Materi Perkuliahan Manajemen Pemasaran Repository UNIKAMA

(1)

Pemasaran Jasa

(2)

Nature of Services



_{The Service Industry includes the:}

–

Government sector

–

_{Private nonprofit sector}

–

_{Business sector}

(3)

Nature of Services



_{Service Mix Categories:}

–

Pure tangible good: no services

–

_{Tangible good with accompanying}

services

–

Hybrid: equal parts service and goods

–

Major service with accompanying minor

(4)

Nature of Services

Characteristics



_{Intangibility}



_{Inseparability}



_Variability



_{Perishability}



_{Cannot be touched,}

seen, tasted, heard, or

smelled before purchase



_Konsumen

mengandalkan isyarat

untuk menarik

kesimpulan kualitas



_{Marketers must try to}

(5)

Nature of Services

Characteristics



_{Intangibility}



_{Inseparability}



_Variability



_{Perishability}



_{Services are produced}

(6)

Nature of Services

Characteristics



_{Intangibility}



_{Inseparability}



_Variability



_{Perishability}



_{Service providers vary}

with respect to attitudes,

skills, mood, etc. Even

the same provider may

give different service on a

different day.



_{Quality control is critical:}

–

Hiring the right people

–

Standardizing service

(7)

Nature of Services

Characteristics



_{Intangibility}



_{Inseparability}



_Variability



_{Perishability}



_{Services can not be}

inventoried or

otherwise stored



_{Capacity / demand}

management is

critical:

–

Demand side

strategies

(8)

Nature of Services



_{Demand-side strategies}

–

Gunakan perbedaan

harga

–

Permintaan yang

tidak tinggi dapat

dimunculkan

–

Mengembangkan

jasa pelengkap

–

Dapat dikembangkan

sistem pemesanan



_{Supply-side strategies}

–

Sewa karyawan

part-time

–

Rekrut karyawan

dengan tugas penting

hanya pada saat

permintaan tinggi

(9)

Marketing Strategies



_People

_,

_{physical evidence}

_{, and}

process

must be considered in

addition to the 4 “P’s” when creating

external marketing

plans.



_{Successfully delivering a service}

(10)

Marketing Strategies



_{Interactive marketing}

_{refers to the}

employees’ skill in serving the client.



_{Search qualities, experience qualities}

(11)

Marketing Strategies

Marketing Tasks



_Managing

differentiation



_{Managing service}

quality



_Managing

productivity



_{Can not differentiate}

on price alone



_{Innovative features}



_{Delivery system}

–

_Reliability

–

Resilience

–

Innovativeness

(12)

Marketing Strategies



_{A strategic concept}



_{Commitment from}

top-management



_{High standards}



_{Firm and customer}

monitoring systems

Well-Managed Service Firms

Share These Characteristics



_{Satisfaction of employees}