Part I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. Part II: ANALYZING MARKET OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Marketing Research. Part III: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. Part IV: DISTRIBUTION DECISIONS. 13. Supply Chain Management. 14. Marketing Channels and Retailing. Part V: PROMOTION AND COMMUNICATION STRATEGIES. 15. Marketing Communications. 16. Advertising, Public Relations, and Sales Promotion. 17. Personal Selling and Sales Management. 18. Social Media and Marketing. Part VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price.
Trang 1Lamb, Hair, McDaniel
Trang 2Discuss the importance of services to the economy
Discuss the differences between services and goods
Describe the components of service quality and the gap model of service quality
Develop marketing mixes for services
1
4
2
3
Trang 3© 2015 by Cengage Learning Inc All Rights Reserved 3
Discuss relationship marketing in services Explain internal marketing in services
Describe nonprofit organizational
Trang 4Discuss the importance
of services to the
economy
The Importance of Services
Trang 5The Importance of Services
Service industries accounted for
Trang 6Discuss the differences between services and
goods
How Services Differ from Goods
Trang 7© 2015 by Cengage Learning Inc All Rights Reserved 7
How Services Differ from Goods Intangible
consumer takes part in production
Services depend on their employees for quality, which makes consistency difficult to achieve.
Services cannot be saved, and it is challenging to synchronize supply and demand.
2
Trang 8When Services are Assessed
• Search quality: More often applied to goods, assessed before purchase
• Experience quality: Assessed after purchase
• Credence quality: Assessed only with appropriate knowledge.
Trang 9© 2015 by Cengage Learning Inc All Rights Reserved.
9
Describe the components
of service quality and the gap model
of service quality
Service Quality
3
Trang 10Components of Service Quality
Tangibles The physical evidence The physical evidence of the service. of the service.
Empathy attention to customers. Caring, individualized attention to customers. Caring, individualized Assurance The knowledge and courtesy The knowledge and courtesy of employees. of employees.
Responsiveness The ability to provide
Trang 11Exhibit 12.1
Gap Model of Service Quality
3
Trang 12Develop marketing mixes
for services
Marketing Mixes for Services
Trang 13© 2015 by Cengage Learning Inc All Rights Reserved 13
Product Strategies
for Services
Service Mix
Customization/
Standardization
Core and Supplementary
Service as a Process
4
Trang 14Service as a Process
Mental Stimulus Processing
Mental Stimulus Processing
People Processing
People Processing
Possession Processing
Possession Processing
Information Processing
Information Processing
Trang 15© 2015 by Cengage Learning Inc All Rights Reserved 15
The Service Offering
Core Service
Core Service
The most basic benefit
the consumer is buying.
A group of services that support or enhance the
Trang 16A strategy that uses technology to deliver customized services
on a mass basis
Mass Customization
Mass Customization
Trang 17© 2015 by Cengage Learning Inc All Rights Reserved 17
The Service Mix
Determine which new services to introduce
Determine the target market
Decide which existing services to maintain and which to eliminate
4
Trang 18Place (Distribution) Strategy
Scheduling Location
Direct or indirect distribution
Direct or indirect
distribution
Number of outlets Convenience
Trang 19© 2015 by Cengage Learning Inc All Rights Reserved 19
Promotion Strategy
Stress tangible cues
Use personal information sources
Create a strong organizational image
Engage in postpurchase communication
4
Trang 20Price Strategy
Define the unit of service consumption
Determine if multiple elements are
“bundled” or priced separately
Pricing Challenges for Services
Trang 21© 2015 by Cengage Learning Inc All Rights Reserved 21
Pricing Objectives
Revenue-Oriented Pricing
Oriented Pricing
Operations- Oriented Pricing
Patronage-Maximize the surplus of income over costs
Match supply and demand
by varying price
Maximize the number of customers by varying price
4
Trang 22Discuss relationship marketing in services
Relationship Marketing in Services
Trang 23© 2015 by Cengage Learning Inc All Rights Reserved 23
Relationship Marketing in Services
2 Social Financial
1 Financial
3 Structural Social Financial
Pricing incentives
Design services
to meet customer needs
Creating added services not available elsewhere
value-5
Trang 24Explain internal marketing in services
Internal Marketing in Service Firms
Trang 25© 2015 by Cengage Learning Inc All Rights Reserved 25
Internal Marketing
Treating employees as
customers and developing systems and benefits that satisfy their
needs.
6
Trang 26Describe nonprofit organization marketing
Nonprofit Organization Marketing
Trang 27© 2015 by Cengage Learning Inc All Rights Reserved 27
Nonprofit Organization
An organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment.
Trang 28Nonprofit Organization
Marketing
Market intangible products
Production requires customer’s presence
Production requires customer’s presence
Services vary greatly
Services vary greatly
Services cannot be stored
Shared Characteristics
with Service Organizations
Shared Characteristics
with Service Organizations
Trang 29© 2015 by Cengage Learning Inc All Rights Reserved 29
Nonprofit Organization Marketing Activities
Identify desired customers
7
Trang 30• Setting of marketing objectives
• Selection of target markets
• Development of marketing mixes
Unique Aspects of Nonprofit Organization Marketing Strategies
Trang 31© 2015 by Cengage Learning Inc All Rights Reserved 31
Trang 32Target Markets
Apathetic or strongly opposed
targets
Apathetic or strongly opposed
targets
Pressure to adopt undifferentiated segmentation
Pressure to adopt undifferentiated segmentation
Complementary positioning
Complementary positioning
Unique Issues
of Nonprofit Organizations
Trang 33© 2015 by Cengage Learning Inc All Rights Reserved 33
7
Trang 34Promotion Decisions
Sales promotion activities
Public service advertising Professional volunteers
Trang 35© 2015 by Cengage Learning Inc All Rights Reserved 35
Pricing Decisions
Below-cost pricing
Below-cost pricing
Separation between payers and users
Separation between payers and users
Indirect payment Nonfinancial prices
Pricing objectives
Characteristics Distinguishing Pricing Decisions
of Nonprofit Organizations
Characteristics Distinguishing Pricing Decisions
of Nonprofit Organizations
7
Trang 36Discuss global issues
in services marketing
Global Issues in Services Marketing
Trang 37© 2015 by Cengage Learning Inc All Rights Reserved 37
Global Issues in Services Marketing
exporter of services.
reflect each country’s cultural, technological, and political
environment.
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Trang 38Chapter 12 Video
Pepe’s Pizzeria
Pepe’s is a family owned and operated pizzeria in
Connecticut The original Pepe earned the nickname “Old Reliable” for his customer service, and his grandchildren carry out that value today This video discusses the various ways that Pepe’s Pizzeria works to provide great, consistent service
and why it is important.
CLICK TO PLAY VIDEO
Trang 39© Cengage Learning Inc 2015 All Rights Reserved.
39
Part 3 Video
Scripps Networks Interactive
Product Decisions
Scripps Networks Interactive is a media
company that operates popular channels such
as Food Network, DIY, and other lifestyle
channels In this video, employees discuss
how Scripps manages and develop their new cross-platform products, such as social media and apps for mobile devices
CLICK TO PLAY VIDEO