Bài giảng về Marketing Dịch Vụ bằng tiếng anh của Ths Lê Anh Chung - ĐH Hoa Sen
Contact: +923006641921 Usman Waheed 1 S M Services Marketing Services Marketing Contact: +923006641921 Usman Waheed 2 S M If You want these slides then send me at E-mail at ch_paki@hotmail.com or call me at +923006641921 Contact: +923006641921 Usman Waheed 3 S M S M Contact: +923006641921 Usman Waheed Chapter 1 INTRODUCTION TO SERVICES Contact: +923006641921 Usman Waheed 4 S M Objectives for Chapter 1: Objectives for Chapter 1: Introduction to Services Introduction to Services • Explain what services are and identify service trends • Explain the need for special services marketing concepts and practices • Outline the basic differences between goods and services and the resulting challenges for service businesses • Introduce the service marketing triangle • Introduce the expanded services marketing mix • Introduce the gaps model of service quality Contact: +923006641921 Usman Waheed 5 S M Introduction Introduction • Services are deeds,processes and performance • Intangible, but may have a tangible component • Generally produced and consumed at the same time • Need to distinguish between SERVICE and CUSTOMER SERVICE Contact: +923006641921 Usman Waheed 6 S M Challenges for Services Challenges for Services • Defining and improving quality • Communicating and testing new services • Communicating and maintaining a consistent image • Motivating and sustaining employee commitment • Coordinating marketing, operations and human resource efforts • Setting prices • Standardization versus personalization Contact: +923006641921 Usman Waheed 7 S M Examples of Service Examples of Service Industries Industries • Health Care – hospital, medical practice, dentistry, eye care • Professional Services – accounting, legal, architectural • Financial Services – banking, investment advising, insurance • Hospitality – restaurant, hotel/motel, bed & breakfast, – ski resort, rafting • Travel – airlines, travel agencies, theme park • Others: – hair styling, pest control, plumbing, lawn maintenance, counseling services, health club Contact: +923006641921 Usman Waheed 8 S M Figure 1-1 Figure 1-1 Tangibility Spectrum Tangibility Spectrum Tangible Dominant Intangible Dominant Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Teaching Fast-food Outlets Fast-food Outlets Contact: +923006641921 Usman Waheed 9 S M Figure 1-2 Figure 1-2 Percent of Percent of U.S. Labor Force by Industry U.S. Labor Force by Industry 0 10 20 30 40 50 60 70 80 1929 1948 1969 1977 1984 1996 Percent of GDP Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39. Year Services Manufacturing Mining & Agriculture Contact: +923006641921 Usman Waheed 10 S M 0 10 20 30 40 50 60 70 80 1948 1959 1967 1977 1987 1996 Figure 1-3 Figure 1-3 Percent of U.S. Gross Domestic Percent of U.S. Gross Domestic Product by Industry Product by Industry Percent of GDP Year Source: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39. Services Manufacturing Mining & Agriculture [...]... Parasuraman, and Leonard L Berry, “Problems and Strategies in Services Marketing, ” Journal of Marketing 49 (Spring 1985): 33-46 Contact: +923006641921 Usman Waheed 17 SM Figure 1-5 The Services Marketing Triangle Company (Management) Internal Marketing External Marketing “enabling the promise” Employees “setting the promise” Interactive Marketing Customers “delivering the promise” Source: Adapted from Mary... Adapted from A Parasuraman Contact: +923006641921 Usman Waheed 20 SM Services Marketing Mix: 7 Ps for Services • Traditional Marketing Mix • Expanded Mix for Services: 7 Ps • Building Customer Relationships Through People, Processes, and Physical Evidence • Ways to Use the 7 Ps Contact: +923006641921 Usman Waheed 21 SM • Traditional Marketing Mix All elements within the control of the firm that communicate... service? • How effectively does the services marketing mix for a service communicate its benefits and quality? • What changes/improvements are needed? Usman Waheed SM Services Marketing Triangle Applications Exercise • Focus on a service organization In the context you are focusing on, who occupies each of the three points of the triangle? • How is each type of marketing being carried out currently? •... Expanded Marketing Mix for Services PEOPLE PHYSICAL EVIDENCE PROCESS Employees Facility design Flow of activities Customers Equipment Number of steps Communicating culture and values Signage Level of customer involvement Employee research Employee dress Other tangibles Contact: +923006641921 Usman Waheed 24 25 SM Ways to Use the 7 Ps Overall Strategic Assessment • How effective is a firm’s services marketing. .. promise” Interactive Marketing Customers “delivering the promise” Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler Contact: +923006641921 Usman Waheed Ways to Use the Services Marketing Triangle SM Overall Strategic Assessment 18 Specific Service Implementation • How is the service organization doing on all three sides of the triangle? • What is being promoted and by whom? •... +923006641921 Usman Waheed 22 SM • • • • Expanded Mix for Services -the 7 Ps Product Price Place Promotion • People • Process • Physical Evidence Contact: +923006641921 Usman Waheed SM 23 Table 1-3 Expanded Marketing Mix for Services PRODUCT PLACE PROMOTION PRICE Physical good Channel type features Promotion blend Flexibility Quality level Exposure Salespeople Price level Accessories Intermediaries Advertising . in Services Marketing, ” Journal of Marketing 49 (Spring 1985): 33-46. Contact: +923006641921 Usman Waheed 17 S M Figure 1-5 Figure 1-5 The Services Marketing Triangle The Services Marketing Triangle Internal. 1-5 The Services Marketing Triangle The Services Marketing Triangle Internal Marketing Interactive Marketing External Marketing Company (Management) CustomersEmployees “enabling the promise” “delivering. Technology Contact: +923006641921 Usman Waheed 20 S M Services Marketing Mix: Services Marketing Mix: 7 Ps for Services 7 Ps for Services • Traditional Marketing Mix • Expanded Mix for Services: 7 Ps • Building