Services_Marketing

Services_Marketing - Services Marketing How is Service...

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07/07/11 Professor Robert W. Armstrong 1 Services Marketing How is Service Marketing Different from Traditional Marketing
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07/07/11 Professor Robert W. Armstrong 2 Services Marketing Why have services become more important? Changing patterns of govt. regulation Professionals have more freedom to market themselves Privatisation of public corporations and non-profit organisations The growth of franchising
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07/07/11 Professor Robert W. Armstrong 3 Services Marketing Expansion of leasing and rental businesses Creation of service profit centers in manufacturing Financial Pressures on public and non-profit organisations The internationalisation of service businesses
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07/07/11 Professor Robert W. Armstrong 4 The Changing Pattern of Government Regulation Service industries have traditionally been highly regulated. Prices have been set by the industry. E.g., Banking Services, interest rates and banking fees.
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07/07/11 Professor Robert W. Armstrong 5 Relaxation of Professional Association Standards Doctors, lawyers, architects are now allowed to advertise and list service prices. Previously, they were not allowed to market themselves in this way.
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07/07/11 Professor Robert W. Armstrong 6 Privatisation Many countries have actively been selling off public organisations to become private companies. E.g., Qantas, Telstra
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07/07/11 Professor Robert W. Armstrong 7 Computerisation and Technological Innovation New technologies have dramatically changed the way service firms do business. Global electronic networks are changing the way service firms provide services. E.g., airline bookings, financial services
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07/07/11 Professor Robert W. Armstrong 8 Growth in Franchising Franchising has become a very popular method of financing the expansions or service chains. The key is the delivery of a consistent product. E.g., McDonalds, Pizza Hut, Hilton Hotels
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07/07/11 Professor Robert W. Armstrong 9 Expansion of Leasing and Rental Businesses These businesses bridge the gap between services and manufacturing. Where technologies are rapidly changing leasing provides a hedge from technological obsolescence. E.g., Computers, manufacturing machines
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Professor Robert W. Armstrong 10 Manufacturers as Service Providers Many marketing scholars believe that in the future most firms will compete based on the intangible parts of the product. E.g., service, installation, delivery
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Services_Marketing - Services Marketing How is Service...

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