W10 - Services Marketing

W10 - Services Marketing - Productivity (Interactive Mktg)...

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TR2201 Entrepreneurial Marketing KWOK Ying Yao mktv8@nus.edu.sg
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Services Marketing Services Marketing
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Unique Elements of Services (The 4 I’s of Services)  Intangibility Inconsistency Inseparability Inventory
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Service Continuum (Product Service Mix)
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Service Delivery
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Service Evaluation Properties
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Managing Service Marketing Product (Service) Exclusivity Branding Capacity Management Price (Fees, Charges, Fares, Rates, etc) Consumer Perception Capacity Management Place Promotion
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Service Quality Dimensions   Reliability Tangibles Responsiveness  Assurance Empathy
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Service Quality Dimensions  
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Managing Service Marketing Company Customers Employees External Marketin g Internal Marketin g Interactive Marketing
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Service Challenges Communications (External Mktg) Manage Reputation
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Unformatted text preview: Productivity (Interactive Mktg) Managing Capacity Service Quality (Internal Mktg) Managing Expectations Service Challenges Service Quality (Internal Marketing) Understand customer expectations & implement delivery system Have careful selection Examine contact points Develop recovery procedure Have training, feedback and audit 15 - 13 Ch. 15: The Global Aspects of Entrepreneurship 1) Service is characterized by its: - Intangibility- Inconsistency- Inseparability- Inventory 2) Customers evaluate service through experience and credence. 3) Challenges faced by Service are:- Communications- Productivity- Service Quality Conclusion...
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This note was uploaded on 01/18/2012 for the course TR 3001 taught by Professor Kok during the Spring '08 term at National University of Singapore.

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W10 - Services Marketing - Productivity (Interactive Mktg)...

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