ch 12 MKTG-Managing Services

ch 12 MKTG-Managing Services - Managing Services...

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Managing Services Foundations of Marketing Stephen Walls
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Today’s basic question How are services different than products?
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Agenda Services The (growing) importance of services The uniqueness of services Classifying services Activity (time permitting) Services and the 4 P’s
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Services Intangible activities or benefits that an organization provides to consumers in exchange for money or something else of value
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The Goods-Services Continuum
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How Services Differ from Goods Intangible Inseparable Heterogeneous (Inconsistent) Perishable (Inventory)
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Pre-purchase Evaluation Differences
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Components of Service Quality Tangibles The physical evidence of a service. Empathy Caring, individualized attention to customers. Assurance The knowledge and courtesy of employees. Responsiveness The ability to provide prompt service. Reliability The ability to perform the service right the first time.
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The Gap Model of Service Quality
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Slide 12-11 Inventory carrying costs of services: “Idle production capacity”
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Product Strategies for Services Service Mix Standardization or Customization Core and Supplementary Process
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Services as a Process Mental Stimulus Processing People Processing Possession Processing Information Processing
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