Part 1
FOUNDATIONS
FOR SERVICES
MARKETING
1-2
Chapter
1
Introduction to Services
What are Services?
Why Service Marketing?
Service and Technology
Characteristics of Services
Service Marketing Mix
Staying Focused on the Customer
1-3
Professional Services
accounting, legal, architectural
Financial Services
banking, investment advising, insurance
Hospitality
restaurant, hotel/motel, bed & breakfast
ski resort, rafting
Travel
airline, travel agency, theme park
Others
hair styling, pest control, plumbing, lawn maintenance, counseling
services, health club, interior design
1-5
Contributions of Service
Industries to
U.S. Gross Domestic Product
1-6
Tangibility Spectrum
1-7
1-10
1-11
Boeing
1-12
Characteristics of Services
Compared to Goods
Intangibility
Heterogeneity
(khng ng nht)
Simultaneous
Production
and
Consumption
Perishability
(d hng)
1-13
1-14
Implications of Intangibility
Services cannot be inventoried
Services cannot be easily patented
Services cannot be readily displayed or
communicated
Pricing is difficult
1-15
Implications of Heterogeneity
Service delivery and customer
satisfaction depend on employee and
customer actions
Service quality depends on many
uncontrollable factors
There is no sure knowledge that the
service delivered matches what was
planned and promoted
1-16
Implications of Simultaneous
Production and Consumption
Customers participate in and affect the
transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
1-17
Implications of Perishability
It is difficult to synchronize supply and
demand with services
Services cannot be returned or resold
1-18
1-19
Product
Price
Place
Promotion
1-21
Product
Price
Place
Promotion
People
All human actors who play a part in service delivery and thus
influence the buyers perceptions: namely, the firms personnel,
the customer, and other customers in the service environment.
Physical Evidence
Process
1-23
Specific Service
Implementation
Who is the customer?
What is the service?
How effectively does
the service marketing
mix for a service
communicate its
benefits and quality?
What changes/
improvements are
needed?
1-24
1-27