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13
Designing and
Managing
Services
Kotler
Keller
Chapter Questions
What are the characteristics of products and how
can they be classified?
How can companies differentiate products?
How can a company build and manage its
product mix and product lines?
How can companies combine products to create
strong co-brands or ingredient brands?
How can companies use packaging, labeling,
warranties, and guarantees as marketing tools?
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Service
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Government
Private
nonprofit
Business
Retail
Manufacturing
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Hybrid
Hybrid
(( restaurant
restaurant food
food and
and service
service ))
Service
Service w/
w/ accompanying
accompanying goods
goods (airline
(airline
passenger
passenger onboard
onboard snacks
snacks and
and drinks
drinks ))
Pure
Pure service
service (psychotherapy
(psychotherapy and
and message
message ))
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Service Distinctions
Equipment-based or people-based
Service processes (Ex. Restaurant- cafeteria style , fast
food , buffet, candle light service format)
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Intangibility
Inseparability
Variability
Perishability
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Physical
Place
People
Equipment
Communication material
Symbols
Price
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Perishability:
Demand side
Differential pricing
Nonpeak demand
Complementary
services
Reservation
systems
Supply side
Part-time employees
Peak-time efficiency
Increased consumer
participation
Shared services
Facilities for future
expansion
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(Fig-13.5)
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Consumer-Friendly Services
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Pricing
Inconvenience
Core Service Failure
Service Encounter Failures
Response to Service Failure
Competition
Ethical Problems
Involuntary Switching
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Best Practices
Strategic Concept
Top-Management
Commitment
High Standards
Self-Service
Technologies
Monitoring Systems
Satisfying Customer
Complaints
Satisfying Employees
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Figure 13.6
Importance-Performance Analysis
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Customer Worries
Failure frequency
Downtime
Out-of-pocket costs
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Marketing Debate
Is Service Marketing Different
From Product Marketing?
Take a position:
1. Product and service marketing are
fundamentally different.
2. Product and service marketing are highly
related.
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Marketing Discussion
Colleges and universities can be
classified as service organizations.
How can you apply the marketing
principles developed in this chapter
to your school? Do you have any
advice as to how it could become
a better service marketer?
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