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Kotler Mm13e Media 13
Kotler Mm13e Media 13
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 service marketers create strong brands? How can goods marketers improve customer support services?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-2
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What is a Service?
A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.
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Service Sectors
Private nonprofit
Government
Business Manufacturing
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Retail
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Service Distinctions
Equipment-based or people-based Service processes Clients presence required or not Personal needs or business needs Objectives and ownership
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Consumer-Friendly Services
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Table 13.1 Factors Leading to Customer Switching Behavior Pricing Inconvenience Core Service Failure Service Encounter Failures Response to Service Failure Competition Ethical Problems Involuntary Switching
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Best Practices
Strategic Concept Top-Management Commitment High Standards Self-Service Technologies Monitoring Systems Satisfying Customer Complaints Satisfying Employees
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-26
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Table 13.3 Customer Importance and Performance Ratings for an Auto Dealership
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Customer Worries
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Marketing Debate
Is service marketing different from product marketing? Take a position: 1. Product and service marketing are fundamentally different. or 2. Product and service marketing are highly related.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-32
Marketing Discussion
Colleges and universities can be classified as service organizations. How can you apply the marketing principles developed in this chapter to your school? Do you have any advice as to how it could become a better service marketer?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-33