Chapter 11 InClass Notes

Chapter 11 InClass Notes - ServicesMarketingStrategy s...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
Services Marketing Strategy Importance of Services Distinguishing Characteristics of Services Three Additional P’s of Services Lifetime Value of a Customer Customer Satisfaction Service Recovery Services Blueprinting
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Services Marketing Any activity or benefit that one party can  offer to another that is essentially  intangible and does not result in the  ownership of anything
Background image of page 2
10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of GDP 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of employment Services Deed Performance Effort The Importance of Services
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Product/Services Continuum Ranging from Pure Product to Pure Service Most services are hybrids
Background image of page 4
Distinguishing Characteristics  of Services 1. Intangibility -                                                                  . This incorporates:    dimension - be there to know    - how do we know which is “best?” -  but we can assess prior to    - how do we evaluate?? Examples:                                                    .
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Distinguishing Characteristics  of Services 2. Inseparability -                    .   In English, usually have to be there at the same  time as the service provider to                   .   Examples:   .
Background image of page 6
Distinguishing Characteristics  of Services 3. Perishability - can’t be  In English, “  Examples:  Anything with                   .   If they go unsold, then revenue is lost and  can’t be regained
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Distinguishing Characteristics  of Services 4. Heterogeneity - quality of service depends  on   Examples:                  .  
Background image of page 8
Three Additional P’s    (People)         (Surroundings)    - The concrete  physical and spatial aspects of the  environment encompassing a  consumer activity
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
What is Service Quality? Customer service isn’t a stand alone 
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/07/2009 for the course FIN 300 taught by Professor Olander during the Fall '08 term at ASU.

Page1 / 35

Chapter 11 InClass Notes - ServicesMarketingStrategy s...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online