Service Marketing S1

Introduction
to Service
Marketing
Prepared by Kim Du
 Contents
CHAP 1

01 02 03 04
Course Services Services Technology
Introduction Marketing Marketing vs
Assessments & What?
Mix Services
Requirements Why? Marketing
Characteristics?

Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education

International School of Business (ISB) - University of Economics HCMC
 01
About our
Course
Unit guide & the Lecturer

Prepared by Kim Du
 Assessments
Type of
Assessments Collaborations Weight Due

1. Quiz Individual Bonus TBA

2. Midterm Exam Individual 15% S10

3. Case Presentation Group 10% TBA

4. Group Project Group 25% S15

5. Final Exam Individual 50% After S15

 02
Services
and Service
Marketing

Prepared by Kim Du
 What do you think?

“All Businesses are

Service Businesses.”
Louis V. Gerstner, IBM’s former CEO
 What
are
Services?
Categorize them.
Service Service as Customer Derived
Industries a Product Service Service
Includes those Represents a wide Service provided The value derived
industries & range of intangible in support of a from physical goods.
companies are product offerings company's core
typically classified that customers pay products.
within service for in the market.
sector whose core
product is a service.
 Examples of
Service Industries

Government Health Financial Hospitality

Courts, employment care Services Restaurant,
services, military services, Hospital, medical practice, Banking, investment hotel/motel; ski
police and fire departments… dentistry, eye care,… advising, insurance,… resort, rafting,…

Education Travel Others

Schools, colleges, universities, Airline, travel agency, Hair styling, plumbing, lawn
and training centers theme park,… maintenance, counseling services,
health club, interior design…
Characteristics of Services

Intangibility Heterogeneity

Simultaneous
Production Perishability
And Consumption

Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education

International School of Business (ISB) - University of Economics HCMC
 Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education
International School of Business (ISB) - University of Economics HCMC
 Types of
Service Marketing
Company

Internal External
Marketing Marketing

Interactive
Marketing
Employees Customers
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
 03
Services
Marketing
Mix

Prepared by Kim Du
 Product

Process Price

The 7Ps
for
Services
Physical
Marketing Place
Evidence

People Promotion

Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education

International School of Business (ISB) - University of Economics HCMC
 Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education
International School of Business (ISB) - University of Economics HCMC
 04
Technology
vs Service
Marketing

Prepared by Kim Du
 The Impact
of Technology
in Services Sector
Make the Leap,
Take the Lead.
Group Work:
Technology is Changing the Service Industry.
Prove it!
Randomly forming 4-5 groups, discuss and prepare slides/ videos/ infographic/ pictures,… in
order to prove this statement with evidence, real examples,…
à Then, delivering a 5-minute presentation in class.
Requirements
- Choose 1 category in the Service Industries
- Take 3-5 companies as the real examples and share how did they apply technology to improve
their business/ enhance customers experience/…
- Conclude the lessons learnt and implications for markers.
 Impact
The
of Technology
in Services Sector
• Technology-Based • New Ways to • Enabling Both Customers
Service Offerings Deliver Service and Employees

• Extending the • Internet is a • The Paradoxes and Dark Side

Global Reach of Service of Technology and Service
Services
Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education
International School of Business (ISB) - University of Economics HCMC
 Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education
International School of Business (ISB) - University of Economics HCMC
 Challenges for Marketers
• Defining and improving quality
• Designing and testing new services
• Communicating and maintaining a consistent image
• Accommodating fluctuating demand
• Motivating and sustaining employee commitment
• Setting prices
• Organizing to facilitate strategic and tactical decision-making
• Finding a balance between standardization and personalization
• Protecting new service concepts from competitors
• Communicating quality and value to customers
• Ensuring the delivery of consistent quality service

Kim Du - Adapted from Zeithaml et al., McGraw-Hill Education

International School of Business (ISB) - University of Economics HCMC
Next Class
- Review Chap 1
- Read Chap 2
- Finish forming groups