CHAPTER 14 Designing and Managing Services Copyright 2016
![CHAPTER 14 Designing and Managing Services Copyright © 2016 Pearson Education, Inc. 14 - CHAPTER 14 Designing and Managing Services Copyright © 2016 Pearson Education, Inc. 14 -](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-1.jpg)
![CATEGORIES OF SERVICE MIX • A pure tangible good • A tangible good with CATEGORIES OF SERVICE MIX • A pure tangible good • A tangible good with](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-2.jpg)
![CHARACTERISTICS OF SERVICES Intangibility Inseparability Variability Perishability Copyright © 2016 Pearson Education, Inc. 14 CHARACTERISTICS OF SERVICES Intangibility Inseparability Variability Perishability Copyright © 2016 Pearson Education, Inc. 14](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-3.jpg)
![INTANGIBILITY • Services cannot be seen, tasted, felt, heard, or smelled Physical evidence and INTANGIBILITY • Services cannot be seen, tasted, felt, heard, or smelled Physical evidence and](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-4.jpg)
![INSEPARABILITY • Services are typically produced and consumed simultaneously Copyright © 2016 Pearson Education, INSEPARABILITY • Services are typically produced and consumed simultaneously Copyright © 2016 Pearson Education,](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-5.jpg)
![VARIABILITY • The quality of services depends on who provides them, when and where, VARIABILITY • The quality of services depends on who provides them, when and where,](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-6.jpg)
![PERISHABILITY • Services cannot be stored • Strategies to match demand & supply On PERISHABILITY • Services cannot be stored • Strategies to match demand & supply On](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-7.jpg)
![ACHIEVING EXCELLENCE IN SERVICES MARKETING • Marketing excellence Copyright © 2016 Pearson Education, Inc. ACHIEVING EXCELLENCE IN SERVICES MARKETING • Marketing excellence Copyright © 2016 Pearson Education, Inc.](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-8.jpg)
![BEST PRACTICES OF TOP SERVICE COMPANIES Strategic concept Satisfying customer complaints Topmanagement commitment High BEST PRACTICES OF TOP SERVICE COMPANIES Strategic concept Satisfying customer complaints Topmanagement commitment High](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-9.jpg)
- Slides: 9
![CHAPTER 14 Designing and Managing Services Copyright 2016 Pearson Education Inc 14 CHAPTER 14 Designing and Managing Services Copyright © 2016 Pearson Education, Inc. 14 -](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-1.jpg)
CHAPTER 14 Designing and Managing Services Copyright © 2016 Pearson Education, Inc. 14 -
![CATEGORIES OF SERVICE MIX A pure tangible good A tangible good with CATEGORIES OF SERVICE MIX • A pure tangible good • A tangible good with](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-2.jpg)
CATEGORIES OF SERVICE MIX • A pure tangible good • A tangible good with accompanying services • A hybrid • A major service with accompanying minor goods/services • A pure service Copyright © 2016 Pearson Education, Inc. 14 -2
![CHARACTERISTICS OF SERVICES Intangibility Inseparability Variability Perishability Copyright 2016 Pearson Education Inc 14 CHARACTERISTICS OF SERVICES Intangibility Inseparability Variability Perishability Copyright © 2016 Pearson Education, Inc. 14](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-3.jpg)
CHARACTERISTICS OF SERVICES Intangibility Inseparability Variability Perishability Copyright © 2016 Pearson Education, Inc. 14 -3
![INTANGIBILITY Services cannot be seen tasted felt heard or smelled Physical evidence and INTANGIBILITY • Services cannot be seen, tasted, felt, heard, or smelled Physical evidence and](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-4.jpg)
INTANGIBILITY • Services cannot be seen, tasted, felt, heard, or smelled Physical evidence and presentation tools: ü Place ü People ü Equipment ü Communication material ü Symbols ü Price Copyright © 2016 Pearson Education, Inc. 14 -4
![INSEPARABILITY Services are typically produced and consumed simultaneously Copyright 2016 Pearson Education INSEPARABILITY • Services are typically produced and consumed simultaneously Copyright © 2016 Pearson Education,](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-5.jpg)
INSEPARABILITY • Services are typically produced and consumed simultaneously Copyright © 2016 Pearson Education, Inc. 14 -5
![VARIABILITY The quality of services depends on who provides them when and where VARIABILITY • The quality of services depends on who provides them, when and where,](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-6.jpg)
VARIABILITY • The quality of services depends on who provides them, when and where, and to whom – As such, services are highly variable Copyright © 2016 Pearson Education, Inc. 14 -6
![PERISHABILITY Services cannot be stored Strategies to match demand supply On PERISHABILITY • Services cannot be stored • Strategies to match demand & supply On](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-7.jpg)
PERISHABILITY • Services cannot be stored • Strategies to match demand & supply On demand side • Differential pricing • Nonpeak demand • Complementary services • Reservation services On supply side • Part-time employees • Peak-time efficiency routines • Increased consumer participation • Shared services • Facilities for future expansion Copyright © 2016 Pearson Education, Inc. 14 -7
![ACHIEVING EXCELLENCE IN SERVICES MARKETING Marketing excellence Copyright 2016 Pearson Education Inc ACHIEVING EXCELLENCE IN SERVICES MARKETING • Marketing excellence Copyright © 2016 Pearson Education, Inc.](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-8.jpg)
ACHIEVING EXCELLENCE IN SERVICES MARKETING • Marketing excellence Copyright © 2016 Pearson Education, Inc. 14 -8
![BEST PRACTICES OF TOP SERVICE COMPANIES Strategic concept Satisfying customer complaints Topmanagement commitment High BEST PRACTICES OF TOP SERVICE COMPANIES Strategic concept Satisfying customer complaints Topmanagement commitment High](https://slidetodoc.com/presentation_image/b741ccddbdf5ff60ec834652d839341b/image-9.jpg)
BEST PRACTICES OF TOP SERVICE COMPANIES Strategic concept Satisfying customer complaints Topmanagement commitment High standards Monitoring systems Profit tiers Copyright © 2016 Pearson Education, Inc. 14 -9
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