Bài giảng quan tri marketing 12

Bài giảng quan tri marketing Định nghĩa marketing vào thế kỷ 21 Làm Marketing phù hợp với môi trường kinh tế mới

Slide 1Chapter 12Chapter 12Thi t k và qu n tr ế ế ả ịThi t k và qu n tr ế ế ả ịd ch vị ụd ch vị ụ Slide 2Mục tiêuMục tiêuLearn how services are defined and classified.Understand how service firms improve their competitive differentiation, service quality, and productivity.Identify how goods-producing companies can improve their customer support services. Slide 3Nature of ServicesNature of ServicesThe Service Industry includes the:–Government sector–Private nonprofit sector–Business sector–Manufacturing sector Slide 4Nature of ServicesNature of ServicesService Mix Categories:–Pure tangible good: no services–Tangible good with accompanying services–Hybrid: equal parts service and goods–Major service with accompanying minor goods and services–Pure service Slide 5Nature of ServicesNature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityCannot be touched, seen, tasted, heard, or smelled before purchaseLack of trial means higher consumer riskConsumers rely on cues to draw quality inferencesMarketers must try to “tangibilize the intangible” Slide 6Nature of ServicesNature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityServices are produced and consumed at the same time (air travel)Service providers and sometimes other customers become part of the service (restaurant)Strong preferences for service providers exist Slide 7Nature of ServicesNature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityService providers vary with respect to attitudes, skills, mood, etc. Even the same provider may give different service on a different day.Quality control is critical:–Hiring the right people–Standardizing service–Monitoring satisfaction Slide 8Nature of ServicesNature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityServices can not be inventoried or otherwise storedCapacity / demand management is critical:–Demand side strategies–Supply side strategies Slide 9Nature of ServicesNature of ServicesDemand-side strategies–Use differential pricing–Cultivate nonpeak demand–Develop complementary services–Install reservation systemsSupply-side strategies–Hire part-time employees–Introduce peak-time efficiency routines–Increase consumer participation–Plan facilities for future expansion–Share services Slide 10Marketing StrategiesMarketing StrategiesPeople, physical evidence, and process must be considered in addition to the 4 “P’s” when creating external marketing plans.Successfully delivering a service often depends on staff being trained via internal marketing efforts. [...].. .Marketing Strategies  Interactive marketing refers to the employees’ skill in serving the client  Customers judge a service by its: – Technical quality – Functional quality  Search qualities, experience qualities and credence qualities are evaluated by customers Slide 11 Marketing Strategies Marketing Tasks  Managing differentiation  Managing... Resilience – Innovativeness  Image and branding Slide 12 Marketing Strategies Marketing Tasks  Managing differentiation  Managing service quality  Managing productivity  The service quality model identifies five gaps that can cause service delivery failure  Service companies that successfully address these gaps follow common practices Slide 13 Marketing Strategies Service Delivery Failure Results... communications  Service-quality specifications and service delivery Slide 14 Marketing Strategies Well-Managed Service Firms Share These Characteristics  A strategic concept  High standards  Commitment from top-management  Firm and customer monitoring systems  Satisfaction of employees and customers Slide 15 Marketing Strategies Marketing Tasks  Managing differentiation  Managing service quality ... Strategies Marketing Tasks  Managing differentiation  Managing service quality  Managing productivity  Have service providers work more skillfully  Decrease service quality, increase service quantity  Industrialize the service  Reduce need for service  Design a more effective service  Give customers incentives to serve themselves  Use technology Slide 16 Managing Product Support Services  Product . on staff being trained via internal marketing efforts. Slide 1 1Marketing StrategiesMarketing StrategiesInteractive marketing refers to the employees’. credence qualities are evaluated by customers. Slide 1 2Marketing StrategiesMarketing StrategiesMarketing TasksManaging differentiationManaging service