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1、Services MarketingMTG 410Fall 2000Prof: Donna J. Hill, Ph.D.What Are Services?Services are deeds, processes, and performances.Nature of product.Greater involvement of customers in the production process.People as part of the product.Greater difficulties in maintaining quality control standards.A Dif

2、ferent Context for Services MarketingNarrow definition of marketing by other managers.Limited appreciation for marketing skills.Different organizational structure.A relative lack of competitive data.Problems determining costs.Constraints and opportunities facing marketers of public and nonprofits.Ex

3、amples of Service IndustriesHealth Carehospital, medical practice, dentistry, eye careProfessional Servicesaccounting, legal, architecturalFinancial Servicesbanking, investment advising, insuranceHospitalityrestaurant, hotel/motel, bed & breakfast, ski resort, raftingTravelairlines, travel agencies,

4、 theme parkOthers:hair styling, pest control, plumbing, lawn maintenance, counseling services, health clubFigure 1-2 Percent of U.S. Labor Force by Industry01020304050607080192919481969197719841996Percent of GDPSource: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and Jul

5、y 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 & Agriculture01020304050607080194819591967197719871996Figure 1-3 Percent of U.S. Gross Domestic Product by IndustryPercent of GD

6、PYearSource: 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 & AgricultureImportance of Service Sector$3.52 trillion of U.S. GD

7、P 53.2% of U.S. GDP71% of total employment91% of new jobs from 1992 to 2005ServicesFast growing services for the next decadeHealth servicesBusiness servicesFinance, insurance, real estateResidential careComputer & data processingChild day-careSocial servicesTransportation servicesFactors Contributin

8、g to GrowthMovement to information ageShift to industrialized economyAging populationLonger life expectanciesIncrease leisure timeHigh per capita incomeChanging social and cultural valuesAdvances in technologyChallenges for ServicesDefining and improving qualityCommunicating and testing new services

9、Communicating and maintaining a consistent imageMotivating and sustaining employee commitmentCoordinating marketing, operations and human resource effortsSetting pricesStandardization versus personalizationDifferences Between Goods and ServicesIntangibilityPerishabilitySimultaneousProductionandConsu

10、mptionHeterogeneityFigure 1-1Tangibility SpectrumTangibleDominantIntangibleDominantSaltSoft DrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutletsImplications of IntangibilityServices cannot be inventoriedServices cannot

11、be patentedServices cannot be readily displayed or communicatedPricing is difficultImplications of HeterogeneityService delivery and customer satisfaction depend on employee actionsService quality depends on many uncontrollable factorsThere is no sure knowledge that the service delivered matches wha

12、t was planned and promotedImplications of Simultaneous Production and ConsumptionCustomers participate in and affect the transactionCustomers affect each otherEmployees affect the service outcomeDecentralization may be essentialMass production is difficultImplications of PerishabilityIt is difficult

13、 to synchronize supply and demand with servicesServices cannot be returned or resoldTable 1-2 Services are DifferentSource: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, “Problems and Strategies in Services Marketing, Journal of Marketing 49 (Spring 1985): 33-46.Figure 1-5T

14、he Services Marketing TriangleInternal MarketingInteractive MarketingExternal MarketingCompany(Management)CustomersEmployees“enabling thepromise“delivering the promise“setting thepromise Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip KotlerServices Marketing Triangle Application

15、s ExerciseFocus 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?Are the three sides of the triangle well aligned?Are there specific challenges or barriers in any of the thre

16、e areas?Ways to Use the Services Marketing TriangleOverall Strategic AssessmentHow is the service organization doing on all three sides of the triangle?Where are the weaknesses?What are the strengths?Specific Service ImplementationWhat is being promoted and by whom?How will it be delivered and by wh

17、om?Are the supporting systems in place to deliver the promised service?Source: Adapted from A. ParasuramanCompanyCustomersProvidersTechnologyFigure 1-6 The Services Triangle and TechnologyServices Marketing Mix:7 Ps for ServicesTraditional Marketing MixExpanded Mix for Services: 7 PsBuilding Custome

18、r Relationships Through People, Processes, and Physical EvidenceWays to Use the 7 PsTraditional Marketing MixAll elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the firms product and services: Product

19、 Price Place PromotionExpanded Mix for Services -the 7 PsProductPricePlacePromotionPeopleProcessPhysical EvidenceTable 1-3Expanded Marketing Mix for ServicesTable 1-3 (Continued)Expanded Marketing Mix for ServicesWays to Use the 7 PsOverall Strategic AssessmentHow effective is a firms services marketing mix?Is the mix well-aligned with overall vision and strategy