服务营销LovelockChapter01

1、 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 1Chapter 1: New Perspectives on Marketing in the Service Economy Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 2Overview of Chapter 1 Why Study Services? What are Services

2、? The Marketing Challenges Posed by Services The Expanded Marketing Mix Required for Services Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 3Why Study Services? Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 4Why Study

3、Services? (1) Services dominate economy in most nations Understanding services offers you personal competitive advantages Importance of service sector in economy is growing rapidly: Services account for more than 60 percent of GDP worldwide Almost all economies have a substantial service sector Most

4、 new employment is provided by services Strongest growth area for marketing Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 5Services Dominate the U.S. Economy (Fig 1.1)Services, 68%Agriculture, Forestry, Mining, Fishing, 2.3%Manufacturing and Construction, 17.

5、3%Government, 12.4% (mostly Services)Source: Bureau of Economic Analysis, Survey of Current Business, May 2005, Table 1INSIGHTS Private sector service industries account for over two-thirds of GDP Adding government services, total is almost four-fifths of GDP Slide 2007 by Christopher Lovelock and J

6、ochen Wirtz Services Marketing 6/E Chapter 1 - 6Estimated Size of Service Sector in Selected Countries (Fig 1.2updated 10/06)Services as Percent of GDPPoland (66%), South Africa (65%)Japan (74%), France (73%), U.K. (73%), Canada (71%)Saudi Arabia (33%)China (40%)India (48%)Argentina (53%), Brazil (5

7、1%)Panama (80%), USA (79%)Luxembourg (83%)Cayman Islands (95%), Jersey (93%)Bahamas (90%), Bermuda ( 89%)Mexico (69%), Australia (68%), Germany (68%)Israel (60%), Russia (58%), S. Korea (56%) 30405060 70 80902010 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 -

8、7Value Added by Service Industry Categories to U.S. GDP in 2004Other (except government) 3.6%Accommodation and food services 4.0% Arts, entertainment, and recreation 1.5%Healthcare and social assistance 10.4%Educational services 1.3%Professional and business services 17.3%Wholesale trade 8.9% Retail

9、 trade 10.3%Transportation and warehousing 4.4% Information 7.1% Finance and insurance 12.6% Real estate and rental and leasing 18.7%Source: Bureau of Economic Analysis, Survey of Current Business, May 2005, Table 1 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1

10、 - 8NAICS: A New Way to Classify and Analyze the Service Economy (RI 1.1) NAICSNorth American Industry Classification Systemnow used to compile and record economic data by national statistical agencies of the U.S., Canada, Mexico New classification system replaces old SIC codes in U.S. Captures huge

11、 array of new service industries, each with its own NAICS code NAPCSNorth American Product Classification Systemassigns codes to thousands of service products Particularly useful for looking at rented goods services U.S. and Canadian data easily accessible on the Web; information includes number of

12、establishments and employment Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 9Some Newer Service Industries Profiled by NAICS Codes But Not SICvCasino HotelsvContinuing Care Retirement CommunitiesvDiagnostic Imaging CentersvDiet and Weight Reducing CentersvEnv

13、ironmental ConsultingvGolf Courses, Country ClubsvHazardous Waste CollectionvHMO Medical CentersvIndustrial Design ServicesvInvestment Banking and Securities DealingvManagement Consulting ServicesvSatellite TelecommunicationsvTelemarketing BureausvTemporary Help Services Slide 2007 by Christopher Lo

14、velock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 10Why Study Services? (2) Most new jobs are generated by services Fastest growth expected in knowledge-based industries Significant training and educational qualifications required, but employees will be more highly compensated Will service

15、jobs lost to lower-cost countries? Yes, some service jobs can be exported Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 11Changing Structure of Employment as Economic Development EvolvesIndustryServicesAgricultureTime, per Capita IncomeShare of EmploymentSour

16、ce: IMF, 1997 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 12Why Study Services? (3) Powerful forces are transforming service markets Government policies, social changes, business trends, advances in IT, internationalization These forces are reshaping Demand

17、 Supply The competitive landscape Customers choices, power, and decision making Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 13Transformation of the Service EconomyGovernmentPoliciesBusinessTrendsSocial ChangesAdvances inITGlobalizationInnovation in service

18、products & delivery systems, stimulated by better technologyCustomers have more choices and exercise more powerSuccess hinges on:Understanding customers and competitorsViable business modelsCreation of value for customers and firmNew markets and product categoriesIncrease in demand for servicesM

19、ore intense competition Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 14Factors Stimulating Transformation of the Service Economy (1) GovernmentPoliciesBusinessTrendsSocial ChangesAdvances inITGlobalizationChanges in regulationsPrivatizationNew rules to prote

20、ct customers, employees, and the environment New agreement on trade in services Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 15Factors Stimulating Transformation of the Service Economy (2) GovernmentPoliciesBusinessTrendsSocial ChangesAdvances inITGlobalizat

21、ionRising consumer expectationsMore affluenceMore people short of timeIncreased desire for buying experiences versus thingsRising consumer ownership of high tech equipmentEasier access to informationImmigrationGrowing but aging population Slide 2007 by Christopher Lovelock and Jochen Wirtz Services

22、Marketing 6/E Chapter 1 - 16Factors Stimulating Transformation of the Service Economy (3)GovernmentPoliciesBusinessTrendsSocial ChangesAdvances inITGlobalizationPush to increase shareholder valueEmphasis on productivity and cost savingsManufacturers add value through service and sell servicesMore st

23、rategic alliances and outsourcingFocus on quality and customer satisfactionGrowth of franchisingMarketing emphasis by nonprofits Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 17Factors Stimulating Transformation of the Service Economy (4)GovernmentPoliciesBus

24、inessTrendsSocial ChangesAdvances inITGlobalizationGrowth of the InternetGreater bandwidthCompact mobile equipmentWireless networkingFaster, more powerful softwareDigitization of text, graphics, audio, video Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 18Fac

25、tors Stimulating Transformation of the Service Economy (5)GovernmentPoliciesBusinessTrendsSocial ChangesAdvances inITGlobalizationMore companies operating on transnational basisIncreased international travelInternational mergers and alliances“Offshoring” of customer serviceForeign competitors invade

26、 domestic markets Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 19What Are Services? Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 20What Are Services? (1)The historical view Goes back over 200 years to Adam Smith and

27、Jean-Baptiste Say Different from goods because they are perishable (Smith 1776) Consumption cannot be separated from production, services are intangible (Say 1803)A fresh perspective: Services involve a form of rental, offering benefits without transfer of ownership Include rental of goods Marketing

28、 tasks for services differ from those involved in selling goods and transferring ownership Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 21What Are Services? (2)Five broad categories within non-ownership framework: Rented goods services Defined space and plac

29、e rentals Labor and expertise rentals Access to shared physical environments Systems and networks: access and usage Implications of renting versus owning (Service Perspectives 1.1) Markets exist for renting durable goods rather than selling them Renting portions of larger physical entity (e.g., offi

30、ce space, apartment) can form basis for service Customers more closely engaged with service suppliers Time plays central role in most services Customer choice criteria may differ between rentals and outright purchases1. Services offer opportunities for resource sharing Slide 2007 by Christopher Love

31、lock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 22Defining Services Services Are economic activities offered by one party to another Most commonly employ time-based performances to bring about desired results in: recipients themselves objects or other assets for which purchasers have respon

32、sibility In exchange for their money, time, and effort, service customers expect to obtain value from Access to goods, labor, facilities, environments, professional skills, networks, and systems But they do not normally take ownership of any of the physical elements involved Slide 2007 by Christophe

33、r Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 23Service Products versus Customer Service and After-Sales Service A firms market offerings are divided into core product elements and supplementary service elements Is everyone in service? Need to distinguish between: Marketing of servi

34、ces Marketing goods through added-value service Good service increases the value of a core physical good After-sales service is as important as pre-sales service for many physical goods Manufacturing firms are reformulating and enhancing existing added-value services to market them as stand-alone co

35、re products Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 24Challenges Posed by Services Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 25Services Pose Distinctive Marketing Challenges Marketing management tasks in the

36、service sector differ from those in the manufacturing sectorThe eight common differences are: Most service products cannot be inventoried Intangible elements usually dominate value creation Services are often difficult to visualize and understand Customers may be involved in co-production People may

37、 be part of the service experience Operational inputs and outputs tend to vary more widely The time factor often assumes great importance Distribution may take place through nonphysical channels1. What are marketing implications? Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing

38、 6/E Chapter 1 - 26Differences, Implications, and Marketing-Related Tasks (1) (Table 1.1)DifferenceMost service productscannot be inventoriedIntangible elementsusually dominatevalue creationServices are oftendifficult to visualizeand understandCustomers may beinvolved in co-productionImplicationsCus

39、tomers may beturned away Harder to evaluateservice and distinguishfrom competitorsGreater risk anduncertainty perceivedInteraction betweencustomer and provider; but poor task execution could affect satisfaction Marketing-Related TasksUse pricing, promotion, andreservations to smooth demand; work wit

40、h ops to manage capacity Emphasize physical clues, employ metaphors and vivid images in advertisingEducate customers onmaking good choices; offer guaranteesDevelop user-friendlyequipment, facilities, and systems; train customers, provide good support Slide 2007 by Christopher Lovelock and Jochen Wir

41、tz Services Marketing 6/E Chapter 1 - 27ImplicationsBehavior of servicepersonnel and customerscan affect satisfactionHard to maintain quality, consistency, reliability Difficult to shield customers from failuresTime is money; customers want serviceat convenient timesElectronic channels or voice tele

42、communications DifferencePeople may be part of service experienceOperational inputs andoutputs tend to vary more widelyTime factor often assumes great importanceDistribution may take place through nonphysical channelsMarketing-Related TasksRecruit, train employees to reinforce service conceptShape c

43、ustomer behaviorRedesign for simplicity andfailure proofingInstitute good service recovery proceduresFind ways to compete on speed of delivery; offer extended hoursCreate user-friendly,secure websites and freeaccess by telephone Differences, Implications, and Marketing-Related Tasks (2) (Table 1.1)

44、Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 28Value Added by Physical, Intangible Elements Helps Distinguish Goods and Services (Fig 1.6)Physical Elements HighLowIntangible ElementsHighSaltDetergentsCD PlayerWineGolf ClubsNew CarTailored clothingFast-Food R

45、estaurantPlumbing RepairHealth ClubAirline FlightLandscape MaintenanceConsultingLife InsuranceInternet BankingSource; Adapted from Lynn Shostack Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 29Progressive and REI: Two Types of Website Reflecting Core Product

46、(Fig 1.8)REIs camping gear must be delivered through physical channels to customers after they have used the website to make choices, order, and payWebsites can deliver info-based services like Progressives car insurance but Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E

47、Chapter 1 - 30Expanded Marketing Mix for Services Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 31Services Require An Expanded Marketing Mix Marketing can be viewed as: A strategic and competitive thrust pursued by top management A set of functional activitie

48、s performed by line managers A customer-driven orientation for the entire organization Marketing is the only function to bring operating revenues into a business; all other functions are cost centers The “8Ps” of services marketing are needed to create viable strategies for meeting customer needs pr

49、ofitably in a competitive marketplace Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 32The 8Ps of Services Marketing Product Elements (Chapter 3) Place and Time (Chapter 4) Price and Other User Outlays (Chapter 5) Promotion and Education (Chapter 6) Process (C

50、hapter 8) Physical Environment (Chapter 10) People (Chapter 11) Productivity and Quality (Chapter 14)Fig 1.9 Working in Unison: The 8Ps of Services Marketing Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 33The 8Ps of Services Marketing: (1) Product Elements E

51、mbrace all aspects of service performance that create value Core product responds to customers primary need Array of supplementary service elements Help customer use core product effectively Add value through useful enhancements Planning marketing mix begins with creating a service concept that: Wil

52、l offer value to target customers Satisfy their needs better than competing alternatives Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 34The 8Ps of Services Marketing: (2) Place and Time Delivery decisions: Where, When, How Geographic locations served Service

53、 schedules Physical channels Electronic channels Customer control and convenience Channel partners/intermediaries Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 35The 8Ps of Services Marketing: (3) Price and Other User OutlaysMarketers must recognize that cust

54、omer outlays involve more than price paid to sellerTraditional pricing tasks: Selling price, discounts, premiums Margins for intermediaries (if any) Credit termsIdentify and minimize other costs incurred by users: Additional monetary costs associated with service usage (e.g., travel to service locat

55、ion, parking, phone, babysitting, etc.) Time expenditures, especially waiting Unwanted mental and physical effort Negative sensory experiences Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 36The 8Ps of Services Marketing: (4) Promotion and Education Informing

56、, educating, persuading, reminding customers Marketing communication tools Media elements (print, broadcast, outdoor, retail, the Internet, etc.) Personal selling, customer service Sales promotion Publicity/PR Imagery and recognition Branding Corporate design Content Information, advice Persuasive m

57、essages Customer education/training Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 37The 8Ps of Services Marketing: (5) Process How firm does things may be as important as what it does Customers often actively involved in processes, especially when acting as c

58、o-producers of service Process involves choices of method and sequence in service creation and delivery Design of activity flows Number and sequence of actions for customers Nature of customer involvement Role of contact personnel Role of technology, degree of automation Badly designed processes was

59、te time, create poor experiences, and disappoint customers Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 38The 8Ps of Services Marketing: (6) Physical Environment Design servicescape and provide tangible evidence of service performances Create and maintain ph

60、ysical appearances Buildings/landscaping Interior design/furnishings Vehicles/equipment Staff grooming/clothing Sounds and smells Other tangibles Manage physical cues carefully can have profound impact on customer impressions Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Cha