Bộ Slide Bài Giảng Quản Trị Marketing 12

Bộ Slide Bài Giảng Quản Trị Marketing

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. [...]... 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.. .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... 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... service  Give customers incentives to serve themselves  Use technology Slide 16 Managing Product Support Services  Product support services are often sources of competitive advantage  When designing service support programs, marketers must consider key customer concerns: – Failure frequency – Downtime duration – Out-of-pocket expenses Slide 17 Managing Product Support Services  Marketers must design... Marketers must design appealing and competitive service offerings that will attract customers Service offerings should include: – Facilitating services – Value-augmenting services – Optional service contracts Slide 18 . external marketing plans.Successfully delivering a service often depends on staff being trained via internal marketing efforts. Slide 1 1Marketing StrategiesMarketing. and credence qualities are evaluated by customers. Slide 1 2Marketing StrategiesMarketing StrategiesMarketing TasksManaging differentiationManaging service