13 Designing and Managing Services Marketing Management 13

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13 Designing and Managing Services Marketing Management, 13 th ed

13 Designing and Managing Services Marketing Management, 13 th ed

Categories of Service Mix Pure tangible good Good w/ accompanying services Hybrid Service w/

Categories of Service Mix Pure tangible good Good w/ accompanying services Hybrid Service w/ accompanying goods Pure service Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -2

Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability Copyright © 2009 Pearson Education, Inc.

Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -3

Physical Evidence and Presentation Place People Equipment Communication material Symbols Price Copyright © 2009

Physical Evidence and Presentation Place People Equipment Communication material Symbols Price Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -4

How to Increase Quality Control Invest in good hiring and training procedures Standardize the

How to Increase Quality Control Invest in good hiring and training procedures Standardize the service-performance process Monitor customer satisfaction Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -5

Figure 13. 5 Three Types of Marketing in Service Industries Copyright © 2009 Pearson

Figure 13. 5 Three Types of Marketing in Service Industries Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -6

Best Practices • Strategic Concept • Top-Management Commitment • High Standards • Self-Service Technologies

Best Practices • Strategic Concept • Top-Management Commitment • High Standards • Self-Service Technologies • Monitoring Systems • Satisfying Customer Complaints • Satisfying Employees Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -7

13 Designing and Managing Services Marketing Management 1313 Designing and Managing Services Marketing Management 13
13 Designing and Managing Services Marketing Management 1313 Designing and Managing Services Marketing Management 13
13 Designing and Managing Services Marketing Management A13 Designing and Managing Services Marketing Management A
13 Designing and Managing Integrated Marketing Communications Marketing13 Designing and Managing Integrated Marketing Communications Marketing
15 Designing and Managing Integrated Marketing Channels Marketing15 Designing and Managing Integrated Marketing Channels Marketing
17 Designing and Managing Integrated Marketing Communications Marketing17 Designing and Managing Integrated Marketing Communications Marketing