MARKETING MANAGEMENT Designing and Managing Services 10-1

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MARKETING MANAGEMENT
Designing and
Managing Services
10-1
Chapter Questions
• How are services defined and classified?
• How are services marketed, and how can
service quality be improved?
• How can goods-producing firms improve
customer support services?
• How can services create strong brands?
11-2
Service
A service is an act of performance that
one party can offer another
that is intangible (does not
result in the ownership of anything);
Its may or may not
be tied to a physical product
•© Copyright 2008 Pearson Education Canada
11-3
Durability and Tangibility
• Durable
goods
• Nondurable
goods
• Services
•© Copyright 2008 Pearson Education Canada
10-4
Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
13-5
Service In Canada
• Service industry in Canada now accounts for
69% of GDP (2005)
• Employs more than 12 million people
– (4 million working in goods- producing sector)
• Basis of competition shifted to superior
performance, on-time delivery, and quicker
resolution of complaints
•© Copyright 2008 Pearson Education Canada
11-6
Continuum of Evaluation for
Different Types of Products
•© Copyright 2008 Pearson Education Canada
11-7
Service-Quality Model
13-8
SERVQUAL Topics
13-9
Case
What should Walmart do?
What should Blockbuster do?
13-10
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