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 do services marketers create strong
brands?
• How can goods-producing firms improve
customer support services?
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
Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
13-4
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
11-5
Continuum of Evaluation for
Different Types of Products
•© Copyright 2008 Pearson Education Canada
11-6
Service-Quality Model
13-7
SERVQUAL Topics
13-8
Activity
Design a better evaluation form for
the Faculty of Management
13-9
SERVQUAL Topics
13-10
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