Professional Documents
Culture Documents
Adbms Services Marketing
Adbms Services Marketing
Adbms Services Marketing
Characteristics of services
Intangibility Inseparability Perishability Variability Client Relationship
Copyright 2001 McGraw-Hill Ryerson Limited
intangibility: difficult to sample and to evaluate inseparability: difficult to separate services from the service provider; mainly direct sales; staff are essential to the delivery of quality services
Characteristics of Services
12 - 4
heterogeneity: virtually every service is different; very difficult to standardize quality perishability: those not sold can not be stored fluctuating demand: demand for some services fluctuates by season, or even by time of day
Copyright 2001 McGraw-Hill Ryerson Limited 12 - 5
Strategic Services Management intangibility generally makes the marketing of services a challenge understanding how people buy services and the segments that exist is just as important
12 - 6
knowing more about the value of customer segments is important -- some are more valuable than others knowing what they value so that service levels can be tailored is also important
Copyright 2001 McGraw-Hill Ryerson Limited 12 - 7
Pricing Services
The characteristics of perishability,
demand for services create pricing challenges. Pricing Strategies include:
Discount
the week. A variable pricing strategy: Kids eat free, movies cheaper on Tuesdays.
Copyright 2001 McGraw-Hill Ryerson Limited
strategies: Cheaper by
12 - 8
Distribution of Services
because most services are tied directly to a specific service provider, most have been distributed directly to customers with advancing technology, many firms are now delivering services through machines channels of distribution are necessarily short; some firms use one agent intermediary, such as insurance, real estate, and travel agents some firms use franchises to distribute services
Copyright 2001 McGraw-Hill Ryerson Limited 12 - 9
Promotion of Services
customer contact personnel represent the main channel of customer communication service providers must ensure that each service encounter is a positive one if customers are to develop a positive image many professional service firms are now permitted to advertise other elements of the promotional mix are used, including publicity and community affairs
Copyright 2001 McGraw-Hill Ryerson Limited 12 - 10
Gap between management perceptions and consumer expectations Gap between service quality specifications and service delivery Gap between service delivery and external communication Gap between expected service and perceived service
Copyright 2001 McGraw-Hill Ryerson Limited
In services, the last experience remains uppermost in your mind. Therefore, it is not enough to be good, you have to be consistently good
Copyright 2001 McGraw-Hill Ryerson Limited