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Teks penuh

(1)

Designing and

Managing Services

Marketing Management, 13

th

ed

(2)

Chapter Questions

• How do we define and classify services

and how do they differ from goods?

• How do we market services?

• How can we improve service quality?

• How do services marketers create

strong brands?

(3)

Service Sectors

Government

Private

nonprofit

Manufacturing

(4)

Categories of Service Mix

Pure tangible good

Pure tangible good

Good w/ accompanying services

Good w/ accompanying services

Hybrid

Hybrid

Service w/ accompanying goods

Service w/ accompanying goods

(5)
[image:5.720.68.687.56.504.2]
(6)

Distinctive Characteristics

of Services

Intangibility

Inseparability

Variability

(7)

Physical Evidence and Presentation

Place

People

Equipment

Communication material

Symbols

(8)

How to Increase Quality Control

Invest in good hiring and

training procedures

Monitor customer satisfaction

Standardize the

(9)

Matching Demand and Supply

Demand side

• Differential pricing

• Nonpeak demand

• Complementary

services

• Reservation

systems

Supply side

• Part-time

employees

• Peak-time efficiency

• Increased consumer

participation

• Shared services

(10)
[image:10.720.66.664.37.494.2]
(11)

Improving Service Quality

• Listening

• Reliability

• Basic service

• Service design

• Recovery

• Surprising

customers

• Fair play

• Teamwork

(12)
[image:12.720.101.670.36.492.2]
(13)

Solutions to Customer Failures

• Redesign processes and redefine customer

roles to simplify service encounters

• Incorporate the right technology to aid

employees and customers

• Create high-performance customers by

enhancing their role clarity, motivation, and

ability

(14)
[image:14.720.120.692.55.463.2]
(15)
[image:15.720.132.670.46.480.2]
(16)

Gaps that Cause Unsuccessful

Service Delivery

• Gap between consumer expectation and

management perception

• Gap between management perception and

service-quality specifications

• Gap between service-quality specifications

and service delivery

• Gap between service delivery and external

communications

(17)

Determinants of Service Quality

Reliability

Responsiveness

Assurance

Empathy

(18)
[image:18.720.91.687.47.485.2]
(19)

Developing Brand Strategies

for Services

Choosing

Brand Elements

Establishing Image

Dimensions

(20)

Customer Worries

Failure frequency

Downtime

Gambar

Figure 13.2 Continuum of Evaluation
Figure 13.3 A Blueprint for
Figure 13.4 Root Causes
Figure 13.5 Three Types of Marketing
+3

Referensi

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Kotler MM 13e Overheads 03

Motivate channel members to share intelligence Motivate channel members to share intelligence. Network externally

Kotler MM 13e Overheads 04

Research Approaches Observation Observation Focus Group Focus Group Survey Survey Behavioral Data Behavioral Data Experimentation Experimentation Ethnographic

Kotler MM 13e Overheads 06

Reference Groups Membership groups Membership groups Primary groups Primary groups Secondary groups Secondary groups Aspirational groups Aspirational groups Dissociative

Kotler MM 13e Overheads 08

Segmenting for Business Markets Demographic Demographic Operating Variable Operating Variable Purchasing Approaches Purchasing Approaches Situational Factors Situational

Kotler MM 13e Overheads 09

Figure 9.5 Secondary Sources of Brand Knowledge.. Measuring

Kotler MM 13e Overheads 10

• Profits rise and fall at different stages • Products require different strategies in. each life

Kotler MM 13e Overheads 17

Figure 17.4 Steps in Developing Effective Communications.. Identify

Kotler MM 13e Overheads 18

Figure 18.3 Classification of Advertising Timing Patterns.. Copyright © 2009 Pearson