer support services?
What is a Service?A serviceis any act of beneficial performancethat one party can offer another that is essentially intangibleand does not result in the ownership of anything;its production may or may not be tied to a physical product.
Distinctive Characteristics of ServicesIntangibilityInseparabilityVariabilityPerishability
General Motors’ OnStar Service
Categories of Service MixPure tangible goodPure tangible goodGood w/ accompanying servicesGood w/ accompanying servicesHybridHybridService w/ accompanying goodsService w/ accompanying goodsPure servicePure service