Download - Services marketing
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Aligning Service Design and Standards
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Service Products
Service products consist of:
• Core Product central component that supplies the principal, problem-solving benefits customers seek
• Supplementary Services augments the core product, facilitating its use and enhancing its value and appeal
• Delivery Processes used to deliver both the core product and each of the supplementary services
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Flower of Service
Core
Information
Consultation
Order-Taking
Hospitality
Payment
Billing
Exceptions
Safekeeping
Enhancing elements Facilitating elements
KEY:
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Flower of Service
• There are two types of supplementary services– Facilitating : either needed for service delivery, or
help in the use of the core product– Enhancing : add extra value for the customer
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Spectrum of Branding Alternatives
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Developing New services
– Reengineer service processes– Use physical goods as a source of new service
ideas– Use research to design new services– Understand how to achieve success in new service
development
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Distribution of services
• Distribution relates to both core and supplementary services and embraces three interrelated elements– Information and promotion flow, negotiation
flow, product flow
• Channel options include:– Customers visit the service site– Service providers go to their customers– Service transaction is conducted remotely
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• Place and time decisions include where services should be delivered in bricks-and-mortar context, when it should be delivered
• Delivery in cyberspace is facilitated by technology;e-commerce allows 24-hour delivery, saving time and effort
• Intermediaries play roles in distributing services - franchising
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• Factors Favoring Adoption of Transnational Strategies
Market drivers
Competition drivers
Technology drivers
Cost drivers
Government drivers
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Pricing of services
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Costs
Physical Effort
Psychological
BurdensSensory
Burdens
Incidental Expenses
Operating Costs
Purchase
Time
* Includes all five
cost categories
Purchase and Service
Encounter Costs
Search Costs*
Post Purchase Costs*Necessary
Follow-up
Problem
Solving
Money
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Revenue management
– Maximizes revenue from a given capacity at a point in time
– Manage demand and set prices for each segment closer to perceived value
– Use of rate fences
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Fences to demand curve
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Ethical issues in pricing
– Complex pricing schedules– Unfairness and misrepresentation in advertising – Hidden charges– Too many rules and regulations