ch 13 designing and managing services
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Ch 13 Designing and Managing Services
Rea G. EncarnadoMarketing Management
v60 AGSB Hypermarketing Class 2013 Ateneo Graduate School of Business
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Outline :
1. Introduction – Categoris of Service Mix2. Concept 1 – Identify Consumer’s N - W & D3. Concept 2 – Focus on Key Results Area – 4 P’s4. Concept 3 – Seizes Opportunity through Value
Preposition5. Concept 4 – Consider 5 Mall Factors6. Concept 5 – Emphasizes Mall’s F – A – B 7. Concept 6 – Winning Strategy through
Differentiation8. Remember This! – Link Concept with Existing
Model
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Managing the Categories of Service Mix
• Pure Intangible Good
• Pure Service
• Service With Accompanying Goods
• Good With Accompanying Service
• Hybrid
EVERYBODY GOES TO MALL...
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Concept 1
IDENTIFY CONSUMER’s N - W & D
NEEDS
Basic requirements, without these
humans cannot survive
WANTSNot mandatory in
life
DEMANDS Desire
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Concept 2
FOCUS ON KEY RESULTS AREA – 4 P’s
CUSTOMER NEEDS - COMPLETE
COST - COMPETITIVE
CONVENIENCE COMMUNICATION
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Concept 3SEIZES OPPORTUNITY – THROUGH VALUE PREPOSITION
PRODUCT
Customers Wants and
Needs
PRICE
Cost to Satisfy
PLACE
Convenience to Buy
PROMOTION
Communication
TRENDIEST CHEAPEST EASIESTBIGGEST
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Concept 4
CONSIDER 5 COMMUNITY MALL FACTORS
VISION
MISSION
GOALS & OBJECTIVES
BUSINESS PORTFOLIO
STRATEGY
To be the best place to shop
Happy Customers
Provide All Consumer’s N-W-D
Focus and Shout Mall’s Differentiation
Getting High Market Share
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Concept 5
EMPHASIZES MALL’s F – A – B
FEATUREComplete Tenant Mix
ADVANTAGEOne Stop
SHOP
BENEFITSProvide All Consumer’s
N-W-D
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Concept 6WINNING STRATEGY – THROUGH DIFFERENTIATION
PRODUCT
Customers Wants and
Needs
PROMOTION
Communication
TRENDIEST EASIEST
FOCUS SHOUT
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Remember This!Link Concept With Existing Model
CUSTOMER NEEDS - COMPLETE
COST - COMPETITIVE
CONVENIENCE COMMUNICATION
Complete Tenant
Mix
One Stop Commu
- nity Mall
Provide All Consumer’s N-W-D
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Summary:Defining Categories of Service Mix
Identify Consumer’s Need, Wants and Demands
Focus on Key Results Area
Seizes Opportunity through Value Preposition
Consider Factors
Winning Strategy through Differentiation
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Ch 13 Designing and Managing Services
Rea G. EncarnadoMarketing Management
v60 2013Ateneo Graduate School of Business