Pemasaran Jasa

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 1 in Chapter 12

Nature of Services
The Service Industry includes the:
Government sector
Private nonprofit sector
Business sector
Manufacturing sector

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 2 in Chapter 12

Nature of Services
Service Mix Categories:
Pure tangible good: no services
Tangible good with accompanying
services
Hybrid: equal parts service and goods
Major service with accompanying minor
goods and services
Pure service
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 3 in Chapter 12

Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
2003 Prentice Hall, Inc.

Cannot be touched,
seen, tasted, heard, or
smelled before purchase
Konsumen
mengandalkan isyarat
untuk menarik
kesimpulan kualitas
Marketers must try to
tangibilize the
intangible

To accompany A Framework for Marketing Management, 2nd Edition

Slide 4 in Chapter 12

Nature of Services
Characteristics
Intangibility

Services are produced

and consumed at the
same time (air travel)

Inseparability
Variability
Perishability
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 5 in Chapter 12

Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
2003 Prentice Hall, Inc.

Service providers vary

with respect to attitudes,
skills, mood, etc. Even
the same provider may
give different service on
a different day.
Quality control is critical:
Hiring the right people
Standardizing service
Monitoring satisfaction

To accompany A Framework for Marketing Management, 2nd Edition

Slide 6 in Chapter 12

Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
2003 Prentice Hall, Inc.

Services can not be

inventoried or
otherwise stored
Capacity / demand
management is
critical:
Demand side
strategies
Supply side strategies

To accompany A Framework for Marketing Management, 2nd Edition

Slide 7 in Chapter 12

Nature of Services
Demand-side strategies
Gunakan perbedaan
harga
Permintaan yang
tidak tinggi dapat
dimunculkan
Mengembangkan
jasa pelengkap
Dapat dikembangkan
sistem pemesanan

2003 Prentice Hall, Inc.

Supply-side strategies
Sewa karyawan parttime
Rekrut karyawan
dengan tugas penting
hanya pada saat
permintaan tinggi
Partisipasi konsumen
dapat ditingkatkan

To accompany A Framework for Marketing Management, 2nd Edition

Slide 8 in Chapter 12

Marketing Strategies
People, physical evidence, and
process must be considered in
addition to the 4 Ps when creating
external marketing plans.
Successfully delivering a service
often depends on staff being trained
via internal marketing efforts.
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 9 in Chapter 12

Marketing Strategies
Interactive marketing refers to the
employees skill in serving the client.
Search qualities, experience qualities
and credence qualities are evaluated
by customers.

2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 10 in Chapter 12

Marketing Strategies
Marketing Tasks
Managing
differentiation
Managing service
quality
Managing
productivity
2003 Prentice Hall, Inc.

Can not differentiate

on price alone
Innovative features
Delivery system
Reliability
Resilience
Innovativeness

Image and branding

To accompany A Framework for Marketing Management, 2nd Edition

Slide 11 in Chapter 12

Marketing Strategies
Well-Managed Service Firms
Share These Characteristics
A strategic concept

High standards

Commitment from
Firm and customer
top-management
monitoring systems
Satisfaction of employees
and customers
2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 12 in Chapter 12