Ebook A framework for marketing management (6th edition): Part 2
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Ebook A framework for marketing management (6th edition): Part 2
Chapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2w do they differ from goods? (Page 184)2What are the new services realities? (Page 186)3How can companies manage service quality and achieve excellence in services marketing? (Page 190)4How can goods marketers improve customer-support services? (Page 193)Marketing Management at Emirates AirlineDubai Ebook A framework for marketing management (6th edition): Part 2-based Emirates began in 1985 with two passenger jets and a commitment to quality service. Today, the award winning airline flies 45 million people yeEbook A framework for marketing management (6th edition): Part 2
arly to 83 countries. Emirates has earned a reputation for distinctive, personalized service, thanks Io the luxurious VIP lounges, the special fea turChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2rst class passenger, with sealing that converts into a fully flat bed. Emirates installed two first-class shower spas, despite knowing that it would have to carry five fewer passengers per flight to accommodate the 1,100 pounds of water needed for 20 minute showers. High-tech touches include an in-f Ebook A framework for marketing management (6th edition): Part 2light entertainment system with 2,000 channels of programming in 35 languages and, soon, free WiFi on all flights. Whether its passengers are flying fEbook A framework for marketing management (6th edition): Part 2
irst class, business class, or economy class, Emirates delivers first-class service for a comfortable and enjoyable journey.'As companies find it hardChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2inquiries, or quicker resolution of complaints. Because it is critical to understand the special nature of183184 Part 4 Value Creationservices and what that means to marketers, in this chapter we analyze services and how to market them most effectively.The Nature of Servicesrhe government sector, wi Ebook A framework for marketing management (6th edition): Part 2th its courts, hospitals, military services, police and fire departments, postal service, regulatory agencies, and schools, is in the service businessEbook A framework for marketing management (6th edition): Part 2
. The private nonprofit sector— museums, charities, churches, colleges, and hospitals—is in the service business. A good part of the business sector, Chapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2n the manufacturing sector, such as accountants and legal staff, are really service providers, making up a “service factory” providing services to the “goods factory?’ And those in the retail sector, such as cashiers, salespeople, and customer service representatives, are also providing a service.A Ebook A framework for marketing management (6th edition): Part 2service is any act or performance one party can offer to another that is essentially intangible and does not result in the ownership of anything. ItsEbook A framework for marketing management (6th edition): Part 2
production may or may not be tied to a physical product. Increasingly, manufacturers, distributors, and retailers are providing value added ser vices,Chapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2e purely online.Categories of Service MixThe service component can be a minor or a major part of the total offering. We distinguish five categories of offerings:1.4 pure tangible good such as soap. toothpaste, or salt with no accompanying services.2.4 tangible good with accompanying services, like a Ebook A framework for marketing management (6th edition): Part 2 car, computer, or cell phone, with a warranty or customer senice contract, typically, the more technologically advanced the product, the greater theEbook A framework for marketing management (6th edition): Part 2
need for high quality’ supporting services.3A hybrid offering, like a restaurant meal, of equal parts goods and services.4A major service with accompaChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2h as babysitting, psychotherapy, or massage.Customers typically cannot judge the technical quality of some services even after they have received them, as shown in Figure 10.1.2 Al the left are goods high in search qualities— that is, characteristics the buyer can evaluate before purchase. In the mi Ebook A framework for marketing management (6th edition): Part 2ddle are goods and services high in experience qualities—characteristics the buyer can evaluate after purchase. At the right are goods and services hiEbook A framework for marketing management (6th edition): Part 2
gh in credence qualities—characteristics the buyer normally finds hard to evaluate even after consumption.■’Because services are generally high in expChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2uth rather than advertising. Second, they' rely heavily' on price, provider, and physical cues to judge quality. Third, they are highly loyal to service providers who satis!)' them. Fourth, because switching costs are high, consumer inertia can make it challenging to entice business away from a comp Ebook A framework for marketing management (6th edition): Part 2etitor.Distinctive Characteristics of ServicesFour distinctive service characteristics greatly affect the design of marketing programs: intangibility,Ebook A framework for marketing management (6th edition): Part 2
inseparability, variability, and perishability.www.ebook3000.comChapter 10 Analyzing and Marketing Services 185FIGURE 10.1 Continuum of Evaluation foChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2sty and wnwn K Cftwga. ate. Mrfclvy 4irSíJrê«yfChciiịp:Aiiaicari MuikuUny AsaxUm 1981). Rqriicd will pcinísáai UÍ (Tk? Ainviivu'i Militating Aiy.ciu'.i.vIntangibility Unlike physical products, services cannot be seen, lasted, fell, heard, or smelled before they are bought. A person gening cosmetic s Ebook A framework for marketing management (6th edition): Part 2urgery cannot see the results before the purchase, for instance. To reduce uncertainly, buyers will look lor evidence of quality by draw ing inferenceEbook A framework for marketing management (6th edition): Part 2
s from the place, people, equipment, communication material, symbols, and price. Therefore, the service provider’s task is to “manage the evidence,” tChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 20.1 measures brand experiences in gener al along sensory, affective, behavioral, and intellectual dimensions; applications to services are clear.Inseparability Whereas physical goods are manufactured, then inventoried, then distributed, and later consumed, services are typically produced and consume Ebook A framework for marketing management (6th edition): Part 2d simultaneously. Because the client is also often present, provider-client interaction is a special feature of services marketing. Several strategiesEbook A framework for marketing management (6th edition): Part 2
exist for getting around the limitations of inseparability. When clients have strong provider preferences, the provider can raise its price to rationChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and how Ebook A framework for marketing management (6th edition): Part 2lity Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable. Service buyers are aware of potential variability and often talk to others or go online to collect information before selecting a specific service provider. To reassure custo Ebook A framework for marketing management (6th edition): Part 2mers, some firms offer service guarantees that may reduce consumer perceptions of risk.6 Three steps to increase quality control of services are to (1Ebook A framework for marketing management (6th edition): Part 2
) invest in good hiring and training procedures, (2) standardize the service-performance process, and (3) monitorChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and howChapter 10Analyzing andMarketing ServicesIn this chapter, we will address the following questions:1How can services be defined and classified, and howGọi ngay
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