CIM revision cards marketing planning by karen beamish

ETING PLANNING 111 INDUSTRIAL, BUSINESS-TO-BUSINESS FMCG AND SERVICES MARKETING The Marketing of Services Service Characteristics The Uncertainties of Service n Intangibility – There is nothing to feel or touch within service delivery – just the delivery experience n Physical state of body is variable n Inseparability – a service cannot be reused – it is a once only experience n State and complexity of the service n Perishability – services are consumed as they go, they are perishable, and cannot be stored for future use n Heterogeneity – relates to the variability in the service delivery, implying that the service delivery or service experience could be different on every occasion n Mental stage of mind changes based upon the service delivery and the service situation n Capacity to withstand the experience n Amount and nature of information required 112 The Services Mix – Physical Environment, People and Process Physical Environment People Process The place where the service is delivered Look for consistency and quality Establishing the brand image Wearing of uniforms Consistent interior design and de´cor Human and physical contribution to the physical service experience Investing in staff and training Empowerment of staff Internal marketing Decision making capacity of staff in relation to the service delivery Commitment of staff Sufficient people – i.e sufficient resource Customer care and customer services Systems and process Transactional ability 24/7 accesses Telephone systems Security systems Service standards Quality Billing MARKETING PLANNING 113 INDUSTRIAL, BUSINESS-TO-BUSINESS FMCG AND SERVICES MARKETING The Marketing Mix for Service Organizations 114 The Importance of Service Quality MARKETING PLANNING 115 INDUSTRIAL, BUSINESS-TO-BUSINESS FMCG AND SERVICES MARKETING Implementing a Quality Culture Measuring Quality and Service Success Implementing a quality culture may mean a focus on developing the following areas: n Set personal and quality goals n Innovation n Check customer satisfaction n Status n Regard the next link as a valued customer n Leadership n Avoid error n Rewards n Perform tasks effectively n Values n Utilize resources well n Developments of a learning organization n Be committed n Empowerment in achieving goals n Learn to finish what you have started n Establish personal accountability n Control stress n Be ethical n Demand quality 116 Hints and Tips n Develop a thorough knowledge of the different types of organizations and the variables of the different marketing mixes for each of the different marketing applications n Demonstrate an ability to apply your marketing knowledge and understanding in a range of different settings and be able to show how to effectively plan and develop different markets n Consider the importance of services to the modern market economy and their importance n Recognize the different characteristics of services and how they impact upon the overall service experience n Go to www.cimvirtualinstitute.com and www.marketingonline.co.uk for additional support and guidance n Understand the different characteristics of industry and demonstrate how the services, marketing mix of people, process and physical development are central to successful service delivery MARKETING PLANNING 117 NOT-FOR-PROFIT, SMEs AND VIRTUAL MARKETING Unit 11 LEARNING OUTCOMES KEY REVISION POINTS å Develop a marketing plan and select an appropriate marketing mix for an organization operating in any context such as voluntary, not-for-profit and SMEs å Explain how marketing plans and activities vary in organizations that operate in a virtual market place and develop an appropriate marketing mix å Defining not-for-profit organizations å Marketing planning and segmentation for charities å Managing the marketing mix for not-for-profit and charities å Marketing planning and the marketing mix for SMEs å The virtual marketing environment å The advantages and disadvantages of virtual marketing å Product, price and promotion for the virtual organization Syllabus Reference: 4.2–4.3 Marketing Planning and Segmentation for Charities n Resources required Setting objectives n Political influence Set measurable marketing objectives that reflect the desire of the charity to improve and enhance the quality of life – for example ‘To service the needs and wants of the ‘‘users’’ of financial contributions, time and support of the public donor’ n Social responsiveness Marketing Audit The audit should focus upon: n Competitive charities n Research into ‘customer needs’ n Economic situations in other countries n Scale of user needs n PR required and currently used Market Segmentation Key targets include: n Donors, volunteers and clients Marketing Planning and Control n Consistency and quality of service n Customer satisfaction n Ability to implement effectively n Internal and external communications n Taxable benefits for charitable giving MARKETING PLANNING 119 NOT-FOR-PROFIT, SMEs AND VIRTUAL MARKETING 120 Marketing Planning for Not-for-Profit Organizations n Resources required Setting objectives Market Segmentation Set measurable marketing objectives that reflect the purpose of the business – for example ‘to inform the public about the doctrine of the church and encourage church membership growth’ Key targets include: Everyone – the church has a mass market approach – the aim is to be all inclusive of society n Political influence Marketing Planning and Control Marketing Audit n Accountability The audit should focus upon: n Customer attendance n Other churches n Ability to implement effectively n Role of religion in society n Internal and external communications n Different doctrines n Economic funding for n Taxable benefits for church going ... Billing MARKETING PLANNING 113 INDUSTRIAL, BUSINESS-TO-BUSINESS FMCG AND SERVICES MARKETING The Marketing Mix for Service Organizations 114 The Importance of Service Quality MARKETING PLANNING. .. service delivery MARKETING PLANNING 117 NOT-FOR-PROFIT, SMEs AND VIRTUAL MARKETING Unit 11 LEARNING OUTCOMES KEY REVISION POINTS å Develop a marketing plan and select an appropriate marketing mix... Managing the marketing mix for not-for-profit and charities å Marketing planning and the marketing mix for SMEs å The virtual marketing environment å The advantages and disadvantages of virtual marketing